DAG Modern

CLIENT

In the art business since 1993 when it was established, DAG Modern is today India’s largest and best known repository of Indian modern art.  DAG’s exhibitions and their accompanying high quality catalogues and art publications, noted for the depth of their research, form part of the gallery’s ongoing efforts to shed new light on the extraordinary and unique Indian modernism journey. In addition, it has presented curated exhibitions noted for its pavilion designs at national and international art fairs of repute, such as Art14 London, Art Basel Hong Kong, Art Stage Singapore and India Art Fair, New Delhi.

OBJECTIVE

The objective was to achieve pre-event media mileage on DAG Modern’s first of its kind exhibition. A Retrospective, by Altaf Mohamadei.

STRATEGY

Creative Co.’s strategic exercise involved focused PR efforts in promoting the exhibition as well as getting personal interviews with the wife of late artist Altaf Mohamedi who unravels known and unknown facets of the artist’s life, work and milieu through effective placements across newspapers, and onlines.