What: Cadbury Gaane Mishti Folk Fusion S3 in association with Anandabazar Patrika and The Telegraph

When: Till April 2

Where: Multiple venues

What to expect: The one-ofa-kind romanticism between sweets and folk songs is back with Cadbury Gaane Mishti Folk Fusion, Season 3. The scrumptious event is an attempt to bring forward Bengal’s rich folk music culture, accentuated by some of the traditional folk instruments for the music aficionado with the entire state strategically divided into five regions, based on its geographical cultural diversity. The last two seasons recreated old songs across genres and even brought in the concept of jugalbandi — the mixing of two different genres of songs. This year’s recreations are as eclectic with music composers Debojyoti Mishra and Joy Sarkar teaming up with singers like Rupam Islam, Iman Chakraborty, Ujjaini Mukherjee, Lopamudra Mitra, Abhijit Barman, Ananya Bhattacharjee, Soumitra Ray, Arkadeep Mishra, Upal Sengupta and Prashmita Paul to create foot-tapping numbers like Mahut bandhu, Chaiti raater sheshe, Nachni poka, Mayurpankhi nao and Dorodi. These recreations are available to view and enjoy on YouTube exclusively on the Gaane Mishti Channel: bit.ly/ GaaneMishti.

(L-R) Iman Chakraborty and Soumitra Ray; Ananya Bhattacharjee and Rupam Islam

Over 400 renowned mishti brands like Balaram Mullick and Radharaman Mullick, Nalin Chandra Das & Sons, Hindusthan Sweets, New Kalpana Mistanna Bhandar, Rakshit Sweets, Mithai Magic, Mishti Stories and others from across Bengal are part of it and will be recreating traditional mishtis with a fusion twist! This means sweet connoisseurs are in for a treat as their favourite sweetmeats will be presented with a Cadbury twist. Also, mishti lovers can vote for their favourite mishti shop through a QR code-based voting mechanism available at the participating mishti stores across Bengal.

The campaign will culminate with the Mishti Mela on April 1 and 2, at a popular location in Calcutta, where all the artistes of Season 3 will perform live for the audiences. Also, prizes for the best mishti makers will be given away by actor Abir Chatterjee, who is the face of the campaign.