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Brand Mumbai
Illustrations by Farzana Cooper
ONLINE EXCLUSIVE
The Mumbai Festival celebrates the 'Mumbaikar', his inexhaustible energy and provides a platform that will go a long way in bridging the gap between the vast populace of the city.
- Renuka Chowdhury, Minister of Tourism

This is the city that never sleeps, believing in the mantra 'Can do, will do'. Mumbai's warmth, vibrant energy and colourful heritage make it even more special. For the first time, The Mumbai Festival - a potpourri of exciting events, dished up as a tangy bhelpuri - sings an ode to the throbbing, bustling metropolis. Born, bred and buttered in Mumbai, Shraddha Jahagirdar-Saxena is infused by its celebratory, all-embracing spirit.

A gala opening at the metropolis' most visible icon, the Gateway of India…a 60-feet-long 'Wish Wall' to make your dreams come true…an auto rickshaw race to rival any F-1 event…a show of strength in arm-wrestling contests in colleges, a veritable food fiesta across the city and its suburbs...stylish fashion extravaganzas, an international jazz concert…dance performances…a marathon to make you run with your hearts on your feet….

A potpourri of exciting events, tossed and stirred with local masalas, dished up as a tangy bhelpuri, to satiate a variety of palates in a city that never sleeps…. Packaged as 'Brand Mumbai', The Mumbai Festival, from its conception, was planned as an ode to the throbbing metropolis that firmly believes in the mantra, 'Can do, will do'. But ever since the preparations for the landmark festival got underway, carping critics and sour sceptics began to question, 'A festival for Mumbai…why?'. Indignantly, with righteous pride for the city of my birth, I counter, like many others have done, 'Why not?'

Mumbai, I firmly believe, is much more than a mere destination - a physical place to live in…. The real character of this vibrant metropolis is found not just in the high-rises, slums and shanties or a plethora of structures - the brick, mortar, mud and concrete ones - that are framed in any Mumbai-centric picture but in something much more intangible: the spirit that infuses the hearts of its people. Mumbai is upbeat, forward looking and challenging. The Mumbai Festival is indeed a paean of praise to this never-say-die, all-embracing mantra, Mumbai Meri Jaan.

When I think 'Mumbai', a kaleidoscope of images surge willy-nilly into my consciousness: crowds thronging sandy beaches to give their beloved elephant-headed god a fond farewell…tourists back-packing across the cobbled pavement at the Gateway of India…good Samaritans lending a helping hand to the stranded on water-clogged streets on heavy rainy days…the rhythmic beat of dandiyas on festive occasions…teenagers in animated discussion at newly-minted coffee shops…serpentine local trains winding their way through the geography of a city in a hurry…power-packed cars whizzing along newly constructed roads and flyovers…undaunted people working with laptops under trees in front of an explosives-ripped office building….

Indeed, there is something special about Mumbai that drives you to poesy and passion…. A crackle of energy seems to surround it and even the prosaic seems exciting and new. For folks like me who have been born, bred and…well, buttered here - as well as other residents of the metropolis who've adopted the city for their own - life beyond Mumbai is an anachronism. Temporary recesses in the rarefied air of hill stations, a chilled out holiday on the coastal plains in Indian territory, an occasional visit to one's native place, or a few weeks' jaunt to phoren shores…all that is fine for a while…. But soon, like well-trained homing pigeons, I begin to yearn for the familiar environs of the populated, yet oh-so-familiar Mumbai!

The city of my childhood - the Mumbai I grew up in, in the late '60s and '70s - is in many respects, a fondly cherished memory today. Traffic-free, uncrowded roads to casually jay walk on, large, verdant gardens to frolic in…and of course, the pristine Elephanta Caves or the unspoilt Juhu beach, to visit on a sunny Sunday morning. Today, as I stroll down the crowded streets of Mumbai in its various moods and new avatars, I see a host of swanky apartments, polished high- rises, multiplex movie houses, multinational companies, squeaky clean and well-stocked behemoth malls to lure the most reluctant of shoppers…and more.

