Case Study
Wellcome Collection

In 2015, Flint Asia was engaged by Wellcome Collection UK to promote Medicine Corner which explored India’s rich culture of medicine, healing and well-being, with a programme of cultural activity across three Indian cities – Mumbai, Kolkata and Delhi.

Flint worked with Wellcome Collection to implement a multi-layered programme of outreach that included public exhibitions in two major cities (Kolkata and Mumbai) as well as public events that ran in conjunction with the exhibitions. The centerpiece of Medicine Corner was Tabiyat: Medicine and Healing in India at the CSMVS​ in Mumbai. The exhibition explored the history and modern practice in India of sustaining human health. In curatorial dialogue with Tabiyat was an exhibition at Akar Prakar Gallery in Kolkata, Jeevanchakra, which explored the life cycle of the human body and its contact with medical practice through work by 10 Indian leading ​contemporary artists.

In Delhi, the British Council hosted a workshop, seminar and live performance Trick or Treat by BLOT! (an audio visual electronica duo) which used multiple art forms​ to examine India’s vast parallel health system of informal practices.

The promotional campaign developed and directed by Flint during a five month period coordinated and promoted these initiatives delivering extensive media exposure on a regional as well as national level. Flint’s strategic outreach garnered over 135 pieces of coverage across all media platforms with over 700 million opportunities to view.

“The exhibits and ideas were intriguing and appealing, but the promotional messages were complex and multi-layered. I engaged FLINT to unpack the messages and present them to the Indian press. They did this brilliantly. Our Account Manager, Nidhi Awasty, secured acres of coverage in publications across India. The coverage wasn’t just copy and paste of press releases but well-written, intelligent pieces that engaged with the subject and drew thinking people into our exhibitions, performances and other elements of our cultural programme.”
Ratan Vaswani, Project Head, Medicine Corner

 

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