<img src="https://comicvibe.com/wp-content/uploads/2026/07/banner_6a5e016c5fe2a-5.jpg” alt=””>
Vaishnavi Yadav
| 14 hours ago
Views: 445
Your browser does not support the audio element.
As live entertainment evolves beyond conventional concerts, immersive experiences are emerging as the next frontier of storytelling. With Anandam, Jio Creative Labs has brought together music, technology, stagecraft and devotion in what it calls India’s first experiential bhakti movement. The four-and-a-half-hour production, featuring celebrated artists, including Shankar Mahadevan, Sonu Nigam, Shaan and Usha Uthup, has drawn an overwhelming response from audiences across age groups.
In an interaction with Adgully,Aditya Bhat, Head of Jio Creative Labs, speaks about the vision behind Anandam, why the project goes beyond a concert, the role of technology in live storytelling, and his ambition to take India’s cultural narrative to audiences across the world.
“We are still basking in the overwhelming response, and the entire team is humbled by the love Anandam has received. Ever since the first show, we’ve been inundated with calls asking, ‘When is the next one?’ and ‘Which cities is it going to?’”
For Bhat, Anandam is rooted in a larger creative philosophy inspired by his mentor, Nita Ambani. “Whatever I’ve learned about vision, I’ve learned from Mrs Nita Ambani. When she does something, she does it at scale, and the impact is measured not just in money but in the emotions it creates. Anandam was my tribute to her – a chance to showcase India on the cultural map in the biggest way possible.”
Despite concerns around staging a four-and-a-half-hour production, audiences embraced the experience wholeheartedly.
“Children who only listened to English and pop music told me they left feeling enriched. One woman in her late 50s came up to me and said, ‘If today was my last day on Earth, this is how I would have wanted to live it.’ That remains the biggest compliment I’ve received.”
According to Bhat, Anandam was never designed as a traditional devotional concert. Instead, it was envisioned as an immersive celebration of India’s cultural identity.
“People always took two steps backwards when it came to bhakti. I felt, why should we? We should take ten steps forward and create an experience with bhakti.”
That thinking shaped every creative decision – from aerial performances and large-scale visuals to immersive production design. “I wanted aerial dancers, graphics, pyros and a stage design that matched any international concert, while celebrating bhakti. We didn’t want to compromise on scale, but we also wanted to respect the sentiment.”
Every detail was carefully considered to preserve authenticity. “Every musician, singer and dancer came on stage without footwear. These are basic things we do when we enter a temple. We wanted to ensure we didn’t hurt anybody’s sentiments while not compromising on the scale.”
Bhat believes Anandam has set a new benchmark in live cultural entertainment. “I believe Anandam has set a benchmark when it comes to technology, production and the ensemble of singers. My vision was to create the ‘Avengers’ of culture, bringing some of the best names together on one stage.”
Looking ahead, he wants the intellectual property to evolve beyond bhakti and celebrate India’s diverse cultural traditions.
“Anandam is much more than bhakti. We’ve celebrated Garba, Dahi Handi, Ganesh Visarjan and Holi. There is bhakti ingrained in all of it – it’s just the way of representing it.”
Bringing together legendary performers while maintaining a unified narrative required a shared creative vision and committed partners. Bhat explained, “At a concept level, we wanted to create something India had never seen before. It’s not a bhakti concert – I would call it a bhakti movement.”
He credits DreamSetGo for backing the vision without compromise. “They were with me at every step. They never compromised the vision, and that made it easier for artists to come on board because they knew their craft would be showcased in the best possible way.”
One of the biggest creative challenges was synchronising choreography and visuals with live music. “The music was live, the singing was live. Dancers had to adjust when singers added or reduced bars. That’s what made it challenging, but also exciting. We had Plan A, Plan B, Plan C and Plan D in place.”
For Bhat, the emotional impact of Anandam ultimately defines its success. “People smiled, cried, danced and sang the aarti together. That’s the proof. The feedback came from audiences who bought tickets, and that’s what matters the most.”
At the same time, Bhat also rejects the idea that Anandam caters to a specific demographic. He affirmed, “Bhakti or culture doesn’t have an age group. From kids to senior citizens, people connected with the experience. That’s the power of music – it appeals to everyone.”
On comparisons with other devotional live events, Bhat sees opportunity rather than rivalry. “I don’t look at it as competition. I look at it as an opportunity for a movement. The more the merrier. We want to keep learning from our own shows and keep setting new benchmarks.”
Technology, he says, should never be viewed separately from storytelling. “Technology and storytelling are two sides of the same coin. Technology should be immersed with storytelling, and storytelling can take a new leap with technology.”
Looking to the future, Bhat sees Anandam evolving into a global cultural property, customised for different markets and eventually becoming an international residency.
“We want to customise Anandam for every city and every audience. Eventually, I would love it to become a residency in different parts of the world. Showcasing India’s culture not just to Indians, but to people who want to experience India – that’s the dream.”
Show More
exclusives30-Jul-2026vaishnavi yadavJio Creative LabsAditya Bhat
similar newsUdyan Ghai on Apollo Tyres’ sports marketing bet and emotional connection push
similar newsFrom planning platforms to planning people – Decoding the next phase of media planning
similar newsIntegrated Reputation Management Will Shape PR’s Next Chapter: Anuja Choudhary
similar newsLocal IP, regional scale, multi-screen reach: Inside WBD’s kids entertainment strategy
similar newsThe next marketing battle for insurers is relevance, not reach: Kotak Life’s Ashish Nair
similar newsFrom legacy to leadership: Shreya Malpani on reinventing a family enterprise
similar newsGen Z rewrites protests; Ramayana trailer wait becomes longer; Coca-Cola’s redesign divides opinion
similar newsHow The Phoenix Mills is redefining retail marketing through gamification and experiential
similar newsFigaro doubles down on consumer-first strategy as it unveils new brand positioning in India
similar newsDeepti Umarani on how women leaders are reshaping sustainability with empathy and impact
