or rather good morning to yours there
are paintings and then there are
paintings like these right so let me JA
let me start by requesting a quick show
of hands from you how many of you for at
least once in your life would have
looked at paintings like these you know
something that looks like abstract
paintings not more than a geometric
representation or an occasional
scribbling or a random splash of colors
and wondered how and why under the sky
do they get auction for millions of
dollars did it ever happen I’m sure some
new somewhere yeah yeah many of you
that’s very good so hashtag me too I’ve
spent around a decade scratching my head
trying to understand and decode this
logic I’m trying to understand how to
actually cut through this a light art
circles after a point I’ve realized that
it’s actually much more productive to
actually try and build a parallel
ecosystem in the middle and low ends of
art market so as a kid I believe odd
give me a sense of identity I used to
love my colorist canvases brushes it was
not just an activity for me it was much
more than that probably it was a means
for my self expression
despite inheriting my artistic abilities
from my mother I think it’s actually
Calcutta the city that I’d spent my
childhood at it actually groomed me into
a full fledge artist III remember I’d
explored art from various artists
experimented various mediums made
hundreds of paintings a few of them are
something that you can see here and
practice freelance artists or a majority
of for a majority of time I stood loved
port rating actually oh let me show you
one of my favorite portraits this is a
portray that I’ve made of Chanda Kochhar
when she had wasted my business school
oh there is something unique about this
painting though it’s it’s it’s not done
in a different it’s not done in the
absolutely bingo this is made of thumb
impressions this is actually made of
thumb impressions of 800 graduating
students at Indian School of Business so
yeah
the point I’m trying to make is I have
been I have been crazy at odd you know I
have been madly in love method with with
my art but despite being in this love
this depth of love with my art I could
not marry it as a teen when I’d come to
an age and stage to make serious career
choices I had drifted towards mainstream
academics over a career in art
I realized that art in India is
increasingly perceived as an elitist
phenomena at that point in time the kind
of maturity that I had is a team and the
vulnerability in my emotions had been
severely biased with the perceptions
that existed in the society around me a
few of them that I think are still
relevant today let me take you top three
can take you through the top three
concerns that I had back then me
probability of success how many of you
know the second named after MF Hussain
who has made it as big anybody for that
matter the third and fourth name none of
us knew right actually the very few this
is a market where the 80/20 rule applies
to set off heavy market where only a few
of artists actually make it to the top
and amount to a commercial success this
was the biggest deterrent the
probability of success has been known to
be very low in creative fields in an
emerging economy like India the second
person is an interesting thing I’ve been
asked many times I mean several of my
friends have actually asked me this
question
Jancy why is that art valuation is
different in different places why is
that the same artwork is priced as X
dollars in one place and they sold it Y
dollars in another place I mean is there
any logic to it ever under the sky right
so this I I strongly believe that this
lack of consistency actually translates
into lack of transparency and actually
it riggers a kind of disbelief this has
been the second biggest deterrent the
third one is actually more interesting
the science component of art I mean the
time and again I’ve heard about this
opinion right art is essentially a
terrorist with emotions it neither
requires nor inspires or intellectual
rigor you know it’s just a painting on
the wall what business potential does it
ever have this is the kind of third
opinion that I’ve increasingly heard
from the society around me I think these
were the factors that would have biased
me as a teen and I still think all of
these are relevant even today over the
next few years I travelled across India
is a part of my work and education and
I’ve realized that this is not just a
story of mine this is a story of several
thousands if not less than that
interestingly something happened the
year of 2009 a movie called three idiots
was released and my favorite doctor
Aamir Khan spoke out and out about
having
to follow your passion I still remember
I came out of the theater that night
tearing up I said I will do something
about this now
later that year along with a few other
artists friends of mine I started color
players so we started making a further
ballad
so we believed that that’s the only way
to push art into a common man’s life so
we started making low-cost
artworks we kind of experimental models
like renting artworks we started
creating art installations etc at one
point I remember we had around 100 plus
artists in our network made more than
500 artists and sold for 500 artworks
and sold them pan India we were quite
happy for a brief period of time but
then we realized that we weren’t really
making any impact on how artists
perceived as it by a common man right
that was a primary agenda if you
remember so we started trying to
experiment on the consumption side of
things so we thought why not what we
should really change how a common mind
perceives art it’s not just a painting
on the wall it’s much more than that so
we started trying to kind of translate
art into memory we started trying to
translate art into an experience and the
way we thought we should do is by
tapping into perceptions okay for that
matter what are the three big important
events in a common man’s life probably
getting married having kids buying a
house yeah these are the three big
things and we decided we’ll bundle art
into each of those events we had
partnered with photography clubs wedding
planners even planners real estate
agencies and we used to bundle artworks
into their offerings so this way we used
art to create memories and experiences
this was a kind of impact that we had
had on the consumption and the demand
side again it was all fine for a few
years but when we started reflecting we
realized that the kind of impact that we
were making on the bigger artico system
is actually minuscule it’s statistically
insignificant why let the number speak I
mean if you if you quickly see it here
the Indian population actually
represents around seventeen percent of
the world’s population and the Indian
