• Culture & Travel

Don Julio Non-Alc’s ‘Day of the Dead’ Celebration Was the Party to Be At

The Mexican tradition came to Mumbai in all its glory.
  • ByTeam The Word.

Actor Ananya Pandey at the ‘Day of the Dead’ Celebrations held in Mukesh Mills, Mumbai

Once a year, Mumbai’s Mukesh Mills transforms into a spectacle of music, dance, and culture. On the cusp of November, Mexico’s ‘Day of the Dead’ is celebrated with much revelry, as Don Julio Non-Alcoholic Carbonated Beverages builds a bridge between the hispanic festival and India’s own love for the joy of life, colour, and honouring family.

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Orry enjoying Don JulioNon-Alcoholic Beverage's Grapefruit Soda
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Performers dressed in elaborate costumes, with their faces painted at the 'Day of the Dead' celebrations

This year, in its second edition, the ‘Day of the Dead’ festival brought to life the ‘Por Amor’ philosophy, which translates to ‘For the Love Of’ …an important reminder of universal love, remembrance, and human connection. As dusk took over the skies, guests gathered to witness months of meticulous planning. There were larger-than-life installations, in particular, the ‘Monarch Butterfly’, which is a symbol of transformation and a traditional belief that butterflies carry the returning souls of ancestors. Built in a rich red hue, this artwork was a contemporary reflection on the invisible bonds that continue to unite us.

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The Monarch Butterfly installation symbolised transformation and a connection with loved ones

The first thing one would notice is that the installations boast the face of skeletons, which are prominent across the festival. These skeletal features are not be feared: they are an artistic way of honouring the human cycle of life and death, and to pay homage to departed loved ones. In fact, the iconic, elegantly-dressed female skeleton known as ‘La Catrina’ gained prominence in the early 20th century, as she was popularised by artist Diego Rivera and printmaker and lithographer Jose Guadalupe Posada. Today, she is an integral part of the Mexican tradition, with women and men walking down the evening in Mumbai in elaborate outfits and painted faces.

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Don Julio's non-alcoholic Grapefruit Soda was the star of the night

At the ‘Day of the Dead’ celebrations, there were many delightful references between India and Mexico. Inspired by the ‘El Puente Eterno’ or ‘The Eternal Bridge’, Don Julio Non-Alcoholic Carbonated Beverage built a connection between memory and the present. A visual treat, this bridge was adorned in marigold flowers, also known as cempasúchil in Mexican, which are traditionally believed to guide departed loved ones home. These florals stand as a vibrant reminder that memories continue to illuminate our lives, much like the way they serve as a gateway to fresh beginnings within Indian traditions.

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Model Subiksha Shivakumar posing at the 'El Puento' bridge at the evening

Within this rich cultural immersion, Mumbai’s most prominent guests were spotted enjoying the elaborate set-up. Actor Ananya Panday attended the evening to celebrate the festivities with the Don Julio’s leadership, while Orry enjoyed a dance with the brand’s grapefruit soda in hand. The city’s actors, creators, and other creatives were in attendance, adding a special flavour to the gathering. Conversation and laughter were in the air, and as the night carried on, the DJ took over to continue the merriment.

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Actor Fatima Sana Shaikh celebrating at the evening
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Guests striking a pose

To say the very least, Mexico’s tradition was treated to a truly delightful Mumbai expression.

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Sussanne Khan attended the evening with her friends
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Guests were treated to face painting