Theatre in India, much like other places in the world, has a paradoxical image. As those in the Indian theatre scene would attest, dearth of funds and the occasional distracted audience remain an obstacle in what should otherwise be a free-flowing creative pursuit. At the same time, there is a small but significant section of the intelligentsia that gives the scene a cerebral hue, making it perceivably inaccessible to those who may not be so actively clued into the theatre scene. But all that is a thing of the past.
With the Aditya Birla Group taking a keen interest in being a mentor with a creative mind, Aadyam has served as a catalyst to streamline stage management, encourage marketing ideas, as well as groom administrative structure in the world of the arts.
Committed to producing quality performances, Aadyam’s vision is to become one of the biggest gateways to artistic expression for meaningful experiences and capacity audiences in India
Aadyam is a belief, a promise, and a commitment to the institution of creative expression. Aadyam was conceptualized three years ago with the vision to assist the burgeoning theatre scene in India by providing a platform where theatre groups could focus on their creative pursuits while leaving production-related disquiet in the trusted hands of this initiative.
For any theatre company, the process of production begins almost as soon as a creative idea germinates. Even before the script is finalized, one is already worrying about finding the right cast and chalking out a play with the same production value that one had envisaged when the idea first came into being. If the cast is perfect, one may not necessarily afford it. If one can afford their dream cast, they need not necessarily have the wherewithal to see through an extensive marketing campaign. Then, somewhere in all of this is the anxiety of not knowing whether the halls will run to full houses, or whether one will be able to recover the costs of the production, whether one needs to tweak a script for commercial gains, and - ever so often — whether it’s worth all this rigmarol In 2015, on Aadyam’s inception, five theatre groups were finalized to present a production of nine shows each, across Mumbai and Delhi. Aadyam went a step further and curated thematic experiences before each performance that tied in the essence of the play and gave the viewer a slice of what’s to come. From vintage photo booths that harked back to the time of Sherlock Holmes to poker tables that went with the gambling theme of the New Age Merchant of Venice, stepping into an Aadyam venue meant suspending our reality and going on a sensory theatrical experience. Over the next 2 seasons, Aadyam only got bigger with varied theatre companies producing multiple genre plays. The audience experience was given even more importance by the introduction of a community program called Spotlight – a place you could come to for reviews, discussions, polls, experiences and rewards.
Today Aadyam is synonymous with scaled, quality theatre and the extended vision is to make the initiative India’s biggest platform for “Everything Theatre”