Where cultures meet and greet one another,

where people live the second they step into.

Welcome to Advaya.
Feel the breeze of tradition.

Team kinethetics Acer

The final report
 Location: Fort Aguada

Location Analysis: labour, land, infrastructure, transportation

Schedule of the event: 16th and 17th Feb 2018

Artists:

Requirements of the artists:

Executive summary:

This event is a grand opening of the sole smart city in India which Is Amravati, this event will include
all the tradition forms from all over the world which will be a unique traditional festival which is
going to be celebrated first time ever in India. This is going to be a three days event which will
include artists all over the world and also guests will be invited to come and grace the event. Also
there will be performances by celebrities from all over the world.

Every culture will be portrayed, all the three days funfilled parades will be performed which will
project every county’s tradition.

20 dance forms all over the world will be staged.

1. The Fandango of Spain:

 This lively, exuberant dance belongs to the passionate land of Spain. Usually performed in triple meters by couples, the dance is fast
paced and embodies raw passion. This colourful dance form originated in this very land and has since spread to Portugal and other parts
of the world. Characterized by the lusty sounds of Spanish guitar, the beauty of the dance comes alive with the rhythmic patterns created
with the tapping beats and clapping of hands, called ‘palmas’ in Spanish. The rich red flowing gowns of the dancers make the dance
form all the more spectacular!

2. The Capoeira of Brazil

After that exciting form, let’s take our feet to match the acrobatic rhythms and sounds of Capoeira! An indigenous form of dance,
originated in Brazil and is a combination of martial arts, acrobatics and music traditional to its African roots. The fast paced kicks, quick
yet complex moves use immense strength and leverage to further incorporate spins and other acrobatic techniques. The music is usually
accompanied by male vocals, traditional African drums and side percussions like Reco-Reco, Berimbaus a wind instrument and
pandeiros. Music is an integral part of Capoeira as it decides the mood of the performance.

3. The Tinikling Dance of the Philippines:

 Tinikling is a dance form that originated in the colonial era in the Phillipines. Danced around the tapping Bamboos, the dance imitates
the movements of a local bird called ‘Tikling’. The locals mimic the graceful actions that the bird makes in order to escape the bamboo
traps set by the farmers and is danced around Bamboos that are tapped on the ground in order to create patterns of beats. The dancers
then navigate between the bamboos in pairs. A close cousin of this dance is the Cheraw or Bamboo dance in Mizoram, India. From its
humble folk roots, the rhythm of the dance has contributed to it being taught at school levels as an acrobatic and fitness practice.

4. The Kabuki Dance of Japan

 From the upbeat and folksy to the downright theatrical, bizzare and yet splendid, Kabuki is a dance form that originates in the
mysterious land of Japan. A heady concoction of Dancing and Singing, Kabuki is starkly colourful because of its costumes and
techniques used for make-up. Evolving from its earlier ribald and suggestive themes, the dance has seen many downfalls and was almost
wiped out. Thanks to the efforts of dancers, Kabuki has now regenerated itself in the era of earphone guides and has also been performed
in English.

5. The Irish Step-dance

 The land of the clover leaf and Leprechauns beckons us next. Beautifully intricate, The Irish Stepdance is a combination of fast paced
leg movements set off by a relatively stiff upper body. The movement area is a combination of ballet and tap dancing. The charming
rhythm patterns and artistic flows created by the feet is a true delight to witness. An explanation for the stiff upper body and vigorous
footwork can be found in the need to have a stage, since tap dances require a hard surface to create rhythms, the performers would often
unhinge doors and as a result of the small floor space, would restrict the use of arms! From its humble origins, Irish Step dancing grew in
popularity after being performed in the interval 1994 Eurovision Song Contest.

6. The Huli Vesha of Karnataka

 Translating to mean, Lion Mask in English, Huli Vesha is a traditional dance form native to the Tulu Nadu area in Karnataka. Performed
during the famed festival of nine nights, Navratri, it is a dance form in appeasement of the Goddess Sharada whose preferred animal
happens to be a tiger. The youthful faces of dancers are painted with the colours of tiger stripes, the makeup is only removed on the last
day of Navratri. The act consists of traditional narratives, but is truly enthralling and entertaining to watch!

7. The Quadrille of France

 A dance reminiscent of the golden era of late 18th and 19th century, the charm of the Quadrille lies in its simple, precise and graceful
movements coupled with the melodious sounds of the harp, piano and the violin. The dance is usually performed by couples, a minimum
of four, who all stand in a rectangular formation. The swish of the ball gowns, the bell like shape swinging ever so slightly with each
movement, is matched perfectly by the rustle of suits worn by the gentlemen. The dance starts off with a slow rhythm and gradually
progresses to a more rapid music, with the finale being again a slower music. Grace, charm and classic European appeal- that’s the allure
of Quadrille.

8. The Cossack of Ukraine

From the classic and lilting to the downright brash and brazen, we shall now match our steps to the sound of Cossack, also known as the
Hopak dance that is native to the quaint and beautiful Ukraine. Derived from the Ukraininan word meaning ‘jump’ Hopak or Cossack is
 a dance rooted in the boyish charms of the performers. Usually, the dance is performed as a solitary concert dance and is characterized
by enthusiastic hops, jumps and well-coordinated group movements that are delight to watch because of their youthful charm and upbeat
rhythms! Not the one to be tied down by specified rhythm structures, the dance in its boisterous nature change tempos at any point. The
dance and the performers both exude a predominant sense of manliness, heroism, speed and strength!

9. The Choliya of Uttarakhand

In the hills of Uttarakhand, the rhythms and dance reflect the rich martial traditions of the land as well as their mixed and yet prosperous
heritage. Chholiya is one such dance that demonstrates the bravado of the warriors, who are the main performers of this dance form.
Traditionally, it is performed at Kumaoni weddings and can trace its roots back to the belief that bad spirits follow a happy occasion and
must be warded off. The beat of the Chholiya is given by the customary brass instruments such as Bagpipes, Dhol, Damaun and the
nine-holed flute. The warriors’ dance is backed by enthusiastic and upbeat music designed to pump up their spirits and the act also
consists of mock fights that they mime with swords in order to scare off the bad omens.

10. The Kecak Trance Dance of Indonesia

 The bravado gives way to peace and devotion, the meditative dance of the Kekak has its roots in the Sanghyang Dance of the same
country which is performed as a part of exorcism rituals. Originating as a meditative trance like ritual, the form now has changed to
depicting the stories from the Ramayana. The iconic episodes are enacted by dancers clad in colorful and vibrant costumes. The music is
provided by hymns sung in a soothing tune that is sure to induce a meditative state to push you into contemplation and a stupor that is
hard to escape from. Just makes you realize, that when there is dance you don’t even need language, it traverses everything!

11. The Barong of Indonesia

 We could not resist including this unique form of dance from Indonesia, Barong just like Kathakali in India is another story telling dance
that demonstrates the fight between the good and evil. Barong is believed to be a lion like creature in the mythology of Indonesian
culture specifically Bali region. The leader of the good, Barong, battles against the enemy Rangda who is considered as the demon queen
and mother of spirit guarders. The dance initially begins with a peaceful environment but soon is followed by the “Keris Dance” where
Rangda appears and cast a black magic on the men of Erlangga, the king of Bali. The dance ends with a fight between Barong and
Rangda where Rangda runs, depicting that good always wins over evil. The masks of Barong and Rangda are considered scared and thus
are worshipped before being used in the dance. Barong is an extremely dangerous form of dancing as somebody can die or get injured
during the dance. This dance is a beautiful blend of bravado, mythology and art.

12. The Polka of Bohemia

 Deriving its name from a genre of music that originated in the mid-19th century in Bohemia, Polka is a Central European dance that is
largely performed in Czechoslovakia and Poland. As more and more immigrants from different European cultures began settling across
the United States, all the groups modified Polka and gave their own touch to it. Polka is performed in a large circle by couples who move
clockwise. The background music is moderately fast, while the performers match their footsteps to the rhythm. The weight is constantly
being shifted from one foot to other and that’s the reason why this dance is called so, as Polka in Bohemian language means ‘half step’.
In their move to save this beautiful dance form a lot of organizations have been formed in US to preserve this cultural heritage. Grammy
Awards for Best Polka Album was also introduced in 1986. Another interesting fact about this dance form is that it is one of the
mandatory dances for the participants to perform at International Ice Dancing Competitions.

13. The Waltz of Germany

 One of the most romantic dances till date, Waltz is one of the most popular Ballroom dances and is also considered by some as the
‘Mother of all present dances’. Originated in Germany, this pleasantly flowing dance gradually escalated to one of the most popular
dances all over Europe and USA. This beautiful dance follows a ‘rise and fall pattern’ where the dancers swing their shoulders smoothly
in parallel with the floor. The movement of the feet throughout the dance are stretched out steps, the first step is usually taken on the
heel, the entire dance includes rising toes gradually in rhythm with the music. The music follows a ‘123-123’ beat, the whole dance and
music together appears as a free flowing, swayed action and is certainly a feast to eyes. Compared to the rest of the ballroom dance
forms, Waltz is an easy dance and simple to learn but nonetheless entertaining.

14. The Nati of Himachal Pradesh

 Nati a traditional dance form of Himachal Pradesh is largely performed during celebrations. The dance reflects the rich natural beauty of
this serene place. The dance involved slow moves but a sequence is maintained throughout the dance. Dancers join their hands and move
in a clockwise direction in large circles with the music. In all, there are thirteen types of dancing styles in Nati itself. Nati was initially
performed by men dancers wearing famous Himachali caps and Kurta and Churidaars. However, now it is performed with men &
women together. The music throughout the dance is played manually on special drums and trumpets that are specifically made for
Himachali Nati. The entire dance consists of 5-6 steps that are repeated along with the circular movements. A calming swinging dance
of the hills, Nati, is a beautiful folk dance practiced throughout Himachal.

15. The Raqs Sharki of Egypt

 From the gentle tunes of the Nati Dance in Himachal Pradesh, let us now travel to Egypt to witness the dance of Raqs Sharki or Egyptian
Belly dance. Much before it was given the westernized name – Belly Dance, Raqs Sharki existed in the palaces of kings of Egypt as a
well respected and admired dance. The ‘Ghawazi’ as the Raqs Sharki dancers as traditionally called were even barred from wearing
costumes that reveal too much of their skin. What sets Raqs Sharki apart from other form of Belly Dancing is that it was even performed
by males and children and enjoyed a high level of acceptance until it was looked down upon as a form of prostitution. The dance now
survives in its more worldly and hybrid forms that have spread as far as Australia. How strange it is that only art suffers at the hands of
prejudice!

16. The Ghoomar of Rajasthan

The colors of Rajasthan are enough to evoke a feeling of pride and happiness even in the most dull and dreary hearts. From the allure of
Raqs Sharki, the rhythm slows down its pace to match the catchy tunes of the Ghoomar,a dance native to Rajasthan, has evolved as a
social dance that encompasses women of all ages. The enthralling appeal of the Ghoomar lies in its specific and intricate footwork and
waist movements that lend an amazing grace to the whole performance. The women with their faces covered by colourful Chuneris
(Scarves), rotate slowly around as their skirts form a graceful pirouette around them- called ‘Ghoomar’. Such is the joy that performers
derive from the dance, that they can even go on throughout the night!
17. The Celestial Dance of Cambodia

She steps on to the stage and the crowd is mesmerized by her charm, grace, appeal and yet the purity that she exudes prompts you to
guard her from every evil and anything bad that can touch her. You are under the spell of the ‘Apsara’ or the beautiful maiden from the
heavens above, she holds you with her charm and grace as she performs a dance that is ethereal and hence called the ‘Celestial Dance’.
Dancing to gently swaying rhythms and tunes, the dancers are a delight to behold in all their grace and their beautifully intricate
costumes that are topped off with beautiful golden crown. Their slow, graceful and measured movements can cast a spell on anybody!

18. The Adumu dance from Africa

Swaying gracefully to the slow tunes from a flute is one way to express yourself through dance, but the Africans have moves that could
get any two left footed man up on his feet and hop to their local dance known as the Adumu. The Adumu is a Maasai dance performed
during the coming of age ceremony for warriors who are called ‘Eunoto.
 The dance is also referred to as ‘aigus’ or the ‘jumping dance’. The dance is like a competition amongst the warriors and they don
flaming red attire for this event. Forming a circle, the participants take turns to enter and begin jumping with vigor while making sure
they have a narrow posture and that their heels do not touch the ground. To go along with the spectacle of watching them, there is also
high decibel rhythmic yelling to sync with the dance.

19. The Ballet from France

 It takes energy to jump rhythmically in vigor, but imagine dance being performed to perfection after several grueling years of practice
and dedication, where every move is intricate and professional, like a handicraft woven with love. That dance is the world famous Ballet,
which originated during the Italian Renaissance and slowly found its way into classrooms for young aspiring ballerinas. Countries
around the world have their own interpretations of ballet and trained artists choreograph and educate youngsters on the different
acrobatic moves of this sophisticated art. There are different versions of dance all over the world, a few being the romantic ballet, the
neoclassical ballet, the contemporary ballet and the classical ballet. The dancers move in slow and quick steps to classical music with
dramatic interpretations that are high in their emotional appeal.

20. The Yoruba dance from Nigeria

 We started with the belief that dance is a part of everyday life, that where there is rhythm there is dance too and none illustrates it better
than the tribes of Nigeria where dance and signing is as important as food for sustenance. Even before the babies are born, the rhythm
and movements are ingrained in their DNA patterns, the mother and father alike celebrate every moment of existence with song and
dance. The Yoruba Dance in particular is danced in colorful costumes and backed by catchy drums to set the beat. The movements are
mostly restricted to the hips and characterized by a posture that mimics sitting. Beautiful to watch, the Yoruba dance demonstrates the
sensibilities of the Nigerians, that are attuned to believe that celebration does not need an occasion, every moment can be celebrated and
enjoyed if you understand its purpose.

Celebrity performances will be all three days.

Stalls for food and beverages will be put. There will be stalls from all over the world so every one can
enjoy the tinge of every country’s flavours.

Artists, guests and celebrities food and drinks along with stay will be sponsored. Free drinking water
facility for all.

There will be a force to look after the cleanliness of the city and also sanitation will be the best and
will be looked upon very seriously all three days.

Ambulance and medical facility will be the highest concern for us.

The entire city will be under highest security and police surveillance.
Fleasability of the project:

SWOT Analysis:

Strength:

 Developed capital till 2020

 location
 First time ever in the country
 Rich cultured country
 Diversification
 Presence of Hyperloop technology

WEAKNESS

 First time ever

 Lack of experience
 High budget
 Infrastructure

OPPORTUNITIES

 Recognition to the fort

 World peace
 Government support
 Labour
 India’s heritage background will bring more people then Rio

THREATS

 No awareness about the city

 Change in the government
 Terrorist organization

Competitor Analysis:

USP: first ever cultural carnival in India where all the world can participate without any restriction &
is more specious & eco friendly way to experience the world culture

STP:

 Segmentation: leisure & cultural event

 Target: different cultural lovers & representatives, youth of the world & tourists
 Positioning : cultural peace & friendship

Marketing budget:

 Launch :10cr
 Social media: 2 lakh
 Print advertisement: 10 cr
 Personal Invites: 5lakh
  Tie-ups with airlines 6cr
 TLC advertisement : 2.3cr
 MTV advertisement: 1.1cr

