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'UK-India Year of Culture' targets the 4G generation
The digital initiative will be started soon under the culture campaign 'Mix the Play' and 'Mix the City'.
Updated : Aug 26, 2016, 07:00 AM IST
 "Alan Gemmell OBE, Director of British Council India")
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The British Council India has come up with initiatives to launch new digital platforms under their campaign 'UK-India Year of Culture' with the aim to connect with the digital generation youngsters of India and UK culturally.
Speaking about the highlights of the cultural initiative between UK and India, Alan Gemmell OBE, Director of British Council India said, "We want to connect with the 4G generation who would like to travel with us digitally. Smart phones help connect with the younger generation and is one way to strengthen the cultural exchange between India and UK."
With 70 years of partnership with India, the digital initiative will be started soon under the culture campaign 'Mix the Play' and 'Mix the City'. It aims at promoting Shakespeare's play with the help of Indian playwright Roysten Abel, and British musicians along with Sonia Mazumda, who will be connecting local music from different locations of India.
The two initiatives will kick start in November 2016 and January 2017 respectively. "The people can use the digital platform to be a director of one of the Shakespeare's play. This will help reconnect the people with Shakespeare's play back in that era," said Gemmell.
Another attraction of the initiative is the recording of local music created by 14 local musicians in the city of Mumbai by British musicians along with Mazumda.
"With the help of music samples created by our team, the creators will be able to sync and create their own piece of music. This digital platform aims at celebrating music of the next generation," said Gemmell.
Gemmell, the founder of fiveFilms4freedom, the world's biggest 10-day LGBT film festival online, supported by UN's Free and Equal campaign believes that this platform helps to connect LGBT community.
With the aim to show relevant content and connect it with the world at large, in 2017, they are looking forward to getting more entries from Indian LGBT community which showcase the LGBT issue with a global perspective.
