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  • Artemis II: Return to Deep Space After 50 Years

    Artemis II: Return to Deep Space After 50 Years

    Mission Overview

    Launched on April 1, 2026 from the Kennedy Space Centre in Merritt Island, Florida after more than 50 years since the Apollo 17 mission, NASA has resumed crewed exploration beyond Earth orbit once again. During this mission, four astronauts have been launched to travel around the moon before returning to Earth. The crew includes NASA astronauts Reid Wiseman, Victor Glover, and Christina Koch, along with Canadian astronaut Jeremy Hansen. The mission is expected to last 10 days, ending with a splashdown in the Pacific Ocean. The mission aims to test critical safety measures required for future deep space exploration.

    Trajectory and Distance

    Artemis II is designed to follow a free return trajectory, allowing spaceflight to loop around the moon and return to Earth using lunar gravity. The mission is expected to set several human spaceflight records, including distance from Earth (406,773 km); distance beyond the Moon (about 7,600 km); and velocity (atmospheric re-entry speed of about 40,000 km/h).

    Mission Objectives and Testing

    Artemis II is mainly designed to check the Orion Spaceflight, NASA’s deep space crew vehicle, designed to carry astronauts beyond low Earth orbit, and its overall performance in deep space conditions. Key systems, including life support, navigation, propulsion and communication, are being tested to ensure they can operate reliably during long duration missions beyond low Earth orbit.

    The astronauts are also carrying out operational tasks such as proximity manoeuvres, handling onboard systems and preparing for emergencies. These activities are intended to assess how effectively both the crew and spaceflight can function together in deep space.

    In parallel with this, the crew is participating in health related experiments, including tracking sleep patterns, studying radiation exposure, and observing how the human body responds in space. The data collected will help scientists to understand the physical and psychological impact of deep space and to improve future deep space missions.

    Radiation exposure is a key concern. During the mission, astronauts are expected to use about 5% of their total lifetime radiation limit, which is roughly equal to the exposure from spending a month on the International Space Station. Studying these radiation exposure levels will help improve protection systems and establish safety for longer missions, including further lunar landings.

    Crew Composition

    The Artemis II crew includes four astronauts, representing both NASA and the Canadian Space Agency.

    The crew consists of NASA astronauts Reid Wiseman (50), the oldest member of the crew, Victor Glover (49), the first Black astronaut assigned to a lunar mission, and Christina Koch (47), the first woman assigned to a lunar mission. Jeremy Hansen (50) is the first non-U.S. citizen to participate in a mission beyond low Earth orbit.

    Launch and Early Mission Phases

    The mission was launched successfully from the Kennedy Space Centre, with the Space Launch System (SLS) generating over 8 million pounds of thrust during liftoff. Post launch, the Orion spaceflight entered a high Earth orbit and later performed a translunar injection burn lasting for approximately six minutes, placing it on a trajectory towards the moon.

    During the initial phase of the mission, astronauts carried out system checks, tested onboard equipment and prepared for the lunar flyby. The Spaceflight has already travelled more than 100,000 miles from Earth and continues to follow its planned trajectory.

    Future Prospects

    Artemis II is part of a broader program focused on returning humans to the moon. The next big mission, Artemis III, is expected to attempt a crewed lunar landing with a focus on the moon’s south pole.

    This region is being studied for the presence of water ice beneath its surface. These resources could be useful for producing fuel and supporting life during future missions. Unlike other missions, Artemis III is designed for long-term exploration rather than short-term visits.

    Artemis II is set to be the first crewed mission beyond low Earth orbit in over five decades. As astronauts travel in deep space and test critical systems, this mission provides data that will help future lunar exploration. It also reflects a broader step toward expanding human presence beyond Earth, with implications for long-term space missions.

  • India Without Spring: A Season Disappears

    India Without Spring: A Season Disappears

    Spring, in essence, is a transition. It is a narrow window between the retreating winter and the advancing summer. The season has always been a gentle bridge between the two extremes of nature, offering enough time to nature and to human life to adjust and thrive in the climate of India. However, unseasonably high temperatures have arrived early across India this year, shrinking the window and making the transition more abrupt. The India Meteorological Department (IMD) has reported that the shortening of winter and absolute disappearance of the spring season is a consequence of the vigorous climate change across India. The energy imbalance has increased significantly over the past years since its observation began in 1960, specifically over the past two decades, and has been recorded to peak in 2025. Spring has been a season of equilibrium in India, between the cold of winter and the heat of summer. 

