The UK-India Year of Culture 2017 campaign aims to rekindle the cultural relations between the two countries through an exchange of artistic and cultural histories
The UK-India Year of Culture 2017 was announced during Prime Minister Narendra Modi on his visit to london in November 2015. The aim of this campaign is to emphasize the rich cultural history of UK and India and intermingling of the cultures of two countries at an event held at British Council.
The event, held with the objective to announce new schemes for promotion of cultural exchange between India and the UK which includes 'Mix the Play' the responsibility of which is given to The Old Vic Theatre, london to begin this month and to release Catalogue of British Council Art Collection featuring some of the greatest British artists.
The launch of ‘UK-India Year of Culture 2017’ campaign in New Delhi was announced by Sir Ciaran Devane, chief executive, British Council. He focused on the need to boost cultural exchange between the two countries for a stronger relation.
The purpose is to get the Indian youth to appreciate the contemporary UK, and vice versa. This will be done through various events and projects which will be both face-to-face and digital in 2017. UK-India 2017 is a motivating programme that signifies the quality of contemporary British arts and culture.
At the launch event yesterday, Devane said, “I am delighted to announce the launch of the ‘2017 UK-India Year of Culture’ campaign. With a rich cultural heritage and some of the most iconic cultural exports to the world, both the nations have a reason to celebrate this cultural pairing and reiterate their positions as the cultural epicenters of the world. The new initiatives will further strengthen our ties and deepen our understanding of the past as well as help us appreciate the contemporary faces of both UK and India.”
Alan Gemmell OBE, director, British Council India said, “Next year is about three things; it’s about celebrating, reconnecting and reviving. It’s about inspiring people in those places. We want to join in the marvelous story of what 70 years of India looks like today. We want to reconnect and revive because we are humble about the relationship with India’s young people and next generation. We have some work to do to make UK seen here as the most creative,innovative,vibrant and contemporary some of us know it to be.”
Meera Syal, writer and actor sent across a video message in which she said, “I am absolutely delighted that we are marking the 70th Anniversary of India's independence because it's a real opportunity to almost revive the relationship between India and The UK . When I say the word revive it’s not the relationship hasn’t existed. It’s a special relationship but it’s a new relationship being put on a different footing and we want to make stronger links. I am really excited at the prospects of what we can acheieve and I would very much like to wish everybody involved all the best.”
Sonya Mazumdar, founder/CEO of Earth Sync said, “Through ‘Mix the City’ India is going to give the platform to show that contemporary and traditional mix that India by default is and that I think is really exciting.”
‘Mix the Play’, a special edition of the popular ‘Mix the City’ platform which will launch later this month to promote the Shakespeare lives, was launched by Gemmell . The objective of it is to captivate the audiences with Shakespeare and enlighten them about theatre direction in a fun and tech savvy way. The responsibility of this project is given to The Old Vic theatre, london. Roysten Abel, a theatre director and playwright said, “It’s interesting, that it will be something so funky and young. Young directors in India now don't do Shakespeare. ‘Mix the Play’ is for young people who are constantly on the Internet, they don’t have to get out of their rooms to create a play and then start doing more plays.”
‘Mix the Play’ will offer digital audiences a unique chance to play the director of one of Shakespeare’s most loved plays A Midsummer Night’s Dream. People who visit ‘Mix the Play’ website will be invited to make a short film from a scene in A Midsummer Night’s Dream with the duration of a scene being under 3 minutes. In October, they will launch an Indian commission of ‘Mix the Play’ with a different Shakespearean play.
Gemmell, said, “India and the UK have years of shared history and 2017 UK-India Year of Culture seeks to promote this spirit of cultural partnership. Our future generations must understand and appreciate our past and the path that we have travelled together to reach where we stand today. This is another attempt to involve varied audiences with Shakespeare and educate them about theatre by involvement rather than isolation.”
As part of the celebration, the ‘British Council Art Collection’ featuring works of some of the greatest British artists was launched by Alan Gemmell. The works on display cover features various prominent British artists. It has artworks ranging from 19th century to 21st century. To round-off the collection, the london 2012 Olympic posters will display the work by some of the most contemporary and well- known artists in Britain today.
Next year India year celebrates 70 years since independence. To grace this occasion, Prime Ministers Modi and Cameron announced a bilateral cultural year to celebrate the unique relationship between the UK and India.