The "Pizza Base" of Impact

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My NoSmalltalk session with Dr. Sanjaya Kumar Pradhan

by Albert Schiller

How do you deliver critical social messaging or complex corporate information to diverse communities, especially in rural India, in a way that’s not just heard, but understood and acted upon? Dr. Sanjaya Kumar Pradhan, founder of eKalakaar, has a refreshingly pragmatic answer, encapsulated in what could be termed his "Pizza Base Theory of Impact." After decades working across the development sector, government, and corporate India, Dr. Pradhan understands that for any message to be truly consumed, it needs an appealing foundation. For eKalakaar, that foundation is entertainment, delivered through traditional Indian performing arts. The crucial "toppings," however, are the potent messages of social change, health awareness, or market solutions that ride upon this engaging base.

Beyond the Lecture: Art as the Engaging Medium

Dr. Pradhan's insight stems from a deep understanding of cultural communication. He observed that standard advertising or top-down awareness campaigns often fail to resonate, particularly in rural settings where people "need longer time to understand" and where cultural context is paramount. A 30-second celebrity endorsement, he notes, often doesn't translate into genuine "cultural communication." The Natya Shastra, an ancient treatise on the performing arts, provided a key insight: art serves "for entertainment, for impact and for education." This became a guiding principle for eKalakaar.

"It's like a pizza," Dr. Pradhan explains, "the base is entertainment for everything. Then we keep adding the toppings... the new messages we are giving." This approach recognizes that before you can educate or influence, you must first engage. By using local, traditional art forms – the familiar and beloved "pizza base" – eKalakaar creates a receptive environment. The "toppings" are then carefully crafted messages, whether it's promoting online bill payments for Tata Power, as he detailed with a successful "Dance Drama" campaign in Odisha, or conveying financial literacy. The art makes the message palatable, memorable, and culturally relevant.

A Win-Win-Win: Artists, Corporates, and Communities

This model isn't just effective; it’s inherently sustainable and creates a tripartite win. For corporates, it offers a powerful, culturally nuanced way to achieve their marketing or social outreach objectives, moving beyond ineffective, generic campaigns. As Dr. Pradhan emphasizes, "The company promoted its product." For artists, it provides consistent, dignified work – the "Naam, Kaam, Daam" (Recognition, Opportunity, Dignified Payment) that is often elusive. In the Tata Power example, "Artists got... 500 work days." For the community, they receive valuable information and education, but through a medium that is also entertaining and affirming of their own cultural heritage.

This "Engage" model, as eKalakaar terms one of its core offerings, transforms artists into effective communicators and change agents. It shifts the perception of art from a mere pastime to a vital tool for development and commerce. The artists are not just performers; they become conduits for crucial information, their skills leveraged to achieve tangible outcomes for businesses and social initiatives alike.

The Alchemy of Application: Tradition Meets Modern Needs

Dr. Pradhan’s core insight is the "application of art." While respecting the "sanctity" of classical forms, he sees immense potential in adapting folk and semi-classical arts to address contemporary needs. This isn't about diluting tradition but about ensuring its continued relevance and vitality in a changing world. By finding practical, market-driven applications for these art forms, eKalakaar is not only creating economic opportunities but also ensuring these traditions are seen, valued, and sustained.

The "Pizza Base Theory" is a testament to Dr. Pradhan's alchemical ability to fuse cultural heritage with modern problem-solving. It underscores a fundamental truth: messages, no matter how critical, are only effective if they are received. By making these messages engaging, culturally resonant, and entertaining, Dr. Sanjaya Pradhan and eKalakaar are ensuring that vital information doesn't just reach communities, but truly nourishes them, one impactful "topping" at a time.

5 Lessons I Learned from Dr. Sanjaya Pradhan’s Approach: