A first-of-its-kind digital carnival – ‘Utsara 2020’ conducted by Chhatrapati Shivaji Maharaj International Airport‘s (CSMIA) Jaya HE Museum, was adjudged the winner for Best Social Media Campaign at the 9th ACEF Asian Leaders Forum and Awards.
The Museum’s festival was conferred with a Gold Award under the CSR Awards category for best Engagement and Communication at the ceremony held on October 16 in Mumbai.
The 45-day digital carnival was lauded for its imaginativeness as well as for the best strategy, execution, and impact having reached out and connected to a large audience between June 1–July 15, 2020.
Due to the pandemic, CSMIA’s Jaya HE Museum hosted the previously designed on-ground festival into a first-of-its-kind digital airport carnival showcasing the art, cuisine, and traditions of North East Indian states on its social media platforms.
In collaboration with various institutions, entrepreneurs, artists, photographers, and students from each state of North East India, the successful 45-day online carnival was celebrated through a series of infographics, videos, live conversations, and various workshops promoted on Jaya He’s Instagram and Facebook platforms.
The live sessions ranged from storytelling sessions of folk stories from North East India, accompanied by craft-making sessions to Live Insta conversations with expert resources like young entrepreneurs and the student community which hailed from North East India. The digital campaign was specially designed and curated in such a way that by the end of the campaign, the viewer was well-informed about the North Eastern culture.
Since its launch in 2017, CSMIA’s Jaya He Museum has undertaken several initiatives to introduce passengers to the various cultures of India. In 2019, the museum launched ‘Paaoolkhuna – Imprints of Maharashtra’, a 75-day airport contemporary carnival highlighting the lesser known art and rich heritage of Maharashtra.
This year, despite the impact of the pandemic, CSMIA brought to life the magnificent culture and heritage of these states for enjoyment by passengers from the comfort of their homes.
The museum has more than 5,500 artefacts, works of 100 artists and some 1000 artisans, spread across a span of 3.2 kms. Reflecting the many – layered story that is India, the collection evolved into an immense multi-disciplinary endeavour, like a ‘New Museum’. Jaya He has three distinct sections.
The first section called ‘Thresholds of India’ is a wall running like a central curvilinear spine, designed to direct and control circulation of passengers through the terminal. The wall itself becomes the artwork of an immense sculptural tableau of India’s plural cultural legacy, living traditions and contemporary artistic expression
The second section, ‘Layered Narratives is in the arrivals corridor, consisting of a series of especially commissioned artworks that map the city, unfolding page by page before the disembarking travellers.
The third section, ‘Baggage Acclaimed’ in the baggage claim area, reinvigorates India’s ancient pre-eminence in the arts of textiles and costumes with exotic props celebrating a rare collection of traditional containers. Mumbai international airport is the first of its kind to present a display of the most beautiful hand-crafted trunks, as an introductory guide to the treasures that one can carry home.