By Bandish Network
Forget corporate marketing playbooks and textbook strategies—true cultural branding is an art form in itself. Nowhere is this more evident than in the next generation of Indian classical and heritage performing arts, where tradition meets innovation to shape enduring legacies.
One may not necessarily associate the world of Indian classical performing arts (ICPA hereafter) and interrelated heritage arts with branding or even brand building. There is a notion, misplaced as it may be, that this is the realm of the spiritual, the esoteric, and even the metaphoric. A high-serious world selective in its admission of members and even audiences. A world replete with mystical terms such as sadhana, guru-shishya parampara, naad brahma, navarasa, and so on. Couple it with images of long-drawn performances, crumpled kurtas, and bandishes (song compositions) with indistinguishable lyrics, and you have a world that can
appear prohibitive for the common man and woman.
But Indian classical music and other Indian heritage performing arts are most certainly potent categories (a term crucial to most marketers and advertising honchos). Think back to the early days. Much before the advent of print and commercial media, the concept of the gharana (or family of music and dance) existed. Each gharana was linked with a geographical center point.
For vocal music, for example, you had the Patiala Gharana, the Agra Gharana, or the more recent Jaipur Atrauli Gharana. For dance, you had Bharatanatyam from Tamil Nadu, Kathak from North India, Odissi from Odisha, and Kuchipudi from Andhra Pradesh. Each of these traditions could be considered brands in themselves—each with an identity, a philosophy, and a set of brand muscles (which can refer to stylistic variances, technical innovations, and differences in approach to technique and expression). And each brand had its ambassadors—Bhimsen Joshi, MS Subbulakshmi, Pandit Birju Maharaj, Kelucharan Mohapatra, and many more.
The CHAI Initiative: A new era for heritage performing arts
The Bandish Network, under the curatorial creativity of Nina Buddhdev, is redefining the scope of cultural branding, audience expansion, market discovery, collaboration, mentorship, and artist development. Through CHAI (Classical & Heritage Arts Initiative), the initiative with CAPACOA (Canadian Association for the Performing Arts), Bandish is creating a structured pathway for heritage artists, presenters, and collectives to strengthen their presence in the Canadian market while maintaining authenticity and artistic integrity.
With her expertise in cultural arts development, Nina Buddhdev has been instrumental in bridging the gap between traditional forms and modern-day relevance. The CHAI initiative brings together Canadian and international presenters, artists, and collectives to cultivate a market that not only appreciates but sustains classical and heritage performing arts. CHAI’s framework extends beyond mere performance—it offers education, strategic industry dialogues, and opportunities for artistic cross-pollination to establish lasting industry recognition for heritage arts.
Spotlight on upcoming Indian classical and heritage performing artists
A new wave of Indian classical and heritage performing artists is making waves, bringing fresh interpretations while remaining deeply rooted in tradition. Artists such as vocalist Kaushiki Chakraborty, mridangam maestro Arun Prakash, sitarist Purbayan Chatterjee, kathak exponent Aditi Mangaldas, and bharatanatyam dancer Rama Vaidyanathan are redefining how classical
and heritage arts engage with contemporary audiences. These artists are expanding their reach through global collaborations, digital platforms, and innovative programming that retains authenticity while making heritage arts more accessible.
CHAI recognizes the importance of nurturing these upcoming artists and providing them with a structured framework to navigate international markets. Through mentorship and strategic partnerships, CHAI supports emerging talent in positioning themselves effectively while ensuring equitable representation and visibility in Canada’s cultural sector.
Expanding audience bandwidths
Audience development in classical and heritage arts has long been a challenge. However, the Bandish Network’s model of engagement focuses on integrating strategic cultural literacy into the presenter’s mindset, ensuring that audiences do not merely witness an art form but experience it holistically. CHAI sessions work toward dismantling systemic barriers and reprogramming industry perspectives to foster confidence and receptivity towards subcultural engagement.
By incorporating elements like interpretative storytelling, community collaborations, and contemporary resonance, Bandish Network has successfully positioned classical arts not as antiquated relics but as living, evolving cultural assets.
Market discovery and collaborative mentorship
A thriving arts ecosystem necessitates market adaptability. Through mentorship and strategic programming, CHAI equips international artists and agents with the necessary tools to navigate and establish themselves within the Canadian touring and presenting ecosystem. It simultaneously nurtures Canadian artists through mentorship, self-representation strategies, and cross-cultural partnerships that allow for mutual artistic evolution.
Bandish’s advocacy for integrated programming ensures that heritage arts are not treated as standalone, exotic features but as integral components of multi-arts programming. This, in turn, fosters equitable access, industry recognition, and economic sustainability.
Conclusion: Towards a sustainable future
Heritage arts are an essential component of a society’s cultural framework, and their survival depends on their ability to adapt while retaining their core identity. The Bandish Network, through CHAI and Nina Buddhdev’s leadership, is ensuring that classical and heritage arts are not left to the mercy of systemic barriers but are given the infrastructure to thrive in contemporary cultural markets.
So, the next time you think of branding in the arts, remember: true legacy is built on authenticity, strategic expansion, and the ability to evolve while staying true to one’s artistic roots. CHAI is here to ensure that the future of heritage performing arts is one of continued growth, accessibility, and excellence.
The Canadian Association for the Performing Arts offers more information about CHAI (Classical & Heritage Arts Initiative) on its website. The next virtual meeting, CHAI: Future Forward – An Opportunity to Connect with International and Next-Generation Cultural Artists, will be held from 8 a.m. to 9:30 a.m. PDT on July 25. Register here. To connect with Nina via the Arts BC Insight Team, please visit: https://artsbc.org/insight-
