Visually impaired students in the historical city of Jaipur were unable to experience their heritage, art, and culture due to restrictions on touch.

Our brief was to remedy this using the Royale Play range of textured paints.

The objective was threefold: first, ensure the process was an inclusive exercise for the students; second, transform the school into an immersive experience; and third, assess the project's impact through student feedback and responses to our brand film (campaign).

A study in the journal of visual impairment and blindness found that tactile experiences can stimulate the brain's visual cortex, helping it to process and create images even in the absence of sight.

Beyond being ornamental, art often tells stories of historical events, cultural norms, societal values, and much more. Incorporating Braille allows visually impaired individuals to learn and connect with these narratives. Therefore, creating a customised tactile art gallery with Braille-integrated artworks was a definitive idea for enriching the students overall educational experience by making art truly accessible for them. Students were able to actively participate and engage with their culture rather than remaining passive spectators.

Project Sparsh facilitates tactile art experiences for visually impaired children and can inspire industry-wide change by demonstrating innovative accessibility solutions for existing customers. We hope this project encourages brands to adopt similar initiatives, fostering a culture of inclusivity and expanding industry opportunities

Google Trends projects an estimated 132,000+ brand-related textured paint keyword searches per month. The approach was predicated on further raising awareness through meaningful social initiatives like #ArtForAll

St+Art Care is one such initiative supported by Asian Paints. Aimed at democratising art and making it accessible to people across all walks of life, the initiative is embedded in infusing art into public spaces. St+Art Care aspires to transform intimidating spaces—government-run institutions, charitable hospitals, old age homes, etc.—into warm, welcoming ones by bringing textured visual narratives, colour, and vibrancy to them.

Our approach to project Sparsh was rooted in creativity and empathy. We attempted to assist visually impaired students from the school in visualising design through touch and feel. The goal of the project was to elevate the students' sense of belonging to the school, which they see as their second home, through the medium of art.

Project Sparsh was implemented in two stages.

Stage one was an inclusive, three-day accessibility workshop designed for the student to explore various tools and textured paints. Students participated in individual and group activities designed to help them create tactile art. The workshop resulted in the students creating their very own community artwork (mural). Stage two was about transforming the school prayer hall into a customised tactile museum experience depicting local Rajasthani crafts like marble carvings, blue pottery, and miniature Phad paintings. We also face-lifted the school's facade using Braille as inspiration to portray local topography and wildlife.

Executed over a period of over two months, Sparsh was extensively documented, resulting in a brand film. Released on the occasion of World Braille Day, the film was distributed over the brand's digital handles, including YouTube, Instagram, Facebook, etc., and garnered significant positive engagements.

Students were astounded to 'see’ their surroundings turn from plane surfaces to stories. Apart from providing literal directions, the walls of their prayer hall could now take them 'places'. Sparsh stimulated a profound sense of achievement and autonomy among the students.

Released on the occasion of World Braille Day, January 4, 2024, our brand clocked over 11.3 million YouTube views, averaging a watch time of 3 minutes, 41 seconds. The campaign’s VTR (View Through Tate) peaked at 63%, exceeding the brand’s previous benchmark of 43%. The film, along with its promotional cut-downs, accumulated over 62 million views, 482000 likes, 45000 shares, and 17000+ saves across Facebook and Instagram. Besides social media, our campaign witnessed over 250 mentions across online and print media, garnering an earned PR value of over $270,000.

Sparsh raised awareness, demonstrated a case for designer textured surfaces (paints), and created meaningful experiences on the ground.