Divya Bhaskar, India’s most widely read Gujarati daily, celebrated the festival of kites at The Karnavati club in Ahmedabad today. A great hit, the celebration saw people from all ages and walks of life participating with great enthusiasm and excitement. A complete riot, the fun-filled day was marked by the kaleidoscopic sky dotted with kites of varied colours and shapes. Adding to the delight was the presence of noted TV celebrities like Ichcha from Uttran, Jhanvi & Paarth from Bandhan and Rajbir & Kranti from Mohe Rang De.
Over 300 years old, the festival of Uttarayan (Makar Sakranti) or the Harvest season, holds great cultural value for the Gujarati community and is celebrated with great fanfare. The celebrations are signified by flying of kites and waving one’s hands to Varuna, the Wind God.
Participating with equal fervor, Divya Bhaskar has actively been organizing the kite-flying activity for over 20 years. A much awaited event, the celebrations by Divya Bhaskar are a huge attraction during the festival period and generate a phenomenal response. This year’s celebrations witnessed people enjoying Gujarati music, food and participating in other carnival activities. To add to the people’s delight, Divya Bhaskar also presented a set of kite and phirki to the guests.
Said, Ashwini Agarwal (COO, Divya Bhaskar), “Divya Bhaskar has an emotional connect with its readers and is an integral part of their lives. Through these celebrations, we aim to bring the people closer to their culture and traditions and hence enhance the level of readers’ involvement with the brand. We have been organizing this activity for over 20 years now and every year we are surprised an overwhelming response, This year we had more than 8,000 participants” .