Sunday, 11 August 2019

Fevicryl attempts to create Limca Book of Record for largest Indian map with mini tri-color canvases @Seawoods Grand Central Mall

~The gigantic map measuring 25*25 feet was unveiled today ~ 
12 August, 2019, Mumbai: Fevicryl, a leading art and craft brand from the house of Pidilite Industries, attempts to etch their 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 a part of the brand’s unique initiative #AllCanArt, which aims at encouraging 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.
This extraordinary accomplishment was unveiled today, as 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.
Mr. 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!”
Mr. 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.”
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.
About Pidilite:
Pidilite Industries Limited is a leading manufacturer of adhesives and sealants, construction chemicals, Arts and Crafts products, DIY (Do-It-Yourself) products and polymer emulsions in India. Our products range also includes paint chemicals, automotive chemicals, art materials and stationery, fabric care, maintenance chemicals, industrial adhesives, industrial resins and organic pigments & preparations. Most of the products have been developed through strong in-house R&D. Our brand name Fevicol has become synonymous with adhesives to millions in India and is ranked amongst the most trusted brands in the country. Some of our other major brands are M-Seal, Fevikwik, Fevistik, Roff, Dr. Fixit, and Fevicryl.
About Seawoods Grand Central Mall:
Seawoods Grand Central (SGC) Mall, located at Navi Mumbai, is a part of Nexus Group of Malls. Nexus Malls is a fully owned subsidiary of the Blackstone Group, world’s leading Private Equity firm.
Owned by Nexus Malls, the asset is destined to be crown Jewel of Navi Mumbai with the retail mix it has to offer, entertainment avenues, multiplex and F&B options Anchor stores like Big Bazaar and Lifestyle greet the commuters at the exit of Seawoods Railway station, thus bringing in a whole new consumer experience of convenience fashioned with grandeur. The 4 storied (Ground + 2 with a Lower Ground floor)  mall houses 300 retail stores and a food court to accommodate 1200 people at once. The mall boasts of a three level basement car parking to accommodate 2800 vehicles, largest amongst all malls in Mumbai metropolitan region.
Besides being directly connected to the Seawoods railway station, the mall is 5 minutes from Belapur CBD, easily accessible through the 8 lane Sion Panvel express highway and closer to proposed Navi Mumbai Metro corridor. SGC Mall aims at transforming Navi Mumbai landscape through fashion, food, entertainment and technology to make it fit for a Smart City. Over the last one year, the mall has entertained its guests with lots of innovative activities such as Augmented reality show, pictionary and Digital Dussehra and soulful musical events with leading musicians and bands such as Papon & Jonita Gandhi and Euphoria. Going forward, the mall will also look at introducing various innovative concepts & engagement ideas to ensure Navi Mumbaikars do not need to travel for miles to meet their needs – Both shopping and entertainment.

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