Interview: SHERNAZ PATEL, ARTISTIC DIRECTOR, Aadyam On The Season 4 Campaign

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One of the leading theatre companies in India, that has been bringing the 'dying' art of live plays closer to the younger generation has just launched a unique season 4 campaign. The new season presents to the discerning audiences a new, fresh take on theatre in India as we know it.

Building up on the philosophy of bringing a positive impact in the theatre scene in the country, Aadyam has brought along many interesting new formats and stories to help theatre spread its wings. Understandably, each season poses a more challenging task of capturing the attention of audiences so hooked to electronic forms of entertainment back to the world of live plays and human touch.

Moving beyond the regular cognoscenti theatre crowd and reaching out to younger millennial audiences, Aadyam Season 4's 'Going Alive' campaign invites them to forsake their 'live streaming' screens and experience the only storytelling form that literally lives and breathes right in front of the audience. Visually, the campaign artfully transforms the static play button into a theatre mask, conveying myriad emotions and acting as prop as well. The idea is to offer theatre as an immersive, stimulating alternative to the limited choice of interesting entertainment experiences available to young seekers in metros today.

Shernaz Patel, the new creative director at Aadyam who is an accomplished theatre person echoes this vision for the institution.

BWW catches up with Ms Patel on performing arts and the season 4 campaign.

BWW: in this digitized world, it must be challenging to draw the crowds to one of the oldest forms of entertainment. How do you bridge this gap?

SP: In this increasingly isolating digital world, I believe theatre is the only performing art that brings us together in an exciting and dynamic way. It is not passive. It requires that you partake in the story...that you use your imagination and be moved or entertained or affected by what is unfolding in front of you. And when the play is well told it can be magical. Because it unfolds in front of you. Because it is alive

BWW: Tell us more about Season 4 and what it brings along

SP: Season 4 will have carefully curated stories that will speak to you, move you, amuse you, thrill you. Plays that are all rooted right here in India. There is humor and adventure and love and song. They speak of hope and courage and uplift the human spirit. Each play is different in form and content. Each story is unique. But most of all these are directors and performers at the top of their game. And as with all Aadyam shows there are breathtaking sets and lights and costumes.

BWW: Are there any specific changes that the new season has brought along?

SP: This season we have introduced workshops for those who to get a closer look into the world of theatre. One could join the specially curated workshops and that are full of acting exercises with special glimpse into the techniques being used on stage and a deeper appreciation of actors' skills and expertise. The workshops would also provide a greater understanding of plays' place, time and genre to enrich the experience.

Schedule for Plays:

-Play 1 launching June 2018

-Play 2 launching in August 2018

-Play 3 launching in September 2018

-Play 4 launching in October 2018