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Category: iWorld

  • Assembling imported parts not ‘Make in India’ says Broadband Forum

    Assembling imported parts not ‘Make in India’ says Broadband Forum

    NEW DELHI: Observing that assembling in India goes against the very principle of Make in India, the Broadband India Forum has criticized the decision to roll back import duties levied on mobile phone components and said this “is a step not in sync with encouraging manufacture of these items in India.”

    BIF, a dedicated Forum with representation from Telecom Service Providers, Technology Providers, R&D and Chip Design Companies, System Integrator, Project Management, Service & Solution Provide, MSO and DTH, Satellite & VSAT Service Providers, in its appeal to the Communication and Information Technology ministry has requested immediate withdrawal of the import duty rollback on populated PCBs and phone accessories in the interest of ‘Design in India’ as these equipments provide maximum opportunity for design and R&D.        

    In its recent Notification of 5 May 2016, the government decided to roll back import duties levied on components of mobile phones in the Union Budget 2016. The notification brought down the duty on chargers, batteries and headsets from 29 percent to 12.5 percent (at par with that of imported handsets) and lowered the duty on populated PCBs (printed circuit boards) to 0 percent from 2 percent (instead of raising it to 12.5 percent).

    In ia note to the Department of Industrial Policy and Promotion and the Department of Telecom,  the BIF has highlighted that no entity will design and invest in R&D in India if the PCB continues to be imported from China at 0 percent (zero) duty in fully-manufactured form. Though the increase in duty on imported handsets by 12.5 percent has increased manufacturing intensity of mobile phones in India from 5 million/year (50 lakh/year) to 100 million/year (10 crore/year), the local value addition is hardly 1 to 2 percent. Therefore, increasing duty on populated PCBs is the next logical step.

    BIF president T V Ramachandran remarked, “While the industry was hoping the government moved ahead with its 2015 initiative, this recent announcement has pushed the country back to the days of phone assembly, instead of progressing to a phased-manufacturing regime. This notification goes against the letter and spirit of the stated intent of the government, which is to gradually reduce the electronic imports and achieve ‘Net Zero Imports’ by 2020 under ‘Make in India’, as part of the Digital India action plan. Therefore, we request the government to withdraw this notification immediately.”

    The mere assembly of PCBs in India will immediately increase value addition to 10 percent from the current 1 percent, with scope of increasing it further with investment in ‘Design in India’ and R&D. It will also raise the quality of jobs and prevent these moving to other markets (in case they provide better economic conditions than India), and encourage component manufacturing in India by enabling components to be consumed in India (most components used in mobile phones are housed in PCBs).

    In its request, BIF also highlighted that India faces a unique challenge in terms of compulsion to encourage and initiate indigenous design and manufacturing or ‘Make in India’ with higher local value addition. Accordingly, it is imperative to work towards reduction of the exponentially increasing Import Bill for electronics/telecom equipment and services – an expense expected to surpass the oil import bill by 2020 (estimated at $ 400 billion).

     

  • Assembling imported parts not ‘Make in India’ says Broadband Forum

    Assembling imported parts not ‘Make in India’ says Broadband Forum

    NEW DELHI: Observing that assembling in India goes against the very principle of Make in India, the Broadband India Forum has criticized the decision to roll back import duties levied on mobile phone components and said this “is a step not in sync with encouraging manufacture of these items in India.”

    BIF, a dedicated Forum with representation from Telecom Service Providers, Technology Providers, R&D and Chip Design Companies, System Integrator, Project Management, Service & Solution Provide, MSO and DTH, Satellite & VSAT Service Providers, in its appeal to the Communication and Information Technology ministry has requested immediate withdrawal of the import duty rollback on populated PCBs and phone accessories in the interest of ‘Design in India’ as these equipments provide maximum opportunity for design and R&D.        

    In its recent Notification of 5 May 2016, the government decided to roll back import duties levied on components of mobile phones in the Union Budget 2016. The notification brought down the duty on chargers, batteries and headsets from 29 percent to 12.5 percent (at par with that of imported handsets) and lowered the duty on populated PCBs (printed circuit boards) to 0 percent from 2 percent (instead of raising it to 12.5 percent).

