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
Warc Rankings: India dominates creativity, effectiveness rankings
Premium
1 hour ago

Warc Rankings: India dominates creativity, ...

FCB Ulka's 'No Sindoor Khela' tops campaigns for creativity while The Womb's 'Let's make viral products instead' is top of the effectiveness list

Premium
JWT Mindset chairperson emeritus resigns, alleges misdemeanour by the majority stakeholders
Premium
15 hours ago

JWT Mindset chairperson emeritus resigns, alleges ...

Santha John also gives up her minority stake and questions the handling of the agency since 2017

Premium
Affle ropes in Resultrix co-founder Gulrez Alam
Premium
19 hours ago

Affle ropes in Resultrix co-founder Gulrez Alam

Prior to this, Alam's entrepreneurial stint was in the fintech domain where he founded an algorithmic trading company

Premium
Mullen Lintas wins Ruosh's creative mandate
Premium
19 hours ago

Mullen Lintas wins Ruosh's creative mandate

Account won post a multi-agency pitch