    The World Meteorological Organisation reports that the Earth’s climate is more out of balance now than any other time in observed history with rising temperatures and extreme weather events. 

    The Indian Meteorological Department has also issued a warning for possible above-normal heatwaves in India throughout March and May. Experts also warn that such weather conditions may turn into a norm if immediate measures to adapt to such changes are not implemented, which may further lead to an ecological disbalance in India. 

    According to climate data, over the past year, there has been a mean land surface temperature of 0.28 degrees above average over the 1991-2020 period. Land Surface Temperature is a measure of how hot or cold the Earth would feel to touch. It measures the temperature of the air near the surface of the Earth. The increase in this temperature over the past decades has heavy implications on the planet. Although the change may appear minimal, it is significant at a global scale as it marks the increase in the temperature of the total heat stored in the atmosphere and oceans. Therefore, a 0.28 degree rise in the mean land surface temperature is not negligible. It is the biggest contributor to the rise in sea levels, melting of ice and more frequent extreme weather conditions.  

    Analysts suggest that if this trend continues, India may completely be void of the spring season. 

    On March 11, Delhi recorded its hottest day of the year with the temperature peaking at 36.8 degree celsius  which is the highest it has been in early March since 2011. These searing temperatures are not just confined to Delhi. Cities like Mumbai, Ahmedabad and Vidarbha region of Maharashtra have also shown a significant rise, where temperatures rose several degrees above the seasonal average.

    The fading of spring has its implications on the livelihood of  many as it plays a crucial role in the agricultural sector. Most crops rely on the gradual rise in temperatures to mature under proper conditions. The loss of spring heavily impacts the traditional practices linked to planting and harvesting crops. An absent spring can lead to reduced yields and affect the food security, produce and farmer incomes. In areas where the economy relies on agriculture to drive it, a failed spring season will have a trickle-down effect on the economy, thereby creating instability in the economy and an increase in the price of rations. There can be little argument against the reality that the spring season, with all of its connotations of rebirth and viability from an agricultural standpoint, is in peril. 

    This season, which has been so predictable in past years and has been able to provide for nature and man, is now most likely unforeseeable, and the land, the farmer, and the tradition are struggling to cope with this instability. A substantial factor for the unusual warmth is the sharp decline in winter precipitation across India. February alone has registered an 81% deficit, receiving a mere 4.2 mm compared to the usual 22.7 mm. The rainfalls in winters not only take away the respite that provides a balancing effect to extreme heat but also result in a chain effect that includes a rapid increase in temperature, water management problems, and the premature onset of summer heat. India is in a state of transition in terms of traditional changes in seasons and is now in a critical state. The minimum intensity has resulted in marginal rainfall and snowfall, accelerating temperature rise in India. 

    Scientific explanations apart, the loss of spring has an important effect on India due to the cultural and symbolic significance that the spring season enjoys. The spring season is commonly accepted by different cultures to be a symbol of rejuvenation, growth, and new beginnings; it is the season that marks the revival of life. The festivals of Holi and Vasant Panchami, which occur during the month of March, have an embedded association with the cultural essence of India and the arrival of the spring season. This is not limited to weather phenomena; it is about festivals, it is about agriculture, it is about the fauna that is so synchronized with the seasons that occur in India. The loss of spring, therefore, is not only about environmental loss; it is about cultural loss, it is about the loss of time within which India celebrates life. 

    The shortening of spring in India has disrupted not just nature but also the cultural fabric of society in the country. The festivals associated with the arrival of spring and the seasons, the agricultural patterns and cycles of nature associated with the arrival of spring, and even the cultural fabric of society in India are all adversely affected by the shortening of spring in India. The impact of the shortening of spring in India is also visible in the fact that the agricultural cycles and the weather patterns in India are adversely affected by the shortening of spring in the country. The waning of spring is an indication of more than just a change in the season; it illustrates the fragility of natural equilibrium. The rhythm of life that depends on the beauty of landscapes is likewise impacted by this slow erosion. As spring becomes less noticeable, it serves as a reminder to cherish its fleeting existence and acknowledge the minute environmental shifts that are reshaping our world.

