Aadyam Theatre from Aditya Birla Group Launches Digital Edition, to be Streamed via Insider.in

Entertainment | September 21, 2020 | News

Aditya Birla Group Brian Tellis

Aadyam, the theatre initiative by the Aditya Birla Group, has launched‘Aadyam - The Digital Edition’ amidst the pandemic. The new season will feature three plays –‘Bandish 20-20,000 Hz’ (Hindi), ‘I Don’t Like It, As You Like It’ (English) and ‘The Hound of the Baskervilles’ (English) from its past seasons which will be streamed via Insider.in starting October.

To deliver an authentic theatre experience, they have introduced Aadyam’s virtual audience room wherein they will conduct pre-show activities and during the performance, there will be live polling and mini quizzes. Aadyam will curate virtual meet-and-greets with the artistes for Aadyam Spotlight members.

From September 8, Aadyam launched an entertaining and community platform for theatre lovers called Theatre Ink. It features original content written and presented by theatre practitioners and reputed writers from across the country. Theatre Ink will feature interviews, insights, articles, advice, tips, news, behind-the-scenes snippets and much more, catering to both the industry and the audience.

“This is a tough time for theatre, very tough. We excel in the live; we thrive on the immediate and tactile communion between us and the audience. This love, passion, need - call it what you will - brings us back to the stage year after year, even as sceptics debate if theatre is dying. Theatre has survived centuries. With every catastrophe, we have found ways to reinvent ourselves. Death has never been an option for us. So, in 2020 if we have to perform in 920 x 1080 pixels, we will. We accept the challenge. Because this is what we do. We will find a way to share stories, to entertain and inspire. For me personally, as Artistic Director, it is incredibly heartening and reassuring to know that even in these difficult times Aadyam continues to thrive...that the Aditya Birla Group continues to believe in the theatre and stands behind us with all their might. That is reason enough to celebrate. So even though we are narrowing the expanse of the stage to your TV screens, we promise to entertain you in style - the Aadyam way - professionally, with great production values and meticulous attention to every detail,” said Shernaz Patel, returning Artistic Director, Aadyam.

“Year on year, Aadyam has strived to assist India’s ever-expanding theatre scene by providing talented theatre groups with a platform to bring their art to a bigger platform and with every season, to a larger audience. Aadyam’s Digital Edition will now give these artistes a stage in every Indian home via any device, armed with a fighting chance to level the playing field for live entertainment in our country,” said Brian Tellis, Co-Founder and Group CEO of Fountainhead MKTG that facilitates Aadyam in India.

To deliver an authentic theatre experience, they have introduced Aadyam’s virtual audience room wherein they will conduct pre-show activities and during the performance, there will be live polling and

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