India has always been known as the land of diverse culture, region, religion and language. Similarly, the region of Northeast India is also seen as a colourful region comprising different cultures and traditions. A huge portion of art and craft in the entire country including the region has been influenced by different religions and culture. And today, the art and talents from the region are also getting exposed to ways of the world where artworks are used in everyday businesses. In the last few years, the region has also seen the birth of many start-ups and businesses making it a hub of a sort.
Artworks and artists have always been part of many brands’ marketing elements but are increasingly becoming a necessary part of advertising campaigns. Artworks are not just becoming important for products and services meant for older consumers who have traditionally grown up with handmade branding arts, but also for products and services seeking to reach the millennial and Gen Z consumers for whom art is becoming part of their everyday lives.
Most famously brand Amul, an Indian company, have successfully created Amul Girl as their advertising mascot. A hand drawn young girl with half ponytail and a polka dotted frock, the Amul Girl is an image that has managed to connect with each passing generation. Closer to home, local brands like Dweller Teas, Hill Wild and many other small startups are using art to create their brand value.
The trend of artworks and artists playing a growing role in marketing can be seen in how brands like Amul are sending out an impactful messaging about relevant topics while staying relevant to their brand messaging. Recently, Asian Paints has roped in Mo Naga, an artist from Manipur to create wallpaper design for their brand Nilaya. The designs were inspired from traditional motifs of the Nagas which is something very unique and out of the box. We can say Asian Paints is way advanced in trying to complement their brand messaging and marketing using traditional arts from a region known for its art and craft. Such art and art-inspired content can be a differentiator in the market that can connect with audiences from the region as well as outside who would look at it as a very unique offering.
Unibrow Studio, a creative agency in Manipur has also recently seen a huge interest from a diverse set of audience from the region and outside in its very first experimental #momentos campaign that aims to reach out to an audience who would like to bring back to life those nostalgic moments from the past through creative illustrations in a more comical way.
Today art and marketing coming together are widely accepted and trending. With the rising businesses and start-ups in the Northeast region of India, there is a huge potential that the unique artworks, talented artists and crafts can be explored as a medium to communicate and market their products and services in a more effective way. The businesses in the region have the advantage of tapping any form of art their brand can relate to promoting the brand as it will help in effectively connecting with the people of the region while attracting and showcasing it to others in a very unique way that will make them stand. After all, that is what all brands strive for, to stand out from the rest.