Albert Einstein once said, “Look deep into nature, and then you will understand everything better.” When we are amidst nature, we grow. There is much to learn from local people and customs about preservation of nature, our heritage and culture, and therefore, life. It reinstates that living good does not come at the cost of doing good – rather, these two tenets of life can co-exist beautifully together.

Signature Packaged Drinking Water believes in this philosophy wholeheartedly, and is therefore, proud to be the presenting sponsor of Ziro Festival, which in its 10th year, continues to manifest the spirit of living good and doing good. Set in the Ziro Valley of Arunachal Pradesh, the 4-day music festival is the nation’s most eco-friendly festival that offers enriching and engaging experiences for all nature lovers and music enthusiasts alike. Here the revelers will enjoy their days and nights with soulful music echoing the verdant green valleys, experience farm-to-table local cuisines, and partake in locally inspired beverage experiences. The festival will also give the attendees a chance to learn the sustainable way of living from the local Apatani tribe who master the art of recycling and repurposing.

The fest will feature an electrifying lineup of artists like Lee Ranaldo, Leon Somov, Farhan, Taba Chake, Mohit Chauhan, Kiss Nuka, Pt Vishwa Mohan Bhatt, Guy Buttery, Komorebi, MC Altaf, among others. This year, the festival has also announced a third stage – Takvr, dedicated to electronic music. Apart from these, the Popi Sarmiñ Creative Space will also host a variety of community engagement initiatives and workshops.

Ruchira Jaitly, Executive Vice President and Portfolio Head, Marketing, Diageo India, said “Signature Packaged Drinking Water stands for doing things consciously that each of us can follow in our daily lives. The brand’s ‘Live good, Do good’ philosophy is a testament of the way today’s generation likes to live and as the title sponsors of Ziro Festival of Music, we are excited to showcase just that. The festival has one of the most picturesque venues in India with a terrific lineup of artists, experience centers, green acts of plogging, exciting masterclasses and more. Through this collaboration, we aim to bring together the tribe of Green Seekers who seek to be One with Nature in life, and at the festival, and together propagate the ethos of living consciously.”