Arjun Bahl

Over the years, [art in India] has become all about investment, about commodity trade. There are museums but they are not very active in terms of programming. There are galleries but the invitation is not open to all. It's only accessible to a certain kind of person, a certain kind of economic status, we want to get art for the masses.

They see that street art can be used for beautifying and encouraging people to keep their surroundings clean, it has led to a sense of ownership and that leads to a sense of preservation of the work.

Once you work with the police at that scale, and that project becomes a landmark, it's a gateway to many things.

Everyone loves it -- my grandmother loves it, my mother loves it, my aunt loves it, my little son loves it. It's great visual treatment. People want it.

Today a painter from Uttar Pradesh -- Kafeel -- his fonts are being used globally, from Heineken to Starbucks. So we gave him an alternate revenue stream.