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YAYATI-BHAVA-II. 2017


My creative practice focuses on the grooming culture of men in Indian Society, its commercialisation and fatal attraction. My series “Yayati” is derived from Indian epic Mahabharat. “Yayati” is the name of the king in Indian mythology ” Mahabharata”. The word ” Yayati” represents basic instinct of human beings to remain youthful and beautiful. There is a story in Mahabharata: the king Yayati losses his youth due to unfortunate circumstances but not his desire. This desire to remain youthful and beautiful I have termed as “Yayati bhava”. So, the title “Yayati bhava” roughly be translated as “Youthful desire” .
work is done on a paper with tea as a basecoat along with watercolour, magazine cutout and Acrylic. Commercial encouragement to look young and beautiful is termed as “Yayati Bhava”. How cosmetic Industries uses it instruments/mediums to arouse this desire to create what can be considered a new race, dependent on their products to boost their self-esteem. Like an addict looking for his next fix, In the processes acting like a God.


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YAYATI-BHAVA-III. 2017


My creative practice focuses on the grooming culture of men in Indian Society, its commercialisation and fatal attraction. My series “Yayati” is derived from Indian epic Mahabharat. “Yayati” is the name of the king in Indian mythology ” Mahabharata”. The word ” Yayati” represents basic instinct of human beings to remain youthful and beautiful. There is a story in Mahabharata: the king Yayati losses his youth due to unfortunate circumstances but not his desire. This desire to remain youthful and beautiful I have termed as “Yayati bhava”. So, the title “Yayati bhava” roughly be translated as “Youthful desire” .
work is done on a paper with tea as a basecoat along with watercolour, magazine cutout and Acrylic. Commercial encouragement to look young and beautiful is termed as “Yayati Bhava”. How cosmetic Industries uses it instruments/mediums to arouse this desire to create what can be considered a new race, dependent on their products to boost their self-esteem. Like an addict looking for his next fix, In the processes acting like a God.


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WAITING FOR YAYATI. 2017


“Waiting for Yayati” is an extension of Yayati Bhava which traces the age-old desire of Yayati to look young and beautiful, which is still relevant and valid. I have approached this phenomenon from the lens of commercialization, where corporates encourage the ‘Yayati Bhava’ with creative marketing, and open up male centric society to personal beautification, traditionally considered to be a feminine affair, they have successfully been able to create what can be considered a new race; men dependent on their products to boost their self-esteem. Like an addict looking for his next fix, men want more out of these companies and in turn push their profit lines. This has created a symbiotic relationship where the creator and the consumer live off each other. The work is set of two done on paper with use of tea as a base coat along with ink and watercolour.


Note: The text above was written by the Artist. No modification was made by C.O.C.A.


Pallavi Singh

India


Pallavi Singh,currently living and working in Delhi. Completed her Masters in Painting from College of Art, Delhi, India.Recipient of The Inlaks Shivdasani Foundation/ Skowhegan USA (2015) art residency. Singh’s work predominantly in the medium of painting, her processes of working is a research based, where society plays the role of a social laboratory and skills like: observation, conversation, travelling and personal experiences are tools, to collect information to start her work. She is interested in art as a way of thinking and understanding the world around her not only as a practitioner but also from the lenses of a viewer. Currently Singh is exploring the grooming culture amongst Indian men, that is showing a change from the traditional alpha male and its commercialisation,


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