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Radical Housing and Socially-Engaged Art

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Khirkee Masjid is a 14th century dilapidated mosque in the middle of Khirkee Village, a small rural pocket abutting Saket Mall in New Delhi. KHOJ Vigyapan, a three-day workshop, addressed the clash of consumerism within a culturally insulated village. The objective of this workshop was to encourage young minds to critically engage with media through the process of creating an advertising campaign for Khirkee Masjid.

During this weekend workshop, an ad campaign about Khirkee Masjid was created by the children of Khirkee. Through independent and group assignments, the participants learned how to elevate the qualities of the mosque beyond its obvious representations to create a marketable campaign. The exercises in the workshop were similar to the processes carried out by an advertising agency such as taking photographs, using concept sheets, and copywriting. The aim was to create a billboard draft that could then be used in and seen around Khirkee.

Oral culture, Memory and Record

Throughout this exercise, the participants spoke to the village elders and brought back stories of the Masjid whether personal, historical or mythical, and transferred these to the drawing board. These stories helped create the ‘brand’ Khirkee. Simultaneously unfolding forgotten stories, anecdotes, and revelations about the neglected structure aimed to revive the community’s interest in it.

Workshop Schedule

Day 1
Friday, 3 August, 2012

Discussion: What Is Advertising?
Look at ads featuring Taj Mahal and Qutub Minar as reference material on architectural photography and monumental advertising.
Process of printing ads and re-creating – to be completed by  art director, copywriter, and photographer.
Begin the process. Start by photographing Khirkee Mosque.
Discuss concept sheet.

Day 2
Saturday, 4 August, 2012

Share stories and anecdotes about Khirkee mosque.
Discuss slogans and catch lines for the ad banner/poster.
Photographs and slogans to be transferred onto a concept sheet.
Photograph the mosque with respect to the stories and concepts discussed.

Day 3
Sunday, 5 August, 2012

Give final touches to the campaign on Photoshop.
Print the posters.
Put the posters all over in Khirkee and neighbouring areas.


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