Visit the Vibrant Festivals of India this Season of Culture

The festivals season is at its peak. For art and culture lovers, this is the most exciting time as they navigate through the myriad of literature, music, theatre and AI festivals taking place across the country featuring some of the biggest names from India and globally. Amid the season, IndiGo – India’s leading domestic carrier, and British Council, the UK’s international organisation for cultural relations and educational opportunities, have joined hands to promote cultural tourism to India’s arts and culture festivals. The collaboration will support events and festivals that are a part of the ongoing India/UK Together, a Season of Culture and highlight festivals happening through the year across the country. 

IndiGo leads by example when it comes to connecting people to places, facilitating travel and connection across 77 domestic and 26 international destinations, for over 16 years. With this collaboration, IndiGo aims to create a socio-cultural cohesion, while also reaching a new audience database, taking its own initiative of India by IndiGo – a campaign that highlights and promotes various cultures across India – to an extensive level. 

The Season of Culture, curated by the British Council, is a landmark programme that celebrates the friendship between India and the UK. As part of the Season of Culture 1,400 artists from both countries are currently showcasing their co-created assets in the field of dance, music, theatre, photography and other art forms, across India. 

The collaboration will connect a larger number of Indian audiences with these global arts showcases through digital cross promotion across ‘Festivals from India’, a unique UK-India initiative that showcases India’s cultural festivals and connections with UK festivals and artists, and IndiGo’s communication channels. 

The two entities will collaborate with the innovative Festivals from India digital platform, developed by ArtBramha and made possible by the British Council, will power IndiGo’s cultural festivals pages with specially curated content and editorial on the homepage of the website, alongside monthly features and highlights in the Hello 6E in-flight magazine for passengers on IndiGo’s 1800+ daily flights across the world. 

Arts and culture festivals have a unique way of taking over a city and bringing people together. From leading artists to culture ‘vultures’, across destinations in India and the UK – whether it’s in the desert of Rajasthan, the mountainsides at Ziro, the city squares of Bangalore, or the sports stadiums in Delhi - festivals create a space of dynamism and inclusion through performance and participation. It is perhaps no wonder that such festivals are engrained into the DNA of India and are the lifeblood of its creative economy for cultural tourists who set their hearts on destinations across the country. This new collaboration between the British Council and IndiGo will take national and international visitors to new destination to discover India and UK collaborations and arts festivals across India.

They also plan to build exclusive cultural programmes, and together, they hope to build new audiences for the arts and culture festival sector, both online and offline, by promoting cultural tourism. 

Alison Barrett MBE, Director India, British Council, said, “India’s art and culture offerings are globally loved by people across the world. The India/UK Together Season of Culture and its cultural showcases are attracting art lovers to all parts of the country. We are proud to partner with IndiGo and to be able to access their vast coverage of Indian cities to allow more and more Indians to visit the collaborations being put together by some of the most exciting emerging artists from India and the UK.”