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At Strategic Creative Initiatives, we believe in the creative process. We recognize the value of art in our society and support the work of artists, both in-house and world-wide. Our social mission is to promote the ongoing development of the visual arts, primarily paintings and photography, through a unique artistic sponsorship program called M’Pathy. In 2004, Vijay Thombre, director of Strategic Creative Initiatives, developed the M’Pathy program as a bi-directional philanthropy. Graphic artists under contract with Strategic Creative Initiatives create non-commercial artistic works as part of their work contract, and proceeds from the sale of these paintings and photographs are donated to a charitable organization. With annual art shows, an online and physical art gallery, and more than 350,000 rupees earned for charity in the city of Pune alone, the program has been immensely successful. How it works: Every month, each graphic artist under contract with Strategic Creative Initiatives contributes a non-commercial artistic creation to our M'pathy art gallery. The artists, all with significant formal art education, follow their own creative initiatives, freely choosing their own themes and developing their own styles. In the setting of an “art forum,” they benefit from the critiquing and direction of other staff artists. Commercial art professionals from around the world are also invited to donate their non-commercial artistic creations by contacting Vijay Thombre at - vijay@sci-comm.in. Donated artwork is displayed online in our M’Pathy online gallery and, for a short time, in our physical gallery in our offices in Pune, India. The artwork is then donated to an organization which sells the paintings on auction. 100% of the proceeds from the sales are given to the Grant-A-Smile foundation, which finances the realization of certain goals for the disadvantaged or terminally ill. “In advertising and brand building, we always talk about dreams, wishes, and happiness,” says Vijay. “I want my team to really know what it means to get to those dreams, especially for people in less fortunate situations. And I want us to contribute to the fulfilment of those dreams.”
Vijay Thombre
SCI, Director
