Painting walls with myriad colours, Art Salute casts a spell

Kansai Nerolac collaborates with ‘A Hundred Hands’ and a reputed media brand to narrate the story of the Central Command of the Indian Indian Army with tribal art

The event witnessed the launch of Nerolac Art Tales an initiative in collaboration with ‘A Hundred Hands’that intends to bring customized traditional wall art to consumer homes.

 Lucknow: Kansai Nerolac Paints has partnered with‘A Hundred Hands’an NGO and a reputed media brand, supported by AWWA to create ‘Art Salute’.

The Art Salute Project – Saluting Artistes of the Lost Art is a uniquely curated platform that aims to bring out a synergy between the Central Command of the Indian Army and tribals.

As a part of the project, A Hundred Hands decoded the narrative of the Surya Central Command of the Indian Army, which is based in Lucknow, Uttar Pradesh;and after intensive research which included the state level geographies, flora, fauna including army activities translated it using Gond and Bhil art. A designated wall depicted the peacetime activities of the largest command of the Indian Army, which covers eight states in India.

The Central Command of the Indian Army conducts various activities that includes humanitarian assistance, training, rescue operations and disaster relief as well. Besides, the forces are also known for their stellar contribution in the arena of sports. The tribal artistes used their creativity to highlight all such aspects of the forces, which remain mostly unseen in the larger context.

The completed wall was unveiled on the 13th of November at the Surya Sainik Suvidha Parisar, Lucknow Cantt by  Nidhi Dimri, Regional President AWWA along with Rohit Malkani, Senior Vice President Decorative Sales & Marketing, Kansai Nerolac Paints Ltd.

The regional president, AWWA, Central Command, congratulated everyone on the ‘Azadi ka Amrit Mahotsav’. She expressed happiness that the families of the station could get an opportunity to participate in the workshop and enliven the lost Indian art forms. She said, “The members of AWWA fraternity joined hands to pay real tribute to all soldiers and families by participating in the Tribal Art Workshop” She further extended her gratitude to all the organisers, for enabling and supporting the event. She concluded by making a special mention of two women artists present on the occasion, daughters of a famous Bhil artist who broke stereotypes.

Taking this initiative,a notch higher, Nerolac announced the launch of Nerolac Art Tales, an initiative that aims to bring India’s traditional art forms to the homes of its consumers.Customers can choose from a wide array of different tribal art forms such as Warli, Madhubani, Phad, Gond, Bhil, Chittara and many others. The same will be customized beyond just a design but a bespoke creation considering the family for whom the wall is done, matching the right art form to the core of that family, creating a story around the family values and interests so that they have a one of its kind walls.

Speaking about the initiative  Rohit Malkani, SVP, Kansai Nerolac Paints Ltd. said, We are extremely elated to associate with ‘A Hundred Hands’ and Times of India for such a noble initiative.Our research shows that consumers are looking for creating personal spaces in their homes that highlight special memories, artefacts, and achievements. The quest for unique depictions of these is something that is actively sought and becomes a conversation starter. Tribal art has always been inspired by story telling and capturing the nuances.We believe using tribal art to tell contemporary stories is a beautiful way of providing solutions to consumer for what we have always stood for – “jab ghar ki raunak badhaani ho”.

As a part of ourPaint+ brand philosophy weare strengthening our offeringswith benefits that go beyond just colour.The Art Salute event is a proud showcase of how effectively the artforms of Gond and Bhil can bring to life the narrative of the Surya Central Command. Through our painting service offering of “Nerolac Art Tales” we plan to bring customised tribal art narratives to the lives of our consumers. Our recently revamped Ideaz range of textures with nature inspired designs will help accentuate the homes of our consumers. Through Ideaz and Art Tales we would like to keep innovating and giving our consumers multiple avenues to decorate their homes”

Traditionally these artists are known to create these art forms using mud paints or natural dyes, Nerolac has come forward and extended a hand so that through the use of wall paints the life of the art on walls is significantly extended and the art form is preserved.

Nerolac has always supported the painter and artist community, this initiative will help give the artists a platform to tell a story through their art thereby protecting our country’s rich heritage and culture.

Keeping in sync with the changing times and to cater to the evolving needs of customers Nerolac has introduced productsunder ‘Paint+’which offer features such as ‘No Smell’, Excellent Washability, Crack Protection, Anti-Viral/Bacterial and many more. This gives additional benefits beyond colour at affordable prices.

 

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