Exploring options for sponsorship of the arts in some meaningful way, my daughter and I came up with the same, safe choices for her client: supporting emerging artists through acknowledgement and/or a one-time grant, announcing still more awards in an already crowded arena, organising a launch party for an associated event, or proclaiming its interest in the arts by way of hoardings and advertisements. All of these had a been-there-done-that jaded feel, and none of them addressed the situation India finds on her hands: a lack of interest in the arts, an apathy the more astounding for the pride most Indians take in their cultural heritage. The reality is so dismaying, no cultural policy can hope to bridge the divide. Therefore, if people will not come to the arts, the arts must find the people.
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First Published: Fri, July 13 2018. 21:25 IST