    In ia note to the Department of Industrial Policy and Promotion and the Department of Telecom,  the BIF has highlighted that no entity will design and invest in R&D in India if the PCB continues to be imported from China at 0 percent (zero) duty in fully-manufactured form. Though the increase in duty on imported handsets by 12.5 percent has increased manufacturing intensity of mobile phones in India from 5 million/year (50 lakh/year) to 100 million/year (10 crore/year), the local value addition is hardly 1 to 2 percent. Therefore, increasing duty on populated PCBs is the next logical step.

    BIF president T V Ramachandran remarked, “While the industry was hoping the government moved ahead with its 2015 initiative, this recent announcement has pushed the country back to the days of phone assembly, instead of progressing to a phased-manufacturing regime. This notification goes against the letter and spirit of the stated intent of the government, which is to gradually reduce the electronic imports and achieve ‘Net Zero Imports’ by 2020 under ‘Make in India’, as part of the Digital India action plan. Therefore, we request the government to withdraw this notification immediately.”

    The mere assembly of PCBs in India will immediately increase value addition to 10 percent from the current 1 percent, with scope of increasing it further with investment in ‘Design in India’ and R&D. It will also raise the quality of jobs and prevent these moving to other markets (in case they provide better economic conditions than India), and encourage component manufacturing in India by enabling components to be consumed in India (most components used in mobile phones are housed in PCBs).

    In its request, BIF also highlighted that India faces a unique challenge in terms of compulsion to encourage and initiate indigenous design and manufacturing or ‘Make in India’ with higher local value addition. Accordingly, it is imperative to work towards reduction of the exponentially increasing Import Bill for electronics/telecom equipment and services – an expense expected to surpass the oil import bill by 2020 (estimated at $ 400 billion).

     

  • Over 1.85 Crore Customers in Maharashtra and Goa Enjoy Super Voice and Data Experience with Vodafone SuperNetTM

    Over 1.85 Crore Customers in Maharashtra and Goa Enjoy Super Voice and Data Experience with Vodafone SuperNetTM

    MUMBAI: Vodafone India announced that Vodafone SuperNet, that offers the finest connectivity solutions, has been rolled out across Maharashtra and Goa benefitting over 1.85 Crore customers. Vodafone SuperNet, offers a seamless network experience that empowers customers to remain confidently connected at all times, for their voice and data needs.

    Keeping with the Vodafone SuperNet™brand promise, Vodafone has added more than 2500 cell sites across Maharashtra and Goa to strengthen its  network. Vodafone SuperNet™ 3G is now available across 552 towns and 8934 villages across the state supported by a strong fiber backhaul.

    Inviting all residents of Maharashtra and Goa to experience the benefits of Vodafone SuperNet™, Ashish Chandra, Business Head – Maharashtra and Goa, Vodafone India said, “Quality of network plays a defining role in enhancing customer experience. We have made significant investments to expand, upgrade and modernise our network in Maharashtra and Goa in recent months to ensure that we provide the finest service experience and seamless connectivity to our valued customers. With the launch of Vodafone SuperNet™, we will continue to deploy multiple technologies to cater to the requirements of smart phone users in urban and rural Maharashtra and Goa, providing a seamless network experience beyond just speed”.

     Vodafone SuperNet™ Advantage:
    -Customers: Vodafone Maharashtra and Goa is proud to provide communication access and support to 1.85 Crore happy customers

    -7 Towers every day: Vodafone has set up over 2500  sites in FY 2015-16, upgraded its coverage of both voice and data

    -Fibre Backhaul: 1410 Kms added, High capacity Fibre backhaul (approx. 16000 Kms of fibre till date in 2016) in most of our sites allowing mobile internet to flow without any blockage

    -Network War rooms: Best practice to monitor  call drops which has resulted in call drop reduction by 40% in last 6 months

    Launch of Vodafone U – a first-of-its-kind lifestyle proposition:
    To celebrate the spirit of youth and to cater holistically to its need for being always connected, Vodafone India has recently announced a unique proposition ‘Vodafone ‘U’ – a first of its kind, lifestyle proposition designed especially for Young Indians.

