Indore, November 2, 2023: Polycab India Ltd., One of the Fast Moving Electrical Goods companies, has joined forces with Indore’s rangoli artist Shikha Sharma to create a 13,000 sq. ft Rangoli at Indore’s Roop Ganga Resort marking a remarkable celebration of ICC Men’s Cricket World Cup 2023.
Polycab recently launched a digital campaign “Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab” with an aim to connect with every cricket enthusiast and capture their emotion as they cheer for the country. As part of this campaign, Polycab has collaborated with Shikha Sharma to create a 13,000 sq. ft Rangoli featuring a stunning World Cup trophy donning a traditional turban symbolizing Indian heritage. An Indian cricketer stands on one side, exuding determination, while the Indian flag waves proudly on the other, symbolizing unity. The campaign logo and the hashtag #JeetoWorldCupOnceMore complete the intricate design, blending culture, sports, and patriotism into a visual celebration of India’s cricketing dreams.
In a remarkable achievement, a dedicated team of 15 members recently created a stunning 13,000 square feet Rangoli masterpiece, using an impressive 3.2 tonnes of vibrant rangoli powder. This colossal artwork, which comprised 8 different colours and 21 shades, took three full days and nights to complete. The endeavour was not without its challenges, from securing a smooth 13,000 square feet area to combatting moisture issues during the late hours, which required continuous drying of the carpet. This remarkable feat marks the team’s 8th World Record and is the first for the year 2023.
Before this significant partnership, Polycab India launched a digital campaign, “Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab,” for the ICC Men’s Cricket World Cup 2023, unites cricket enthusiasts. Featuring a lively anthem by Dev Negi and directed by Jay Bhansali, it celebrates diverse fans’ unity, inspiring them to dance and perform the anthem’s hook step. Super fans: Sudhir Chaudhary, Saravanan Hari, and Pintu Behera are showcased, encouraging fans to support India. Conceptualized by FCB Kinnect, the campaign involves digital influencers, TV stars, and content creators, engaging fans with exciting social media contests. Real-life stories of Indian cricket support add a personal touch to the campaign.
This latest creation in association with Polycab India showcases the power of collaboration between art and innovation.
Nilesh Malani, Chief Marketing Officer, Polycab India says “Celebrating the ICC Men’s Cricket World Cup 2023, Polycab believes in the remarkable power of innovation and creativity to not only connect people but also preserve the rich cultural heritage of India. Just as cricket resonates deeply with each individual, it is the diversity and unity within our culture that makes India truly extraordinary. Through this collaboration with Shikha Sharma, we aim to mirror this unity in the art, emphasizing that, like cricket, our shared heritage brings people together to celebrate our extraordinary nation.”
The Rangoli project by Shikha Sharma promises to be a splendid spectacle, uniting art, culture, and community support. It is a testament to the enduring spirit of creativity and innovation in India, celebrating the rich tapestry of our heritage.
