Delhi, India, 31st March 2021 - BOMBAY SAPPHIRE, in its steadfast commitment to enabling people to reawaken their creative potential, has collaborated with Serendipity Arts Festival and the Corporation of the City of Panaji to design a first of its kind mural in Goa, India’s hotbed of art and creativity. Serendipity Arts Festival is one of the largest multi-disciplinary art initiatives in the South Asian region.
By partnering with one of India’s most prominent artists, Hanif Kureshi, this street art mural collaboration aims to inspire the creative spirit in everyone. The “Goa Glitch” mural features geometric visuals in beautiful hues of the BOMBAY SAPPHIRE blue, representing the spirit of adventure and the openness of Goa, and bringing to life the endless coastlines, and the expansive blue skies of the city. The artist attempts to convey Goa’s innate quality of inspiration, and the boundless vigor of its people.
BOMBAY SAPPHIRE believes that creativity is not limited to the traditional canvas, there are various creative outlets whether it be a stage, or a camera viewfinder. In this case the canvas for creativity is a wall of a recycling and waste sorting station. The mural is in located in one of the busiest public areas, Dona Paula, highlighting & amplifying the artist’s message on the importance of sustainability in our world today.
Commenting on the collaboration, Aastha Gupta, Brand Manager for Premium White Spirits (India and South East Asia), Bacardi India Private Ltd., said “We are thrilled about our collaboration with the Serendipity Arts Foundation and Corporation of the City of Panaji. Creativity and sustainability are the two core pillars of BOMBAY SAPPHIRE and this association perfectly blends both. We want to celebrate, inspire, and ignite creative self-expression among consumers because everyone has what it takes to be creative. Everyone can find their own canvas to stir creativity, and with this project, we urge people to re-imagine and express themselves in their own way.”
In India, Goa is one of the cities that recycles 80% of their waste with a strong model created for waste management and sustainability. In addition to stirring creativity among the community, the collaboration builds awareness for environmental sustainability and encourages people to be more conscious of their actions.
Sanjit Rodrigues – Commissioner, Corporation of the City of Panaji (CCP) also shared his thought on the collaboration, "Art is an integral part of the culture and ethos of Goa, especially so in the city of Panaji. The Government of Goa is constantly looking for opportunities to expand the role that arts and culture play in making our community more cohesive and vibrant. One of the most important ways we do this is through critical collaborations with cultural organisations like Serendipity Arts Festival. The collaboration has been strategized and executed to highlight the idea of Stir Creativity by bringing together art and sustainability. Having vibrant street art in our community waste sorting centres is with an aim to not only draw the community to segregate their waste and care for their city but also create the chic to instill pride in our workers and take ownership of the place they work in. Our sorting stations will soon be the most sought-after selfie points in the city."
BOMBAY SAPPHIRE’S Stir Creativity platform aims to revive and enable creative self-expression amongst the audience. For over three decades, the brand has collaborated with designers, artists, architects, and individuals from outside the creative industry to create artworks that reawaken creative potential.
Speaking on the occasion Mr. Sunil Kant Munjal, Founder Patron, Serendipity Arts Foundation said, “Our collaboration with Stir Creativity and the Goa Government is a part of our mission to create a positive social impact and build sustainability through the arts. We have regularly used the arts as a medium to activate many such sites across Panjim and Goa to sensitize the community about environmental sustainability; this theme, in fact, is strongly emphasized in our Festival projects.”
The mural was unveiled on the 25th of March 2021, with a special art walk-through with the artist and is now open to the public for the next six months.
About BOMBAY SAPPHIRE
BOMBAY SAPPHIRE® is the world’s number one premium gin by volume and value. BOMBAY SAPPHIRE is created with a unique combination of ten sustainably sourced botanicals from around the globe. The brand’s signature distillation process known as vapour infusion is showcased at the BREEAM award- winning Laverstoke Mill Distillery in Hampshire, England. The vapour infusion process skillfully captures the natural flavors of the botanicals which results in the gin’s fresh, bright taste. Awarded a double gold medal in the 2017 San Francisco World Spirits Competition, BOMBAY SAPPHIRE is consistently recognized for crafting the finest quality gin. For more information, please explore www.bombaysapphire.com. The BOMBAY SAPPHIRE® brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 157 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 7,000, operates more than 20 production facilities in 11 countries and sells its brands in more than 170 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit www.bacardilimited.com or follow us on Instagram, LinkedIn, and Twitter.
About Serendipity Arts Festival
Serendipity Arts Festival (SAF) is one of the largest multidisciplinary arts initiatives in the South Asian region. It spans the visual, performing and culinary arts, whilst exploring genres with film, live arts, literature and fashion. Besides the core content, which is conceptualised by an eminent curatorial panel, the Festival has various layers of programming, in the form of educational initiatives, workshops, special projects, and institutional engagements. Through active conversations between the artistic community and the urban, social landscape, the festival continues to evolve around the mandate of making art visible and accessible. The festival seeks collaborations at its core, inspiring new perspectives of seeing and experiencing. The Festival is a cultural experiment that also addresses issues such as arts education, patronage culture, interdisciplinary discourse, inclusivity and accessibility of the arts.
About Serendipity Arts Foundation
Serendipity Arts Foundation is an organization that facilitates pluralistic cultural expressions, sparking conversations around the arts across the South Asian region. Committed to innovation and creativity, the aim of the Foundation is to support practice and research in the arts, as well as to promote sustainability and education in the field through a range of cultural and collaborative initiatives. The Foundation hosts projects throughout the year, which include institutional partnerships with artists and art organizations, educational initiatives, grants and outreach programmes across India.
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