  • Iran War Day 27: Trump’s Hormuz Ultimatum, Tehran Strikes, and Surging Oil Chaos

    Iran War Day 27: Trump’s Hormuz Ultimatum, Tehran Strikes, and Surging Oil Chaos

    What began as a sudden but calculated strike on February 28, 2026, quickly spiralled into a conflict that has reshaped regional stability in the Middle East overnight. The offence, carried out by the USA and Israel on Iran, was dubbed as “Operation Epic Fury”; they targeted militarily active zones, air defence sites and the supreme leader, Ali Khamenei, who was reported to be killed in the action, causing a massive uproar. Iran was caught off guard with nearly 900 airstrikes by the USA and Israel in 12 hours, resulting in massive destruction and the beginning of the war.
    Now, on the 24th day since its initiation, both sides still face intense air strikes and missile activities with the risk of attacks on nuclear sites in Israel and Iran. Iran has blockaded the Strait of Hormuz – a strategic route connecting the Persian Gulf and Gulf of Oman carrying 20-21% of the global oil and LNG shipment – causing a shortage of supply all over the world. Consequently, US President Donald Trump has issued a 48-hour ultimatum to Iran demanding that they reopen the Strait of Hormuz, failing which the USA will launch attacks on its power plants.
    Meanwhile, Israel has initiated fresh attacks on Tehran following Iran’s attacks on Southern Israeli towns such as Arad and Dimona. The Islamic Revolutionary Guard Corps (IRGC) claimed its dominance over Israeli skies with reports of high casualty numbers, though these have not been confirmed by Israel yet. Iran has also stated that the USA and Israel attacked the Natanz nuclear site. While the incident was reported to the International Atomic Energy Agency (IAEA), no abnormal radiation leaks have been detected.
    Globally, there has been a massive disruption of energy flow, prompting negotiations amongst Gulf Countries and the rest of the world. Crude oil prices shot up this week to nearly $91 per barrel, the biggest one-week price jump since 1983. Several of the largest oil producers in the Gulf, like Saudi Arabia, the UAE, Iraq, and Kuwait, have halted shipments of about 140 million barrels of crude oil. Additionally, Qatar has declared a force majeure on its LNG supply as a result of the attacks on its facilities. The humanitarian consequences are also devastating, with over 2,000 lives lost and thousands of people displaced from Lebanon and Israel. Trade disruptions between nations and widespread travel halts have further compounded the crisis.
    People around the world are hoping the conflict resolves soon, as the repercussions of the war are not just economic but also political and environmental. If left to escalate, the situation may shift from a mere regional dispute to a larger confrontation – reshaping alliances and threatening economies. The war has brought about serious regional instability when the world already had its focus on the crisis between Palestine and Israel, making the Middle East a very disturbed area and rendering it unfit for civilised deliberations.
  • Analysing the Bihar Election Results With The Chronicle

    Analysing the Bihar Election Results With The Chronicle

  • Norman Conquest: A Progressive Shift in English

    Norman Conquest: A Progressive Shift in English

    English has become the lingua franca of the world. It enjoys a status like no other language, but if we delve into its history, we’ll find a time when the status of English plummeted.

    As a Germanic language, English shares a common ancestry with languages like German and Dutch. Yet, it consists of a large number of loanwords (words borrowed from a foreign language) from various languages like French and Spanish, which are called “Romance languages” (languages descended from Vulgar Latin). For instance, the word “cry” was derived from French.

    Around a thousand years ago, the language spoken in England was Old English, which would be utterly incomprehensible to us today. Take the epic poem Beowulf, for example. This renowned work of Old English literature, likely written before the 11th century, recounts the heroic adventures of its namesake, Beowulf. The opening lines, “Hwæt! We Gardena in geardagum, þeodcyninga, þrym gefrunon, hu ða æþelingas ellen fremedon,” seem almost alien to modern English speakers. Yet, this language evolved over centuries into the English we speak today.

    Beowulf manuscript from the British Library / Source: Wikiemedia Commons

    This brings us to the Norman Conquest, which resulted in the assimilation of French words into English. Nearly a millennium ago, the Vikings settled in northwest France and established the Duchy of Normandy under a treaty with the King of France. These settlers, known as Normans, adopted French culture and began speaking French in a distinctive dialect called “Norman French”.

    English took a dramatic turn when William, a descendant of these Viking settlers, became the Duke of Normandy. After the death of the King of England in AD1066, Edward the Confessor, William claimed that he was named the heir to the English throne by Edward, his distant cousin. However, Harold, Earl of Wessex, assumed the throne instead. As a result, William launched a bold invasion of England and defeated Harold at the famous Battle of Hastings, which completely altered the fate of English. The reign of William brought significant political, economic and social change to England.

    Years after the beginning of his rule, he commissioned the Doomsday Book, a country-wide census to record the details of all land in his kingdom. This was written in Latin, and the meanings of many rights and laws were changed. Additionally, words and concepts that were new to England were used. However, the book was never translated into English, so any explanation of the changed meanings of the rights and laws was almost inaccessible to the English speakers of England.

    William established Anglo-French as the language of public state business and the court, along with Latin. Law codes written in Old English were altered by adding French phrases, paving the way for French in English legal practice. William brought the French aristocracy to England, which created a French-speaking upper class. They could not affect the general speech but could influence the elite class, as the literacy rates in England were low at that time. Eventually, English became the language of the commoners as the nobles switched to French. Nonetheless, French was the official language, so French loanwords found their way into English. For example, the word ‘throne” was derived from the French word “trône”.

    Nearly 200 years later, French gained more momentum in England. French became attractive to the general public as it was the primary language of the aristocracy, leading to more French words and expressions being included in the English lexicon. Moreover, new words were coined from combinations of French and English words. Similarly, words were formed by adding French affixes and roots to Old English words. For instance, the combination of the English verb “hinder” and the French suffix “-ance” created the noun “hindrance”. In the evolution of English, the Norman Conquest resulted in the beginning of a new era of English – Middle English, that lasted until around AD1500, and it was around this period that English started gaining prestige.

  • Devakoothu: How women are challenging norms in a male-dominated art form

    Devakoothu: How women are challenging norms in a male-dominated art form

    Amid the wailing sounds of children crying, the shrill kuzhal being played, and the rumbling sound of a chenda, the loud footsteps echo. As the crowd gathers at the Koolom Thayakavu temple in anticipation, a red figure makes her way through the swarm. While she performs in front of the people, Ambujakshi looks majestic; the performance is divine. She is no longer herself; Valliamma, the goddess, has taken over. 

    In the artistically rich state of Kerala, Theyyam is performed predominantly in the North Malabar region. Although Theyyam has been traditionally practised by men since ancient times, there exists one form which is performed solely by women. Devakoothu , performed in the Thekkumbad Kulom temple in the district of Kannur, is based on a myth about a goddess who got lost in the island. 

    Due to a lack of records, the exact period during which the art was developed is unknown, but according to the people, it is believed to be centuries old. 

    Legend has it that devakoothu is rooted in a tale that tells the story of injustice towards a goddess. According to the tale, once, while a group of devathas (goddesses) were walking through devalokam (heaven), they came across an island on earth filled with intoxicating flowers. While the goddesses were making their way through the creepers in search of the flowers, they got lost. All goddesses except one made it out. The trapped godess, who was saved by a villager, prayed to Narada, who took the deity to Koolom. Even after returning to devalokam, her fond experiences on Earth stayed with her. Once in every two years, in the month of Dhanu, she visits the island to meet and bless the people. 

    Among the few women who choose to practice Devakoothu, Ambujakshi of Malayanvalappi is a woman who holds a special place to the people of Thekkumbad. She started performing at the age of 45, after Kattuparambil Lakshmiyamma, who performed the art for almost fourteen years, decided to retire from the stage. Ambujakshi, who was a sweeper at the Post Office, took on the mantle and performed for the first time in 2012. She had to observe a 41-day penance, during which she would wake up early, recite the mantras to evoke the god and practise for the performance. Currently, MV Ambujakshi is the only woman who is practicing the art form. 

    Devakoothu is not merely a spiritual form of expression. Being the only form of theyyam performed by women out of the 456 forms that exists, Devakoothu breaks barriers and challenges the norms set by theyyam itself. The presence of women in male-dominated art forms has been showing a shift in the recent times, and this specific form of art challenges the sanctimony of certain art forms. Women like Ambujakshi being in the forefront, reclaiming their places in the cultural forms, gives a reminder that women have also been an integral part of it and will continue to be.

  • Beyond the Myth: The Living Power of the Maha Kumbh

    Beyond the Myth: The Living Power of the Maha Kumbh

    Life is filled with curves and circles, looping through birth, death, and rebirth. Each soul is affected by karma and longs for release, Moksha. In this journey for liberation, only once every 144 years comes a moment when the heavens align. This moment is the Maha Kumbh Mela, a spiritual phenomenon where millions gather to cleanse their sins, dissolve their egos, and connect with something far greater than themselves.

    At the heart of this divine convergence is Triveni Sangam in Prayagraj, the sacred convergence of the Ganga, Yamuna, and Saraswati. According to ancient scriptures, this Sangam is not just a sacred place where these rivers meet, but it is a doorway to spiritual awakening. A dip in these holy waters during the Maha Kumbh is said to wash away lifetimes of accumulated karma, breaking away from the very cycle of life and death.

    When the Sun, Moon and Jupiter align, it is believed the rivers become charged with Amrit, the divine nectar of immortality. There existed a time when the universe itself was in a state of instability. The Devas (gods) and Asuras (demons) joined forces to churn the cosmic ocean in pursuit of Amrit. As the pot of Amrit emerged, chaos unfolded. To protect it from falling into the wrong hands, Lord Vishnu, in the form of Mohini, whisked it away. In the celestial fight that followed, four drops of Amrit fell on Earth, Prayagraj, Haridwar, Ujjain, and Nashik. These four cities became sites of sacred convergence. And thus, the Kumbh Mela was born.

    “In the eternal churn of the cosmos, gods and demons wrestled not for gold or land, but for a drop of immortality.”

    But the Maha Kumbh is not just about myths. It is also a breathtaking display of humanity. Over 400 million people visited from all corners of the world, rich and poor, saints and sceptics, to participate in this unfathomably vast gathering. Temporary cities rise on the riverbanks, complete with roads, clinics, tents, and sanitation, all for a few sacred weeks. The air hums with chants, conch shells, and the scent of incense, forming a sensory experience unlike any other.

    Leading the way into the waters are the Naga Sadhus, warriors devoted to Lord Shiva. Covered in ash, with matted hair and tridents in hand, they march nude and unbothered, a living challenge to the materialistic world. For many pilgrims, witnessing the Nagas is as transformative as the dip itself.

    And then there is the spirit of seva, selfless service. Bhandaras, or community kitchens, are set up on every lane of the city. Here, everyone eats for free. Volunteers, often anonymous and unpaid, serve hot meals from sunrise to nightfall. There is no caste, no status, only humanity sharing a meal together. It is extraordinary kindness on a massive scale, showing that devotion does not just lie in prayer, but in action.

    The Maha Kumbh Mela might appear, at first glance, like overwhelming chaos – crowds of people surging into muddy rivers, noise echoing in every direction, giving one no space to breathe. Yet, for those who stand on the riverbank, it becomes something else entirely. It feels like everything has a purpose, as if there is a deeper meaning beneath the surface.

    When you step into those cold waters, you are not just taking a bath. You’re letting go of stress, guilt, regret, or even ego. You’re washing off layers of your past. And in that moment, as the river flows around you, you don’t just feel clean, you feel light, open, and somehow… free.

