Mumbai: The Other Circle (TOC) has been appointed as the official PR partner for RADA Marathi Pop Culture Festival, Maharashtra’s first youth-led festival celebrating Marathi pop culture. Presented by BhaDiPa, the two-day event is scheduled to take place on March 28 and 29, 2026, at The Orchid Hotel in Pune.
The collaboration comes at a time when regional content consumption is witnessing rapid growth, with vernacular internet users expanding significantly faster than English-language audiences. RADA aims to bring together Marathi artists, creators, comedians and cultural voices on a single platform, marking a milestone moment for Marathi youth culture.
As PR partner, The Other Circle will lead regional and national media outreach, leveraging its experience in building narratives for cultural festivals across theatre, music and literature. The agency will focus on crafting a multi-layered communication strategy to amplify the festival while providing cultural context to a wider audience.
Talking about this collaboration, Aakanksha Gupta, Founder & CEO of The Other Circle said, “I feel very motivated and excited when a brief of something this interesting and innovative comes across. RADA is the result of a cultural momentum that deserved a larger stage to celebrate. TOC is very happy to have collaborated with such intelligent minds who are able to tap into the cultural pulse so effortlessly. Our goal is to build a narrative that resonates deeply with a larger audience, along with the one who is already a part of this culture. So, when a cultural milestone like this occupies the mainstage, the best thing you can do is let it speak while making sure that its message echoes far and wide.”
Sarang Sathaye And Paula McGlynn, Co-Founders of BhaDiPa said, “We firmly believe that storytelling is an omnipresent craft. Be it through music, videos, advertising, or any other field of work. RADA, being a one-of-a-kind festival, needed amplification that is not limited to Marathi people but to a larger audience. Collaborating with a dynamic entity like TOC became essential, because we needed the people who care about this as we do. We needed someone who understands what is at stake for the booming Marathi pop culture – not just for this edition but a larger regional movement claiming and celebrating the deserved space. With TOC, we hope to scale this event to a national and global level, foraying into a new dawn for the Marathi youth culture.”
The festival will feature a diverse lineup of established and emerging creators, reflecting the growing mainstream acceptance of regional content. By spotlighting Marathi voices across formats, RADA aims to position regional storytelling at the centre of India’s evolving entertainment ecosystem.
