Digital Tripathi

Amul Topical: Khaas Garba after UNESCO adds the folk dance to the representative list ICH

amul - garba

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The United Nations Educational, Scientific and Cultural Organization (UNESCO) recently included Garba, a traditional folk dance from Gujarat, in its Representative List of Intangible Cultural Heritage (ICH) of Humanity. The dance was inscribed under the 2003 Convention for the Safeguarding of Intangible Cultural Heritage.

UNESCO described Garba as a “ritualistic and devotional dance that is performed on the occasion of Navaratri”.

Amul celebrated this product moment for India with their ‘Amul Topical’ creative, celebrating the rich tapestry of Indian traditions and arts. The image shows Amul Girl performing the traditional dance form Garba. The image conveys the message that Garba is an Indian heritage that should be preserved and promoted.

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