NGO Shree Sankalp Pratishthan hosts Worli Festival 2013

| Marketing | February 1, 2013 | News

The Worli Festival 2013, held to mark the beginning of the year 2013 and to celebrate the feeling of getting together, took place from Jan. 25 to 27 at Worli sea face and RWITC (Turf Club). The presenting sponsor for the festival was Bombay Realty, the host was NGO Shree Sankalp Pratishthan, and the event took place in association with Times of India. Other partners included Bombay Dyeing, Go Air, MTDC, Mahindra Rise, Lotus, radio partner Radio Mirchi¸ online partner, outdoor partner Bright Outdoor and venue partner RWITC.

Oak's Management Consultancy Pvt. Ltd. was brought in to carry out event management, and were given the mandate to ensure best on ground execution and facilitate smooth functioning of the event. Times IBCE, which co-created the event, was responsible for amplification and integrated brand communication of Worli Festival. They were given the role to put the entire event together right from conceptualization, bringing in celebrities, planning the PR and media, and basically overseeing the entire 360 degree communications of the event. Their association came about with Shree Sankalp Prathishan, through the environmental initiative called Times Green Ganesha which required them to work with the environment minister of state Sachin Ahir, who is the co founder of the NGO.

Talking about the festival, Sachin Ahir, said, "Worli is a place where we see a lot of cultural diversity and there could be nothing better than Worli Festival to showcase the rich culture of Worli to Mumbai. We intend to surprise the visitors with breath-taking performances. The core reason behind hosting this kind of a festival is to get people together in this fast-paced city where weekends are just for malls and movies. This festival is a symbolic representation of rich culture and heritage of Mumbai."

The festival saw the booking of the members enclosure at RWITC, and had three stages on Worli sea face which were all equipped to host an independent performance by reputed artists. It was organized with a carnival atmosphere and had a number of fun filled activities over the three days. There were food stalls, international stilt walkers, fire dancers to entertain the crowd, and saw artists from diverse genres of art, music, culture, food, sports, dance and entertainment.

A number of performances took place by Rahul Sharma, Suzanne D'mello, Shibani Kashyap, Shalmali Kholgade, Vaishali Samant, Ravi Iyer, Milind Date, Achyut Palav, Anand Ingale, Arun Kadam, Satyajeet Padhye, Raju Shrivastava, Meena Naik, etc. There were even jazz and saxophonist performances by renowned artists, a performance by Sukanya Ghosh and Firoz Sheikh Dance Academy who performed their shadow act to name a few.

A food festival took place at Turf Club which saw some of the best restaurants in Mumbai. It featured a host of activities like cocktail mixing, wine and cheese tasting, grape stomping, and performances by eminent singers at Turf Club. There were 25-30 food stalls that had various cuisines like Chinese, Italian, Continental, Mughlai, European, Spanish, Barbeques, and Indian etc. The participating restaurant included Persian Darbar, Barbeque Nation, Punjab Grill, Zambar, Asia 7, Maharaja Bhog, Yoforia, C4chocolates, Silver Spoon, Mocha , Poco Loco and Swati snacks.

There were a number of chefs conducting engaging workshops including Chef Saransh Goila who showed people how to prepare Indian contemporary cuisine, Chef Nikhil Chib who conducted a workshop on Thai and Japanese delicacies, Chef Abdul Qader Shaikh who conducted a workshop to teach Mediterranean cuisine and Chef Shailendra Kekade who conducted a demo session on continental cuisine.

Worli Festival 2013 also planned an exclusive contest hosted by Vicky Ratnani which was called ‘Cook for Her Contest' and required husbands to cook for their wives. Two Mumbaikars were chosen to cook with 10 celebrities from various fields such as films, sports, corporate and business. Some of them included Sunil Shetty and Mana Shetty, Dilip and Manali Vengsarkar, Sachin and Sangeeta Ahir, Author Amish Tripathi and Preeti Vyas, BMC commissioner Sitaram Kunte and his wife to name a few.

The event concluded on a highpoint with a firework display and laser show. With six high wattage lasers set on the Sea link and the promenade, the entire Worli sea-face saw this great visual.

Commenting on the challenges associated with organizing the festival, Aniruddha Haajare, Chief Manager, Times IBCE said: "The biggest challenge involved getting the Worli Seaface as a venue for the festival. Thanks to the huge quantum of social work undertaken by Shri Sankalp Pratishthan, we received a huge support from residents of Worli who whole hearted supported this initiative and made it a huge success."

The event was promoted through a 360 degree campaign that included TV, print, and digital such as Facebook and Twitter where people were asked to re-tweet about the festival. Even BTL was used where a meet with the Worli Residents Association took place.

Speaking about the fest, Rahul Gomes, Director, OMCPL said: "The Worli Festival was an idea that was two years in the thinking process, but because of the location i.e. Worli Sea face was very difficult to put on ground. With the help and support of Sachin Bhau, this dream became a reality. It was a difficult task getting together so many artistes and setting up the event as being a public event there was a lot to consider, but our team put it all together and made it a grand success."

Commenting on the event, Manish Agarwal from Bombay Reality Group stated: "It was a pleasure working with the OMCPL team. The event was well organized indeed for such last minute notice. OMCPL were able to pull together an eminent list of celebrities and did a fantastic job in managing the hectic schedule across multiple locations. Kudos to the team.

Times IBCE was responsible for amplification and integrated brand communication of the fest.

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