Mahindra Group has unveiled the much-awaited Cultural Events Calendar for the year 2023-24. From rock music, to performing and visual arts, to poetry and crafts, these incredibly enriching and impactful events are a true celebration of Indian culture and communities that aim to ignite a vibrant cultural exchange and create a magnetic pull for artists from across the world while prioritising millennial engagement.
Mahindra Group is a key player in the Indian live entertainment industry, known to host some of the most talked about events in the country. It has played a pivotal role in keeping the Indian cultural legacy alive across the globe with its tastefully curated events. Through time, these exclusive festivals with a strategic purpose have grown manifold in aspects of scale, footfalls and geographic locations, and have positively impacted the brand, its stakeholders and various art forms of traditional and contemporary India - leaving an indelible impression on its audiences.
And fuelled by this remarkable success, the Mahindra Group seeks to add greater impetus in enabling a spectrum of diverse audiences on an artistic discovery across North and South India via its cultural outreach initiatives.
Mahindra Excellence in Theatre Awards (META) is the only national level recognition in the field of theatre; Mahindra Blues Festival - the biggest blues festival in Asia - has hosted worldwide legends like Buddy Guy, Taj Mahal, Johnny Lang, Popa Chubby, Jimmy Thackery and the likes. The Mahindra Sanatkada Lucknow Festival launched in 2010 as a showcase of craft traditions, involving master craftsmen from the regions, has over the years transformed into a resplendent concoction of art, music, theatre, literature, dance, heritage, experiential exhibitions, and cuisine, in a grandeur intrinsic to Awadh. Mahindra Kabira Festival brings together the leading exponents of classical, folk and Sufi music and evocative poetry recitals, intending to be a beacon of love and hope in the Poet’s place of birth, while promoting the city’s cultural heritage.
In 2022-23, Mahindra Group resurrected the iconic Independence Rock fest which unfolded to be a roaring celebration of the genre, and also launched two new IPs - Mahindra Roots and Mahindra Percussion, all with an aim to offer a comprehensive symphonious experience comprising poetry, rock, classical, and folk music in multilingual forms. These powerful events together showcase artists and performances that strike a chord with everyone, particularly with millennials to strengthen their cross-cultural understanding and facilitate cultural preservation.
Mahindra Group’s much-loved series of live events 2023-24 that form its Cultural Outreach initiative will yet again serve as a catalyst to preserving India’s traditions while ensuring that these cultural practices continue to flourish in the modern world.
Jay Shah, Vice President – Cultural Outreach at Mahindra Group, said, “People make culture, just as culture makes people. India’s culture is a melting pot of diversity, steeped in rich history and heritage, and infused with numerous art forms, dialects and languages, creating a fertile ground for artistic exchange. Our Cultural Outreach Initiative is meant to bring communities together and promote the many aspects of the Indian cultural landscape that remain unexplored, particularly from the lens of the youth. After prospering for centuries many arts are now fighting for survival, many are struggling for mere acknowledgement. In the face of modernization and changing societal values, preserving these artistic traditions becomes imperative to safeguarding India's cultural identity. The endeavour is to present these dwindling art forms in a modernized fashion to millennials, bring in relevance and reignite the affinity for them. We achieved this to a great extent through the Kabira, Sanatkada and Roots festivals last year. And so, we are thrilled to announce another year of power-packed cultural festivals and we hope it will drum up similar support and a loyal following for the years to come.”
Listed below are the upcoming programs that promise to take fans on a soulful, artistic journey with an element of discovery, making the fests the beating heart of Indian arts and culture.
Over the years, the overwhelmingly positive reaction that these initiatives have received shows that Mahindra Group is fiercely committed and successful when it comes to the support and patronage of the arts. Recognizing India's penchant for extraordinary experiences, several companies have joined forces with Mahindra, including Hyperlink Brand Solutions which has conceptualised and executed four of the seven cultural events (I-Rock, MBF, MRF and MPF). The Cultural Outreach programme is designed for the long term and also amalgamated with philanthropic endeavours, much in tandem with Mahindra’s Rise philosophy, one that ultimately seeks to create a positive impact for the community, the brand and Indian arts & culture.
Arijit Singh mesmerised over 30000+ fans, he is all set to take this highly-anticipated India Tour to Gurugram & Mumbai.....
December 20, 2024
Bohemia Presents on Saturdays brings cutting edge house and tech from artists such as Chris Stussy, Hot Since 82, Wade,....
December 20, 2024
On December 24th, they have two spectacular performances at Le Meridien in New Delhi and The Royal Opera House in....
December 20, 2024
The evening featured two iconic performers: Pt. Rajendra Prasanna, the legendary maestro of shehnai and bansuri from the esteemed Benaras....
December 19, 2024