In an exciting collaboration for strengthening international cultural tourism, Festivals From India (FFI) and British Council have partnered with IndiGo airlines to jointly promote the India/UK Together, a Season of Culture and encourage artistic exchange between the two countries. This Season of Culture celebrates the friendship between India and the UK, welcoming 1400 artists from both countries to showcase their work in the fields of dance, music, theatre, photography and other art forms across India.
Connecting a large number of Indian audiences with global arts showcases, this partnership is facilitated by digital cross-promotions across “Festivals from India”, powered by British Council, and India’s renowned airline IndiGo. The international airline’s exciting Hello 6E in-flight magazine and its Arts and Festivals pages will highlight specially-curated monthly features and content curated by Festivals from India.
“Festivals From India aims to be a window to India’s dynamic cultural festival universe – arts lovers, festival goers and creative professionals can use the platform as a one-stop shop to look for India’s best cultural festivals This partnership between British Council and IndiGo Airlines, of which www.festivalsfromindia.com is a vital part, enables us to further bolster the opportunities for showcasing the cultural jewels of India,” says Rashmi Dhanwani, Co-Founder, FFI.
An upcoming “Concerts for Friendship” programme this year will be powered by this partnership and showcase performances by marginalised young people from India and Scotland.
Alison Barrett MBE, Director India, British Council, expressed her delight in being able to partner with IndiGo to provide access to collaborations between some of the most exciting emerging artists from India and the UK. “India’s art and culture offerings are globally loved by people across the world. We are proud to be able to allow more and more Indians to visit the cultural showcases being put together,” she says.
Neetan Chopra, Chief Digital & Information Officer, IndiGo, echoed the sentiment, saying “we aim to celebrate the power of culture and connection. We are delighted to partner with the British Council in jointly celebrating India’s unique heritage and talent.”
Citizens from both countries can expect a dynamic season of culture taking them to new destinations across India and the world. This partnership aims to foster the growth of cultural tourism and set a precedent for creating a new market for art and culture around the world.
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