20 February,2010 10:41 AM IST | | Dhvani Solani
Adman Arun Amberkar makes sure that the next time you trek to Shivaji's strapping forts, you have more to take home than the visual imagery of a dilapidated relic
While some prefer to coax commercial outlets to sport Marathi signboards, and others get down-and-dirty and drive away taxiwallahs who don't fit into the archetypal Marathi manoos mould, 64 year-old Arun Amberkar's pursuit in spreading Maharashtrian culture is stylishly non-violent. The jovial, bearded adman has transferred sketches of Maharashtra's significant forts, the way we saw them in our history textbooks, onto roomy, cotton tees.
It began when this senior creative consultant with a branding company was travelling on a jetty in Malvan, braving the salty afternoon breeze in December 2006. "Most of us have grown up reading about Shivaji's fascinating exploits. Every time I visited Malvan, my hometown, I was struck by the grandeur of the Sindhudurg Fort. But it pained me to see that hardly anyone visited it and the fort was in a decrepit condition."
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Arun Amberkar leans on his wife, Pooja, |
The idea to start Killa, a T-shirt brand that promoted ancient forts was an outcome of an overnight resolve to raise awareness about these fortresses-in-ruins. The brand took off after a year of brainstorming, which led to Amberkar assimilating famous fort visuals including Rajgad, Raigad, Shivneri, Pratapgad and Sindhudurg. He decided to incorporate a few typical Malvani elements like a kombda (cock), Mackerel, a map of the area and local lingo, to add a hint of humour to the endeavour.
What's new?
We loved the newest addition to the brand -- four pull-string puppets representing rural Maharashtra's folk artists: Vasudev (awakens villagers by singing Krishna's bhajans), Kadak Lakshmi (Goddess Amba worshippers ofu00a0 who whip themselves), Gondhali (sings devotional songs and plays instruments at social functions) and Jogatin (Goddess Yallamma devotee who sings devotional songs and asks for alms).
You can buy Killa products at Anubhav Akshardhan Prakashan, Rajlakshmi, NC Kelkar Road, Dadar (W). The T-shirts are priced between Rs 280 and Rs 400, while the dolls are priced between Rs 450 and Rs 550.
Call 98925411121 for more details.
THE GUIDE'S TOP 5 KILLA PICKS
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1 If you are a Chhatrapati Shivaji fan, wear your pride on your tee. This one displays the Rajmudra or the royal seal of Shivaji Maharaj, in Sanskrit. "This is the royal seal of Shivaji, son of Shahaji. This royal seal is for the welfare of the people. The rule of the seal will grow like the new moon grows" -- its literal translation. |
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2 This design is one of the first prints Amberkar introduced. It talks of the history behind the Sindhudurg fort. The strategic |
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3 Raigad fort is historically significant because Shivaji Maharaj was coronated here in 1674 and also breathed his last here in 1680. |
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4 If you plan to take a trip to Konkan, we say chuck your Lonely Planet copy, and simply follow the instructions on this tee to savour the best of the local colours and flavours. Travel in an ST bus, swim in clean waters, inhale fresh air and trek to the Sindhudurg fort. |
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5 The sleeves of this tee represent the traditional Pinguli art. Pinguli, a small and almost inconspicuous village in Konkan, has been home to traditional folk artists from the Thakar Adivasi community, who have lived here since the mid-1800s. Women in this print are dressed in traditional jewellery including the nathni (nose ring). |