    Speaking about the launch of Vodafone U, Ashish Chandra said, “India’s 200 million strong youth are optimistic, vocal, trendsetting and very social media savvy. Brought-up in an ever connecting world courtesy the mobile revolution, today’s youth is extremely comfortable using multiple devices, technologies and apps. The mobile phone plays a central role in their life, both as a command center as well as a companion.Vodafone ‘U’, is thus designed to facilitate better, this unique relationship between the youth and their mobile in a more seamless and enriching way.”

    He further added, “We have combined the best of Vodafone’s global experience with deep understanding of India to resonate #FunwithU. On offer is a bundle of benefits that will keep the young patrons of Vodafone ‘U’always connected with friends and fun via the world of internet, voice, music plus exciting digital offers and experiences. Fun is always on for the young as their world of interest, residing in their pocket, will be active, 24X7.”

    Targeted at the socially active, rapidly growing and increasingly demanding Indian youth, Vodafone ‘U’ is a dynamic proposition, perfectly poised to be the ‘Connector’, ‘Enabler’ and ‘Entertainer’ by offering a wide array benefits, delivered digitally and accessible via the mobile to stay always connected with friends, fun and the internet.

    Some key activations executed:
    §  College canteen branding
    §  CCD branding
    §  PVR BluO branding

  • Over 1.85 Crore Customers in Maharashtra and Goa Enjoy Super Voice and Data Experience with Vodafone SuperNetTM

    Over 1.85 Crore Customers in Maharashtra and Goa Enjoy Super Voice and Data Experience with Vodafone SuperNetTM

    MUMBAI: Vodafone India announced that Vodafone SuperNet, that offers the finest connectivity solutions, has been rolled out across Maharashtra and Goa benefitting over 1.85 Crore customers. Vodafone SuperNet, offers a seamless network experience that empowers customers to remain confidently connected at all times, for their voice and data needs.

    Keeping with the Vodafone SuperNet™brand promise, Vodafone has added more than 2500 cell sites across Maharashtra and Goa to strengthen its  network. Vodafone SuperNet™ 3G is now available across 552 towns and 8934 villages across the state supported by a strong fiber backhaul.

    Inviting all residents of Maharashtra and Goa to experience the benefits of Vodafone SuperNet™, Ashish Chandra, Business Head – Maharashtra and Goa, Vodafone India said, “Quality of network plays a defining role in enhancing customer experience. We have made significant investments to expand, upgrade and modernise our network in Maharashtra and Goa in recent months to ensure that we provide the finest service experience and seamless connectivity to our valued customers. With the launch of Vodafone SuperNet™, we will continue to deploy multiple technologies to cater to the requirements of smart phone users in urban and rural Maharashtra and Goa, providing a seamless network experience beyond just speed”.

     Vodafone SuperNet™ Advantage:
    -Customers: Vodafone Maharashtra and Goa is proud to provide communication access and support to 1.85 Crore happy customers

    -7 Towers every day: Vodafone has set up over 2500  sites in FY 2015-16, upgraded its coverage of both voice and data

    -Fibre Backhaul: 1410 Kms added, High capacity Fibre backhaul (approx. 16000 Kms of fibre till date in 2016) in most of our sites allowing mobile internet to flow without any blockage

    -Network War rooms: Best practice to monitor  call drops which has resulted in call drop reduction by 40% in last 6 months

    Launch of Vodafone U – a first-of-its-kind lifestyle proposition:
    To celebrate the spirit of youth and to cater holistically to its need for being always connected, Vodafone India has recently announced a unique proposition ‘Vodafone ‘U’ – a first of its kind, lifestyle proposition designed especially for Young Indians.

