Campaign India Team
May 15, 2014

Indiabulls creates monumental art installation to emphasise ‘Rising’ ambition

Watch the creation of the installation conceptualised by Brand Canvas here

Indiabulls has created what is billed as India’s first ‘Corporate Art Installation’, based on the theme ‘The Rising’, to communicate the ambitious spirit that drives the group. The installation has been conceptualised by Brand Canvas.

A video on the project (above) explains how the agency created a customised die-cast for the injection moulding machine, using the colour green – Indiabulls’ corporate colour and the universal colour of money. A sum of 10,600 cubes were used. The Indiabulls Centre in Mumbai now houses the installation, in its 10-storey atrium space. The 50 (w) x 16 (depth) x 31 (height) feet installation weighs 6.5 tons.

The installation resembles a man with wings. From different perspectives, the installation also displays different currency symbols, symbolising Indiabulls’ roots as a financial services company.

Speaking with Campaign India, Prasanna Sankhe, partner and creative head, Brand Canvas, explained that the project took 14 months to complete, with eight months spent on fabrication alone. Partners include several specialists including structural engineers.

He said, “You have art installations sponsored by brands. But I don’t think a brand has commissioned and created a corporate art installation in India till date.”

Source:
Campaign India

Related Articles

Just Published

11 hours ago

Rural consumption continues to outpace urban ...

The latest data from NielsenIQ indicates that rural areas have become the primary driver of consumption growth in the FMCG sector, a reversal of previous trends where urban centres led growth.

11 hours ago

Havas to offer staff up over $40 million in ...

Bosses could get extra $8 million in cash bonuses for working on separation from Vivendi, prospectus reveals.

13 hours ago

FCB/SIX India announces key senior leadership ...

Since its launch in 2023, the agency’s staff has tripled, now numbering approximately 170 team members.

13 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.