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Traditional Art in Contemporary Times

An international webinar reflecting on new possibilities and challenges of the pandemic.

In the art world traditional and contemporary art are sometimes differentiated. However indigenous art traditions are ever evolving and contemporary. More visibility of visual art heritage in galleries and exhibitions will contribute to promotion and safeguarding of heritage. With changing times indigenous art adapts itself. The pandemic has led the art world to think differently and innovatively...

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Digital Storytelling for heritage promotion

January 2020

Digital storytelling is a relatively new term which describes the ¬†practice of everyday people who use digital tools to tell their ‘story’. Digital stories often present in compelling and emotionally engaging formats, and can be interactive. The most important characteristics of a digital story are that it no longer conforms to the traditional conventions of storytelling because it is capable of combining still imagery, moving imagery, sound, and text, as well as ¬†contain...

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February 2020

Packaging is the perfect vehicle for strengthening a brand’s identity. By using packaging to tell a story, brands aim to create an association that is relevant while capturing their heritage, however old or young that may be. Similarly in the case of Patachitra and Chau Mask the brand building with packaging as one of the many tools is what we undertook.

Eco-friendly packaging was developed for different products like sarees, t-shirts coasters, kettles with Patachitra motif. The...

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This research project, Heritage Sensitive Intellectual Property and Marketing strategies: India (HIPAMS - INDIA), is funded by the British Academy's Sustainable Development Programme, supported under the UK Government's Global Challenges Research Fund 2018-2021.