As India emerges from an extended holiday this weekend, after Navratri festival, many would have had the opportunity to perform the Garba dance at thousands of dandiya events held across the country. Dandiya Raas is a traditional form of dance from the city of Gujarat that is famously performed during the 9 days of Navratri festival. With its recent prominence especially among youth in the country, many event companies have taken the opportunity to host dandiya festivals across the country to celebrate the age old tradition.
This year, Delhi city and its surrounding NCR region witnessed its own dandiya festival ‘Dandiya Beats’ at Appu Ghar OYSTERS, Gurgaon. Lasting 10 days, the daily evening event included a specially made statue of goddess durga and a ‘maha aarti’ being performed before the main event. Following the event, dandiya performances would begin with much pomp and circumstance with each night featuring a celebrity gracing the event. The event was organized with four agencies – CRI, E-Factor, Touchwood and Showcraft coming together to make the event memorable.
Speaking on the impact that 4 agencies together could make making ‘Dandiya Beats’ a success, the official spokesman for the event, Chief Creative Officer of Showcraft Productions, Lalitt Gattani said, “this association has made Dandiya Beats much bigger, as the strengths of all partner agencies have come together.”
Adding further to the conversation, he believes Dandiya Beats is quite different when compared with other such similar events. He said, “there isn’t any other event similar to Dandiya Beats as it is a complete Navratri event for 10 days and no other event is this long. The ambience and music at Dandiya Beats is also very unique and different compared to others.”
The NCR region finally witnessed an event this big dedicated to Navratri after 4 years that had mesmerising ambience, maha aarti everyday, a festival-themed ‘Khaas’ bazaar selling chaniya choli, accessories, dandiya sticks etc. Once, a festival presumed to resonate only with middle-aged people is making a comeback with more and more youngsters taking interest in culture based events like these, to which they may not hold ethnic affiliations. “Youths of today are finding Navratri festivals extremely popular as they have been thronging Dandiya Beats in large numbers”, observed Lalitt Gattani based on the turnout.
When asked how brands can benefit associating with events like Dandiya Beats, Mr Gattani said, “Dandiya Beats can offer the brands a unique customer activation opportunities for a sustained period as it is a 10 day event.” Showcraft has been a key player in planning and executing the whole event along with its partners.
Festivals like these may not be held across the national capital and its surrounding while these could be held in multiple locations within a city like Ahmedabad that celebrates Navratri grandly. When asked about different agencies coming together in a city and holding a mega event for any festival, Mr Gattani replied, “I don’t think that all organisers should come together as everyone has their own niche areas where they excel, which gives people different choices to experience.” However, he believes Dandiya Beats is already a mega event and the crowd will multiply with each passing years.
