Milton, a company specialising in home essentials, has announced a partnership with the Kala Ghoda Art Festival, an annual celebration of art and culture held in Mumbai. The collaboration marks the first-ever association between Milton and the renowned festival, highlighting the brand’s focus on sustainability and cultural enrichment.
The Kala Ghoda Art Festival, organised by the Kala Ghoda Association, has been a significant part of Mumbai’s cultural scene since its establishment in 1999. The nine-day event attracts art enthusiasts from across the nation and the globe, featuring diverse sections such as dance, music, theatre, films, food, literature, heritage, architecture, stand-up comedy, children’s activities, and visual art, providing a unique and enriching experience.
The brand has curated a range of activities aimed at cultivating a sense of environmental responsibility among festival-goers.
“The strategic partnership introduces a fresh and dynamic perspective to our celebration of art and culture. We are confident that this collaboration will not only enhance the overall attendee experience but also serve as an inspiration for a broader audience to wholeheartedly embrace the essential intersection of art and sustainability,” Brinda Miller, chairperson, Kala Ghoda Association, said.
Milton has unveiled key initiatives at the Kala Ghoda Art Festival, reinforcing its commitment to sustainability and cultural enrichment. The festival, organised by the Kala Ghoda Association, has been a cornerstone of Mumbai’s cultural scene since 1999.
One initiative includes a Pledge Gate at Rampart Road, featuring Milton’s colored steel bottles. Participants can scan a QR code and pledge to reduce or reuse single-use plastics. Another initiative is the Plastic to Steel Installation at Cross-Maidan, encouraging attendees to choose sustainable steel alternatives over plastic.
Milton has also set up a Gaming Engagement Kiosk, offering engaging games like ring-throw to educate and entertain participants about sustainability. Renowned chefs will lead Food Workshops with the Milton Procook Cooking Range, emphasising the use of food-grade and sustainable materials in cookware.
An Instagram Booth – ProCook Avatar captures the essence of culinary expertise. Festival-goers can stand behind a chef cutout, creating a Pro Cook avatar experience.
“As Milton joins hands with the Kala Ghoda Art Festival, we are excited to contribute to the vibrant cultural tapestry of Mumbai and champion the cause of sustainability. These initiatives underscore our dedication to making a positive impact on both cultural experiences and environmental consciousness,” Manisha Vaghani, CSR head, Hamilton said.