The Roadside Ustaad—Sonu Nigam in an experimental video

Sonu Nigam in a new avatar in an experimental video

A screen grab of the video

A social experiment by Culture Machine’s popular digital channel ‘Being Indian’ captures the reaction of Mumbaikars as they stop by to listen to the magical voice of an old man.

Known in the digital world for its quirky and experimental content; be it The Printing Machine , a poetical satire by Kalki; or You’re beautiful wherein Radhika Apte speaks against body shaming, or The Indian series describing the Indian Sikhs, Muslims and Dalits Culture Machine has always delivered a social message in its content. Its recent social experiment titled The Roadside Ustaad featured singer Sonu Nigam in a never seen before avatar.

The video featuring the singer is an experiment in the busy lanes of Juhu in Mumbai where pedestrians take notice of an old man singing in melodious voice. Many pause to enjoy a few moments but are forced to continue to hurry and move on with their lives.

The Roadside Ustaad captures mixed reactions of Mumbaikars ranging from individuals stopping by and enjoying the old man’s singing to those who nonchalantly walk away, all of them oblivious to the fact that the old man is none other the king of melody Sonu Nigam.

Talking about

The Roadside Ustaad Karl Katgara, Creative Director at Culture Machine said, “The whole idea behind this experiment was to inspire people to take a moment out of their busy lives and appreciate the beauty of music. To appreciate the many tiny miracles we pass every day and ignore, while we stare at our phones or lost in thought.”

Sonu Nigam adds, “I went without any expectations, totally bereft of any awkwardness for the way I was looking and what I was about to subject myself to. For the first time, I was not me, the make-up was so good and authentic, people standing close to me, couldn't recognise me. I was carrying the harmonium that my parents bought when I was born. It was all so humbling. And from such an unfamiliar zone, I managed to procure something. Gratitude, Grace and appreciation for what we have.”

Catch the video on YouTube — https://www.youtube.com/watch?v=nlLXMueFepI