About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Saturday, May 2, 2015

Shame ON! the public shaming of sexual offenders on digital and social media - youth trend

ShameON! ‘shame’ is a very human attribute. Indeed, we have been put on through a system of ‘shame’ and fear to ensure that the social eco system remains very human. From the childhood, the female child is taught to remain self-conscious through continuous preaching about right seating posture, right way to walk, to remain ‘untouched’ from other gender ect. But interestingly, the male child in India is encouraged to be more radical and ‘outspoken’, which depicts the prodigal symbolism of a powerful and aggressive man in making! He is encouraged to compete, fight to go ahead… and nobody preaches them on ‘right seating position’ (other than shaming him for scoring low in exam!).  So, eventually, the child becomes a man and he is not self-conscious about his ‘de-shaped’ appearance or aggressive nature towards female; but he is being aware of other gender’s ‘shame points’.  In a report at TOI (2007) it was observed that over 53% children in India face sexual abuse! Am sure, the number must have been considerably gone up now. Unfortunately, a few years back, proving sexual molestation was a gigantic task cause in many cases evidences were erased and cleansed. But today, the youth in India are equipped with smart technologies which is indeed a boon . They are also quick thinkers, impulsive decision makers and socially connected.

 Two of my Facebook screen captures show how shaming the molesters and sexual offenders in social media can effect the culprits and their social status (if they are well placed or mature enough to understand the implication of being defamed in public).

Also, the video posted online brought in a new way of exposing the molesters:

Also, the viral video showing how the two brave girls beating up molesters became a rage, online:

Recently, Govt. of India declared that it has a plan to create an all India registry for child molesters that will name and shame them. Laudable approach but requires imploration to find its impact. In the year 2013 Delhi Police on put out names of all sexual offenders who have been convicted from 1983 onwards on its website. The list, put up by the crime branch, has over 600 names on it. Well, after that the number of rapes have not gone down anyway! Why, even after public shaming the incidents are taking place?

Though the argue over the facts and figures on whether rape is an urban phenomenon or not, but all the recent incidents which appeared in media seems to be largely focused towards one prominent direction: most of the culprits are from the lower strata of the society (urban or rural). Which means, they might not have much to lose even if their photos and activities appear online (a social class, who are not bothered/ being part of digital revolution)! Neither their parents or partners will ever believe that the offenders indeed were the main culprit (in the case of Delhi Gang rape accused) rather they will strongly argue that the men were ‘framed’ because he belonged to the lower part of the social eco system! According to a blog, the mother of Delhi rape accused stated “No woman, nobody, ever complained to me even in a dream that my son had harassed a woman” she said and started sobbing. The neighbors of the accuse's family stated that “Thora bohot aadmi log ka haath tou lag jaata hain,", As if men’s hands were naturally made to beat women!

Over it, with the paradoxical democracy, that India faces today the political game makers will skew it toward their benefit and divide the people in multiple variants (caste, economy, region and religion). Over it, the human rights activists will jump in to save the culprits citing their family and economic status. 

Indian judiciary is magically slow decision maker. A case, in average takes more than a decade to close if one fights well through the loopholes of judiciary system.   It took 14 years after schoolgirl Hetal Parekh's rape and murder for the man held responsible, Dhananjoy Chatterjee, to be brought to justice. Part of the reason was that the government had apparently forgotten about the case for a decade (the Indian Express report, 2012)! Over it, there are multiple channels to appeal. Till the verdict is announced one is supposed to be considered as ‘not guilty’. Hence, I wonder how many of ‘child molesters’ are actually declared by Indian court as so, to be listed. Meanwhile, the victim and her parents are shamed on due to over-glaring media attention! In case of Hetal Parekh, the parents went underground to avoid media and curious people. The Telegraph in the year 2004 wrote “their flat at Jamuna Mahal, an apartment block in Santa Cruz East where Nagardas Parekh and his wife have lived for 13 years since Hetal’s death, has been off limits for visitors from soon after the verdict. But to avoid the world’s eyes and the media glare, the elderly couple have now fled to an undisclosed destination.” So, who’s Shamed? The victim, their parents or the accused? Why the accused (male gender, mostly) are proud enough to appear in front of camera, pose and talk aloud about their crime and still accuse victim that it was her fault “the girl who roams around at night is not a good girl” (delhi gang rape accused commented in the documentary). The shame of being raped is so deep that many victims go underground or commits suicides. The only case in recent years where a victim was bold enough to appear in front of camera and fight was Suzette Jordan, the ‘park street rape victim’. Her fight was exemplary where even the locally popular female political leader (Kakoli Ghosh Dastidar)  tagged her as prostitute!

