We zipped through the lanes of Monte Carlo in a Formula E race car simulator; dived into the past with a digital flip book; and couldn’t take our eyes off the fastest E-Car in the world — all at the Mahindra Museum of Living History. Our Editor-in-Chief Kamiya Jani explored this living, breathing museum where art meets technology meets innovation. With no entry fee, the Mahindra Museum in Worli, Mumbai, ever since its grand opening in 2022, has created a buzz around the Mahindra Group’s futuristic approach towards art, innovation, technology and culture. And we know the excitement is not one to be contained! Definitely not, as Mahindra Group launched its first-ever soundtrack, “Jagg Jud Jaave” for its much-awaited lineup for their 2023-24 cultural festival season. And trust us, when we tell you, this song is one that serenades you into the world of sur, taal, blues, beats, dohas and more.
“Jagg Jud Jaave”: Mahindra’s Stirring Anthem Binds Us All!
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Edgar Holland Winter, the renowned American multi-instrumentalist, says, “Music is very spiritual. It has the power to bring people together.” “Jagg Jud Jaave” the extraordinary soundtrack of the #MahindraSeasonOfFestivals beautifully proves this right and how! Crooned by the legendary singer, Rekha Bhardwaj, the song takes you to the depths of India’s heartland as well as the buzz of the country’s metro cities.
Her voice lends authenticity while composer, Shamir Tandon’s craftsmanship, lends the song its versatility. The extravagant musical captures the power of music and unites people belonging to different communities with their different music choices and distinct genres, all under one umbrella. And, it has created a lot of excitement on social media as well, garnering over 20 million views on YouTube and Instagram.
The excitement for “Jagg Jud Jaave” is paramount as Mahindra Group through its spellbinding anthem for its cultural festive season, just like its Mahindra Museum, has aptly encapsulated what it stands for— innovation meets art. How innovative is it to have one soundtrack that unites music genres right from head-banging rock to melodious sufi to groovy blues to thumping percussion?
“Jagg Jud Jaave” is the song of the season! If you don’t believe us, then check out the social media handles of your favourite singers from across India. Rahul Vaidya, Raghu Dixit, Amaal Malik, Harshdeep Kaur and Neeti Mohan have posted their own renditions of the memorable song that has struck a chord with them and touched their hearts, just like ours.
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They have not only lauded and celebrated the song but also made it their own with their unique voices and compositions. Transcending Insta-viral songs, “Jagg Jud Jaave” is a symbol of unity which must be celebrated. Available on all social media channels and music-streaming platforms, free of cost, you can listen to it bringing the flavours of Mahindra’s six festivals to the forefront while also cherishing art in its truest, most authentic form.
Mahindra Group’s Exciting Festival Line-up For 2023-24
From taking you to the serenity of the banks of river Ganga to transporting you to a world of blues, these are not just music festivals. But about emotions, histories and communities. It’s about resurrecting dying musical formats and giving them a place to shine and cater to audiences who deeply care to shift the paradigm. As you’re listening to “Jagg Jud Jaave” on loop, let’s take you through Mahindra Group’s exciting festival lineup for 2023-24 that has us really excited.
1. Mahindra Independence Rock Festival
Launched in 1986 as I-Rock, the Mahindra Independence Rock Festival in Mumbai today has a special place in the heart of every Indian rock music lover. The thumping music and electrifying vibe at this festival is not to be missed.
Where: Mumbai
When: November 4-6, 2023
2. Mahindra Kabira Festival
What better place to celebrate the inclusive philosophy and enlightening teachings of mystic-saint poet Kabir than his birthplace Varanasi? Mahindra Kabira Festival gives us a much-needed insight into our own lives and a chance to dig deeper into our souls.
Where: Varanasi
When: December 13-17, 2023
3. Mahindra Blues Festival
There’s nothing like grooving to the alluring beats of blues music at Asia’s largest blues festival, the Mahindra Blues Festival in Mumbai. It has put the blues genre on the world map.
Where: Mumbai
When: February 10-17, 2024
4. Mahindra Sanatkada Lucknow
A celebration of Lucknow’s oral history and culture, the Mahindra Sanatkada Lucknow Festival beckons you to immerse yourself in the rich artistic fabrics of the city.
Where: Lucknow
When: February 2-6, 2024
5. Mahindra Percussion Festival
A unique celebration of rhythm takes place at the Mahindra Percussion Festival in Bengaluru where a range of artists across different music styles and cultures come together to celebrate the thumping, resounding beats of percussion.
Where: Bengaluru
When: March 23, 2024
6. Mahindra Excellence in Theatre Awards (META)
Finally, at the Mahindra Excellence in Theatre Awards (META) in Delhi, India’s best theatre and theatre practitioners are awarded across 13 different categories. It’s all about creating awareness and appreciation of Indian theatre.
Where: Delhi
When: March 14-20, 2024
So, are you looking forward to Mahindra’s 2023-24 lineup of festivals? We certainly are and so are your favourite singers! Show your excitement for the festivals by tuning into the Mahindra anthem, “Jagg Jud Jaave”. Create your own renditions of the song and don’t forget to tag @mahindrarise.