Makeover artist Publicis to revamp NCPA’s image

26 Aug 2008


The National Centre for Performing Arts (NCPA), one of the best known and most respected performing arts venue in South Asia is all set to get its image made over, as part of a 12-month association with the Indian arm of the French multinational advertising and communications company, Publicis. 

South Mumbai's cultural centre would get a revamped brand identity, including a new logo, on-site signages, and all print, electronic and online publicity materials that are part of NCPA-promoted events.

The makeover will take time, evolving gradually across the 12-month partnership. 

The aim of the makeover is to reflect India's rapidly developing artistic landscape and elevate NCPA's cultural profile to an international level.

With around 39 years of service to the performing and allied arts, NCPA has been a host to all kinds of social and cultural events, including plays, concerts, films, readings, exhibitions, dance performances, seminars, workshops, and conferences, among others.

NCPA's vice chairman Khushroo Suntook said that the existing NCPA logo design is a classic of its era, having ''stood us in good stead for more than 30 years''. He says that today, India is changing rapidly and ''we at the NCPA are keen to ensure that art and culture is part of the vanguard of developments.''

NCPA's new identity would be devised in association with Publicis India, as part of a series of changes designed to project the NCPA to audiences nationally and internationally.

The makeover will make people aware that the NCPA is one of the most advanced creative resources in the region, and aims to position it as the preferred venue for significant cultural events in Mumbai.

The new identity would build on NCPA's reputation and legacy as a performing arts venue in South Asia. Publicis is looking to focus this partnership on renewing the NCPA's cultural brand in innovative and forward looking ways. 

Says Dipika Narayan, senior vice president of Publicis India, "NCPA has an extremely rich cultural legacy. It is truly an honour to be entrusted with the task making NCPA a veritable cultural hub of international stature. The challenge is to now make this amazingly rich legacy relevant to the new generation."

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