THE STORY SO FAR
A dance form was lost in the sands of time. One individual labored hard for many years, studied the scriptures, travelled to remote locations to study the carvings on ancient temples. She persevered, gave it her all and dedicated her life to this art. The result? The art is now revived, and reborn.
All this sounds like a good plot for a movie, but it isn’t. It is true. The individual is Guru Sreemati Dr. Mahua Mukherjee. And the art form is called Gaudiya Nritya, the classical dance of Bengal, India.
When we at Gadurr Media first heard of this story, we were not too impressed. We didn’t realize the importance of this struggle. But then we met Dr. Mukherjee, we heard the story of her struggle in her own words. We learnt of her dedication and conviction, of her ventures into the unknown, pursuing a dream that not many thought possible, and of the three decades of her perseverance. And it is then that we realized the enormity of it all.
HOW DOES ONE REVIVE A CLASSICAL ART FORM??
We did our research, saw hours and hours of performances, visited temples in remote parts of Bengal, and read through research papers and books (yes, a lot of books). We saw the efforts that the artists put in on a daily basis, in spite of having more pressing educational commitments. Here were MBBS, M.Tech and Phd students, traveling all across India and performing in less than agreeable conditions, just because of their love for this art.
Thats when we decided that we needed to do something about it. The story had to be told. The message had to be spread. The art had to get its long-due recognition.
SO HOW DID WE GO ABOUT IT?
STAGE 1- WEB MEDIA
We commenced the project by creating a digital presence for Gaudiya Nritya. We were looking for something different; not the run-of-the mill information website that is commonplace. Our team strategized the design and researched for over three months to gather relevant information. Photo-sessions were done, interviews were taken. We were very focussed on creating a comprehensive social media platform, to encourage dialogue and interaction. The website is now complete, and we are now focussed on social media and digital marketing.
Extensive research on the history and revival of Gaudiya Nritya.
Creation of a comprehensive website to showcase Gaudiya Nritya.
Creation of an extensive social media base using Facebook, Twitter, Google Plus, Flickr and Instagram.
DIGITAL MEDIA MARKETING
Using optimization techniques to reach a targeted audience all across the world.
STAGE 2-SCREEN MEDIA
We have comprehensive plans for showcasing Gaudiya Nritya on screen. While there have been attempts previously, the true essence of the art has not been captured till date. Our strategy for screen media promotions include an exclusive YouTube channel for Gaudiya Nritya, which will host performances, documentaries and interviews of the artists.
We shot an extensive documentary – Jayamana Myrinmoyee – which showcased the life and work of Guru Sreemati Dr. Mahua Mukherjee. The documentary is 45 minutes long and was premiered at Gaudiya Nrityarpan 2013, to an enthusiastic response! We are now preparing to send this documentary to select film festivals worldwide, so fingers crossed!
We have also commenced production of a promotional video, which will be around three minutes long, and this is what we are very excited about. The video will be shot in locations all around Bengal, and feature the artists performing against a backdrop of color and vibrance. The theme of the video will integrate the art with nature, blending the boundaries between the art and the artist.
It is our dream to see this promotional video come to life on screen, and then be broadcast on regional and national channels.
Documentary on the revival of Gaudiya Nritya, with exclusive interviews and trial shoots.
Interviews with Guru Shreemati Dr. Mahua Mukherjee and the other pioneers of Gaudiya Nritya.
Production of an exciting 180 seconds promotional video for the art.
GAUDIYA NRITYARPAN 2013 – KOLKATA, INDIA
AYAN MUKHERJEE – GAUDIYA NRITYA ARTIST
Gadurr Events, the event management division of Gadurr Holdings, conducted the first ever Gaudiya Nrityarpan – a festival of Gaudiya Nritya, on 9th December 2013. The event was a huge success, with over 100 artists taking part! Our documentary on Gaudiya Nritya was also released on the occasion. This day was declared as ‘International Gaudiya Nritya Day’, to help raise awareness about the continuous promotion of this classical art form.
Following the event, we received a lot of enquiries and requests for hosting similar dance festivals in other parts of India. 2014 will see some more action on this front!