Serendipity Arts Festival 2024 partners with India’s legendary Campa by Reliance Consumer Products to celebrate India’s cultural legacy: Serendipity Arts Festival 2024, India’s largest multi-disciplinary arts festival, announces a landmark partnership with Campa Cola, India’s iconic homegrown beverage.

Ms. Smriti Rajgarhia, Director of Serendipity Arts, said on the collaboration, “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 Mody, COO, Reliance Consumer Products Limited, added, “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.”

The centrepiece of this alliance will be a historic performance “Three Divas”, featuring three luminaries of Indian music – Padma Shri Aruna Sairam, the queen of Indian pop and Padma Bhushan awardee Usha Uthup, and the renowned classical vocalist and Padma Shri winner Shubha Mudgal.

The extraordinary collaboration marks the first time these iconic artists will perform together. The festival’s grand finale will take place on December 22 at the Nagalli Hills Concert Arena, Panjim.

Campa’s support extends to two other performances on December 17 at the Nagalli Hills Concert Arena, showcasing India’s vibrant musical experimentation. Blackstratblues, the solo project of renowned guitarist Warren Mendonsa, will open the evening with an instrumental set blending Blues, Rock, Psychedelia, and Electronic influences.

Known for his expressive guitar work and experimental soundscapes, Mendonsa’s performance captures the essence of modern India’s fusion of tradition and innovation. Following Blackstratblues, Thermal and a Quarter (TAAQ), one of India’s most influential rock bands, will bring their high-energy, genre-defying sound to the stage.

With powerful guitar riffs and intricate rhythms, TAAQ’s performance will highlight their collaborations with rock legends like Deep Purple and Slash, offering an electrifying celebration of India’s bold musical future.

Serendipity Arts Festival, since its inception in 2016, has transformed Goa’s cultural landscape each December, bringing together over 1800 artists annually across disciplines for its 2024 edition.

This partnership with Campa represents a significant expansion of the festival’s reach and impact. Much like the reinvention of the iconic Campa brand, SAF 2024 presents a blend of timeless classics and exciting, contemporary experimentation in the arts.

While Campa’s name is rooted in nostalgia, its commitment to fostering new ideas and cultural dialogue has led it to support bold and boundary-pushing art forms — just as it champions the “new” India’s vibrant future.

For more information about the festival schedule and tickets, visit serendipityartsfestival.com.

Know About Serendipity Arts Festival

The Foundation’s primary initiative and largest outreach project, Serendipity Arts Festival is a multi-disciplinary arts event held annually across multiple venues in Panjim, Goa. Curated by a panel of eminent artists and institutional figures, the festival is part of a long-term cultural project that hopes to catalyse positive change in the arts landscape of India on a scale that transcends geographical, linguistic, and ideological boundaries.

Now in its ninth edition, the Festival stands as a testament to the transformative power of the arts – addressing crucial issues such as arts education, patronage culture, transdisciplinary discourse, inclusivity, and accessibility. Through our initiatives, we strive to bridge the gap between the aesthetic realm and real social impact by creating a sustainable ecosystem for the arts to thrive.

Know More About Reliance Consumer Products

Reliance Consumer Products is a truly Indian consumer goods business on a mission to empowering everyday life of Indian consumers. With a strong commitment to innovation and customer satisfaction, Reliance Consumer Products blends global standards with local insights to create products that resonate with consumers while being accessible to every Indian at honest prices and within an arm’s length of desire.

Backed by the robust infrastructure and trust of the Reliance Group, the company aims to offer solutions that cater to the evolving needs of consumers, fostering long-term relationships with communities and contributing to the nation’s growth.

Reliance Consumer Products is on a journey of shaping the future of the Indian consumer goods industry by meeting the diverse needs of households and communities, offering solutions that are world-class, trusted, value driven and reflect the evolving lifestyle of today’s India.

What is Serendipity Arts

Serendipity Arts is a not-for-profit collaborative platform based in Delhi, fostering empathy, curiosity and cross-cultural dialogue by supporting emerging artists across South Asia. The Foundation’s aim is to nurture artistic practice, promote research, and provide sustainability and education in the field of the arts.

Over the past decade, Serendipity Arts has encouraged cultural heritage projects alongside contemporary art practices with extensive residencies, grants, collaborative projects, art writing initiatives and a multi-disciplinary arts festival.

The ninth edition of Serendipity Arts Festival is set to take place in Panjim, Goa, from 15th-22nd December 2024.