"Serendipity Arts Festival Unites All Art Forms Under One Platform", says Smriti Rajgarhia, Director

Entertainment | January 29, 2019 | Interview

Smriti Rajgarhia Serendipity Arts Foundation

Serendipity Arts Festival 2018 India’s first multi-disciplinary arts event was held in Goa at the end of last year and celebrated over ninety projects across seven disciplines, with over fifteen-hundred participating artists while highlighting India’s rich traditions of music, dance, and theatre, alongside culinary arts, craft, and visual arts exhibitions.

The event was organised by Serendipity Arts Foundation, a non-profit organisation with a vision of energising arts production, awareness and practice across South Asia. A collaborative platform for arts, the organisation aims to create new sustainable environments for the arts that engender change across the country’s cultural spectrum.

In a conversation with Ms. Smriti Rajgarhia, Director, Serendipity Arts Foundation, EVENTFAQS takes a look at what makes this festival a first of a kind cultural extravaganza in India -

With what objectives was the Serendipity Festival set-up? How can Serendipity Festival act like as a cultural catalyst across the country?

The Serendipity Arts Foundation was established in 2014 by Mr. Sunil Kant Munjal as a not-for-profit organisation with a vision of energising arts production, awareness and practice across South Asia. The Foundation’s primary outreach for the Serendipity Arts Festival, which started in the year 2016, is now in its third edition and aims to transform not just Goa, but the arts across the country. This year we showcased over 90 dynamic projects, celebrating the diversity of the creative disciplines, encouraging dialogue between the disciplines and honouring the country’s rich heritage of visual and performing arts. Our goal is to foster cultural growth and energise contemporary arts practice with innovative, accessible programming and community focused projects that are inclusive which engage new audience demographics across the country.

There are many cultural events happening in the country, how do you position Serendipity as the leading multidisciplinary festival in India?

Serendipity Arts Festival sets itself apart from other arts festivals in the country as the only arts event which unites the creative disciplines, showcasing performance and performing arts alongside, visual, and culinary practices. Conceived as a long-term platform creating tangible change across the country’s cultural landscape, we aim to make the arts inclusive, educational and accessible whilst maintaining rigour and depth. This year’s varied international participation has also demonstrated that Serendipity is also a catalyst for cross-cultural exchange, fostering global dialogue and erasing regional divisions in the country.

How are you ensuring a sustained growth for the platform? Are you adding any new activities with every coming edition to add more to the festival?

Every year we increase in scope and scale. This year we worked with over 1500 artists and an eminent curatorial panel, our audiences are growing year by year. The Festival has focused on encouraging interdisciplinary exploration, offering equal opportunities for artists, artisans, indigenous and folk art forms, performers and other creative practitioners. Every edition builds on the success of previous years, advancing in vision, scope and engagement.

What are the brand/partnerships with the Festival? What are the activations that the Festival will feature for associated brands?

Brands from various sectors with shared value and vision participate with us, this year we had partners as diverse as Banking and Finance to leading companies like ICICI Lombard General insurance, and Coca Cola etc.

Association with the festival gives brands a chance to invest in the soft power of the region. The future of India lies in its intangible cultural heritage. It has been seen that brand association with cultural organizations not only lifts the image of the brand but humanizes the product.

For any company, to choose to sponsor the arts is a savvy move seeking to reach higher net-worth, well-educated and passionate individuals across any demographic. It adds the gloss of culture to brands. Cultural collaboration and participation add personality and style to a brand that no amount of lifestyle marketing can achieve.

Investing in art is investing in people. It has the power to change perceptions and create long-lasting associations for a brand.

 

Smriti Rajgarhia, Director, Serendipity Arts Foundation speaks about Serendipity Arts Festival and what makes it India's first multi-disciplinary arts event.

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