This year, the festival unfolds in Ooty at the Fern Hills Royal Palace. The breathtaking view of sudden drops, valleys and glades, the incessant cool breeze, and a mad culmination of cultures is the construct of what we believe to be a mind-expanding experience.

"We strongly believe that music and the arts have the power to move people brightly, to overcome any barrier and come together. At the festival, you will rub shoulders with some of the most interesting people around. Anybody who makes it to the festival will not just leave when it is done, but will leave feeling refreshed, revived and inspired," said Kabir Ahmed, Artistic Director.

"The event plans to showcase the tribes who live in and around Ooty, their music, art and dance culture, what caused them to change, their current situation, and how they are sustaining themselves right now. We wanted to put India on the contemporary culture map of the world. Festivals are accepted now. Earlier, it was a niche segment, now everyone wants to experience the local flavours and not exclude the indigenous population," added Ahmed.

The agency plans to advertise this event through prints, radio, hoardings, posters and leaflets, corporate contact programmes, SMS and electronic direct mailer blasts. There are currently no sponsors for the event.