Campaign generates interest among families to participate in community activities

Artist Harshavardhan Kadam with kids painting

Bengaluru, August 21, 2016:  Art-To-Heart, a public campaign that aims to sensitize the community by engaging them with art and artists, was launched with an event that engaged families to work on a project undertaken to beautify the neighborhood. Organised by contemporary jewellery brand Love Is For Ever (LIFE), who partnered with one of India’s foremost street artist, Harshvardhan Kadam to create a giant mural on the facade of their Bengaluru studio, the event saw over 100 children from the neighborhood creating the final part of the mural.

kids painting 2

Explaining the rationale behind Art-To-Heart, Kunal Mehta, Director of LIFE said: “As creators of high-fashion jewellery, our work requires a deep appreciation of art. Extending this connection, Art-To-Heart is our CSR campaign to bring art to the community. We want to reduce the distances between the artist and the audience as well as bring a sense of belonging and participation to public spaces.”

Young girl painting

“Today, we as a people take our public spaces for granted and do not feel any sense of outrage if these spaces are defiled or degraded,” saidDipti Sathe, COO of LIFE. “Art-To-Heart is our attempt to bring a sense of pride in preserving and beautifying our public spaces as well as bringing the community closer through art. We will be organizing more such events periodically to take this initiative forward.”