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Tata Housing, Arvind Real Estate’s OOH tribute to Ahmedabad

DDB MudraMax conceptualised the public art installation of a Gandhian charkha with scrap materials to highlight the progress and sustainability of the modern city

BestMediaInfo Bureau | Mumbai | January 11, 2013

Tata Housing Development Company, in association with Arvind Real Estate, and with the help of DDB MudraMax, has 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 artistes Kishor Pawar and Haresh Patel.

The thought behind the art installation was to showcase that Gujarat has evolved into a prospering and progressive industrial state. It also carries the message that industrial waste should be minimised for a greener and sustainable tomorrow.

Mahatma Gandhi’s charkha is an apt metaphor for the sustainable growth of Gujarat, while the skyline signifies 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 is renowned for.

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 skyline of the skyscrapers depicts the evolution of real estate in the city. The larger wheel depicts the growing industrialisation, which is directly related to the growth of real estate. The wheel also stands for the automobile industry hub that is clustered around the city’s outskirt in Sanand.

Finally, the thread is the binding link between growing industrialisation and growing real estate in the city.

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 wanted to capture the blend of simplicity, local culture and modernity in the art piece as a similar thought process has been carried into the design and development of our township project in Ahmedabad. Each part of the sculpture contributes to the story and portrays the evolution of industries and housing in Ahmedabad."

Vikas Nowal of DDB MudraMax 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 which all Amdavadis would relate to. As a brand Tata Housing have many diverse offerings for various customer segments, hence Kankaria Lake which is a landmark location of Ahmedabad was chosen for installation of this art structure.”

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