by Abhijeet Singh, Mobility Outlook
MG SELECT of JSW MG Motor India has launched a new initiative called ‘The SELECT Art’ merging the realms of contemporary art and automotive design. In collaboration with OffBeet Media Group and mentored by visual artist Sidhant Gandhi, known as ‘toosid’, the project offers a fresh perspective on how art, community, and electric mobility can co-exist meaningfully. The campaign has been rolled out across 14 cities, with each MG SELECT retail space now doubling as an art gallery.
At the core of the project lies the work of 14 emerging artists from 13 different Indian cities, each commissioned to create an artwork around themes of self-expression, innovation, and identity. These pieces will not only be displayed at MG SELECT centres but will also serve as the creative pulse of these reimagined automotive showrooms. This shift in approach underscores MG SELECT’s intention to go beyond conventional vehicle retail and establish itself as a cultural space.
Milind Shah, Interim Head of MG SELECT, stated that the brand’s objective with this initiative is to create environments where customers can experience art and engage with the MG identity on a deeper level. The format introduces a curated art programme into MG’s experiential spaces, where design and storytelling are intended to complement electric mobility. Rather than just selling cars, the brand appears keen to sell a sensibility — one that aligns with purpose-driven progress.
In addition to being displayed throughout the year, all the artworks will be auctioned at the close of the campaign’s first phase. A portion of the proceeds will support MG Sewa’s community programmes, specifically aimed at advancing opportunities for women and girls. This social extension of the project reinforces MG’s messaging around responsibility and impact.
