Havas Play and Zee Media have joined hands to launch a music festival ‘Ganga Kinare’ on the ghats of Varanasi. The inaugural edition of the festival will take place on December 9, 2023.
The initiative aims to celebrate the cultural richness of Varanasi and raise awareness about the significance of the holy river Ganga, aligned with the Ministry of Jal Shakti’s Namami Gange programme – an integrated national conservation mission for abatement of pollution, conservation and rejuvenation of the Ganges river.
Beyond the music performances, the Ganga Kinare Music Festival aspires to be a catalyst for change, calling upon attendees to become stewards of river preservation, informed an official statement.
The festival will seek to build a community dedicated to championing rivers and establish a bond between the younger generation and the holy river, the statement added.
After the edition in Varanasi in 2023, the festival will be hosted in Rishikesh (2024), Prayagraj (2025), Patna (2026) and Kolkata (2027).
Abhay Ojha, CEO, Zee Media Corporation, said, “At Zee Media, we believe in the power of storytelling through diverse mediums. Our partnership with Havas Play and Namami Gange, stands at the forefront of a cultural and environmental movement. Through this festival, we invite our widespread viewers and readers to not just witness but actively participate in the call for river conservation and cultural preservation. Let the music be the bridge that connects us to the soul of Varanasi and the sacred Ganga.”
Mona Jain, CRO, Zee Media Corporation, added, “Ganga Kinare Music Festival is a testament to the transformative power of music and its ability to unite people in celebration. We firmly believe in the profound impact of cultural initiatives and are thrilled to be part of this initiative that harmonises the beats of our traditions with the melodies of the Ganges, fostering a deeper connection with our roots and a commitment to the conservation of our sacred rivers.”
Havas Play will leverage digital and social media to extend the festival’s reach, collaborating with headline artistes for exclusive content and behind-the-scenes access.
R Venkatasubramanian, Managing Director, Havas Play and President – Investments, Havas Media, said, “India’s rich legacy continues to influence and enthral people from around the world. It is critical that we find newer ways to celebrate them and pass on the legacy to the newer generation. Music is the universal language that binds people across all age groups, and transcends geographies. Hence Ganga Kinare Music Festival blends in the power of music in the historic city of Varanasi on the banks of the holy Ganga. The Festival aspires not just to captivate audiences but to crescendo into a global festival deeply rooted in India’s history, evolving with the beats of our collective journey.”
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