Long time back, when Lord Krishna was small asked his mother, "why am I so dark and Radha (his beloved) so fair?". She gave him colored powder and asked to apply it on Radha's face so that they both have the same color.
So, Lord Krishna, with a bunch of friends ran towards her village, Barsana and ran around and applied colors to Radha and her friends. Refusing the go back, Radha and her friends used sticks to beat them out of the village.
So this tradition is still carried out in the villages of Braj Bhoomi. The area around the present Vrindavan and Mathura.