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Home » Campaigns » Kansai Nerolac honours Maha Kumbh through art
Kansai Nerolac honours Maha Kumbh through art

By M4G Bureau - February 27, 2019

The brand’s 104 feet mural on the building facade is meant to be a homage to saints, sadhus and pilgrims visiting the Kumbh Mela

Paint major Kansai Nerolac Paints Ltd. (KNPL), as part of its efforts to pay homage to the Kumbh Mela, has used art to beautify Indira Bhavan located at Civil Lines in Prayagraj and other structures in the city, based on the theme of Kumbh 2019. The mural on Indira Bhavan is intended to commemorate saints, sadhus and pilgrims from all walks of life on the auspicious occasion of Maha Kumbh.

Kansai Nerolac, which has always focused on engaging with its customers through awareness campaigns, was inspired by the social and spiritual aspect of the Kumbh Mela and this initiative aims at showcasing the various aspects of the Maha Kumbh.

Speaking on the occasion, Peeyush Bachlaus, GM – Marketing, Kansai Nerolac Paints Ltd., said, “As Pablo Picasso had once said, the purpose of art is to wash the dust of daily life off our souls. The Kumbh Mela is graced by millions of devotees who travel to the pilgrim centre from all cultures and walks of life to take the holy dip at the sacred ‘Triveni Sangam’. Depicting this spirit of Maha Kumbh and synergising it with our belief of transforming India through transforming lives, we at Kansai Nerolac found it opportune to connect with our audiences by showcasing our homage to the city / the festival.”

Shantanu Gupta founder of YUVA Foundation and the curator of Kumbh Art Festival was quoted as saying, “It gives us immense delight to have partnered with Kansai Nerolac and be a part of the Kumbh. We have tried to assimilate the spirit of Kumbh through Nerolac shades that we have used in the mural on the facade of Indira Bhavan. Over the past few years there hasn’t been enough attention given to artistic aesthetics in urban regions and the visual appeal it can bring to the cities in our country. And hence large-scale wall art work during festivals is what our team looks at to change that trend. Under #AyodhyaArtFest and #KumbhArtFest, we have created cultural art work on public and private walls in Ayodhya and Prayag respectively.”

Apart from painting the 30,000 sq. ft area of the building, Kansai Nerolac has also actively participated with Delhi Street Art in beautifying the town of Prayagraj, by painting 10,000 sq. ft of the city walls. Nerolac, along with extensive support from its paint trade dealer network, will also act as distribution centres, and will make over 3-lakh customised cans available for the devotees to carry the holy-water from the Ganges home. To retain the purity of the canned liquid, they will include a shankha made of alum to champion the cause of purifying the holy Ganges.

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