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‘Mumbai Festival 2024’ is gearing up to be a celebration of unity, culture
Mumbai: The much-anticipated ‘Mumbai Festival 2024’ is gearing up to celebrate unity, culture, and diversity with the strategic collaborations of two prestigious events – the Mumbai Marathon and Kala Ghoda Arts Festival. The directorate of tourism, Government of Maharashtra, proudly announce these partnerships, elevating the festival to new heights and ensuring a cultural extravaganza like never before.
The Mumbai Festival also welcomed Happy Streets; Yoga By The Bay; and Aarogyam Kidzathon onboard which are set to be integral parts of the festival as collaborative events. Besides this, one of the partners will be co – curating an exhibition on the memories of Mumbai seen through the lens of photographers over the years.
The Mumbai Festival 2024, scheduled from January 20 to 28 January 2024, is set to captivate the heart of Mumbai with a blend of festivities by strategic partnerships with the Mumbai Marathon and Kala Ghoda Arts Festival. These collaborations bring together the spirit of athleticism and the vibrancy of the arts, promising a good experience for Mumbaikars and visitors alike. Department of tourism has entrusted Wizcraft Entertainment Agency pvt ltd. to conceptualise and manage the Mumbai festival.
Speaking on this occasion, Government of Maharashtra, Hon’ble Minister of Tourism Shri Girish Mahajan said, “Mumbai Festival 2024 is being organised by the Government of Maharashtra, to celebrate different facets of Mumbai. The festival brings together a set of experiences and initiatives that highlight the Mumbaikars’ spirit and the city’s rich historical and cultural heritage.”
“The festival aims to boost tourism, cultivate development and inclusiveness, and discover new opportunities and avenues in the industry. Mumbai Festival 2024 isn’t just an event; it’s a transformative experience, poised to be one of the biggest annual festivals that India has ever witnessed. We urge everyone to join as this festival is a tribute to Mumbai capturing the essence of Mumbaikars’ indomitable spirit, delving into its rich historical heritage and embraces every facet that defines this dynamic city”, He added.
Mumbai Festival Advisory Committee chairperson Anand Mahindra highlighted, “Mumbai Festival 2024 is envisaged to be an extravagant festivity that emphasises immersive experiences, highlights the essence of Mumbai, and will bring people together, as our theme rightly highlights ‘Everyone’s Invited.’ Through the Mumbai Festival, everyone will witness the unique celebration through multiple events amalgamating art, culture, sports, fashion, and more. This festival isn’t just an event; it promises unparalleled joy, making it the pinnacle of festivities for all revelers in attendance.”
As a cornerstone of fitness and community engagement, the Mumbai Marathon perfectly aligns with the theme of ‘Everyone’s Invited’ at the Mumbai Festival 2024. A synonymous name in Mumbai’s cultural landscape, the Kala Ghoda Arts Festival will contribute its artistic charm to the Mumbai Festival 2024.
In addition to the Mumbai Marathon and Kala Ghoda Arts Festival, the Mumbai Festival 2024 features an array of activities including cultural events, a Music Fest, Maha Mumbai Expo, Cinema and Beach Fests, a Movie competition, Cricket Clinic, Start-up fest, and more. Distinctive collaborations like “Mumbai Walks” and the SHOP & WIN Festival add unique elements, honouring Mumbai’s unsung heroes and offering exciting prizes.
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