    Image Source: Official Instagram Handle/ @mahakumbh_25

  • A Journey through Chettinad Heritage and Craftsmanship

    A Journey through Chettinad Heritage and Craftsmanship

    Legend has it that within the walls of the mansions of Karaikudi lie hidden treasures, carefully concealed by the wealthy Chettiars to protect their fortunes from invaders. Rumours of ghostly apparitions drifting through the corridors only add to the intrigue as residents and visitors share stories of eerie encounters and unexplained phenomena. But it’s not just the supernatural that lurks within the walls of these opulent homes. Behind the façade of wealth and splendour lies a darker history of family feuds and betrayals. Sibling rivalries, clandestine affairs, and secret alliances are whispered in hushed tones, their echoes reverberating through the halls. Yet amidst the tales of curses and hexes, there is also a sense of awe and wonder at the architectural marvels that testify to the craftsmanship and ingenuity of the Chettiar builders. Each mansion tells its own story through its unique blend of indigenous and colonial styles, its hidden symbols and motifs hinting at mysteries yet to be unravelled.

    Initially a part of the Pandiyan Dynastry and later under the rule of various dynasties such as the Cholas, Cheras and Pallavas, Karaikudi is tied to the Nattukottai Chettiar community. The Chettiars were renowned for their business astuteness, engaging in trade and banking across Southeast Asia. They established a network of businesses, bringing wealth and prosperity to Karaikudi and the surrounding areas.

    The profuse mansions of Chettinad stand as a testament to the region’s prosperous past and architectural prowess. At first, these houses might seem compact from the outside; however, hidden behind the exterior walls are spacious inner courtyards adorned with luxurious Burmese teak furnishings and majestic Italian marble columns. Beneath your feet lie the Athangudi tiles, whispering tales of a past long gone. The spaces above the window frames are adorned with miniature paintings of everything ranging from different flowers and patterns to even paintings of gods and goddesses.

    Each mansion is a work of art, reflecting a unique blend of indigenous and colonial influences. These architectural marvels offer a glimpse into Chettinad’s illustrious history and cultural heritage. The Atthangudi Palace in Karaikudi stands tall to attest to the region’s rich cultural heritage. This magnificent palace is a sight and portal to the past, beckoning visitors to step back in time and experience the grandeur of a bygone era. A personal visit to Karaikudi exposed me to these architectural marvels. I vividly remember a younger version of me staring up at the tall ceiling, the geometric tile pattern below and the timeless elegance of the window and its paintings.

    The Athangudi tiles felt so perfect yet simple at the same time. Witnessing the tile-making process, one will realise why they are popular and how sustainable they are, making them stand out. First, the glass base is placed on a foundation, followed by the outer frame and a brass pattern mould. Colours are poured into the design grill according to the desired pattern, and after laying the colour layer, a dry mixture of sand and cement is spread on top, and then the mould is filled with wet mortar. The tile is left to dry, soaked in water, and dried again before removing the glass and sanding the edges. This process makes these tiles economically affordable, sustainable, and durable, representing a blend of tradition and modernity without the need for firing or electricity during manufacturing.

    The spiritual wealth of Karaikudi is not to be underestimated either. With each clan having their respective temples built, only nine clan temples are considered the most auspicious and are also known as the ‘Nine Temples of Chettiars’. The Karpaka Vinayakar Temple, popularly known as the Pillayarpatti Temple, dedicated to Lord Ganesha, is a revered temple 12 km from Karaikudi. It is well-known for its magnificent rock-cut images of Ganesha, Siva linga, and other splendid carvings. The temple’s history dates back to the 7th century, with some parts possibly even older. The temple has a colourful gopuram, intricately designed mandapams, and shrines that follow Agamic texts and Shilpa Sastras, still attracting devotees, particularly

    women during annual festivals and chariot processions like Vinayaka Chaturthi and Brahmothsavam in Vaikasi month.

