In a world where self-belief, identity, and progress take the spotlight, Walkers & Co. has emerged as a powerful platform, honouring individuals who embody these principles. Created by Johnnie Walker Refreshing Mixer, Walkers & Co. believes in collective progress and acknowledges the importance of collaboration in shaping a better world. This November, the platform is set to launch a nationwide billboard campaign, giving voice to emerging artists making waves in inclusion, diversity, and empowerment.
The campaign will grace billboards in 10 major cities across India, including Delhi, Gurgaon, Mumbai, Kolkata, and Hyderabad. The stories of Aravani Art Project and Pearl D'Souza, two exceptional artists, will be showcased, reaching over 4 million people. This initiative is more than just a display of art; it is a celebration of progress, diversity, and collaboration, offering a platform for emerging artists to inspire others with their stories.
Aravani Art Project
Aravani Art Project, a pioneering Indian public art collective, empowers the transgender community to paint murals inspired by their lives. This not only celebrates their resilience but also challenges societal norms, fostering understanding. Pearl D'Souza, a gifted illustrator, uses her art to address mental health, gender equality, and societal issues, creating a bridge between people and often-taboo topics.
In an exclusive interview, Pearl D'Souza shared insights into the intersection of her art and societal commitment. "Art has the ability to be a subtle conduit between people and difficult topics, making them approachable and palatable," she remarked. Her work appreciates local design and storytelling, creating a visual connection with diverse audiences. Reflecting on her journey, Pearl highlighted how her art creates safe spaces for different communities by addressing heavy topics and encouraging conversations.
Aravani Art Project, led by a core team from the transgender community, uses public art to reshape societal perceptions. In an interview, they emphasized the role of murals in breaking stereotypes and creating safe spaces for dialogue. "Through our projects, we intend to capture stories of freedom, dreams of acceptance, and hope for possibilities," shared a team member.
The collaboration with Walkers & Co. has been instrumental in providing these artists with a national platform. Shweta Jain, CBDO of Diageo, stated, "With our current campaign, we wanted to provide a platform big enough that it will take the voice of artists and creators such as Aravani Art Project and Pearl D’Souza to millions of people." Walkers & Co.'s billboard campaign is a testament to their commitment to collaboration and co-creation, fostering an ecosystem of inclusion and diversity through creativity.
Pearl D'Souza also reflected on her experience with Walkers & Co., saying, "This platform has done an incredible job of bringing together and highlighting POC voices and creators. It feels extremely special to me to be able to share this space with artists and creators I look up to." The platform aligns with her vision for societal progress through art, providing a space for diverse voices to be heard.
The Aravani Art Project found Walkers & Co. to be a catalyst for reaching a broader audience. Their recent project with Echoes of Earth, celebrated widely, showcased art from waste, opening new avenues for artistic exploration. The platform's amplification beyond gender has changed perspectives, creating pride within the transgender community and fostering understanding among the broader audience.
As Walkers & Co. gears up for its nationwide billboard campaign, the stories of Aravani Art Project and Pearl D'Souza will serve as beacons of inspiration, encouraging everyone to take bold steps towards progress. The campaign promises to be more than an art display; it is a celebration of the collective journey towards a more inclusive, diverse, and collaborative world. Follow the campaign online at Walkers & Co. India.
