Overview of this campaign

Background

India has various art forms, whether it be Madhubani from Bihar, Patachitra from West Bengal, or Warli from Maharashtra. Most of these art forms and artists are restricted to their respective geographies and need a national platform where they can showcase their work to a larger audience. 

TOI reaches more than 500 cities in India catering to premium and affluent audiences (HNIs and top 2% of the English audiences). Art lovers and connoisseurs are a substantial part of these. It is but natural for a national brand like TOI to launch a platform where artists from all geographies come together showcasing different forms of art and connecting with potential buyers.

Objective:

To create a new revenue stream for the company by selling never-seen-before masterpieces to selected art connoisseurs and collectors. 

The Event:

Tastefully curated over a period of 6 months, involving artists from all parts of the country, curating masterpieces especially for this exhibition

• Hosted at India’s biggest exhibition center – Helipad Exhibition Centre, Gandhinagar, Gujarat.

• 5-day exhibit showcasing 418 masterpieces including paintings, sculptures, and carpets.

• 220+ artists including renowned names such as Manu Parekh, Paresh Maity, Lalitha Lajmi, Krishan Khanna, Prabhakar Kolte, Brinda Miller, Arpana Caur etc.

• 70+ art collectors showcasing masterpieces of pre-modern great’s such as M F Hussain, NS Bendre, Jamini Roy etc.

• 14 art galleries including Delhi Art Gallery, Dhoomimal art Gallery, National Gallery of Modern Arts etc.

• Students from art colleges within Gujarat also showcased their artworks

Marketing:

• Print ads across The Times of India, The Economic Times, Maharashtra Times, Navbharat Times and EiSamay

• Editorial coverages in The Times of India

• Specially designed TOI masthead by Paresh Maity for the launch.

• Digital AV showcasing best participating masterpieces played at NASDAQ Tower, Times Square

• Direct Marketing through CRM databases of Saffronart (our auctioning partners)

• Digital platform – www.theartofindia.in where in art lovers could download catalogue before visiting the exhibition

Results for this campaign

• The Art of India Fest ’22 garnered total revenues more than INR 100 mn through sale/Auction of Artworks. It opened a newer revenue stream (beyond Print) for the company

• Total of 137 artworks sold/ auctioned in the inaugural year.

• Highly engaging campaign considering the niche audience size:
• 4.7 mn + video views of the launch and artist films
• 3.1 mn + shares, likes, comments, post clicks and re-tweets.
• 3 lacs + active users on the website
• 1 lac + catalogue downloads

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory