23 June, 2021

Sanjana Kapoor

Prithvi Theatre ties up with Ceat for a long-term cultural sponsorship

Sanjana Kapoor
Does this mean you don't have to scrounge around for sponsors anymore?
Yes, it's sheer bliss. We hope it lasts, though it will be reviewed in a year's time.

Do you have to make compromises while drawing up such contracts?
We can only insist their displays are all dignified.

Why Ceat's Maestro tyres?
It is beneficial to find a company comfortable with the concept of cultural sponsorship.

Your relationship with Charms had set a trend in cultural sponsorships.
Yes. We tied up in 1984. It lasted for eight years. It set a trend, established corporate leaders' expectations from such events.

Why did your relationship with Charms and Goldflake end?
Charms went into sports. We did not keep in touch with them. In 1992, we were left in a flap when they backed out of our festival. Goldflake stepped in to bail us out. But bullied us into calling ourselves the Goldflake Prithvi festival.

Did it hurt your image to tie up with cigarette companies?
What the hell? No. The relationship...

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