Time for some comic relief.
Nike has introduced Indian classical and Bollywood modern dance movements in a new exercise video. The hybrid routine is hideously funny. I am not sure if the video is for circulation in the US or meant to be a promotional tool for Nike products in India. Although well meaning, the video may face some unexpected reaction from cultural purists. My niece in New Delhi to whom I had forwarded the video, wrote back saying this:
"It [the video] is pretty hysterical! But wait till the Shiv Sena or the Sangh Parivar [Indian right wing organizations] finds out… They went after Madonna for wearing henna on her hands in one of her videos. I’m guessing that women in training pants and sports bras, doing classical Indian dance won’t go down well with the right-wing agenda of preserving Indian culture."
Well if Nike faces right wing wrath in India for their artistic endeavor, that will be another theater. In the meanwhile, enjoy the show. Just don’t try the routine in a gym with mirrors on the wall. (video link via Sepia Mutiny)
Accidental Blogger 
One response to “Nike Natyam (Nike Theater)”
Luckily, it’s not a group of desi dancers in that video, as hysterical as it is, or the fury would be more palpable. Power moves meet Bharatanatyam…Yikes! Come to think of it, they should all have worn Shiva wigs and tigerskin minis, and absolutely essential, fake moustaches, and then they could have passed for doing the Tandava, given the ‘masculinity’ inherent in those moves.
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