Brands woo artists to add value to products, campaigns


At India Design Week held a few weeks ago in New Delhi, Kohler had a very special product and unique collaboration that sparked a few conversations.

A limited edition sink named “Quila” has turned into a work of art in the hands of award-winning Padma Shri miniature painter Jai Prakash Lakhiwal.

Lakhiwal creates stories of Rajputana’s glorious past through evocative visuals, bringing out the charm of Rajasthan in an exclusive collaboration with Kohler for the Indian Artist Edition.

A self-taught artist, Lakhiwal began painting at an early age and learned the intricacies of Ustad Feroz, whose ancestors were Mughal court painters. In addition to creating artwork for several dignitaries, Lakhiwal also paints by hand for a major kimono brand in Japan.

For the work created exclusively for Kohler, Lakhiwal drew inspiration from the styles of the Kota (Rajasthan) and Kangra (Pahari) regions.

“This unique piece shows how art blends seamlessly with utility and renders a functional object that also serves to preserve age-old art forms,” ​​said the artist.

“India probably has the greatest tradition of arts and crafts, so we thought it was time to invest in Indian traditions. The Quila is a beautiful product, one of a kind, and certainly very different from what people expect to see in a bathroom,” said Salil Sadanandan, president, Kohler, South Asia, Middle East and Sub-Saharan Africa.

“Collaborations like these are imperative today as they not only put Indian art on the global map, but also provide artisans with a platform to showcase their talent.”

(L) Vinita Chaitanya; (R) The India-Rose Collection from Jaipur Rugs. Credit: Fabian Charuau

Like Kohler, a few other brands have a similar philosophy of promoting Indian art and artists through collaborations that help in brand promotion and provide a much-needed boost to our artists and their art.

Rug and rug brand Jaipur Rugs recently collaborated with interior designer Vinita Chaitanya for the India-Rose Collection rug collection.

“Vinita Chaitanya showcases Indian arts in her work,” said Yogesh Chaudhary, Director of Jaipur Rugs. “She was passionately involved in the design process from concept to delivery. She gave our customers silks, traditional designs and a beautiful Indian story to take home.”

On the other hand, Vinita Chaitanya says she doesn’t get involved or approach brands for collaborations unless they recognize or like her design and style.

“My collaboration with Jaipur Rugs had been in the making for two years, and during this project, we sold the first two pieces to two of my clients during the manufacturing process itself,” Chaitanya said.

(L) Jain Bandana Artist. (R) One of his creations for Raymond. 1 credit

Award-winning contemporary artist and expert in sustainable design, Bandana Jain works extensively with environmentally friendly materials such as cardboard. She is known for her unconventional artwork designed for high-end residences, businesses, luxury hotels, and public spaces like airports and shopping malls. She had a series of collaborations with Raymond.

“It has worked for me in a positive way. As I do unique work with cardboards, it sparks a lot of curiosity and creates great engagement,” says Jain.

For Raymond, artists willing to integrate brand philosophy with the necessary storytelling into their work to create unique and memorable visual experiences work well.

“With sustainability as a central theme for us, working with artists like Bandana is perfect. in-store and durable, handmade, unique and intricate frames. The campaign was a huge success,” said Shradha Kurup, Retail Marketing and Visual Merchandising Manager, Raymond Ltd.

(Veenu Singh is a lifestyle journalist who writes about food, fashion, travel and celebrities)


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