Challenges:

4ps/7ps:

 Product: Its is a cultural carnival

 Place: Amravati
 Price: Entry : 1800, 2800, 3800, 4800 Rs/- *conditionals applied VIP BOX 100000 with all
facilities available, additional sale of merchandise
 Promotion:
o Product launch motion picture & trailer
o TVC
o Tie up with international organisations
o Social media
o Personal invitations to countries
o Tie ups with airlines
o Tie up with hotels
 Physical evidence: pictures of the events hand bands different merchandise with the name of
the event
 Process: send invites make accommodation facilities make the place ready with all the
facilities.
 People: artists & 500 crew members

Implementation strategies:

Raising of funds

Sponserships GOA Govt Incredible India

Advertising Crew Artists Decoration

Securities
Legal Requirements

Traffic
Phonographic police
Performance
Limited) permission
Licence
Loud
speaker
.

lisence Noc for

pop stars

Emergancy . .
services

The permission of Fire

department, muncipality,
PRS (Indian state government, central
Performing and state.
Right Society
Limited)

Marketing of the event

o Product launch motion picture & trailer
o TVC
o Tie up with international organisations
o Social media
o Personal invitations to countries
o Tie ups with airlines
o Tie up with hotels

Circulation of tickets
Schedule

Emergency and contingency plan

1. Insurance of the whole event

2. Fire department and ambulance on spot
3. Police of Andhra Pradesh
4. 4 exit ways with easy passage of people and handled by crew.
 HUMAN RESOURCE PLAN
500 personnels & Artists

HUMAN RESOURCE
BUDGET (Rs.55,80, 00,000/-)

ARTIST CREW TEAM COMPENSATION

MANAGEMENT
ARTIST MANAGEMENT
Teams participating from 16 Different countries

Approx 3 Cr will be paid to each team and there will be also few teams participating from
India

CREW TEAM
We have now decided to tie up with Few B-Schools And two Events management companies
to outsource people for the crew.

From B-Schools- 150 People

Event management companies- 350

Tie up with B-Schools because we will be providing them with certificates, medals and free
food which is very cost effective

Tie up with 2 event management companies to outsource us with crew; each company will be
paid approx 13 lakh. So totally it will be 26 lakh

For certificates and medals it will approx will cost us 10,000

So totally for crew team the amount will be 27 lakh

COMPENSATION
In the event, if any person gets injured while performing some activity our company will
provide complete compensation.

For Minor injuries: 2000/- to 3000/-

Major injuries: 15000/- to 20,000

Fatal injuries: 50,000/-

So approximately the estimated amount is 50 lakh

HR Policies:
Occupation and Health Policies: all the crew members will be provided with clean work
environment. If any person falls sick or is injured while performing any activity they will be
compensated for the same.
Alcohol or drug policy: Crew members of any company once they sign the contract for
being a part of this 3 days cultural festival will not consume any alcohol or drugs during the
work premises.

Grievance complaints policy: one of the main policy of our organization is that all the
grievances regarding the event will be addressed quickly with the support of proof.

Policy for wrongdoing: If there is any violation of policies or wrong things done by any
person in the work premises, strict action will be taken by us.

Profile of all artists: 100 from each team

The Fandango of Spain:

The Capoeira of Brazil

The Tinikling Dance of the Philippines:

The Kabuki Dance of Japan

The Irish Step-dance

The Huli Vesha of Karnataka

The Quadrille of France

The Cossack of Ukraine

The Choliya of Uttarakhand

The Kecak Trance Dance of Indonesia

The Barong of Indonesia

The Polka of Bohemia

The Waltz of Germany

The Nati of Himachal Pradesh

The Raqs Sharki of Egypt

The Ghoomar of Rajasthan

The Celestial Dance of Cambodia

The Adumu dance from Africa

The Ballet from France

The Yoruba dance from Nigeria