    During my stay at the Bangla and Heritage Resort, I took a cooking class and watched the chefs expertly prepare local Chettinad dishes, and it became evident why this cuisine is so beloved. What sets Chettinad cuisine apart is its masterful use of freshly ground masalas, incorporating a blend of spices like fenugreek, star anise, and peppercorns. Combined with onions, tomatoes, coconut, and aromatic herbs, these masalas transform regional dishes into gastronomic delights. Chettinad cuisine is particularly renowned for its non-vegetarian offerings, including Nattukozhi Kozhambu (country chicken), Aatukari Kozhambu (lamb), and Karaikudi Eral (prawn) masala. These dishes are commonly enjoyed alongside staples like idli, dosa, parotta, and appam, enhancing their flavours and elevating the dining experience.

    Photo Credits: A Chettinad House in Karaikudi /Poornima Narayan

  • Rainbow Washing or Allyship: Brands and Their Campaigns During Pride Month

    Rainbow Washing or Allyship: Brands and Their Campaigns During Pride Month

    Every year, the month of June is marked by the colourful embrace of the queer community that celebrates how far the LGBTQ+ community has come. This year marked the 55th anniversary of the 1969 Stonewall uprising in Manhattan. The Stonewall uprising was a turning point for the Gay Liberation Movement, which was prominent throughout the late 1960s.

    In a contemporary context, Pride Month is celebrated through pride parades that promote inclusivity, donations and volunteering while protesting against inequalities. Apart from the members of the community celebrating, even other members and the public participate in such parades. This shows the support and brotherhood that they have for their fellow society members. Nowadays even brands have started showing support during this month through different campaigns, pride-special events, products and much more. Brands have faced major criticism for following the brand and not understanding the cause behind it or rather not committing to it.

    Recently, with the increase in commodifying any sort of awareness campaign, brands have hopped on the bandwagon to commercialize Pride Month by coming up with their own campaigns and merchandise. These initiatives might look like genuine efforts to show support but a lot of brands have been taking part in ‘rainbow washing’ or capitalising off of queer communities by showing apparent support to them while actually not providing substantial support.

    Some famous brands were under fire for alleged ‘rainbow-washing’. An example of this is the pride sandwich that was released by Marks and Spencer, called LGBT; “Lettuce, Guac, Bacon & Tomato”. They were criticised for reducing the entire community and their struggles into a basic sandwich.

    As a response to backlash from conservative groups faced by companies for supporting the LGBTQ+ community, this Pride Month, the number of brands showing outward support towards the community has decreased. This can be observed in the case study of the American retail corporation Target as well as the beer brand Budlight. The aforementioned companies, due to a backlash from conservative groups, were forced to keep a low profile this June. Budlight, a top beer brand, faced backlash following their collaboration with a transgender influencer Dylan Mulvaney. The situation became a focal point when they started gaining criticism even from Pride supporters when it came to light that the beer brand donates huge amounts to conservative lawmakers who are not supportive of the community.

    Although a lot of brands faced criticism for slacktivism (supporting a political or social cause by putting in minimal effort without actual commitment), there are a number of brands that have been promoting the community with true spirit.

    Accenture has been going over and beyond to support the community and provide a safe space for them within the working environment. The company has its own ‘Pride Means More’ campaign, which aims at ensuring an inclusive workspace for all employees.

    The Lego Group, a toy company, launched the ‘A-Z of Awesome’ campaign which aimed at families to have meaningful conversations about different identities. The company instead of painting the existing products with rainbow colours introduced a whole new product. This campaign was really appreciated and liked by the public and the LGBTQ+ community.

    Hindustan Zinc Limited also took a step towards inclusivity and has introduced a policy that will provide financial support to transgender employees. It was launched in association with the company’s Pride Month celebrations. They had interviewed their employees, where their employees were sharing their experience of having such a supportive and inclusive work space regardless of their gender and identity.

    In summary, Pride Month serves as a major annual observance for the LGBTQ+ community, celebrating milestones like the Stonewall uprising while fostering inclusivity and awareness. However, along with genuine efforts to support and celebrate, there always exists a notable trend of superficial gestures and commercial exploitation. The challenges faced by companies navigating these waters underscore the importance of authenticity and sustained commitment in advocating for LGBTQ+ rights. The main focus should remain on meaningful actions that contribute positively to the community’s progress and well-being and not for a brand’s own welfare

  • Bollywood’s Dearth of Fresh Ideas: Is it Paving the Way for OTT Content?

