Serendipity Arts Festival 2024 Partners with Campa to Celebrate India’s Rich Cultural Legacy

India’s largest multi-disciplinary arts festival, the Serendipity Arts Festival (SAF) 2024has announced an iconic partnership with Cola Campa beloved homegrown beverage brand under Reliance Consumer Products Limited. This collaboration celebrates India’s cultural heritage while bridging tradition and innovation, making the ninth edition of the festival one of its most impactful yet.

The Serendipity Arts Festivalheld annually in Goa since 2016, has redefined the cultural landscape by curating diverse performances, exhibitions, and workshops across art forms. The 2024 edition will take place from December 15 to 22 in Panjim, Goauniting artists and audiences in a spectacular celebration of creativity.

Cultural Synergy Between Art and Business

Speaking on the landmark partnership, Ms. Smriti RajgarhiaDirector of Serendipity Arts, emphasized the role of corporate patronage in sustaining India’s creative ecosystem. She said, “Corporate patronage is essential for the arts to flourish in India; this partnership is a good example of this. Such commitments not only lead to artistic excellence but also demonstrate how businesses can meaningfully engage with culture. Through eight editions, Serendipity Arts Festival has shown how sustained support for the arts can transform cultural landscapes and create lasting impact. As India evolves, more such collaborations are needed to nurture the creative ecosystem and preserve our rich cultural heritage across generations.”

Mr Ketan ModyCOO of Reliance Consumer Products Limited, echoed this sentiment, saying, “We are truly an Indian business on a mission to empower the everyday lives of Indian consumers with world-class quality and offerings at honest prices. Our collaboration with the Serendipity Arts Festival allows us to celebrate creativity, innovation, and the thrill of discovery while fostering meaningful connections with consumers. We understand the importance and the power of shared experiences in bringing people together, and we are thrilled to be part of this inspiring journey, where every moment holds the potential for something truly serendipitous.”

“Three Divas” – A Historic Musical Collaboration

The highlight of SAF 2024 will be a landmark performance titled “Three Divas”featuring three of India’s most celebrated musicians:

• Padma Aruna Sairamthe renowned Carnatic vocalist.
• Padma Bhushan Usha Uthupthe queen of Indian pop.
• Padma Shubha Mughalthe celebrated Hindustani classical vocalist.

This extraordinary collaboration marks the first time these iconic artists will share the stage, promising a mesmerizing blend of genres and vocal mastery. The grand finale will take place on December 22 at the Nagalli Hills Concert Arena in Panjim, setting the perfect culmination for the week-long cultural extravaganza.

Showcasing Modern India’s Musical Diversity

Campa’s support also extends to two performances on December 17 at the Nagalli Hills Concert Arenareflecting India’s bold musical experimentation and contemporary sound.

• Blackstratblues: The solo project of acclaimed guitarist Warren Mendonsa will kick off the evening with an instrumental set that blends Blues, Rock, Psychedelia, and Electronic influences. Known for his soulful and experimental guitar work, Mendonsa’s performance captures the essence of India’s artistic innovation.
• Thermal and a Quarter (TAAQ): One of India’s most influential rock bands, TAAQ will take the stage with their high-energy, genre-defying sound. Renowned for collaborations with global rock legends like Deep Purple and SlashTAAQ’s performance promises an electrifying celebration of India’s evolving musical identity.

These performances underscore the festival’s commitment to fostering both timeless traditions and boundary-pushing experimentation in Indian music.

A Partnership Rooted in Nostalgia and Innovation

The collaboration between Cola Camp and Serendipity Arts Festival is a symbolic meeting of India’s rich heritage and its vibrant future. Much like the reinvention of the iconic Campa brand, SAF 2024 combines timeless classics with contemporary creativity, showcasing bold ideas and modern cultural dialogues.

Campa’s nostalgic roots as a beloved homegrown beverage align seamlessly with the festival’s mission to celebrate India’s artistic legacy while nurturing fresh talent and innovative art forms.

SAF 2024: Transforming Goa’s Cultural Landscape

Since its inception in 2016the Serendipity Arts Festival has become a beacon of artistic excellence, bringing together over 1,800 artists annually across multiple disciplines, including music, theatre, dance, visual arts, culinary arts, and literature. The festival transforms Goa each December into a hub of creativity, inspiring artists and engaging audiences from around the globe.

The 2024 edition of SAF will continue this tradition of excellence, offering immersive cultural experiences that celebrate India’s rich heritage and evolving artistic landscape.

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