The ‘shaming’, if implied in a balanced social eco system works wonder, cause it can curb criminal offences at large (specially sexual offenders from higher social strata), but if, the criminal has ‘nothing to lose’ from humiliation and in turn becomes famous/ infamous with over pouring media attention (which even many terrorist groups look for) with family support (who claims conspiracy for framing the ‘grassroot’) and sluggish judiciary system (which can keep a criminal safely guarded in jail at tax payers expanses for several years) then there is a chance that the same can boomerang and in turn try to deface the victims (who is being taught to ‘be aware of their status in society as a female’) and their immediate family (effecting the parents and other siblings of the victim). The recent whatsapp videos shared by criminals themselves prove that the social shaming do have a gender bias in India (the men clearly showed their faces, smiled at camera and gang-raped the victim.. over it shared the video at whatsapp!

But, digitally putting up photos and videos of the culprits indeed is a good tool to expose the individuals to the society and in turn curb them from further such activities.

Sunday, April 5, 2015

survey report: newly married couple in India and the lost zing

The thought of tying the knot or exchanging marital vows with your loved one might be exciting, but if one goes by a survey, the spark in a relationship dies down gradually after getting married.
On the occasion of World Marriage Day, which falls Feb 8 this year, Bajaj Discover has released findings of a survey titled “Bajaj Discover – IMRB Relationship Survey”.
“We had conducted an in-depth survey across India to understand relationships between married couple pre- and post-marriage, as well as bike usage habits,” Sumeet Narang, vice president, marketing Bajaj Auto Ltd, said in a statement.
“The survey revealed interesting findings on how the zing in relationships goes missing a few years into marriage. It also throws light on bike usage habits and the role it plays in their lives and relationships,” he added.
The survey was conducted with a sample size of 1,000 respondents across cities including Mumbai, Pune, Ahmedabad, Indore, Delhi, Chandigarh, Lucknow, Bengaluru, Chennai, Kochi, Hyderabad, Kolkata and Bhubaneswar.
It highlights that 94 percent Indian couples experienced lack of spark and zing in their married lives and would want it back.
On quality time being spent with each other, 57 percent couples said that it reduced gradually over the two years of marriage, coupled with a significant decline in planning a surprise for each other by 50 percent.
Attributing long work hours, chasing household commitments, daily commute and more, married couples longed to grab ‘me’ time over long bike rides, which they admitted to enjoy before marriage.
Adding to this insight, 33 percent couples believe that long rides was the most romantic way to spend time with spouse, as compared to watching movies, going for dinner and spending time at home.

Source: http://dailyindiamail.com/?p=28854

youth mindset: a survey

A survey result released in late Jan 2015 again proved that the mindset of most youth in India remains in the categories of Bharatiyas (as per the psychographic mindset segment at Ingene) and yet to be progressed towards other 2 categories (Indians and in’glo’dians).

In the survey while more than half (55%) of the students surveyed believed that women 'provoke' men with the way they dress, close to half of them say women have no choice but to accept violence. This survey of high school and college students from 11 cities has revealed that about half of them would prefer military rule over a democracy. But perhaps what is more is that an astonishing 65 percent 'agree' that boys and girls from different religions should not mingle.

The survey, conducted by Children's Movement for Civic Awareness (CMCA), a Bengaluru-based NGO, covered about 10,000 high-school and college students from 11 cities across the country.
On the question of democracy, 50 per cent of the respondents preferred military rule to democracy. The same number insisted that migrants should go back 'home'.

"The state the country is in, we need an authoritative leader. We need someone who tells us what to do", said Soumitra, a student.

However, there were other who held the opposite point of view. "I am disappointed. We will be the future generation, driving the country in different fields. We have to go to our roots and eliminate these things," said Tejashri, a student at the Welingkar Institute.

The findings of the survey are symptomatic of the times, according to Manjunath Sadashiva, director of CMCA. "This shows that the youth does not have a critical appreciation of the liberties and freedom one enjoys in a democracy. It shows the cynicism and disillusionment with the political scenario, but doesn't justify the preference for an authoritarian government or military rule," he says. 

