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Brands go all green at Kala Ghoda Art Festival

10-February-2018
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Brands go all green at Kala Ghoda Art Festival

Keeping true to its tradition of maintaining and preserving the heritage and art culture of Mumbai, the Hindustan Times Kala Ghoda Art Festival 2018 replete with art illustrations, dance, theatre, music, literature and food has captivated the city’s attention with its green theme Hara Ghoda this year. The nine-day extravaganza emphasising on sustainable living, recycling and environment-friendliness has got brands experimenting with the green theme and standing out with their creativity. In total 11 brands have associated with the festival with Bajaj Electricals (presenting sponsor) and Bertolli returning for second and third time respectively. Others include clothing brand Valentine, Faber Castell, Nerolac and Zee etc (powered by sponsor).


Bhavika Thakkar, Administrative Assistant for Kala Ghoda Arts Festival, says, “It’s a platform for them (the brands) to reach out to larger number of people through their interactive installations. Nerolac has hung paint brushes from one of the trees. It’s pretty and gets the message across. Bajaj did their interpretation of Hara Ghoda with this huge green coloured horse decorated with lights and bulbs. Valentine made a tree sculpture with T-shirts hung around it. This year’s theme blends itself well with all the installations.”


This also happens to be the first time that a broadcasting network has tied up with this festival. In keeping with the green theme, ZEEL has put up an interactive vertical garden called ‘Zee Extraordinary Garden’ where visitors are given seeds and presented this memory in framed photo giveaways. Pratyusha Agarwal, CMO, ZEEL, said, “Be it film, theatre, dance and music, we have blended art forms to bring about change, the very reason why we associated with the festival that exemplifies our core philosophy of ‘Extraordinary Together.’”

She added, “In a time and age where green spaces are a luxury especially in a city like Mumbai, we wanted to share a unique idea of springing nature despite space constraints through the concept of a vertical garden. The installation is resplendent with a colourful blend of potted flowering plants that come together to bring alive the creative exuberance of Zee.”


ZEEL’s Hindi movie channel &Pictures brought out the spirit of Mumbai through illustrations on installation depicting the core elements of the city like dabbawala, Gateway of India, vada pav and local train. Its English premium channel &Privé HD is associated for its cinema vertical and will be screening acclaimed movies namely ‘The Post’, ‘Pelé: Birth of a Legend’, ‘Her’ and ‘Moonlight.’ The closing concert called Yaaron featuring KK will be presented by Zee on February 11.

The riotously colourful fest which attracts creative talent from all over the country has turned out to be a interesting platform for brands to connect with the audience in innovative ways. As a result they keep going back to it. For instance, the presenting sponsor Bajaj Electricals for the second time created an 80-feet-long tunnel and a ‘Wishing Tree’ made of 1000 LED bulbs. In addition to this they set up two places called ‘Kitaab’ to highlight the electricity problem in rural India and a relaxing ‘Bajaj Lounge.’


Anant Bajaj, JMD, Bajaj Electricals Ltd, explained how it benefitted from the union. “This partnership in the previous year helped us to strengthen our ties with the youth and has reinforced our brand ethos. It provided us a platform where we gave people the one core ingredient without which art cannot survive – inspiration. With all the interesting installations in the previous year and the running year, our strong focus is to enhance overall consumer experience providing us a perfect platform for a larger brand connect,” he said.

Anjana Ghosh, Director Marketing at Bisleri International Pvt. Ltd talked about their eight-year association with the festival as hydration partner, as she said, “It is a great platform for us to connect with our consumers in Mumbai. It also gives us a platform to get first hand feedback and understanding consumer preferences with respect to our range of products and new launches.”

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