    Bollywood’s Dearth of Fresh Ideas: Is it Paving the Way for OTT Content?

    Bollywood, one of the largest film industries in India and worldwide, has been struggling since the pandemic and has not had a huge comeback post that. At the beginning of COVID, it could have been owed to the theatres not functioning fully-fledged. However, even with complete recovery, the movies have failed to attain the same level of success. Even though there were some hit films last year, 2024 has failed to produce any blockbusters, with almost all films failing to hit the mark.

    Does the sustenance of the industry actually depend upon recycling content and not bringing anything fresh to the table?

    While exploring the motion pictures released in the past twenty years, a certain trend can be noticed in the way a blockbuster will lead to a number of other movies which have similar plots with nothing more than an illusion of uniqueness. This takes the form of either cliched movies, which are very generic in nature and lack original thought, or films, which use the same template over and over until the audience becomes bored with it.

    An example of the former would be the sort of male-centric ‘hero’ movies, which are heavily focused on action sequences to showcase the lead’s masculinity, paired up with a couple of item songs and a female character who could be easily replaced by an inanimate object. Although the interest shown by audiences towards such content has considerably decreased, the conception hasn’t completely gone out of existence. The plethora of films, such as the ‘Race’ franchise, the ‘Baaghi’ series and ‘Animal’, makes it difficult to even watch any movie with such cliched plot lines without feeling a sense of deja vu.

    When it comes to the latter trend, it is comparatively a newer one, which could be noticed since the early 2010s, primarily when filmmakers realised that movies related to sports are a treat to watch for an Indian audience. This led to the abundance of sports-centric material in the Indian film industry, which all follow the same formula where the protagonist has to overcome hurdles to become a sportsperson, and the films end with the main lead winning an exceptional award in their field. Even though movies like ‘MS Dhoni – The Untold Story’, ‘Sultan’, ‘Gold’ have been well received by the audience, they have saturated the genre to the point where newer sports movies and biopics trying to apply the same recipe such as ‘Maidaan’ and ‘Ghoomar’ haven’t received that level of appreciation and have failed at the box office.

    Bollywood’s tendency to remake movies (that did well in the theatres) from other languages has sustained for decades now. From the so-called classic movies such as ‘Bhool Bhulaiyaa’ and ‘Hera Pheri’ to much newer hits such as ‘Drishyam’ and ‘Mili ‘, are all remakes of Malayalam films. Though taking inspiration from pictures on different celluloid is not essentially a bad thing, an excess of it showcases a lack of new ideas.

    Looking through these lenses, it might seem like Bollywood is on a decline. However, the movies that are being released on OTT platforms tell a different story. Since the pandemic forced cinema halls to shut down, the OTT platforms have had a massive boost, with an increasing number of people consuming media through such platforms.

    This leads to the argument that more and more people are choosing to entertain themselves through content showcased online not just because of convenience but also because of its originality and niche storytelling. A recent example would be the film, ‘Laapata Ladies’, which has been a huge success on Netflix. It is one of those stories which makes you wonder if it would have received the same amount of viewership had it been released only on the big screen.

    Films like these help with the belief that there is hope for new visuals aesthetically, intellectually and emotionally.

    Although movies with minimal plots are coming to the theatres, a shift can be noticed in the way audiences have been reacting to them. With the rise of pictures on OTT platforms, the standard of movies has also seen a rise, which leads to people expecting more from filmmakers than the bare minimum.

    The chief factor owing to the lack of new stories in the mainstream films, in comparison to the online platforms, is the fear of the movies being a box office failure. While OTT platforms can afford to take a risk by exploring fresh ideas with a low budget and casting actors who aren’t mainstream, it isn’t the same for commercial films which depend solely upon doing well at the box office market. Such commercial movies with prominent actors and a huge budget are at a risk of failure, and hence have to adhere to ideas that apparently appeal to a larger audience rather than a niche group.

    However, the shift that can be observed in the perception of the industry by the Indian audience due to the influential streaming services, can be the saving grace that Bollywood has been yearning for. Although it will take time for the industry to completely break away from the existing clutches of conventional storytelling, there is scope for improvement.