ocial responsibility is a topic that is very close to our hearts. We feel that labeling it as “Corporate Social Responsibility” kind of distances the corporate from the larger society. We are all part of a whole, and corporates are, after all, made up of people who ARE the society. Social responsibility is something that not only the company, but its management, its employees, and each and every individual needs to fulfill. Yes, corporates nowadays do their bit, but we can’t leave it to just them, can we? A continuous and broad-based effort is needed, to enable the lower sections of society to demonstrate their talent, earn a decent living and be part of us, as one.
Usually companies wait till they reach a certain size, before they think of social responsibility. We think of it at the onset. We have identified two projects that will kickoff our social responsibility initiatives. The first project has already been initiated.
GAUDIYA NRITYA- THE CLASSICAL DANCE OF BENGALSee project
MEDIA HAS THE POWER TO REACH A WIDE AUDIENCE. LETS USE IT TO OUR CONSTRUCTIVE ADVANTAGE FOR THE BETTERMENT OF THE PEOPLE AROUND US. SOCIAL RESPONSIBILITY DOESN’T ONLY MEAN GIVING MONEY. IT MEANS CREATING A CHANNEL FOR CONTINUOUS IMPROVEMENT.- SOUMEN
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 ARE WE GOING ABOUT IT?