While marketers and the media scan the horizon for new trends, an exciting new wave of Indian popular culture has surfaced, undetected by research.
Music, art, design, food and brands that were considered offbeat, niche or 'too evolved' have suddenly become mainstream. These commercial and/or cultural ventures are transforming our drab, chaotic streets into experiences that are beautiful, meaningful, and most importantly, accessible.
W+K Exp’s ‘Big Niche’ exhibition features some of the best examples of this new movement. These exhibits are a sign of life, an indicator that new ideas are not just taking root, but flourishing. More importantly, they are proof of a brand new Indian sensibility - far removed from the kitschy, Bollywood-flavoured clichés that we are accustomed to. It is an unmissable event for anyone who has anything to do with popular culture.