Emantras said:


Indian mythology has always seen itself embedded firmly in Indian art forms, even dance and sculpture. Hindu gods and goddesses have found their place in them quite often. Yet you see the interest waning in Indian art and culture, and it seems to be reserved for a niche audience, mostly ‘older and wiser’.

 In the 21st century, when we have young children with impressionable minds, razor sharp, and open to so many different forms of media. They are constantly imbibing, learning and evolving. And the teenagers all the more, more tech savvy, more futuristic. Glued to the TV boxes, iPods, playstations or Mobile, they seem to not cut out for learning more about Indian folk art, yet they could very well be the best one.

 It is a question of attention span, interaction and patience. And there is a solution to get these new gen netizens involved with a slice of heritage.

 Digital media is the perfect bridge. And many people and companies are waking up to this truth. There is already a concerted effort being made by publications in India like ‘Chandamama’ to follow a worldwide trend to digitize content for children. Companies like MobiStories are publishing ‘digital books’ which last 5-6 minutes and keep the kid entertained when the parent goes shopping in a store or is waiting in a line in a bank. International Children’s digital Library has an enticing collection for children online and hopes to be the largest repository of online children’s literature. This contains thousands of digitized historic and contemporary children’s books in dozens of languages, from Chinese to French, including rare and fragile works that have been largely hidden from public view.

 We can take clue from them and apply this to Indian folk/tribal art, which will have more takers if presented in a format that will appeal to and entice a broader segment of audience. They key is convenience and the ability to draw attention, hold interest. Added to the fact that the new generation, though is very independent in thinking is very well connected socially, and are quick to lap up new things. It’s the best phase for marketers in a way as we have access to so much information and dynamics of Gen Y. Interesting things are best built around WOM.It is just imperative that the right content is backed by the right format and presentation.

 VibranTribes – A community started by Mlab to promote awareness of Indian art forms with the help of animation & digital media has taken the step in the right direction with the movie ‘Music Binds all’. The first animation film attempts to fuse two varied Indian art styles with music as a link between them.

 This won a lot of laurels in the Kolkata 09 and LA festival.  They also happened to be one of the select few to be screened in the prestigious Annecy Festival in France.  This success has inspired them to take the community forward to develop more channels to ‘revlolutionalize’ Indian folk art.