{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O1248820"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O1248820/"}},"images":null,"see_also":null},"record":{"systemNumber":"O1248820","accessionNumber":"IS.10-2012","objectType":"Matchbox label","titles":[],"summaryDescription":"Matchbox label for 'Chavi’ (key) matches. The owners of the Chavi brand have reported that a family elder suggested this name, with the key assisting in unlocking future successes for the company. However, the key as an icon on matchbox labels is popular both within India and other countries, such as Sweden where it arguably originated. ","physicalDescription":"Matchbox label for 'Chavi’ (key) matches, the central image depicts a red key on a yellow background, within this central panel is the following text: Chavi (in Hindi), Damp–proof, The Pioneer Matchworks, Sivakasi, Price RE.06; a black border runs along the four edges of the label with the following text: Chavi, Superior quality, Safety matches; at each corner there is a swastika symbol. \r\n","artistMakerPerson":[{"name":{"text":"Unknown","id":"A1848"},"association":{"text":"","id":""},"note":""}],"artistMakerOrganisations":[{"name":{"text":"The Pioneer Matchworks, Sivakasi","id":"AUTH319986"},"association":{"text":"made","id":"x28674"},"note":""}],"artistMakerPeople":[{"name":{"text":"","id":""},"association":{"text":"","id":""},"note":""}],"materials":[{"text":"printed paper","id":"x35201"}],"techniques":[{"text":"printed","id":"x46159"}],"materialsAndTechniques":"Offset printed paper","categories":[{"text":"Labels & packaging","id":"THES48927"},{"text":"Product design","id":"THES49025"}],"styles":[],"collectionCode":{"text":"SSEA","id":"THES48598"},"images":[],"imageResolution":"high","galleryLocations":[{"current":{"text":"005","id":"THES406563"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"matchbox label","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"Sivakasi","id":"THES252318"},"association":{"text":"made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"ca. 1960","earliest":"1955-01-01","latest":"1964-12-31"},"association":{"text":"made","id":"x28654"},"note":"A very similar label has been dated to ca. 1960. See Victor Gladwish, <i>The Gladwish Encyclopedia of Matchbox Labels</i>, Volume Three, Letter C-CK, (Huntingdon, Cambridgeshire: UPEC, 1979), p. 70."}],"associatedObjects":[],"creditLine":"","dimensions":[{"dimension":"Height","value":"34","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"Length","value":"51","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"","value":"","unit":"","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":""}],"objectHistory":"","historicalContext":"","briefDescription":"Matchbox  label for 'Chavi' (key) matches, Sivakasi, India, ca. 1960","bibliographicReferences":[{"reference":{"text":"","id":""},"details":"","free":""}],"production":"","productionType":{"text":"","id":""},"contentDescription":"Matchbox label depicting a key","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[{"text":"key","id":"x39253"}],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[],"partNumbers":["IS.10-2012"],"accessionNumberNum":"10","accessionNumberPrefix":"IS","accessionYear":2012,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2025-04-08","recordCreationDate":"2012-07-20","availableToBook":true}}