Track2Realty: Tata Housing has made it to the Limca Book of Records 2013 for ‘Mumbai Wallbook’, the lengthiest wall painting activity held in Mumbai on May 20th, 2012. This first of its kind initiative on the theme ‘Design Your Dream City’ witnessed 556 artists coming together, on one platform, to design their dream for the city. Over 15,000 likes and conversations were generated on Tata Housing’s Facebook page a week prior to the event, and other social media platforms successfully engaged enthusiasts that ensured high footfalls at the venue.
Hundreds of Mumbaikars registered for the Mumbai Walbook to redecorate the defaced city walls and illustrated them with graphic visualizations of their dream city that they love and quintessentially Mumbai.
The paintings sent out strong social messages with themes of an ideal Mumbai, requirement of open green public space, anti-crime, anti-corruption, eco-awareness, non-violence, Bollywood frenzy and Lord Ganesha’s portrait beautifying the walls along the Tulsi Pipe Road in central Mumbai. The entire length of the 2 kilometre painted wall extends over three suburban train stations and is an arterial link road to the city centre.
The success of the wallbook in Mumbai prompted Tata Housing to host a similar event in the capital called the ‘Delhi WallBook’ which is yet another success for the brand. With nearly 500 participants in Delhi’s North Campus venue, people’s passion went on to establish Tata Housing’s Facebook page as the largest fan base in the realty space with 15,000 new fans, creating a total fan-base of about 88,000.
Commenting on the achievement, Rajeeb Dash, Head of Marketing at Tata Housing said, “It is an honour to be a part of the Limca Book of Records this year. Our Mumbai Wallbook initiative was an engaging project with Mumbaikars giving them an opportunity to express their thoughts in their creative best and we wereoverwhelmed with the enthusiastic response from artists. The event resulted in an astonishing turn out of citizens who desire a better Mumbai and were ready to demonstrate their views through their artistic skills. This national recognition of our support for art & culture is encouraging and this is truly reflective of our endeavor to inspire life through art. We plan to take The Wallbook initiative across to other cities of India as well.”
The Mumbai WallBook was a joint initiative by Tata Housing & Brand Promotions India Pvt. Ltd. to bring professional, amateur and budding artists on the same platform to showcase their skills and create a record for the longest wall painting by maximum artists.
Tata Housing will initiate ‘The Wallbook’ activities across cities in India such as, Bangalore, Pune, Ahmedabad, Chennai, Chandigarh, Hyderabad and second series of Wallbook in Mumbai.
