Eat, play, rain dance! How the festival of Holi got monetised

3 weeks ago 13
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Instead of low-key family celebrations, many are opting for commercially curated events like Tomatina-Holi mashups or travelling to smaller towns for a more cultural experience

Close your eyes and picture this: you’re surrounded by a group of people, each armed with bright red tomatoes in their hands, trying to perfect their aim. It’s a setting that closely resembles a scene made famous by the Hindi film Zindagi Na Milegi Dobara (ZNMD). Except there’s one differen...

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