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Tag: Jaipur Literature Festival

  • Sanjay Agarwal’s family office acquires stake in Jaipur Lit Fest producer – Teamwork Arts

    Sanjay Agarwal’s family office acquires stake in Jaipur Lit Fest producer – Teamwork Arts

    Mumbai: The family office of Sanjay Agarwal, founder, AU Small Finance Bank, has joined hands with Teamwork Arts, producer of the world’s largest literary gathering, the renowned Jaipur Literature Festival – the ‘Greatest Literary Show on Earth’.

    Teamwork Arts produces 33 annual festivals across 72 cities in 21 countries including Australia, Canada, Egypt, France, Germany, Hong Kong, Italy, Israel, Korea, Singapore, South Africa, Spain, UK, USA.

    Teamwork Arts co-founder Sanjoy K Roy and his colleagues bring together a seasoned team excelling in creativity and in curating g immersive experiences that intersect knowledge, literature and the arts and innovation, Sanjay Agarwal and his family office bring their financial heft and understanding to help grow the existing Teamwork Arts brands and create new opportunities and platforms for excellence in the arts. Collectively, the two organisations have joined hands to envisage and create value for the arts in India and abroad.

    This year, Teamwork Arts brings to the city of Jaipur the grand literary extravaganza, the Samsung Galaxy Tab S9 Series Jaipur Literature Festival, which will see over 550 writers, speakers, and performers, representing 16 Indian and 8 international languages. The Indian languages include Assamese, Awadhi, Bengali, Hindi, Kannada, Kashmiri, Kurukh, Malayalam, Odia, Punjabi, Rajasthani, Sanskrit, Tamil, Toda, Urdu, and the Banjara language – Lamani (Lambada). In its 2023 edition, the iconic Festival reached out to 250 million people.

    Sanjay Agarwal, a Jaipur native and visionary banker, understands the power of ideas. Taking tradition forward, Sanjay Agarwal’s family office, known for fostering art, culture, and sports, is proud to preserve the legacy of Jaipur Literature Festival, and other literary festivals and their cultural significance. Marking a significant association between banking and culture, he sees a deeper and meaningful connection by being an integral part of Teamwork Arts. This bears upon itself the responsibility to craft a platform for ‘Freedom of Expression’, where knowledge, innovation, and creativity thrive. His commitment to Jaipur’s cultural ecosystem is reflected in initiatives like ‘AU Jaipur Marathon’, ‘AU Jairangam’ and ‘Ibaadat’ programmes etc.

    AU Small Finance Bank founder, MD & CEO Sanjay Agarwal said, “My association with Sanjoy K. Roy and Teamwork Arts will be instrumental in various experiential and intellectual events hosted across the world. We look forward to weaving new chapters into the rich tapestry of literary events, creating a space where ideas flourish, voices resonate, and the cultural spirit of the nation finds global relevance sonance. It is a profound and joint responsibility to not only preserve the cultural legacy but also elevate it to new heights. I am both honoured and thrilled to embark on this incredible journey with Teamwork Arts, the Samsung Galaxy Tab S9 Series Jaipur Literature Festival being the maiden event.”

    Speaking at the occasion, Jyoti Agarwal said, “Both Sanjay and I believe in the power of culture to bind and propel societies and consider it our duty to support initiatives in this space. The Jaipur Literature Festival has been an iconic initiative and is especially dear to us given its Jaipur roots. We have long admired the great work being done by Teamwork Arts and feel humbled and honoured to be part of its even more purposeful, future journey. Sanjay and I see an immense potential in Teamwork Arts to help build a better society, fuelled by culture, art, dialogue, and a never-satisfying hunger for knowledge.”

    Supporting the vision, Teamwork Arts MD Sanjoy K Roy said, “We are delighted to join hands with the Sanjay Agarwal Family Office and see this as a way to continue to create value for the arts and to take forward the responsibility of creating diverse platforms for artistic expression where knowledge, innovation, and creativity come hand in hand.”

    The Jaipur Literature Festival brings together some of the world’s best intellectual minds on a singular platform where ideas, ideologies, viewpoints, and worldviews are discussed, debated, and challenged. Dubbed as the world’s ‘greatest’ literary gathering, the Jaipur Literature Festival takes India to the world and brings the world to India.

  • Post-Covid outlook for India’s creative economy

    Post-Covid outlook for India’s creative economy

    Mumbai: The pandemic has shaken the spine of economies across the world, and the Indian economy was no different. The impact is well analysed and measured by several studies, but ‘Taking the Temperature’ research is a first-of-its-kind, landmark longitudinal report on the impact of the Covid-19 pandemic on India’s creative economy.

