Case Study
Christie’s India

In December 2013 Flint Asia directed the strategy and promotion of Christie’s inaugural South Asian Art sale in Mumbai. The auction marked an historic moment for Christie’s who became the only international auction house to hold sales in India, building on a 20-year history and a decade of global market leadership in modern Indian art. The auction concentrated on South Asian Modern and Contemporary Art. Some of the finest examples of Indian art were put up for sale, including nine works defined as National Art Treasures. The extraordinary quality of the works on sale and the international reputation of Christie’s attracted investors from around the world.

Over the course of a month, across New Delhi and Mumbai, several thousand members of the public and clients were welcomed to a diverse range of promotional and exhibition events surrounding the auction. Flint conducted a broad range of activities to support the launch of the unique event, from the promotion of press conferences, cocktail receptions, pre-sale previews, promoting Christie’s international sale of Indian art, and the auction itself.

The auction was an unmitigated success, generating INR 96,59,37,500 / US $15.4 million, doubling pre-sale estimates.

With Flint’s international reach and wide-ranging expertise in the arts, culture, business and luxury sectors, the agency was ideally positioned to provide Christie’s with a highly effective PR service, delivering 641 national newspaper articles, 50 magazine features, and coverage across 325 online media and broadcast channels.

 

Image Credit: Dr Hugo Weihe, Sonal Singh and Amin Jaffer with ‘Untitled’ (1979) by Vasudeo S. Gaitonde (detail), Courtesy of Christie’s

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