Case Study
Nasreen Mohamedi at The Met Breuer

In 2016 Flint Asia was employed by Kiran Nadar Museum of Art to promote their collaboration in the retrospective of Indian Modernist Nasreen Mohamedi, one of the inaugural exhibitions at The Metropolitan Museum of Art’s new modern and contemporary space – The Met Breuer, New York.

The genesis of the Nasreen Mohamedi exhibition was at KNMA in 2013 with a comprehensive exhibition on the artist called A View to Infinity. The extraordinary oeuvre of the artist was seen as a major discovery within the art world, and the unprecedented response to it brought a number of major institutions, including the Museo de Reina Sofia, Madrid and The Metropolitan Museum of Art, New York to KNMA to closely view Mohamedi’s practice. These three prestigious institutions subsequently collaborated to tour the exhibition internationally in different iterations.

Flint Asia conducted a targeted international media campaign for the exhibition at The Met Breuer – in addition to the ongoing nationwide outreach for the museum – complementary to The Met’s own communications activity. The campaign utilised both the London office and Flint’s affiliate agency in New York to bolster the outreach in these regions – securing pieces notable publications such as The New York Times, WSJ, Asian Art Newspaper, Financial Times and The Telegraph as well as other prestigious international publications across Asia, including South China Morning Post, Art Radar and Ocula. Flint Asia also put forward recommendations for international press trips from India allotted by KNMA, and capitalised on this opportunity to secure coverage in multiple publications, including Art India and Critical Collective. The show was critically acclaimed across the media.

The promotional campaign for The Met Breuer Nasreen Mohamedi exhibition reached over an estimated 1,684,793,302 individuals, making it an enormous success for KNMA, not only showcasing an unsung hero of South Asian art, but also securing significant brand recognition for India’s first Private Museum.

 

Photo Credit: Nasreen Mohamedi exhibition at the Met Breuer, New York. Courtesy Kiran Nadar Museum of Art

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