    Speaking about the launch of Vodafone U, Ashish Chandra said, “India’s 200 million strong youth are optimistic, vocal, trendsetting and very social media savvy. Brought-up in an ever connecting world courtesy the mobile revolution, today’s youth is extremely comfortable using multiple devices, technologies and apps. The mobile phone plays a central role in their life, both as a command center as well as a companion.Vodafone ‘U’, is thus designed to facilitate better, this unique relationship between the youth and their mobile in a more seamless and enriching way.”

    He further added, “We have combined the best of Vodafone’s global experience with deep understanding of India to resonate #FunwithU. On offer is a bundle of benefits that will keep the young patrons of Vodafone ‘U’always connected with friends and fun via the world of internet, voice, music plus exciting digital offers and experiences. Fun is always on for the young as their world of interest, residing in their pocket, will be active, 24X7.”

    Targeted at the socially active, rapidly growing and increasingly demanding Indian youth, Vodafone ‘U’ is a dynamic proposition, perfectly poised to be the ‘Connector’, ‘Enabler’ and ‘Entertainer’ by offering a wide array benefits, delivered digitally and accessible via the mobile to stay always connected with friends, fun and the internet.

    Some key activations executed:
    §  College canteen branding
    §  CCD branding
    §  PVR BluO branding

  • Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.

    Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.

    Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.

    Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”

    Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.

    VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.

    “With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.

    When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.

    With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.

    “We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.

    Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

  • Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    Viacom 18’s VOOT targets ADHD millennials with three lively campaigns

    MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.

    Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.

    Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.

    Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”

    Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.

    VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.

    “With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.

    When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.

    With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.

    “We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.

    Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.

  • Lookup launches palmistry on app

    Lookup launches palmistry on app

    MUMBAI: Lookup has again introduced an exciting new service on chat. This time you can get your future told on your smartphone with a free palm reading. The first consultation is free of cost.

    The application asks users to send the picture of their palms and gets basic future prediction. Female have to send picture of left palm while men should send right palm. Lookup has tied up with reenownd astrologers and palm-readers in the country to make this service authentic and accurate. It has partnered with Sri Venkateswara Jyothishyalaya in Bangalore, Palm Reading, Mumbai and Astro Salah Jyotish & Vastu Kendra in Gurgaon to read users’ palms for free as a first consultation.

    Speaking about the launch LookUp founder and CEO Deepak Ravindran said, “Lookup is going to play the ABCD card — Astrology, Bollywood, Cricket and Devotional — to penetrate deeper into India and to take everything local to the next level using chat”

    Lookup is also providing appointment service for further predictions with astrologers.  By connecting users with astrologers and palmists on chat for a free first consultation, Lookup also aims to help them identify the best and most highly-rated professionals in this realm in their vicinity.  

  • Lookup launches palmistry on app

    Lookup launches palmistry on app

    MUMBAI: Lookup has again introduced an exciting new service on chat. This time you can get your future told on your smartphone with a free palm reading. The first consultation is free of cost.

    The application asks users to send the picture of their palms and gets basic future prediction. Female have to send picture of left palm while men should send right palm. Lookup has tied up with reenownd astrologers and palm-readers in the country to make this service authentic and accurate. It has partnered with Sri Venkateswara Jyothishyalaya in Bangalore, Palm Reading, Mumbai and Astro Salah Jyotish & Vastu Kendra in Gurgaon to read users’ palms for free as a first consultation.

    Speaking about the launch LookUp founder and CEO Deepak Ravindran said, “Lookup is going to play the ABCD card — Astrology, Bollywood, Cricket and Devotional — to penetrate deeper into India and to take everything local to the next level using chat”

    Lookup is also providing appointment service for further predictions with astrologers.  By connecting users with astrologers and palmists on chat for a free first consultation, Lookup also aims to help them identify the best and most highly-rated professionals in this realm in their vicinity.  

  • Cultural Machine with Sonu Nigam on streets of Juhu, Mumbai

    Cultural Machine with Sonu Nigam on streets of Juhu, Mumbai

    MUMBAI: Culture Machine after launching campaigns like The Printing Machine, a poetical satire by Kalki; Radhika Apte voicing against body shaming through You’re beautiful, or ‘The Indian’ series describing the Indian Sikhs, Muslims and Dalits voicing various social issues. This time the company has launched a social experiment titled “The Roadside Ustaad” featuring Bollywood playback singer Sonu Nigam as disguised old man.