    The British Council, FICCI, and Art X Company have jointly launched the third edition of the report at the Jaipur Literature Festival (JLF).

    Released against the backdrop of Asia’s largest literature festival, JLF, the report transcends the literature sector, and for the first time, offers a quantitative mapping of India’s creative economy and culture sector – in the organised and unorganised sectors – across literature, crafts, festivals, performing arts and other art forms. The final edition is a series of three reports, and a culmination of 18 months of mapping the sector.

    The research tracks the longitudinal impact of the pandemic on India’s creative and culture industry and identifies a way ahead in a systematic and sustainable roadmap for recovery. The pioneering research is a first-of-its-kind, the extensive report outlines the monetary size and scale of the creative economy and contribution of the culture industries to the national GDP and wealth creation in India.

    On this, FICCI creative and cultural industries co-chair Sanjoy Roy said, “The TTT report on the creative sector underlies the vital nature and impact of this sector and its potential in creating jobs, contributing to local economies and creating a platform to realise one’s full potential.”

    The British Council works with the Indian stakeholders to strengthen India’s creative economy and create sustained livelihoods for Indian creative professionals. The report, in collaboration with FICCI and The Art X Company, underlines the British Council’s aim to gather credible information and insights that can enable businesses and governments to make effective and well-informed decisions about public and private investment in the creative sector.

     Key findings of the report:

        India’s creative economy reduced to Rs 30,440 crore GDP in 2021 from Rs 50,000 crore GDP in 2020, pre-Covid.

        There was a 39 per cent recession in creative industries to Rs 30,440 crore in 2021.

        50 per cent of creative sectors reported 51 per cent or more loss in annual revenue in the financial year 2020-2021.

        89 per cent of creative sectors in TTT2 and 82 per cent in TTT 3 have confirmed the pandemic impacted their income.

        49 per cent of creative sectors have not been able to keep creative businesses and artistic programmes running in the financial year 2020-2021.

        94 per cent of arts sectors are now operating in ‘digital only’ or ‘hybrid’ models.

        27 per cent of the sector is generating income through digital platforms with only eight per cent running physical programmes.

    In view of the findings and the feedback from the creative industry workforce and stakeholders, the report makes the following recommendations:

        Establish a cross-government creative economy Task Force from the 14 ministries that have a mandate for arts and culture in India.

        Government emergency grant-in-aid for MSMEs.

        A comprehensive national skills campaign across urban and rural geographies for creative MSMEs in digital and technological skills, business development, marketing, and communication capacity.

        Establish sector-specific management, self-help groups and management organisations, and city-wide enterprise zones and clusters.

        Establish arms-length bodies (ALBs) to strengthen and invest in arts and culture through a partnership of public and private investors.

        Embed tax coding of the creative industries in the formal economy through the Goods and Services Tax (GST) council.

    British Council India director – arts Jonathan Kennedy said, “Since the onset of Covid-19, we’ve dedicated our research to understanding the impact of the pandemic on India’s creative and culture economy with FICCI, Art X Company, and Smart Cube.”

    The final report makes practical recommendations for the short and long-term recovery of creative sectors and livelihoods. While our first two reports measured the impact of the pandemic on the incomes of the professionals and culture organisations, the third edition offers a definitive mapping of the scale and significance of the creative economy in India, added Kennedy.

    “There could not have been a better platform than the Jaipur Literature Festival to announce the report and we hope the insights from the report trigger much-needed conversations amongst stakeholders. We hope recommendations for recovery of the creative economy will be implemented through governance, infrastructure development and India’s enduring self-reliance,” he said.

    The Art X Company founder-director Rashmi Dhanwani said, “This final leg of the Taking the Temperature survey underscores the hard journey that the cultural sector in India has been on. Not only has the sector lost more than 50 per cent of its income, its performance has also affected India’s GDP growth. Besides the economic impact, the loss of lives and livelihoods that the pandemic has caused begs an urgent intervention – India’s culture sector needs a voice and demands urgent regulatory frameworks to safeguard this vital part of India’s identity.”

  • Amish Tripathi turns five kids into storytellers for Airtel

    Amish Tripathi turns five kids into storytellers for Airtel

    MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

    Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

    Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

    That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

    When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

    Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

    “It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

    Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

    With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.

  • Amish Tripathi turns five kids into storytellers for Airtel

    Amish Tripathi turns five kids into storytellers for Airtel

    MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

    Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

    Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

    That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

    When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

    Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

    “It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

    Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

    With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.