Goa : 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.