Heritage-sensitive Intellectual Property & Marketing Strategies

Project Journey

The HIPAMS project began in 2018 with the Patachitra artist community of Pingla, Chau Dancers and Mask Makers of Purulia and Baull Fakiri musicians of Bengal. The aim of the project was to research how marketing and intellectual property can help tradition bearers to harness their intangible cultural heritage to contribute to sustainable livelihoods. The goal was to develop Heritage Sensitive Intellectual Property and Marketing Strategies.

Project Journey

The HIPAMS Journey Film encapsulates the process of the project and the different actions undertaken in the course.

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This research project, Heritage Sensitive Intellectual Property and Marketing strategies: India (HIPAMS - INDIA), is funded by the British Academy's Sustainable Development Programme, supported under the UK Government's Global Challenges Research Fund 2018-2021.