Bollywood Meets Basketball: ISW Brings Cultural Celebration to Celtics Game

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Press Release

The NBA World Champion Boston Celtics are on fire, delivering electrifying victories on the court! But on March 10th, the India Society of Worcester (ISW) matched that energy off the court, turning TD Garden into a vibrant celebration of culture and dance.

In a jaw-dropping pre-game performance, 40 dancers from Ekta’s Dance Academy lit up the arena, dazzling fans with their high-energy moves, bold choreography, and cultural flair. The energy was contagious as the crowd cheered, embracing the incredible fusion of Bollywood & Basketball

ISW has been bringing the magic to the TD Garden since 2011, creating unforgettable moments year after year. From singing the National Anthem to kids standing proudly with players, to ISW’s youth group (IYG) playing on the court and giving high-fives to their basketball heroes—it’s always an experience to remember!

…And earlier this year, the beats of ISW’s Dhol Tasha thundered through TD Garden, electrifying the atmosphere with a heart-pounding, rhythmic explosion! These performances are more than just entertainment—they are a powerful celebration of music, movement, and the unity of cultures.

With the Celtics dominating and ISW igniting the crowd, March 10th was a night of unstoppable energy, unforgettable performances, and pure excitement!

Notes to editors

About the organization: The India Society of Worcester, affectionately known as the ISW, is one of New England’s most vibrant Indian associations. It is primarily a cultural, social, educational and charitable organization. The ISW’s purpose is to encourage people with ancestral origin in India or people who are otherwise interested in India, to form an effective and cohesive group with the objective of retaining, facilitating, and fostering the cultural heritage of India; including ethnic arts, languages and religions of its people. The society adds to the richness of the cultural diversity of the region and is a window into the cultural heritage of India for the local community. The ISW is non-political and non-sectarian. It does not subscribe to any one religion and does not discriminate against any person because of his or her religious beliefs or ethnic background. The ISW is run entirely by volunteers with patronage from its growing membership representing all regions of India. Since its establishment in 1963, the ISW has become a conduit of Indian culture for young Indians born in the U.S.A., as well as the local communities in the region. It is an outlet where the young and the old are able to showcase their cultural talents. The ISW also collaborates with other Indian organizations in the region and acts as an advocate for many global and community causes. The multidimensional nature of the ISW has drawn local city and state authorities, as well as businesses to the society. Today, the ISW is one of the most renowned organizations representing the Indian Community.

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