"Our society is going to be further fragmented. Social tension is going to increase, and not decrease, if these youngsters are not equipped with necessary skills, attitudes and values to live in a multi-culturual democracy," Mr Sadashiva added. 

Sunday, December 14, 2014

kiss of love : thinking beyond

Well, why Indian diaspora is trampling over consensual ‘kissing’ when it is even available as the first ‘how to’ option in Google search?

I can remember, the first attempt to promote public kissing took place as early as 90s and I have seen hand written posters in Kolkata’s Esplanade area inviting youth at ‘maidan’ (the infamous ‘assemble and protest’ ground in Kolkata) in a given date to ‘kiss’ in public as a protest and promote ‘free love’ during valentine’s day (and obviously, none of them actually took place). Though, Public kissing ‘behind bushes’ (in most of the states of India) and in the beaches behind umbrella (at Chennai and Mumbai) are common scene but the ‘open’ kissing is a social mind block (even in silver screen, till 90s). 

The movie directors used to find innovative abstracts to visualize love making (which often comprised of two flowers coming closer, doves making love, waterfalls etc.) which sometime were beyond artistic expression and appeared funny! 

India, always adapted global culture at the periphery without allowing them to disturb the overall core values that the fundamentalists and families hold tight in this patriarchal social eco system. For example, during the 60’s flower power hippie movement Indians adapted the hippie ‘look’ (bandanas, tie and die patches, bell bottoms, long hair, bohemian look etc.) but not the values, ideologies and overall concept of youth revolution. Rather, it made movies to exhibit the ‘wrong side’ of hippie subculture (‘dum maro dum’ and the whole negativity).  Hence, when Mr. Richard Gere ‘publicly kissed’ Ms. Shilpa Shetty in the cheek at an AIDS awareness campaign in the year 2007, an Indian court issued the arrest warrant for committing ‘obscene act’ in public! Gere, a devout Buddhist who visits India frequently to meet the Dalai Lama, said the event was a success at the time but blew up later. "Me kissing the girl on the cheek was nothing,'' Gere told cable channel Comedy Central's The Daily Show With Jon Stewart at a New York studio. 

‘kissing a girl in cheek’ indeed is nothing (if its consensual) but in India, though (public) semi nudity/ nudity is allowed in the name of god (ie. Kumbh Mela, public bath) but kissing (In any form) is against the social etiquette!  Chris Gregory (Australian National University and the University of Manchester) in an article on ‘kinship’ mentioned that  “for the Halbi speakers of the Bastar Plateau in East-Central India kinship is defined by touch: juniors greet seniors with tactile gestures of familial respect that are reciprocated by tactile gestures of familial love. On certain ritual occasions these salutes are adorned with colorful flowers, tasty food, purifying water, sweet-smelling incense, nice-sounding words, and heartfelt sentiments. Non-kin, by contrast, are defined by non-tactile gestures of mutual respect. The general implication of this case for the study of kinship as “mutuality of sensible being,”. So, in ‘touching’ (which indeed includes hugging and kissing) as public gesture is even permitted among indigenous tribes but unfortunately not approved by the patriarchal social norms in modern Indian society.  Even, court orders (Delhi High court judgement in the year 2009) dismissed obscenity charges against a couple caught kissing in public. 

At Ingene, I have reported earlier about the sprotests against moral policing such as ‘pink chaddi movement’, ‘slut walk’ etc. and in the same line ‘Kiss of Love’ is another initiative that has swept the urban young demographics of India. As the Wikipedia (and believe me, for youth, Wiki is the new Oxford dictionary) states ‘Kiss of Love protest is a non-violent protest against moral policing which started in Kerala and later spread to other parts of India’ it adds ‘he movement began when a Facebook page called 'Kiss of love' asked the youth across Kerala to participate in a protest against moral policing on November 2, 2014, at Marine Drive, Cochin.’

