‘Chalo Kyunki…’ Campaign
“Chalo Kyunki…” translated into ‘walk because…‟ was coined as a slogan for the projects pedestrianization campaign. It has been conceived as a catchy catch phrase with which people can identify the project and to gain publicity and recognition through street art that appears in places as a colourful reminder.
Stencilling: NMT Link
The words “Chalo kyunki…” have been stencilled all along the NMT link on walls, on the road at peoples doorsteps and in parks to familiarise people with the project credo and also as a means of engaging people in conversations about walking and mobility. Similar to the earlier stencilling in Hauz Rani neighbourhood, the artists engaged the residents and street users in discussions on pedestrianization and got permission to paint on their walls. This was followed up by painting some of the responses given by these people as reasons to walk.
Printer Collateral: Cards
Parallel to the street art exercise – visiting card size cards with the words “Chalo kyunki…” were printed and handed to people to collect their reasons for walking. Health is the most popular reason given for walking so far.
We intend to collect even more of these – finally pinning them up as an exhibit at the final public event scheduled for the last week of April.
Social Networking; Facebook
The “Chalo Kyunki…” campaign also invited the online community on our facebook page to suggest 101 reasons to walk. These suggestions were painted on the public walls in the neighbourhoods of Malviya Nagar, Shivalik, Khirkee and Sheikh Sarai.
Chalo Kyunki… – Font and design by DAKU
Chalo Kyunki…- Card design by Amber
Stenciling team – Addy, Bboy Sandeep, Malini, Sushma, Aastha, Golu
Campaign concept – Aastha Chauhan