Elephant Parade, the global exhibition-cum-conservation initiative arrived in Mumbai on 3rd March. This public event aims to generate vital funds to secure 101 elephant corridors across India for the endangered Asian elephant in partnership with the Wildlife Trust of India. Founded in 2006, the initiative seeks to build awareness about elephant conservation and raise money for the cause. Elephant Parade is a social enterprise and runs the world’s largest art exhibition of decorated elephant statues. Created by artists and celebrities, each Elephant Parade statue is a unique art piece. The life-size, baby elephant statues are exhibited in international cities and raise awareness for the need of elephant conservation. The 101 painted elephants will create a striking spectacle of colour and showcase the nation’s most creative artists and emerging talents, whilst celebrating one of India’s most beloved and endangered animal – the elephant.

Limited edition, handcrafted replicas and a select range of products are created from the exhibition elephants. 20% of Elephant Parade net profits are donated to elephant welfare and conservation projects. The Elephant Parade has collaborated with prominent people such as Richard Branson, Katy Perry, Tommy Hilfiger, Elizabeth Hurley and Bryan Adams. Amitabh Bachchan, Manish Arora, Rekha Rodwittiya, Manish Malhotra, Masaba Gupta, Tarun Tahiliani, Brinda Miller among others are prominent Indian artists and celebrities set to auction their elephants for the parade in India. Christian Louboutin was the only International designer that presented its Elephant – Bumpy during the Parade.

Beginning with south Mumbai locations such as Gateway of India, Priyadarshini Park, Palladium Mall, Siddhivinayak and Mantralya – the elephants will be on public display around the city. As per schedule, from 8th to 11th March they will move to locations in the city’s central suburbs namely – R-city Mall (Ghatkopar), Phoenix Marketcity (Kurla) and Grand Hyatt (Kalina); 9th to 11th March they will be displayed at Reliance Jio Gardens in Bandra Kurla Complex. 

Essentially, the money for the cause will be raised through the sale of elephant sculptures. But the underlying hope is to encourage companies to include this cause as a part of their CSR initiative in order to build a coherent long-term relationship.