Aditya Birla Group is back with its theatre initiative Aadyam

New Delhi, Feb.8 (ANI): Aditya Birla Group's theatre initiative Aadyam is back this year with five new plays from five reputed production houses, in genres as varied as drama, musicals, and tiatr (musical theatre popular in the state of Goa).

Kumar Mangalam Birla, Chairman and Managing Director, Aditya Birla Group, said, "The response to the first edition of Aadyam from theatre lovers in Mumbai and Delhi had been truly overwhelming. This encouraged us to broaden the scope of our second edition. So this year, Aadyam will launch five new productions in English and Hindi inclusive of two completely original works and musicals."

Production houses that will showcase their works include Cinematograph, Aarambh, RAGE Theatre, Arpana Theatre and Essay PPL. Rajat Kapoor will be helming Cinematograph's I Don't Like It. As You Like It, Nadir Khan will direct RAGE Theatre's Twelve Angry Jurors, Sunil Shanbag will direct Arpana Theatre's Loretta, Essay PPL's Salim Arif will direct Chakkar Chalaaye Ghanchakkar and Purva Naresh will direct Aarambh'sLadies Sangeet.

Artistic Director Divya Bhatia who has curated the theatre groups and plays for Aadyam talks about the experience, "Through the plays that were staged last year and the ones that have been picked to be staged this year, we have tried to make the process of engaging with theatre more accessible and something one can relate to, while demystifying it from the notional clutches of the purely cerebral. All the five plays from last year are still running today and we've gone a step further in our dialogue with directors about what they'd like to showcase."

Each play will be preceded by activities in the foyer of the venue that'll be based on the themes of the plays, thus extending the ambience beyond the confines of the theatre hall.

Aadyam's tieup with WOWTables means that guests can partake in special dining offers at select restaurants and even have their table reservations made to time it with the conclusion of the performance.

Brian Tellis, co-founder of Fountainhead Events, says, "Our larger objective was to create a platform for newer audiences while allying with the industry to do so. The Aditya Birla Group, through Aadyam, takes care of all production costs, marketing and promotions, while giving the production houses the space to solely focus on creating theatre of scale. We've been committed to making theatre a part of our cultural currency, and the full-shows we had for almost all our productions is testimony to that."

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