Tata Housing Paints its Way into the Limca Book of Records with the Mumbai Wallbook

print

The longest wall painted by most artists; 900 metres by 556 artists illustrating social messages for Mumbai

Mumbai, May 18, 2013: Tata Housing Development Company Limited, India’s fastest growing real estate developer made it to the prestigious Limca Book of Records 2013 for ‘Mumbai Wallbook’, the lengthiest wall painting activity held in Mumbai on 20th May, 2012. This first of its kind initiative on the theme ‘Design Your Dream City’ and witnessed the spirit of 556 artists coming together, on one platform, to design their dream for the city. Over 15,000 likes and conversations were generated on Tata Housing’s Facebook page a week prior to the event, and other social media platforms were engaging with enthusiasts.

The Limca Book of Records was launched in 1990 in Mumbai and brought between its covers, records and achievers flung far and wide in different fields. It’s a salute to all those Indians who want to do something different and be remembered for their distinctive deeds. There is more to Limca Book of Records has a wide range of information on several subjects, divided for easy reading into chapters. Including the ever-popular Human Story section, there are sections on Education, Agriculture, Medical Science, Business, Sports, Nature, Adventure, Radio, Cinema etc. The roaring success of ‘Mumbai Wallbook’ led Tata Housing to believe that such mass participation was rarely witnessed and motivated them to enter the books of records.

Hundreds of Mumbaikars registered for the Mumbai Walbook to redecorate the defaced city walls and illustrated them with graphic visualizations of their dream city and quintessentially Mumbai. The paintings sent out strong social messages with themes of anti-crime, anti-corruption, eco-awareness, non-violence, Bollywood frenzy and Lord Ganesha’s portrait beautifying the walls along the Tulsi Pipe Road in central Mumbai. The entire length of the wall extends over three suburban train stations, as is an arterial link road to the city centre.

The success of the wallbook in Mumbai prompted Tata Housing to hosts its Delhi editions as well as ‘Delhi WallBook’. With nearly 500 participants in Delhi’s North Campus venue, the people’s passion went on to establish Tata Housing’s Facebook page as the largest fanbase in the realty space with 15,000 new fans, taking the total to 88,000.

Commenting on the achievement, Mr. Rajeeb Dash, Head of Marketing at Tata Housing said, “It is an honour to be a part of the Limca Book of Records this year. Our Mumbai Wallbook initiative was a pilot project and we were overwhelmed with the enthusiastic response from artists. The event resulted in an astonishing turn out of citizens who desire a better and safe Mumbai and were ready to demonstrate their views through their artistic skills. This national recognition of our support for art and culture is encouraging. We endeavour to take The Wallbook initiative across to other cities in India as well.”

The Mumbai WallBook was a joint initiative by Tata Housing & Brand Promotions India Pvt. Ltd. to bring professional, amateur and budding artists on the same platform to showcase their skills and create a record for the longest wall painting by maximum artists. Tata Housing has always supportive of the city’s art and culture the cities, and will be taking it to the next level with wallbooks in Bangalore, Pune, Ahmedabad, Chennai, Mumbai, Delhi, Chandigarh, Hyderabad and a junior wallbook in Mumbai.