MICA and the Indira Gandhi National Centre for the Arts (IGNCA) have entered into a three-year Memorandum of Understanding (MoU) to collaborate on cultural communication, heritage research and branding.
Under the partnership, the institutions will introduce two certification programmes focused on cultural communication and branding. One programme will be delivered online, while the second will be conducted on MICA’s campus.
Designed for policymakers, artists, cultural practitioners and domain experts, the programmes will explore areas including cultural marketing, communication and branding.
The collaboration will also involve joint research initiatives and case studies around heritage communication and the marketing of traditional arts. MICA students will get opportunities to undertake field immersions, dissertations and internships at IGNCA centres, including its regional centre in Vadodara.
IGNCA will further leverage strategic inputs from MICA’s faculty and students for its cultural campaigns.
The partnership also aims to strengthen craft communities and artisans through capacity-building workshops focused on branding and digital market access.
Jaya Deshmukh, director and CEO, MICA, said the collaboration would help bridge perspectives of “India” and “Bharat” through MICA’s lens.
Falguni Vasavada, Academic Head, School of Applied Creativity, MICA, called the partnership “strategic and futuristic,” highlighting its potential to create new conversations around art, storytelling and culture.