But, again, why to deliberately ‘kiss on road’ to protest against moral policing? For a generation, who is now used to with ‘kissing’ and learns the ‘art’ digitally rather than natural indulgence is it not normal that the movement could have been more refined (such as ‘kiss of love’ film fest exhibiting movies as such, a photo exhibition, a street drama, book reading, music) and holistically thought provoking rather than giving the unnecessary credibility to the fundamentalists who craves to be in media through any issue? Also, will this movement gain momentum to broader spectrum or will die like any other youth movement in recent decade (including Anti corruption rallies)? Keeping fingers crossed to the fresh air of socialism brought in by the youth through ‘Kiss of Love’, will keep an eye to track the developments. 

Saturday, August 9, 2014

'Fakoconsciousness' and glamorizing assault on women

glamorizing rape / assault on women is 'social awareness'? Well that happens when a fashion photographer craves to become popular by floating over the wave of social emotion. 
In 2009 and 2011 I have reported a macro trend that was sweeping Indian sub-continant as 'Fakoconscionious', a tendency to exhibit oneself as socially conscious but its nothing but faking to appear so.

This photoshoot which gained enough publicity (hence, I am consciously avoiding the name of the photographer with an effort to crub him from getting the desired 'fame'), the photographer stated that it is "just a depiction of the situation of women in our country" and not based on the rape! Funny, cause whoever has little brain left in head knows that this series of photoshoot glamorized the assault with fashionable cloths and luxurious surrounding (obviously photoshopped and touched with finer light effect and mood). Hence, it was not an accident neither an act of emotion but a thought of popularity fetching attempt by him and his studio. He, indeed was successful to gain so, cause BBC wrote an article along with numerous blogs, news papers, magazines who tried to grab a bit of it and in process his name now appears in google search frequently! 

check more here at this BBC report: 


Tuesday, July 29, 2014

'Adarsh Balaak' (ideal boy) and the Indian youth

What happens when a school boy relentlessly studies and works at chemistry lab to create C20H25N30 a.k.a LSD? Well, the teacher tests it and he gets the A+ grade!! The school boy eventually becomes the social media sensation as Adarsh Balaak (ideal boy) with 1504 shares in Facebook, 7902 comments and 42000+ page likes! An anarchic contemporary comic character evolved from the golden day’s ‘adarsh balaak’ posters (which have been used as the instructional charts at Indian schools to promote good habit in 70s and 80s) are now one of the most popular comic strip series among youth. 

Comicandcola.com website mentions “Mumbai artist Priyesh Trivedi has recently blown up on the Internet with his painted comic series, Adarsh Balak, in which Trivedi takes the familiar icon of 80's Indian school-texts and educational charts and re-purposes him in a variety of subverted images and narratives: here he is offering a joint to his father as he works late into the night, here he sits curbside swigging beer from the bottle as his friends graffiti the wall besides them, here he is tricking his chemistry teacher into dropping some acid and giving him an 'A.' The 23-year old Trivedi has so far been pursuing animation as a career, but it's his new comic which has bought him to wider attention and acclaim; striking a chord with a generation of young adults like himself who have grown up with the neatly turned out schoolboy decorating their books, and take pleasure in seeing him turn against the lessons he once taught. It's the delight of seeing recognised associations in unexpected situations that shocks and amuses, and resonates- here, especially, the good boy gone bad, and the contemporary references -'swag' paired with something that represents traditional, conservative values.”  The website further adds “It began with one image: last year, Trivedi made a poster of a young boy rolling a joint with ‘T for Toke’ emblazoned across the top in Devanagari script that emulated the Barakhadi charts, which would depict a young boy undertaking various 'good' and 'correct' practices, used in many Indian schools. The image proved popular, spreading quickly thanks to the internet, and selling a number of prints. It was easily the most successful thing Trivedi had done, and he was encouraged by the response to create further and expand on the theme, which led to the production of the comics. In an interview with Visual Disobedience, he credits the swift popularity of the strips to 'the love for nostalgia and the archaic which most of us have that is partly responsible for the popularity. I always found the visual styling of the educational charts from the ‘80s and early ‘90s very amusing. Most of the people relate to this style because they probably went to school when these charts were widely prevalent.'

Tridevi's strip is still in its fledgling stages, but it's generating a lot of clamour- with some comparing his work to that of Spanish cartoonist Joan Cornella. I can see why- the strong, bright painted visuals, and the superficially thematic similarities of a satirical social deviance, but Cornella is much more biting, more out there, more surreal, and also plays around with the notion of visual illusions. Either way, Tridevi's a fan: 'I love Joan’s work. He’s definitely an inspiration not just for this series but for me as an artist in general. In fact, quite a lot of people have told me that my work reminds them of Joan which I kind of take as a compliment since I look up to him. Stylistically we are very different but it’s because he has already created a niche for bizarre and unsettling stuff.”

