Mar 23: The Other Circle, a homegrown communications agency popular for its repertoire of building strategies at the intersection of culture and storytelling, has been appointed as the official PR partner for RADA, Maharashtra’s first-ever festival to celebrate Marathi pop culture. Presented by BhaDiPa, the two-day festival is scheduled for its debut on March 28th and March 29th, 2026, at The Orchid Hotel in Pune. It is all set to become an important milestone for the internet generation of Marathi-speaking youth to have a festival mounted at this scale, celebrating Marathi pride and pop culture.
RADA comes at a defining moment for regional content, as the vernacular internet users are growing 6x faster than English users. It is a platform marking a new dawn for Marathi culture by celebrating and bringing together Marathi artists, creators, comedians, and panelists under one roof. TOC will help anchor communications for RADA through its decade-long experience of weaving narratives of some of India’s premium cultural festivals in the regional and national press across theatre, music, and literature. TOC will bring a multi-layered strategy to not just amplify but also give cultural context that it deserves.
Talking about this collaboration, Aakanksha Gupta, Founder & CEO of The Other Circle said,
“I feel very motivated and excited when a brief of something this interesting and innovative comes across. RADA is the result of a cultural momentum that deserved a larger stage to celebrate. TOC is very happy to have collaborated with such intelligent minds who are able to tap into the cultural pulse so effortlessly. Our goal is to build a narrative that resonates deeply with a larger audience, along with the one who is already a part of this culture. So, when a cultural milestone like this occupies the mainstage, the best thing you can do is let it speak while making sure that its message echoes far and wide.”
Sarang Sathaye And Paula McGlynn, Co-Founders of BhaDiPa said,
“We firmly believe that storytelling is an omnipresent craft. Be it through music, videos, advertising, or any other field of work. RADA, being a one-of-a-kind festival, needed amplification that is not limited to Marathi people but to a larger audience. Collaborating with a dynamic entity like TOC became essential, because we needed the people who care about this as we do. We needed someone who understands what is at stake for the booming Marathi pop culture – not just for this edition but a larger regional movement claiming and celebrating the deserved space. With TOC, we hope to scale this event to a national and global level, foraying into a new dawn for the Marathi youth culture.”
This collaboration is a flawless fit, as TOC is in touch with the pulse – rather ahead – of cultural conversations. From established names like Prajakta Koli, Yashraj Mukhate, Amey Wagh to young, upcoming artists like Year Down (YD), Mahi G, Sai Godbole, the festival reflects of a welcoming transformation within India’s entertainment ecosystem, where regional content has penetrated into the mainstream. This partnership is nudging Marathi pop culture to shine into the national spotlight, celebrating artists and creators who took Marathi pride to global platforms.
