Rangilo Re: Utsav Gujarat No — Here’s How ToTheCulture is Bringing a Digital Spin to Navratri 2024

by  Komal Darji Industry Watch | September 23, 2024 | Feature

Rangilo Re: Utsav Gujarat No ToTheCulture

As Navratri 2024 approaches, ToTheCulture Media, a 360° media and entertainment company, is gearing up to bring a fresh, modern approach to one of India’s most cherished festivals. With a clear focus on blending tradition with a contemporary digital edge, ToTheCulture is playing a key role in amplifying "Rangilo Re: Utsav Gujarat No". Running from October 3 to October 11, every evening from 7 PM onwards at NESCO Hall 4, Mumbai, the festival promises to resonate not just locally but across digital platforms globally.

For nine days, Mumbai will buzz with the energy of garba, dandiya, and cultural festivities. ToTheCulture’s involvement in this year’s Navratri brings a modern twist to the traditional celebration. Through a comprehensive pre-event social media strategy and content rollouts during the event, the aim is simple: to engage audiences in new ways while staying true to the spirit of the festival.

By creating targeted content, they’re giving audiences a window into the real energy of the festival—from the vibrant performances to candid moments behind the scenes. Their content strategy highlights the festival in real time, using artist reels and UGC to bring out the personal, community-driven side of Navratri. This focus on authenticity is what sets them apart. Rather than a heavily curated experience, viewers get a genuine feel for the day-to-day vibrancy of the celebration.

Through social media takeovers, influencer collaborations, and creative content curation, the company is ensuring that Navratri remains deeply rooted in its cultural significance while also evolving with the times. By working with influencers who align with the festival’s spirit, they’re extending the reach of the event beyond geographical boundaries. These collaborations are designed to engage not just the attendees but a much larger, digital audience, showing how a festival like Navratri can be both a personal and shared experience.

Founded in 2018 by Paritosh Parmar, ToTheCulture has rapidly evolved into a leader in the media and entertainment space. Their work with major brands like Netflix, Amazon Mini, and Red Bull India has earned them a reputation for crafting meaningful experiences that reflect urban culture in its many forms.

Their role in Navratri 2024 is a reflection of this vision—to use their expertise in digital media to elevate cultural celebrations without losing their essence. ToTheCulture’s journey began with a simple goal: to make urban culture more accessible and engaging. Their work at Navratri 2024 is an extension of that ethos, showing that tradition can be enhanced, not replaced, by modern digital tools.

As the festival begins, they will be there every step of the way, capturing the sights and sounds of each day. Through daily recap movies and social media highlights, they’re turning Navratri into a celebration that’s as alive online as it is in Mumbai.

For ToTheCulture isn’t about transforming Navratri—it’s about making sure that the festival reaches more people, in more ways, while staying true to its roots.