GDP also contributes to around three
percent of the world GDP but the indian
art market very sadly though represents
only point naught naught two percent of
the world market very very miniscule I
mean just to have a frame of reference
China very comparable to our country in
other attributes represents 20% of the
world market that’s how that’s how
minuscule and sad state of affairs that
we have in India after this we realized
that something bigger needs to be done I
mean something disruptive we’re all in
the age of Justin Bieber and G ot right
something like what G ot has done to
Tywin Lannister as radical as that as
disruptive as that has to be done to
Indian market the Indian art market to
actually change the scenario in 2015 I
came across this video this has knocked
my worldview out of its alignment this
is released by European art collective
called skull mapping let me actually
okay while that’s playing let me give
you a context this is a beautiful
example of how art can impact customer
experience this European art collective
organization has actually used a
technique called 3d mapping 3d visual
mapping to convert the dining wait time
into a very engaging experience the
result was that the creative elements
that we’ve used in this particular video
has translated into million-dollar
business impact this event has actually
triggered our research on how creativity
which is a translatable effect of art
can impact businesses in a broader
spectrum after a few years we had come
up with we had come up with pilots and
demonstrated how creativity can be used
to produce business impact one such
example that we are done is creating
mixed reality experiences that could
actually impact the sentiment analysis
capabilities of autistic kids we could
also do a significant degree impact the
post trauma recovery period so we found
that creativity and that is having a
huge and tremendous business potential
in the field of behavioral health we
realized that the same principle can be
applied to many other industries so let
me summarize the journey that we’ve had
so far right we started thinking that
affordable art is the only way to go
about it we thought this is the only way
we could push out into a common man’s
life but we realized that that the
impact that it’s having is very limiting
that’s when we realized we actually have
to democratize art not just make
affordable art right I mean that’s when
we started creating art as an experience
and all of that
after that we realized that actual
broader agenda that we should target is
democratizing creativity this is how we
froze on our agenda of democratizing
creativity I mean I believe I strongly
believe that the way we the day we can
inspire demystify and democratize
creativity and demonstrate the superior
business value that you can use that you
can create by using this by leveraging
creativity you will see a tremendous
improvement in the growth trajectories
they will have a magical upsurge like
you can see here art inspires creativity
creativity inspires innovation
innovation has the power innovation only
has the power to create a superior
business value and
eventually create a multifold output per
unit input I strongly believe that the
next few years in the Indian art
ecosystem is going to be very
interesting I feel very privileged to be
a part of this journey thank you [Applause]
are paintings and then there are
paintings like these right so let me JA
let me start by requesting a quick show
of hands from you how many of you for at
least once in your life would have
looked at paintings like these you know
something that looks like abstract
paintings not more than a geometric
representation or an occasional
scribbling or a random splash of colors
and wondered how and why under the sky
do they get auction for millions of
dollars did it ever happen I’m sure some
new somewhere yeah yeah many of you
that’s very good so hashtag me too I’ve
spent around a decade scratching my head
trying to understand and decode this
logic I’m trying to understand how to
actually cut through this a light art
circles after a point I’ve realized that
it’s actually much more productive to
actually try and build a parallel
ecosystem in the middle and low ends of
art market so as a kid I believe odd
give me a sense of identity I used to
love my colorist canvases brushes it was
not just an activity for me it was much
more than that probably it was a means
for my self expression
despite inheriting my artistic abilities
from my mother I think it’s actually
Calcutta the city that I’d spent my
childhood at it actually groomed me into
a full fledge artist III remember I’d
explored art from various artists
experimented various mediums made
hundreds of paintings a few of them are
something that you can see here and
practice freelance artists or a majority
of for a majority of time I stood loved
port rating actually oh let me show you
one of my favorite portraits this is a
portray that I’ve made of Chanda Kochhar
when she had wasted my business school
oh there is something unique about this
painting though it’s it’s it’s not done
in a different it’s not done in the
absolutely bingo this is made of thumb
impressions this is actually made of
thumb impressions of 800 graduating
students at Indian School of Business so
yeah
the point I’m trying to make is I have
been I have been crazy at odd you know I
have been madly in love method with with
my art but despite being in this love
this depth of love with my art I could
not marry it as a teen when I’d come to
an age and stage to make serious career
choices I had drifted towards mainstream
academics over a career in art
I realized that art in India is
increasingly perceived as an elitist
phenomena at that point in time the kind
of maturity that I had is a team and the
vulnerability in my emotions had been
severely biased with the perceptions
that existed in the society around me a
few of them that I think are still
relevant today let me take you top three
can take you through the top three
concerns that I had back then me
probability of success how many of you
know the second named after MF Hussain
who has made it as big anybody for that
matter the third and fourth name none of
us knew right actually the very few this
is a market where the 80/20 rule applies
to set off heavy market where only a few
of artists actually make it to the top
and amount to a commercial success this
was the biggest deterrent the
probability of success has been known to
be very low in creative fields in an
emerging economy like India the second
person is an interesting thing I’ve been
asked many times I mean several of my
friends have actually asked me this
question
Jancy why is that art valuation is
different in different places why is
