The Brief

Select city walk, one of the elite malls in New Delhi, Saket approached us with a motto of engaging youth masses in an artistic way. The occasion was to celebrate their 6th anniversary. Art & Music were spotlight of the event while we focused on blending our innovation with elements of lifestyle and uniqueness.

Describe how the promotion developed from concept to implementation

‘Art in the city’ was an event evolved out of Wallbook which is a graffiti culture of India. The name of the event was derived from the thought of giving artists a platform to unite in the city. Innovation was that it could be probably the first & perhaps the only “Art” car parking in India.

Describe the success of the promotion with both client and consumer including some quantifiable results

‘Art in the city’ happened on 9th Oct. 2013 with more than 600 graffiti artistes coming together to put in India’s best graffiti parking wall. Event was intended to graffiti artists and it proved a treat to the spectators. It got a lot of media coverage.It was streamed live on you tube and in the mall hence celebrating the big day for Select city walk. The artists were honored with their names carved on the walls below their respective paint art permanently.

Explain why the method of promotion was most relevant to the product or service

The challenge was to convert parking walls into canvases, Numbering of walls & separating it for 600 young artists. On the D day at 8.00 am we were all set with Paint Kits and event material ready. Walls were numbered. A mix of English and Bollywood music was played for energetic ambiance. With Six hundred artists in a span of 4 hours the marvel of “Art in the City” was concluded. Online Facebook page was extensively used for online registrations of ‘Art in the City’. Offline Art colleges, and studios were reached with posters & tab activation for online registrations.