Viswa & Devji Diamonds helps people relive childhood memories through Kite Flying Festival in Coimbatore

While the brand did not market itself during the event, it connected with customers by reaching out with invites and updates for the latest edition of the festival, in which nearly 3,000 people took part

Coimbatore: Kite-flying has been among the oldest cultural traditions in India, fostering a feeling of community and joy. While the sport is popular in various parts of India, according to Viswa & Devji Diamonds, a brand associated with the Kite Flying Festival 2024 in Coimbatore, the younger generation gets on board to enjoy this experience with an aim to revive the lost tradition.

The fifth edition of the Kite Flying Festival 2024 held on January 6 and 7 in Diamond City, Coimbatore, offered a delightful chance for adults to relive childhood memories of flying kites in the city with family and friends. 

Aishwarya Guptha, Chief Executive Officer, Viswa & Devji Diamonds, said, “Since the last four editions of the Kite Flying Festival and this one as well, everyone is always welcome to join the festival and have a great time. This type of activity is an innovation in itself.” 

Registrations opened online for the event which had four sessions spread out over two fun-filled days. “Our parents and grandparents have enjoyed flying kites during their childhood, but most of us, including children today, have not tried it even once. That is why we started this on a small scale. We give out the kites, and people come and enjoy themselves. Now, it has expanded to a level where about 2,000-3,000 people participate and even international kite-flyers come with a huge team to showcase massive kites and teach people the art of flying kites,” Guptha added.

No extravagant arrangements were made for the kite-flying festival, as the aim remains to retain the simplicity of the sport, just like the earlier days. Additionally, there was no customer engagement or brand promotion angle for Viswa & Devji Diamonds during the festival, as the sole objective was to spread joy.

“We do not have to market this festival in any way, since the people are already waiting for it. This time, around 3,000 people attended the event. We reach out to them via WhatsApp, social media, and newspapers to update them and this is a chance to keep in touch with our customers,” said Guptha.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive