Pidilite Industries art and craft brand Fevicryl attempted to etch its name in the prestigious Limca Book of Records by creating the largest map of India made with mini tri-color canvases at Navi Mumbai’s Seawoods Grand Central Mall. The feat was part of the brand’s #AllCanArt initiative which aims to encourage everyone to practice art beyond the idea of skills and perfection using Fluid art technique. Fluid art does not require any technical know-how and allows people to freely paint and let their creativity flow.
The attempt has been submitted to Limca Book Of Records for acceptance and official recognition
The accomplishment was unveiled a precursor to Independence Day at Seawoods Grand Central Mall. The larger than life map measures 25 feet in length 25 feet in width. It has been created by assembling creative masterpieces together, crafted by 97 Parkinson’s patients, 300+ school students and 68 corporate employees. The participants painted the canvases in tri color using Fevicryl acrylic colors.
The creative installation will be displayed at the mall from 11 Aug 2019-18 Aug 2019, to celebrate the colors of India on the occasion of Independence Day.
Shantanu Bhanja, CEO, Consumer Products, Pidilite Industries Ltd, said “Through #AllCanArt, we wish to convey that now anyone with a creative intent can paint and create magic. There is no need for formal training. Fluid art is free flowing and can be practiced even by an amateur, which makes it a great art form for everyone. As a mark of celebration of Independence Day, and as a part of our Fevicreate initiative – of making Creativity fun – we are delighted to offer a platform to people from different walks of life to express their creative selves. We are confident of etching our way into the Limca Book of records!”
Nilesh Singh, Center Director, Seawoods Grand Central Mall, said, “Art is not just about creativity. It also aids for the imagination artistry of people in the otherwise busy and hectic urban life. We would like to encourage all our patrons across age groups to participate in this unique initiative by Fevicryl. “At Seawoods Grand Central Mall, we take great pride in playing host to such unique initiatives which involve the society and have a larger impact,” Singh said.
The initiative kick started with a session held at Our Lady of Salvation Church, Dadar and at Shree Vardhaman Sthanakvasi Jain Sangh Borivali with Parkinson’s Disease & Movement Disorder Society (PDMDS). 97 Parkinson’s patients participated in the workshop and set free their creativity by pouring colors on the canvas using Fluid Art technique. Despite the challenges they face, the art form allowed the participants to showcase their artistic prowess and unleash their hidden talent.
The second leg of the activity happened at M.K.E.S School, Malad where 300+ school students came together to try their hands on the unique art form. Similarly, canvases were created and contributed by corporates across city. Mall activation saw 131 participants try their hands at fluid art technique.
Penchant for art runs deep into Seawoods Grand Central Mall as it has always encouraged artists and talents to showcase their art form at the mall. Largest diya portrait of Virat Kohli, 46X24ft mosaic of Sachin Tendulkar using bespoke tailoring materials and 60X40 ft Rangoli showcasing Maharashtrian culture during Maharashtra Divas are some of the earlier artworks showcased at the mall.