Fevicryl takes art to the streets

Laqshya Media Group partnered with Fevicryl to create Mumbai’s first ever crowd-sourced, hand painted creative bus stop to celebrate the World Colouring Book Day. The bus queue shelter is located right outside Infiniti Mall in Malad. Hobby Ideas by Pidilite, a one stop destination for all art and craft enthusiasts, has developed into one of the most loved brands and their creative shop at Infinity Malad gets flocked with artists across age groups. On the World Colouring Book Day, Fevicryl by Pidilite decided to call out the art fanatics to their store for a crowd sourced art session. An outdoor flex was used as a base and using Fevicryl it was beautified and brought to life.

To create this piece of art, 26 adults and 7 children came together and what followed was laughter, good times and people bonding over colors and art. More than 2 liters of paint was utilised for the entire process and the drying of the canvas took another 6 to 8 hours. A beautiful hand painted art was now ready to be showcased out on the streets on a bus Malad stretch on a Bus stop.

Jalaj Pathak, VP, Laqshya Solutions, said, “Laqshya Media Group has always given importance to its customer needs and we understand their requirement in-depth to suggest some innovative ideas for their brand. We along with the team of Fevicryl embarked on this unique initiative to give Mumbai its first-ever crowd-sourced creative bus stop, thereby adding a dash of colours to Mumbaikars everyday routine. On World Colouring Book Day we are so proud to have showcased this campaign live in the outdoors”.

Fevicryl Spokesperson said, “We wanted to celebrate World Colouring Book Day in a unique and fun manner. Under this initiative the brand created a panel of intricate designs from our range of Adult Coloring Books, giving a platform to art enthusiasts to unleash and explore their creativity. We partnered with Laqshya Media Group as they are the leaders in outdoor advertising to create not only an advertisement but also an art piece. The creative art looks beautiful on the large canvas and reaches out to the TG well “