This time every year Kala Ghoda stops being a mere address and becomes a vibe. The historic area comes alive with the Kala Ghoda Arts Festival (KGAF).
The location is right in the middle of Mumbai’s art and culture district. It has Jehangir Art Gallery on one side and the David Sassoon Library on another. KGAF was started in 1999 to preserve the aesthetic of this charming enclave.
In nearly three decades, KGAF has cemented itself as a brand. An estimated ten lakh people visit it every year.
Here are some marketing lessons from the KGAF story.
Common goals and clear vision:A group comprising art galleries, patrons and citizens, all of whom valued conservation, got together in 1998 and set up the Kala Ghoda Association. This collective then started the KGAF. When everyone is strongly aligned to the purpose of an endeavour, motivation sustains and the objective is achieved year after year.
Inclusiveness: Art can be elitist, with entry reserved for nose-in-air snobs. Or art can be accessible, where all are welcome. KGAF represents the latter. Entry is free. The event is more like a lively fair than a visit to an esoteric museum. With heritage walks, panel discussions, music, food, comedy, and a lot else, there is something for everyone. You can leave KGAF with a lingering taste of street food or with your creativity sparked, or both, without burning a hole in your wallet.
Consistency: When something takes place annually without fail, during a specific time of the year, it achieves brand and messaging consistency. It registers on the radar of the city, creating its own community and momentum. Visually and mood wise as well, KGAF has stayed consistent, even though it has incorporated some changes since its inception. With a clear voice and identity, it has fostered engagement, trust and recall.
Not all lessons have to be learnt through books and lectures. Inspiration is there all around us. See you at the Festival!