Tuesday, January 23, 2018

British Council, as part of its #70YearsinIndia cebritish-council-office-630by354lebration in 2018, has announced the Digital Open Call for all Indians who have a creative idea that has the power to engage and unite millions of online audiences in India and the UK. The Digital Open Call is a platform that seeks exciting ideas and concepts from DIGINDIANS (digital, creative Indians) – individuals, start-ups, boutique creative firms, digital agencies and teams from multi-million dollar organizations alike – that have the potential to excite and inspire young people with digital and mobile content about collaborations between the UK and India.

Through the Digital open call, British Council aims to capture many stories and collective memories of British Council’s work in India since 1948. All the digital projects should have creativity, culture and collaboration at their heart. Through the project, British Council aims to create new relationship between artists, producers, curators, storytellers and organisations in the UK and India and to develop new creative networks, build capacity and seed collaborations with a focus on engaging millennials. The digital projects should inspire people to share stories of British Council’s connections in India and encourage to build newer connections.

A number of new digital initiatives have been launched to mark 2017 as the UK-India Year of Culture to engage young people and focus on collaborations and interactivity. The British Council digital platforms are created with the aim of democratising art by providing access to larger audiences and making even the most elitist arts into a mass digital phenomenon.

British Council’s first open call for digital ideas funded Saptan Stories – a crowd sourced, storytelling collaboration from British Council and Oscar-winning British Studio Aardman Animations. Over 7 weeks, young people across India wrote a story together and British and Indian artists and graphic designers brought it to life. Two million people actively engaged with Saptan Stories with thousands of votes and storyline entries. The project reached out to 18 million people on social media.

Mix the City (MTC), is another example of an interactive digital platform, designed by the British Council that showcases the diversity of sound, music and cultural influences of 4 Indian cities – Delhi, Mumbai, Kolkata, and Chennai.Mix the Body (MTB), on the other hand helps users experience contemporary dance and what it is like to be a choreographer. Choreographed by UK based award-winning contemporary dance choreographer Wayne McGregor with dancers from his studio and the Attakkalari Centre for Movement Arts, Bengaluru, Mix the Body offers users the option to create gestures on screen which translates into contemporary dance moves from the chosen pair of dancers.

The platforms have reached 25 Million users with the 3 Mix the City editions and over 9.1M with Mix the Body. These celebrate the digital innovation, a love of music and dance and empower users to create their own music or dance sequence.