Discover India through pixels

Club Mahindra has unveiled an exclusive NFT collection, blending iconic masterpieces with their marquee resorts, offering a unique opportunity to discover India through digital art

The ‘Pixels of India’ project

Club Mahindra, a distinguished name in crafting unique vacation experiences, has embarked on a pioneering venture into the realm of digital art. The debut of the ‘Discover India’ NFT collection signifies the convergence of iconic paintings by global maestros with the captivating landscapes of select Club Mahindra resorts, with the help of AI. This fusion art spectacle showcases the beauty of these destinations and offers patrons a chance to experience the beautiful resorts first-hand.

Crafting art with AI

The impetus behind this innovative venture stems from Club Mahindra's commitment to helping patrons discover India through diverse experiences. The idea was to merge the beauty of these locations with iconic paintings of art maestros. The ‘Discover India’ collection comprises 25 AI-generated digital artworks inspired by artists such as, Pablo Picasso, Vincent van Gogh, Leonardo Da Vinci, Edvard Munch, Katsushika Hokusai and Rabindranath Tagore. Club Mahindra has partnered with TreasurePACK to host these utility led NFTs, minted on Polygon PoS, offering a diverse range of resort images in MP4 and GIF files.

Exclusive experiences

Each NFT in the collection is reasonably priced at INR 10,000-12,000 and comes with a complimentary two-night/three-day holiday voucher. The NFTs, sold only once, offer exclusive ownership in the digital space, giving buyers a unique connection to both art and the physical experience.

The ‘Discover India’ campaign

This project named Pixels of India, is part of Club Mahindra’s wider ‘Discover India’ campaign, a 360-degree campaign, ‘We Cover India, You Discover India,’ which encourages people to explore the hidden gems of India. The NFTs further enhance the campaign's narrative, allowing patrons to discover India through digital AI art.

Art in the physical space

Club Mahindra also hosted its signature Discover India Art Exhibition in Goa, set on the theme Discovering India - Goa through art where they encouraged local artists to display their artwork, not just paintings but also sculptures. These installations were displayed at the Club Mahindra Varca Resort in Goa. Discover India Art Exhibition was the perfect opportunity to showcase an incredible range of authentic, regional, and global art and culture. However, the NFTs are Club Mahindra’s first foray into the digital space.

The role of AI in shaping immersive experiences

Reflecting on the broader impact, both, the digital and physical presence are important aspects of the experience for Club Mahindra. AI and NFTs can serve as tools to communicate and spread the brand's essence. NFTs also provide a unique ownership experience, especially for art enthusiasts, with immense value in terms of the selected location, resort, and artwork.

Looking ahead

Club Mahindra's foray into NFTs signifies a forward-thinking approach, staying ahead of the curve as digital ownership of art gains momentum. The fusion of iconic masterpieces with spectacular resorts not only enhances the brand's artistic appeal but also opens new avenues for patrons to engage with Club Mahindra's offerings in the digital space.

If you want to own a piece of Pixels of India NFTs, click here.

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