Multicultural audience events are intrinsic to the life of every migrant in Australia, along with their children and their children’s children. Whether you speak a language other than English, were born overseas or have ancestral roots in another country – the link to culture is one that continues to thrive (no matter how long you’ve lived in Australia). Using cultural insights to effectively engage with these audiences, at the grass-root level, can be the difference between simply reaching them, versus giving them a reason to believe in your brand or product.
Holi is a festival celebrated by the Indian subcontinent and the Indian diaspora across the world. In some Indian states, Holi is known as Dolyatra or Basanta-Utsav. The festival of Holi is celebrated on the day after the full moon in early March every year. Holi is also associated with the immortal love of Krishna and Radha, and hence, is spread over 16 days in Vrindavan as well as Mathura – the two cities with which Lord Krishna shared a deep affiliation. Apart from the usual fun with coloured powder and water, Holi is celebrated as it is Spring time in the Indian subcontinent.