And yet, in many respects, the city that to this date opens its heart and doors to those who seek to set their roots here, is still the same. If I were to tell the truth, Mumbai was, even a few decades ago, bustling and busy as a bee - compared to its more sedate counterparts in the country. The biggest badshahs of entertainment lived then and continue to reside in the leafy lanes and by-lanes of the city. Indeed, blasé cinephiles are so used to seeing stars and tele-icons that a sighting may not cause more than a ripple. Of course, that also depends on which star it is.

Films and festivals…two elements that are embedded in the city's bloodstream. Every year, Mumbai witnesses many joyous celebrations when voices ring out in unison in undying faith and fervour. With its rich cultural heritage and colourful flavour, Mumbai holds a special place in the hearts and minds of millions of Indians. The Mumbai Festival, celebratory in nature like all others, weaves a common thread through one and all. It showcases the city, like never before, to residents and visitors alike. This is a unique event where government, industry, non-governmental organisations, professionals and the aam janta - the public at large - get together to raise a toast to a chilled out metro.

Colonel Sudhir Sawant, MLC and convenor of the Mumbai Festival Committee, says, "It is our common resolve to spread the spirit of joy. The Mumbai Festival is a spruced up version of the Celebrate India Fest, held in Januray 2003, in Mumbai. This time, with the active involvement of corporate India, the event will be big." Even a cursory glance at the festival's roll-call of honour makes evident the impressive line-up of corporate czars, culture cognoscenti and media moguls who comprise the minds behind this huge effort.

An endeavour undoubtedly inspired by a deep-rooted affection and loyalty to the city. "It may sound like a platitude but it is true that there is no city like Mumbai. I love its energy, vibrancy and the fact that it is unique," says Anand Mahindra, chairman, The Mumbai Festival Committee and vice chairman and MD, Mahindra & Mahindra. "Perhaps for the first time ever, several of Mumbai's leading lights from across the worlds of art, fashion, film, music, entertainment and food have come together to present our beloved city to the world. The Mumbai Festival 2005 is visualised as one that is world class in character and yet distinctly local. It is our first attempt but with the kind of response that we have got from the government, corporates, artistes and various individuals, it will only grow in the years to come."

A sentiment reiterated by Sawant: "I love the warmth and life that is Mumbai. The people of the city make it come alive. And The Mumbai Festival, where everyone is involved, establishes the identity of the city." There is something in the festival for everyone…the extravaganza fixes, nay, reinforces Mumbai's place on the international map with its eclectic mix. Although major events are centred around the Gateway of India, Marine Drive and Bandra Reclamation - the popular spots of the hip city - several smaller events scheduled all over the map of Mumbai, enable participation by all those who make Mumbai what it is.

A city that celebrates with vim and vigour and at the same time responds spontaneously in times of tragedy. "Even if there is a calamity, Mumbai bounces back and rises to the occasion, no matter what," comments fashion designer, Shaina NC. "I would never trade being in Mumbai for anything else. It has a zest, spirit and energy that is equal to Manhattan."

Like the rest of the world, Mumbai too has initiated relief efforts to help mitigate the effects of the tsunami disaster that took a deathly toll. Rescheduled and scaled down, The Mumbai Festival will act as a facilitator for relief work and contributions, says Prakash Wakankar, member, The Mumbai Festival Committee. "Keeping in mind the people's participation in the festival, we are trying to provide avenues whereby they can contribute cash/cheques that will be then given to the Chief Minister's Relief Fund, of course ensuring complete transparency in our effort."

So where were you when the lights went on, the fanfare started and the scents and sounds of Mumbai were being enhanced by carefully choreographed and skillfully scheduled events? I, like most of my fellow 'cityzens' was out on the streets, my heartbeats racing to the pulse of it all.

Schedule of Events - Mumbai Festival (14th - 23rd Jan '05)

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