Tata Housing, Arvind Real Estate, DDB MudraMax pay tribute to Amdavad

As part of the campaign, a public art installation of a Gandhian ‘Charkha of Progress and Sustainability’ was unveiled at the Kankaria Lake in Ahmedabad

e4m by exchange4media Staff
Updated: Jan 14, 2013 2:24 AM
Tata Housing, Arvind Real Estate, DDB MudraMax pay tribute to Amdavad

Tata Housing Development Company, in association with Arvind Real Estate and with the help of DDB MudraMax, embellished the historic Kankaria Lake in Ahmedabad with an indigenous installation of the Gandhian Charkha with the backdrop of Gujarat’s progressive skyline exclusively sculpted from scrap materials from various industries in and around Ahmedabad.

The installation, measuring 12 feet in height, took about a month to weld together by well-known local artists Kishor Pawar and Haresh Patel.

The guiding thought behind the art installation is to showcase that Gujarat has evolved as a prospering and progressing industrial state. Also, the message is that industrial waste should be minimised for a greener and a sustainable tomorrow. The design concept highlights the prosperity of Gujarat.

Mahatma Gandhi’s charkha is an apt metaphor for the sustainability and self-initiated growth of Gujarat, while the skyline signifies the sign of development. The humble charkha has been given a contemporary design interpretation, while giving out the same message of self-reliance and entrepreneurship that the state of Gujarat is renowned for.

Commenting on the campaign, Rajeeb Dash, Marketing Head, Tata Housing said, “This sculpture installation is a tribute to the city’s spirit, which has nurtured its culture and heritage. We really wanted to capture the blend of simplicity, local culture and modernity in the art piece as the similar thought process has been carried while designing and developing our township project in Ahmedabad, which has all the essence of Gujarat culture. Each part of the sculpture hence, contributes to the story and portrays the evolution of industries and housing in Ahmedabad.”

Why the charkha?
With his revered Ashram at Sabarmati, Mahatma Gandhi had a strong connection to the city of Ahmedabad. It remains the place from where he ideated and launched various historic movements. He and the charkha have almost become synonymous to each other.

The small wheel indicates the housing clusters, pols, and the walled city from which the city has gradually grown into an energetic megacity now.

The skylines of the skyscrapers depict the evolution of real estate in the city, tracing the transition from small housing apartments to modern townships with high quality infrastructure.

The larger wheel depicts the growing industrialisation, which is directly related to the growth of real estate. Industries create jobs, boost the economy, and increases the monies earned, which creates higher living aspirations. In turn, the need for better housing projects grows too.

The wheel also stands for the automobile industry hub that is clustered around the city outskirts of Sanand with more automobiles companies venturing into setting up their units there.

Finally, the thread is the binding link between growing industrialisation and growing real estate in the city. It denotes the importance of co-existence of both for the betterment of the citizens.

Elaborating on the campaign execution, Vikas Nowal, Vice President, DDB Mudramax and National Head, Clear Channel Mudra, said, “In our ongoing efforts to spread the brand’s message through unexpected avenues, we conceptualised the design of the art structure to communicate Ahmedabad’s growth story through a Gandhian charkha. As a brand, Tata Housing has many diverse offerings for various customer segments hence, Kankaria Lake, which is a landmark location of Ahmedabad and is visited by people from all walks of life, was chosen for installation of this art structure.”

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