 Trivedi is now launching the printed posters and other articles with the same theme. In one interview he has stated “'The style which I could relate to the most was surrealism and psychedelic art. Up until two years ago, I was really big on psychedelic art. That style of art was very intuitive for me. I didn't have to try, it just flowed from my head onto the canvas. But as an artist, I think it's very important not to settle on just one thing. Keep experimenting and see what works for you. I'm very afraid of belonging to any one niche. I dabbled with realism, I dabbled with abstract art, I dabbled with psychedelic art. I've even tried my hand at sculpting..”

Here’s one more set of painting by Priyesh.

Why the hell, an anarchic paradoxical character is becoming popular? Is it that the youth in India are fed up being the ‘good boys’? Are they irritated on how the education is delivered in this country to convert them into robotic stereotypes? Or is it the simple anarchic tendency to ‘appear’ different from the crowd?Well, time will tell in near future. One can see the random use of Hindi slang as comments, in most of his artworks posted at social media.... the vent of anger or fun to become radical? 

here's the original 'ideal boy' chart:


Sunday, July 27, 2014

The 'social research' videos by young activists are spreading the social awakening in India

While checking the Facebook home page, an update caught my eyes. The header was “This Will Change The Way You Think” which had likes of more than thousand and similar number of shares. Below this, was an ongoing serious discussion where everybody was brainstorming on why / how ‘poor’ have more ‘giving mentality’ than the rich (in India). The youtube source showed that it was uploaded by ‘Trouble Seeker team’ which has a flourishing facebook page.  In next few hours similar videos popped up in my FB wall and Twitter (all virally spread by the youth). These videos were tagged as “Pranks”. Most of these ‘pranks’ are properly planned (and scripted) to highlight various prevalent social issues that needs public awakening. Mostly related to social emotion and the eroding social ecosystem. How we don’t give space to Ambulances, how we ogle to others disrespectfully, how we don’t give food to needy but a poor street dweller gives it even when he is not getting enough food! Day after, I met many youth who were excited and agitated over these facts and reconfirmed on ‘how true these videos are’!

An article in OPEN magazine coined the term ‘social experiment videos’ for these pranks. The article stated ‘A little like prank videos, at least in their staging, such social experiments aim to see how people would respond if faced with a person in real trouble. Broadly, an act is staged in the middle of the street with a camera recording reactions of ‘real’ people to the situation portrayed by the act. The video is then uploaded online on YouTube and if it goes viral, YouTube ‘monetises’ the video—sharing revenue generated via the video based on the number of ‘views’ and ‘likes’ it gathers.’  This article further added ‘A Nirbhaya video shot by actor Varun Pruthi recreates the Delhi gangrape scene by having in in make-up that makes him look severely injured and bleeding. Through the seven minutes of the clip’s running time, Pruthi tries to stop vehicles in broad daylight, asking for help, but none pulls up. Videos with somewhat ‘lighter’ social messages, like Free Hugs shot by Bedi and one about littering in public places by a channel called Awkward Unlimited, have been doing well. The months of May and June alone have seen at least half a dozen ‘social experiment’ videos being uploaded on the net.
Another offbeat experiment, put up recently and made by YTV, tackles the issue of homosexuality and public responses to it through the video of a girl who discloses to her mother that she is a lesbian. The message of the video, explains YTV founder Naman Sharma, is to get the nature of the problem across to viewers. “The biggest problem that young people face is lack of communication with parents. The video aims to tackle that,” says the 26-year-old, who founded his company only two years ago after completing a Phd in business and finance and a teaching stint in Melbourne, Australia. The video has already garnered as many as 3.6 million views.” The video posted by Awkvid shows how the ‘dropped wallet’ is picked by another youth in front of all as nobody protests or tries to return the wallet! Awkvid, in their Facebook page wrote “wkvid creates Awkward Videos that are fun to watch and share”. While posting these prank videos, they writes ‘social experiment’ in the title to ensure that the videos are taken seriously.  

