New Delhi: Air India is leaning on its rich assortment of artwork, which includes thousand-odd paintings and sculptures by leading Indian artists - some dated as old as the 12 {+t} {+h} century - to bolster its corporate image.
Air India, which recently received financial support from the government, coupled with improving operational performance after years of turmoil, is likely to auction some of its precious artwork. It is also sensing a huge opportunity of marketing the Air India brand, like other reputed industrial houses do, through activities that involve its diverse artwork, which currently suffers from a lack of upkeep.
"We see enormous corporate value in our art collection and we plan to exhibit it not only in government-owned but private museums as well. We plan to do the same overseas too, as Indian modern art is in huge demand there," a senior AI executive told ET.
13/11/12 Anindya Upadhyay/Economic Times
To Read the News in full at Source, Click the Headline
Air India, which recently received financial support from the government, coupled with improving operational performance after years of turmoil, is likely to auction some of its precious artwork. It is also sensing a huge opportunity of marketing the Air India brand, like other reputed industrial houses do, through activities that involve its diverse artwork, which currently suffers from a lack of upkeep.
"We see enormous corporate value in our art collection and we plan to exhibit it not only in government-owned but private museums as well. We plan to do the same overseas too, as Indian modern art is in huge demand there," a senior AI executive told ET.
13/11/12 Anindya Upadhyay/Economic Times
