The Aditya Birla Group launches Aadyam...a creative initiative for theatre...5 premiering plays, 45 shows...
February 3, 2015 11:17:35 AM IST MTG editorial
Aadyam, an initiative by the Aditya Birla Group, is bringing 5 new plays from reputed theatre groups to key venues in Mumbai and Delhi. Crafting a holistic experience for each play, Aadyam wishes to take theatre to newer audiences. With production houses like Rage Theatre, QTP, Masque Theatre, AKVarious and Arpana Theatre on board, five new plays totalling 45 shows will be unveiled in Mumbai and Delhi across eight months. They will be staging The Sidhus of Upper Juhu, The God of Carnage, The Merchant of Venice, The Hound of the Baskervilles and Mere Piya Gaye Rangoon (Hindi) respectively.
Aadyam is making its foray first with theatre and intends to extend its interests to other forms of the performing arts. Brian Tellis of Oranjuice, an entertainment company promoting cultural events, says "Mr. Kumar Mangalam Birla & the Aditya Birla Group maintain that Aadyam is a belief, a promise and a commitment to the institution of creative expression. Focusing on theatre this year, we have planned 45 shows in Mumbai and Delhi across 5 premiering productions across 8 months. Aiming to create a brand new theatre experience for the audience; with a curated pre-show event, off-stage activities will be coupled with experiential night outs after the performance." Helping convert the creative ideas into reality is Artistic Director Divya Bhatia.
MERCHANT OF VENICE will be staged on 27th and 28th February at the Jamshed Bhabha auditorium, NCPA, Mumbai.