Abhivyakti (CSR Activity by Torrent Group)

Abhivyakti City Arts Project is an initiative by UNM Foundation and Torrent Group to encourage original thinking and experimentation in the field of arts, across the four segments of Visual Arts, Music, Dance and Theatre. Abhivyakti invites proposals from artists across the country to participate in this annual project. The curatorial philosophy is oriented to honour conceptual thinking, artistic knowledge and execution ability. Having previously entrusted us with their brand identity and successful Edition 2, Abhivyakti returned to us with renewed vigour for Edition 4, post-Covid, ready to make a resounding comeback.

We conceptualized the communication theme ‘Express it Loud’ and a visual concept that honoured the expressive potential of hands, beautifully portrayed through four different art forms. We devised a social media strategy that aligned seamlessly with this theme, spotlighting the festival’s preparations and providing real-time updates. From calling out artists across India to a creative launch of artists, curators and mentors we made a notable impact on the Instagram community, creating ripples of excitement and engagement.

Edition 4 garnered an overwhelming response from the audience. They received an impressive influx of over 550 artist applications across Gujarat, featured more than 70 artist performances, and showcased a remarkable 60+ projects during the event. The festival welcomed a staggering total footfall of over 65000 attendees throughout its 15-day duration, solidifying its status as one of the most spectacular editions to date.