Events like Kasauli Rhythm and Blues Festival have helped us save 1300+ critically ill children- Prema Sagar

In a market saturated with EDM festivals, Delhiites rejoice as Kasauli Rhythm and Blues Festival prepares to cast anchor in the city. The Popular destination festival organized by Genesis Foundation annually to raise funds for critically ill children is in its 7th edition and the hundreds of people who flock the quaint little town of Kasauli every year are testament to the loyal following the festival enjoys. And now the experience comes to beautiful Zorba for the first edition of Rhythm and Blues Festival in Delhi on 4- 5 November 2017 featuring artists like Shillong Chamber Choir, Swarathma, Sami Sisters feat. Usha Uthup and more. Ahead we speak with the brain behind this ‘festival with a difference’ Prema Sagar, principal and founder of Genesis Burson-Marsteller and Genesis Foundation.


Q. The cause of Genesis Foundation is to help critically ill children. How have events as a medium helped you achieve this objective?

Genesis Foundation facilitates medical treatment for critically ill underprivileged children suffering from Heart Disorders. To support these children, the foundation organises various fund-raising initiatives such as The Kasauli Rhythm and Blues Festival, CEOs Cook For GF Kids, CEOs Sing for GF Kids, Music for Life concerts etc. A series of events that are unique and immersive in nature. These uniquely designed programmes are aimed at building a community that whole-heartedly believes in the cause of saving little hearts and supporting kids suffering from CHD.

We are committed in spreading awareness about our cause through various platforms such as- events, CSR programmes, donations and crowd-sourcing. Music has been a cornerstone for our fund-raisers and has helped us save over 1300 critically ill children.

Q. You have recently announced the entry of Kasauli Rhythm and Blues Festival into Delhi. What is the impact you foresee?

Having seen immense success with Kasauli Rhythm and Blues Festival, we decided to bring it to Delhi for the first time. We have seen a great response from our bands, supporters and the audience till now. We hope to bring the festival every year to Delhi.

Q. Genesis Foundation works with several brands to help them achieve their CSR goals. What is the trend you notice?

India is the first country in the world to cherish corporate giving into law. The change in company law in 2014 created an impetus for corporate India to its widen their social responsibilities. Given this mandate, The trend is that there is a lot of accountability for both foundations and brands and brands are taking a focussed CSR approach that was previously scattered or non-existent.

Q. How have your initiatives impacted lives besides raising funds for medical treatment?

Before education, skills and employability comes the basic right of the child to live a healthy life. To ‘Give Life A Chance’, we provide financial support for life-changing medical intervention for critically ill under-privileged children so that they can learn, play and earn to build a future for themselves.

Q. The concept of GF events is very unique. What according to you is your USP? 

Music has been a core proposition for a lot of our fund-raisers, events like Kasauli Rhythm & Blues Festival, CEOs Sing for GF Kids series, Music For Life Concert Series, have helped us raise a substantial amount of funds that are then directed towards the treatment of the critically ill underprivileged children. Our Initiatives are designed uniquely and aimed at building a community that whole-heartedly believes in the cause of saving little hearts. Till date we have supported over 1300 children. Through our initiatives we aim to create awareness on the severity of heart disorder, in this country.

Q. Do you work with any specific event companies to produce your events? Who will be executing the Rhythm and Blues Festival in Delhi?

We have worked with a lot of partners in the Past. For The Rhythm and Blues Festival 2017, we are working with Wizcraft to design the production.

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