Found in translation: Sanskrit goes Bollywood

7175350_ce95302fdeSanskrit is one of the world’s most ancient languages, the source of many modern Indian languages and the language of scriptures and epics such as the Ramayana and Mahabharata. Though widely taught in schools, it’s dying a slow but sure death. Kids can choose between Sanskrit and another Indian language, and neither they nor their parents see any use for it—Sanskrit is neither spoken nor written in modern discourse.

Eklavya Sanskrit Academy in Ahmedabad, the capital of Gujarat, has taken up the challenge of keeping the language alive among today’s youth. And it has adopted an ingenious approach to do so: Translate well-known dialogue from famous Bollywood movies into Sanskrit. It’s a fun, engaging way to connect with youth and sustain their interest.

Fading brands can take a cue from this academy: Sometimes the best solution lies far beyond one’s own category code.

Photo credit: Mosseby

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