The Telegraph Newspaper reported another video of ‘screaming woman’ inside a van. It mentioned “Experts and activists said the video posted on YouTube pointed to a general apathy in India about violence against women despite outrage in some quarters over the gang-rape and lynching of two girls in the country's north. "There's still an apathy about what's happening to women, an insensitivity on the issue, although attitudes are changing," said women's activist Ranjana Kumari.  The video, which has been viewed more than 1.2 million times since it was posted last week, shows a white van parked in a secluded area of Delhi with the windows blacked out at night. Although the screams of a woman are clearly heard coming from inside, a handful of men are seen walking and cycling past. Some stop to listen before calmly moving on.  Finally, a young man tries to break into the van, clearly upset about the 'staged rape' occurring inside. An elderly man is also seen attacking the van with his stick. The video was posted by a group called "YesNoMaybe" in what they said was a social experiment in the wake of the horrific attacks on the two girls, aged 12 and 14, late last month in Uttar Pradesh state. The attacks reignited anger over violence against women with small-scale protests held in the state capital and in Delhi, while a political row erupted over a perceived lack of law and order in Uttar Pradesh.  Since then, the media has highlighted a string of alleged rapes and hangings of women in Uttar Pradesh, the country's most populous state.  The attacks came just 18 months after the fatal gang-rape of a student on a bus in Delhi, a case that made global headlines and left India reeling over its treatment of women. The video sparked an outcry online, with some saying they were "ashamed", while others said the lack of help was probably reflective of attitudes in most capital cities. The group that posted the video did not draw any conclusions. "We hear about rapes every day in India, which leads to widespread protest," the group said in a message accompanying the video. "Thousands of people attend candlelight marches but only a handful of people act when it really matters. "So we set out to find how many people would actually help if someone's in trouble." Kumari told AFP that many were reluctant to intervene, fearful of being dragged into a lengthy police investigation or even face charge themselves in India's notoriously inefficient criminal justice system. "There is also still this rationale that the woman must have done something to deserve the attack. There must be some justification for what is happening to her," said Kumari, director of the Delhi-based Centre for Social Research.

 Social scientist Shiv Visvanathan said he was wary of drawing conclusions from the video but he said many Delhi residents were scared of being attacked themselves if they intervened. Visvanathan, a professor at the Jindal Global University just outside Delhi, said the capital drew millions of young men from impoverished and remote rural areas searching for work. As a result, he told AFP: "There's an absence of a community spirit in many parts of Delhi, a feeling that we should work together to stop these attacks happening. It's a city of strangers."

 For past 5 years there’s a series of social awakening activities among the youth in India. The funny yet convincing way to spread awareness or ‘change’ social mindset started with the Pink Chaddi’ campaign in the year 2009.

 In that year Times of India news paper wrote “Perhaps never before has underwear played such an important part in Indian cultural history. The `Pink Chaddi' campaign, launched by the Consortium of Pubgoing, Loose Forward Women, has attracted hordes of members — the number has touched 34,032 and still counting — making it one of the most popular sites these days.  With barely a few hours to go before D-day, or V-Day in this case, women and men from across countries have joined the campaign against an unsuspecting Pramod Muthalik, the Sri Ram Sene chief who has claimed responsibility for attacking women in a Mangalore pub earlier this year.” The rude shock of receiving chaddis (female underwear) ensured that the extremists stopped catching and harassing young couple during Valentines day. 

DNA news paper stated “Faced with a deluge of pink underwear from women across many cities, Sri Rama Sene convener Pramod Muthalik seems to have gone weak at the knees. No demonstrations or dharnas before pubs and other happening places on Valentine’s Day, but only affectionate advice for unmarried couples… the Sri Rama Sene’s sudden change of heart on Wednesday should perk up spirits of lovers here. Muthalik told DNA, “We will not force couples to tie mangalsutras, to solemnise marriages, or a rakhi, a symbol of sibling relationship. I have instructed my workers not to trouble people, but only advice lovers humbly to get married to honour their love.” 

For past, I have written about much such activities in this blog. The social experiment videos are new addition in it. The definite way to ‘change’ mindsets of people and spreading ‘social good’.







Similar videos can be seen at Varun;s channel" https://www.youtube.com/channel/UC5GMWJmrR0LDUQ8MojJyXEQ

Reference articles: http://www.openthemagazine.com/article/living/age-of-the-clickactivist