Art Beyond Entertainment
- Albert Schiller
- May 28
- 3 min read
Updated: May 29
My NoSmalltalk session with Dr. Sanjaya Kumar Pradhan
Dr. Sanjaya Kumar Pradhan, a name synonymous with decades of deep engagement in India's social development sector, understands a fundamental truth often overlooked in our rush towards quantifiable progress: true impact speaks a language older than algorithms. His journey from the tribal heartlands of Kalahandi to high-level government service and corporate boardrooms has culminated in eKalakaar, a venture that seeks to revitalize and harness the ancient wisdom of Indian performing arts – what the Natya Shastra calls the "Fifth Veda" – not just for entertainment, but as a potent catalyst for contemporary social and economic transformation.
From Inability to Inherent Strength: A Foundational Shift
Pradhan’s extensive work with vulnerable communities across India, including nearly five years in the Kalahandi district and a decade within the Tata Group focusing on inclusion, revealed a crucial insight that reshaped his approach. He saw how often development work focused on perceived "inabilities," overlooking the unique strengths inherent even within marginalized groups.
This understanding was powerfully crystallized by an early experience with a steel plate manufacturing company struggling with noise pollution. The solution wasn't just about finding jobs for the hearing impaired; it was about recognizing their strength in such an environment. "The inability of the person we utilize as a strength and provide it to the market," Pradhan notes, a principle that fundamentally underpins his work. This approach led to a win-win: the company solved a labor problem with greater efficiency and lower costs, while providing dignified employment.
Art as a Solution: More Than Just a Performance
This philosophy naturally extended to India's rich tapestry of artists. Pradhan observed that while traditional artists possessed immense skill and passion, they often struggled financially, lacking recognition ("Naam"), consistent opportunities ("Kaam"), and dignified payment ("Daam"). The COVID-19 pandemic highlighted this vulnerability, but also revealed a shift in audience consumption patterns. As large-budget Bollywood films faltered, smaller, culturally rooted productions like "Kantara" resonated deeply. This, coupled with insights from ancient texts like the Natya Shastra, which positions art as a tool for "entertainment, for impact and for education," sparked the vision for eKalakaar.
"How do you take art beyond entertainment?" became the driving question for Pradhan. eKalakaar, a digital platform for traditional performing arts, isn't just about showcasing talent; it's about deploying art as a powerful solution for modern challenges.
The "Pizza Base" of Engagement: Art for Rural Marketing and Social Change
Pradhan uses a vivid analogy to explain his approach: "It's like a pizza... the base is entertainment for everything. Then we keep adding the toppings... the new messages we are giving." This "pizza base" of entertainment, primarily through folk and semi-classical arts, becomes the vehicle for critical messaging. One of eKalakaar's key applications is in social behavior change communication (SBCC) and, innovatively, rural marketing.
He recounts a project with Tata Power, which struggled with the adoption of a mobile app for online electricity bill payments in rural Odisha. The challenge wasn't the technology but trust and understanding. Traditional advertising with celebrities was failing. Pradhan’s team, after research, identified local fears around online financial security. eKalakaar then created a "Dance Drama," a 30-minute performance blending local art forms with clear messaging about the app's benefits and security. "The company didn't do any favor to us, It's business benefited as mobile app download and online bill collection increased." Pradhan explains. "The company promotes its product. Artists got... 500 work days. Then we reached out to 5,000 people... the community, they had entertainment, and they also got the message." This is art as a deeply effective, culturally resonant communication tool, moving beyond mere entertainment to drive tangible economic and social outcomes.
Reviving Roots, Reaching Markets
Sanjaya Pradhan’s eKalakaar is more than a platform; it’s a movement to re-integrate the "Fifth Veda" into the fabric of modern Indian life. By focusing on the inherent strengths of artists and applying their talents to solve contemporary business and social challenges, he’s not just preserving culture; he's making it a vital, economically viable force. This vision recognizes that for art to truly have impact, it must also provide sustainable livelihoods, ensuring that the custodians of these ancient traditions can thrive while enriching society. It’s a powerful re-imagining of art’s role, moving it from the periphery to the center of social and economic dialogue.
5 Lessons I Learned from Dr. Sanjaya Pradhan’s Approach:
Dr. Sanjaya Kumar Pradhan's eKalakaar venture challenges our narrow perception of art, elevating it from mere entertainment to a powerful catalyst for social and economic transformation. This prompts the question: How can we, like Pradhan, recognize and leverage the inherent strengths and traditional wisdom of communities to solve contemporary challenges, fostering genuine, culturally resonant impact beyond conventional metrics?
Love how this reframes traditional art as infrastructure for change, not just culture, but communication.