Publicis India has entered into a 12-month partnership with the National Centre for Performing Arts (NCPA), Mumbai’s flagship cultural institution, reflecting the agency’s corporate social responsibility drive regarding promoting cultural activities.
Confirming the development, Dipika Narayan, Senior VP, Publicis India, said, “NCPA has an extremely rich cultural legacy. It is truly an honour to be entrusted with the task making NCPA a veritable cultural hub of international stature. The challenge is to now make this amazingly rich legacy relevant to the new generation.”
Building on NCPA’s reputation and legacy as a performing arts venue in South Asia, this partnership will focus on renewing the centre’s cultural brand in innovative and forward looking ways. The aim is to reflect India’s rapidly developing artistic landscape and elevate NCPA’s cultural profile to an international level.
Khushroo Suntook, Vice Chairman, NCPA, said, “The existing NCPA logo design is a classic of its era, and has stood us in good stead for more than 30 years. But India is now changing rapidly, and we at NCPA are keen to ensure that arts and culture is part of the vanguard of developments. Our new identity, devised hand in hand with Publicis India, will be part of a series of changes designed to project NCPA to audiences nationally and internationally, to make people aware that we are one of the most advanced creative resources in the region, and to position NCPA as the preferred venue for significant cultural events in Mumbai.”
Over the coming year, Publicis will revisit every aspect of NCPA’s identity, including its logo, on-site signages and all printed, electronic and online publicity materials for NCPA-promoted events.
With 39 years of service to the performing and allied arts, NCPA plays host to social and cultural events of all kinds – including plays, concerts, films, readings, exhibitions, dance performances, seminars, workshops, and conferences, among others.