One of the biggest culture and craft show Hindustan Times Kala Ghoda Art Festival (KGAF) went green this time. The festival, organized every year in Mumbai by the Hindustan Times, had sustainability and eco-friendly approach as the themes. The event has even been termed as the Hara Ghoda. At the festival, several companies showcased their efforts towards sustainability as well as their drive to go green.
The Hindustan Times Kala Ghoda Art Festival kept true to its tradition of preserving and maintaining heritage as well as art culture of Mumbai. The Kala Ghoda Art Festival 2018 was full of art illustrations, theatre, dance, music, literature, as well as food to catch the city’s attention. The green theme Hara Ghoda has been a hit with people this year. The 9-day culture and art extravaganza stressed on sustainable living, environment-friendly approach, as well as recycling. This prompted brands to showcase how they are experimenting with clean technology (cleantech) as well as presenting their creativity. Overall, 11 brands associated with the Kala Ghoda Art Festival 2018, including the likes of Bajaj Electricals (which has been the presenting sponsor this year), Bertolli, Valentine, Nerolac, Faber Castell, and Zee (powered-by sponsor).
‘It is a platform for the brands to reach out to a bigger number of people through interactive installations. Nerolac hung paint brushes from one of the trees. It is pretty and gets this message across. Bajaj did their own interpretation of the Hara Ghoda, with this green colored horse, which was decorated with lights and bulbs. Valentine too made a tree sculpture with T-shirts hanging around it. The year’s theme blends nicely with the installations,’ says Bhavika Thakkar, Administrative Assistant for Kala Ghoda Arts Festival.
For the first time, broadcasting network Zee collaborated with the festival. It put up an interactive vertical natural garden called ‘Zee Extraordinary Garden.’ The installation attracted visitors in droves and they were given seeds. They also encouraged people to take away framed photos.
“Whether it is film, dance, theatre, or music, we blended art to bring about change, the reason why we associated with this festival, which exemplifies the core philosophy of ‘Extraordinary Together,’” says Pratyusha Agarwal, ZEEL, CMO, adding: “In this time and age when green spaces are a luxury, particularly in a city such as Mumbai, we wanted to share the idea of springing nature in spite of space constraints, through this concept of a vertical garden. This installation is resplendent with a colorful blend of potted flowering plants which come together to bring alive the creative exuberance of Zee.”
Installations from established brands were able to bring out this spirit of Mumbai through their illustrations, depicting the core elements of the city such as the local trains, dabbawalas, Gateway of India, vada pav, etc.
The colorful Kala Ghoda Art Festival has been a happy hunting ground for creative talent from across the country. It has also turned out to be an interesting platform for brands to connect with their audience in ways that are innovative and creative. No wonder, brands keep associating with the festival. For example, presenting sponsor Bajaj Electricals has been associating with the Kala Ghoda Art Festival since a few years. This year it created an 80-feet long tunnel as well as a ‘Wishing Tree’ made of 1,000 LED bulbs. Moreover, Bajaj set up places called ‘Kitaab’ to bring to light the problem of electricity in rural India, together with a relaxing ‘Bajaj Lounge.’
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