- Releases digital video showcasing efforts of Chhau dancers reinstating lost tradition of the art form in East India
Every day, science and technology are bringing about new inventions and everyday life is becoming easy with new developments. And, with the Internet and social media, the world is coming closer than ever before. We have become busier with work, friends and entertainment! Slowly, our traditional cultural functions are taking a backstage. Few elders remain to advise and remind us of our age-old practices. Over time, many local art forms — and even languages — are becoming extinct with the new generation travelling to faroff lands with dream jobs and, so, losing connection with their roots.
But, it is our responsibility to keep those age-old art forms and cultures alive. And the best time to remember and rekindle these is our biggest annual, autumnal festival. It is with the help of people in power and big corporate houses that these art forms can be saved and the people struggling to save these can be helped.
Durga Puja is an occasion to celebrate life with vigour, vibrancy and vivacity. With the excitement all around, SBI Life Insurance silently and gracefully continues its journey of Real Life Real Stories by releasing yet another inspirational video to promote the extraordinary life of Chhau dancers.
The heart-warming video showcases the exceptional lives of ordinary people, which have made a difference to the larger community. SBI Life ensures that its philosophy is reflected by setting a stage to encourage special moments from the conventional lifestyle of people who work hard to inspire others in the neighbourhood.
A group of men wearing distinctive costumes — of mainly the tribal belts of eastern India — collectively participate during the important ceremonies that are religiously significant in preserving the art form. Conceptualised by WATConsult, the video highlights the cultural nuances of Chhau dance through the expedition of the dancers looking to revive this art form and place themselves on India’s cultural map.
Distinctive traits of Chhau
- A popular form of tribal dance prevalent mainly in West Bengal, Jharkhand and Odisha, the dance movements incorporate mock combat techniques, flights of birds and gaits of animals, as also those of simple villagers
- The dancers perform a repertoire that explores a variety of subjects, such as mythological episodes drawn from the Ramayana and Mahabharata, along with contemporary issues and worthy situations that facilitate direct learning of moral and ethical behaviour
‘Revitalising dying art’
‘SBI Life’s endeavour has been to encourage youths to drive the desired change for a better life for themselves and communities at large. Real Life Real Stories serves as a powerful platform for showcasing inspiring acts of common people. The digital video of Chhau dancers is an attempt to highlight the perseverance and dedication of this community towards revitalising the dying art form. The inherent aim of releasing this video is to instil the same sense of responsibility in others’
— Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance
Inspirational real-life stories
- A year ago, SBI Life, took this unconventional route to exhibit inspirational real life stories of common — yet incredible — people to encourage and inspire every Indian
- The brand’s Real Life Real Stories series on social media also showcased the empowering journey of Pabiben Rabari, Robinhood Army and Mumbai Fire Brigade and will also be seen revealing more such stories this festive season
- It aims at empowering people in the community to serve, be independent and inspire others for the betterment of society at large
Please click on the link to view the video: https://youtu.be/QoxqERkB_LE
