Exclusively for HSE, Intuit Lab, and CAFA students. Read more 🔗 about the competition
The contest has two rounds. Submissions are currently open for Round 1, assessed by national juries, and the same projects will carry through to Round 2, judged by the international jury.
step 1 / choose a movie: Indian watchlist
Monsoon Wedding (2001, Mira Nair) // मॉनसून वेडिंग (2001, मीरा नायर)
Monsoon Wedding is a joyful yet layered portrait of a Punjabi family preparing for an arranged marriage in Delhi. The film masterfully blends vibrant song, dance, and color with intimate stories of love, generational conflict, and hidden secrets. Mira Nair combines the energy of Bollywood with an almost documentary-like realism, offering both celebration and critique of Indian traditions. Its success at the Venice Film Festival and worldwide screenings demonstrated the universal appeal of a very Indian story.
Devdas (2002, Sanjay Leela Bhansali) // देवदास (2002, संजय लीला भंसाली)
Devdas, adapted from Sarat Chandra Chattopadhyay’s classic novel, is one of Bollywood’s most sumptuous productions. With spectacular sets, lavish costumes, and unforgettable music, the film recounts the doomed love story of Devdas, Paro, and Chandramukhi. Beyond the romance, the film embodies the tension between duty and desire, tradition and personal freedom. Its stylized aesthetic, operatic emotions, and star-studded cast (Shah Rukh Khan, Aishwarya Rai, Madhuri Dixit) turned it into both a critical and commercial landmark.
Lagaan (2001, Ashutosh Gowariker) // लगान (2001, आशुतोष गोवारिकर)
Set in colonial India, Lagaan tells the story of a village oppressed by high taxes who challenge their British rulers to a cricket match that will decide their fate. The film combines sports drama, historical epic, and musical spectacle into one of the most ambitious Indian films ever made. Its narrative of unity, hope, and resilience resonated globally, earning an Academy Award nomination for Best Foreign Language Film. Lagaan remains a symbol of Indian cinema’s ability to merge entertainment with national history.
Like Stars on Earth (2007, Aamir Khan) // तारे ज़मीन पर (2007, आमिर ख़ान)
Like Stars on Earth tells the moving story of Ishaan, a child misunderstood at school and home due to his struggles with dyslexia. His life changes when a compassionate art teacher recognizes his potential. The film is a groundbreaking exploration of learning differences and the importance of empathy in education. Visually imaginative and deeply emotional, it shifted public awareness in India about childhood development and the role of art in personal growth.
3 Idiots (2009, Rajkumar Hirani) // 3 इडियट्स (2009, राजकुमार हिरानी)
3 Idiots is a satirical yet heartwarming story about three friends navigating India’s rigid and competitive education system. Mixing comedy, romance, and drama, the film questions the obsession with grades, careers, and conformity. With memorable characters, witty dialogue, and the famous motto «All is well, ” the film became one of the highest-grossing Indian movies of all time. Its popularity extended beyond India, making it a cultural reference across Asia and inspiring debates on education worldwide.
step 2 / translate and reimagine
Ask yourself: «If the message and spirit of this film were turned into a contemporary „Brand®“ in my country, what would it look like?» The name of the movie could be changed if necessary for the purpose of the brand you want to create.
Analyze the core DNA of the story — its emotion, symbolism, conflict, and values. Then reinterpret it within your own cultural environment, while keeping its original essence alive.
Define: • The brand positioning (what it stands for) • The narrative promise (what it conveys emotionally or socially) • The signature or tagline
step 3 / design the identity
Create the visual and editorial world of your film-brand:
• Logo and graphic universe (color palette, typography, layout) • Visual and editorial tone • Main campaign poster or rebranded film cover • Social media content (3–5 posts minimum)
Optional but encouraged: merchandising mockups, teaser video, or a short 2-minute trailer. You are free to explore any format — from digital to print to motion — as long as your storytelling remains coherent and culturally meaningful.
step 4 / prepare the presentation
Compile your project into a clear and engaging presentation:
• 1 brand strategy note (vision, values, positioning, adapted title) • 1 logo and full visual identity system (colors, typography, moodboard) • 1 poster or key visual • 3–5 social media posts • Optional: 1 short trailer (max 2 min) • 1 presentation deck (max 30 longread blocks) uploading here on «create a project»
when creating your project on the platform, please name it using the following format:
Culture Mirror: [Movie Name]
step 5 / submit and get featured
Submit your project on your film country’s landing page.
Individual submissions only.
Final deadline: January 15, 2026.
After the first evaluation, five projects per country will be shortlisted.
A second round of juries will then select the three best international interpretations per country, and finally, one winning project will be chosen in March 2026.
The 15 finalist projects will form the basis of a traveling exhibition across all five countries.
make sure your project includes both tags:
«identity & branding» «intuit lab x hse art and design school x cafa»
contacts
Info: info@dafes.org Technical support: support@dafes.org
Regulations of the HSE x Intuit Lab x CAFA: Culture Mirror Intercampus Design Challenge — by participating in this contest, you agree to these Regulations in full.