that the same artwork is priced as X
dollars in one place and they sold it Y
dollars in another place I mean is there
any logic to it ever under the sky right
so this I I strongly believe that this
lack of consistency actually translates
into lack of transparency and actually
it riggers a kind of disbelief this has
been the second biggest deterrent the
third one is actually more interesting
the science component of art I mean the
time and again I’ve heard about this
opinion right art is essentially a
terrorist with emotions it neither
requires nor inspires or intellectual
rigor you know it’s just a painting on
the wall what business potential does it
ever have this is the kind of third
opinion that I’ve increasingly heard
from the society around me I think these
were the factors that would have biased
me as a teen and I still think all of
these are relevant even today over the
next few years I travelled across India
is a part of my work and education and
I’ve realized that this is not just a
story of mine this is a story of several
thousands if not less than that
interestingly something happened the
year of 2009 a movie called three idiots
was released and my favorite doctor
Aamir Khan spoke out and out about
having
to follow your passion I still remember
I came out of the theater that night
tearing up I said I will do something
about this now
later that year along with a few other
artists friends of mine I started color
players so we started making a further
ballad
so we believed that that’s the only way
to push art into a common man’s life so
we started making low-cost
artworks we kind of experimental models
like renting artworks we started
creating art installations etc at one
point I remember we had around 100 plus
artists in our network made more than
500 artists and sold for 500 artworks
and sold them pan India we were quite
happy for a brief period of time but
then we realized that we weren’t really
making any impact on how artists
perceived as it by a common man right
that was a primary agenda if you
remember so we started trying to
experiment on the consumption side of
things so we thought why not what we
should really change how a common mind
perceives art it’s not just a painting
on the wall it’s much more than that so
we started trying to kind of translate
art into memory we started trying to
translate art into an experience and the
way we thought we should do is by
tapping into perceptions okay for that
matter what are the three big important
events in a common man’s life probably
getting married having kids buying a
house yeah these are the three big
things and we decided we’ll bundle art
into each of those events we had
partnered with photography clubs wedding
planners even planners real estate
agencies and we used to bundle artworks
into their offerings so this way we used
art to create memories and experiences
this was a kind of impact that we had
had on the consumption and the demand
side again it was all fine for a few
years but when we started reflecting we
realized that the kind of impact that we
were making on the bigger artico system
is actually minuscule it’s statistically
insignificant why let the number speak I
mean if you if you quickly see it here
the Indian population actually
represents around seventeen percent of
the world’s population and the Indian
GDP also contributes to around three
percent of the world GDP but the indian
art market very sadly though represents
only point naught naught two percent of
the world market very very miniscule I
mean just to have a frame of reference
China very comparable to our country in
other attributes represents 20% of the
world market that’s how that’s how
minuscule and sad state of affairs that
we have in India after this we realized
that something bigger needs to be done I
mean something disruptive we’re all in
the age of Justin Bieber and G ot right
something like what G ot has done to
Tywin Lannister as radical as that as
disruptive as that has to be done to
Indian market the Indian art market to
actually change the scenario in 2015 I
came across this video this has knocked
my worldview out of its alignment this
is released by European art collective
called skull mapping let me actually
okay while that’s playing let me give
you a context this is a beautiful
example of how art can impact customer
experience this European art collective
organization has actually used a
technique called 3d mapping 3d visual
mapping to convert the dining wait time
into a very engaging experience the
result was that the creative elements
that we’ve used in this particular video
has translated into million-dollar
business impact this event has actually
triggered our research on how creativity
which is a translatable effect of art
can impact businesses in a broader
spectrum after a few years we had come
up with we had come up with pilots and
demonstrated how creativity can be used
to produce business impact one such
example that we are done is creating
mixed reality experiences that could
actually impact the sentiment analysis
capabilities of autistic kids we could
also do a significant degree impact the
post trauma recovery period so we found
that creativity and that is having a
huge and tremendous business potential
in the field of behavioral health we
realized that the same principle can be
applied to many other industries so let
me summarize the journey that we’ve had
so far right we started thinking that
affordable art is the only way to go
about it we thought this is the only way
we could push out into a common man’s
life but we realized that that the
impact that it’s having is very limiting
that’s when we realized we actually have
to democratize art not just make
affordable art right I mean that’s when
we started creating art as an experience
and all of that
after that we realized that actual
broader agenda that we should target is
democratizing creativity this is how we
froze on our agenda of democratizing
creativity I mean I believe I strongly
believe that the way we the day we can
inspire demystify and democratize
creativity and demonstrate the superior
business value that you can use that you
can create by using this by leveraging
creativity you will see a tremendous
improvement in the growth trajectories
they will have a magical upsurge like
you can see here art inspires creativity
creativity inspires innovation
innovation has the power innovation only
has the power to create a superior
business value and
eventually create a multifold output per
unit input I strongly believe that the
next few years in the Indian art
ecosystem is going to be very
interesting I feel very privileged to be
a part of this journey thank you [Applause]
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