    The video has been released on Culture Machine’s digital channel Being Indian. The video is an experiment with Sonu Nigam as an old man singing by the road in the busy lanes of Juhu, Mumbai. The pedestrians take notice of an old man singing in melodious voice with many pausing to enjoy a few moments but are forced to continue to hurry and move on with their lives.  ‘The Roadside Ustaad’ captures mixed reactions of Mumbaikaars ranging from individuals stopping by and enjoying the old man’s singing to those who nonchalantly walk away. Inspired by the magical impact that music has on individuals, Sonu Nigam and Culture Machine sought to capture joyful moments that music has on our mechanical and monotonous lives.

    Cultural machine says that this video is its attempt to make people realize that they can spare some time from busy lives and appreciate beautiful things inside. Expressing the same Cultural Machine creative director Karl Katgara said, “The whole idea behind this experiment was to inspire people to take a moment out of their busy lives and appreciate the beauty of music. To appreciate the many tiny miracles we pass every day and ignore, while we stare at our phones or lost in thought. To do this, who better than Sonu Nigam. He is one of the most sought after singers in the country, and the most recognizable voice. What was interesting to see at the time was, he created the same magic singing, just disguised as an old man, and people could not recognize him at all.

    Sonu Nigam said, “I went without any expectations, totally bereft of any awkwardness for the way I was looking and what I was about to subject myself to. For the first time, I was not me, the make-up was so good and authentic,people standing so close to me, couldn’t recognise me. I was carrying the harmonium that my parents bought when I was born. It was all so humbling. And from such an unfamiliar zone, I managed to procure something. Gratitude, Grace and appreciation for what we have.”

  • Cultural Machine with Sonu Nigam on streets of Juhu, Mumbai

    Cultural Machine with Sonu Nigam on streets of Juhu, Mumbai

    MUMBAI: Culture Machine after launching campaigns like The Printing Machine, a poetical satire by Kalki; Radhika Apte voicing against body shaming through You’re beautiful, or ‘The Indian’ series describing the Indian Sikhs, Muslims and Dalits voicing various social issues. This time the company has launched a social experiment titled “The Roadside Ustaad” featuring Bollywood playback singer Sonu Nigam as disguised old man.

    The video has been released on Culture Machine’s digital channel Being Indian. The video is an experiment with Sonu Nigam as an old man singing by the road in the busy lanes of Juhu, Mumbai. The pedestrians take notice of an old man singing in melodious voice with many pausing to enjoy a few moments but are forced to continue to hurry and move on with their lives.  ‘The Roadside Ustaad’ captures mixed reactions of Mumbaikaars ranging from individuals stopping by and enjoying the old man’s singing to those who nonchalantly walk away. Inspired by the magical impact that music has on individuals, Sonu Nigam and Culture Machine sought to capture joyful moments that music has on our mechanical and monotonous lives.

    Cultural machine says that this video is its attempt to make people realize that they can spare some time from busy lives and appreciate beautiful things inside. Expressing the same Cultural Machine creative director Karl Katgara said, “The whole idea behind this experiment was to inspire people to take a moment out of their busy lives and appreciate the beauty of music. To appreciate the many tiny miracles we pass every day and ignore, while we stare at our phones or lost in thought. To do this, who better than Sonu Nigam. He is one of the most sought after singers in the country, and the most recognizable voice. What was interesting to see at the time was, he created the same magic singing, just disguised as an old man, and people could not recognize him at all.

    Sonu Nigam said, “I went without any expectations, totally bereft of any awkwardness for the way I was looking and what I was about to subject myself to. For the first time, I was not me, the make-up was so good and authentic,people standing so close to me, couldn’t recognise me. I was carrying the harmonium that my parents bought when I was born. It was all so humbling. And from such an unfamiliar zone, I managed to procure something. Gratitude, Grace and appreciation for what we have.”