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Skoda India: In the mood for art

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | August 18, 2010
The company, as part of its corporate social responsibility, will promote Indian contemporary art through an award ceremony, where the winner will receive a sum of Rs 10 lakh

In order to promote Indian contemporary art, Czech car maker, ŠkodaAuto India has launched an initiative, along with Seventy Event Management Group (EMG), called The Škoda Prize.

The award aims to recognize and reward young Indian artists under the age of 45. Each artist will be judged on exhibitions or other presentations of their body of work, produced in the 12 months preceding the award.

& #BANNER1 & #Speaking on the occasion, Thomas Kuehl, board member and director sales and marketing, ŠkodaAuto India, says, "We look at this association as a great opportunity to provide a platform of recognition for contemporary Indian artists, who have been contributing richly to the global art scene."

He adds that the insight to organise the event came from the fact that Indian artists are recognised for their work over the world, except in India. Therefore, the award ceremony is a means of providing a platform to artists and starting a discussion on art.

As a part of its corporate social responsibility, the manufacturer of cars such as Fabia, Laura and Octavia would organise this award ceremony annually, where the winner would receive a sum of Rs 10 lakh.

The TG of the company is also keenly interested in art. In India, Škoda is positioned in the lifestyle space. "Associating with art is a natural extension of the brand positioning for an audience aspiring for premium and clever choices in life," says Kuehl.

The company, which plans to enter the mass-segment with the launch of its Rs 3-5 lakh car, also considers art as a medium to reach out to the masses.

The initiative is supported by the British Council, the leading art magazine -- Art India, and the British accountancy firm -- Grant Thornton India.

The entries will be judged by a five-member jury. The panel will be chaired by Tasneem Zakaria Mehta, Mumbai-based historian, writer, curator and culture activist. The company will work with art galleries across the country to identify potential talents.

The last date to send entries is September 30. Six entries will be shortlisted from those received, which would later be narrowed down to three. The winner would be selected from the final three entries. The award ceremony will be held on January 31, 2011.

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