By: M4G Bureau
Last updated : February 27, 2019 9:49 am
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
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.”
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.