Shephali Bhatt
Feb 09, 2013

Weekend fun 1: Kala Ghoda turns a shade greener

Art installations urging visitors to switch to cycling and check pollution stood out this year at the Arts Festival currently underway in Mumbai

Weekend fun 1: Kala Ghoda turns a shade greener

Since its inception in 1999, this festival has held sway over Mumbai, and this year is no different.

Installations at The Times of India Kala Ghoda Arts Festival seem to get better with each edition. They certainly seem to be getting ‘greener’ over the last few years.

While a handful of brands like Vespa drew attention for their installations, individuals and non-profit organisations have used art to motivate people to switch to cycling, and highlighted issues like recycling and women’s safety.

Here are some glimpses from this year’s festival:

Vespa means wasp in Italian
 
 

A few NGOs also made an attempt to touch upon the fear that's been entrenched in the minds of womenfolk post the Delhi rape case.

One could see the digital evolution of the festival quite clearly. Some of the stalls had barcodes on them. The 'Like us on Facebook' and 'Follow us on Twitter' feature were seen on a few stalls too.

Besides numerous installations depicting Mumbai as a brand (installations of Dabbawallahs, local trains, Wankhede stadium, et al), there was one mannequin that caught our attention for its message:

The explanation: How brands have made individuals homogeneous and killed differentiation. Simply put, we are all going to the same high-end retail outlets and buying the same brands, leaving less or no scope of distinctiveness.

Something to think things over for brands, before the consumers do? 

Also check: Images from The Times of India Kala Ghoda Arts Festival 2013

Source:
Campaign India

Related Articles

Just Published

Premium
IAA World Congress: Pictures from day two
Premium
4 hours ago

IAA World Congress: Pictures from day two

View images from the second day of the three-day festival being held in Kochi

Premium
IAA World Congress: Piyush Pandey hones in on the bitter truth
Premium
11 hours ago

IAA World Congress: Piyush Pandey hones in on the ...

Ogilvy's global CCO Piyush Pandey brought down the curtains on day two of the IAA World Congress leaving the audience with moist eyes

Premium
Havas Meaningful Brands: Google and PayPal retain top spots
Premium
15 hours ago

Havas Meaningful Brands: Google and PayPal retain ...

The study also found that consumers would not care if 77 per cent of brands disappeared

Premium
Weekend Wrap: 22 February
Premium
16 hours ago

Weekend Wrap: 22 February

In the news: Buzzinga Digital, Garmin, hummel, Parle Agro