NCPA appointed the Manchester-based consultancy at the start of May, following a pitch against several Indian design groups.
Photolink opened an office in Mumbai two years ago, after one of its retail clients suggested that it open a photographic studio there to create an Indian home-shopping catalogue.
The London and Mumbai Photolink teams will work together on the year-long project, which includes handling the NCPA’s creative strategy and rebranding all of the centre’s facilities.
NCPA houses five theatres, a photographic gallery, craft centres, a recording studio and other creative spaces. It is also home to the Symphony Orchestra of India.
‘The NCPA wants to raise its awareness in the global community and position itself as a major player on the world’s cultural stage, with the ultimate goal of securing high-profile corporate partnerships,’ says Photolink chairman David Walter.