Skip to main content

A new legacy? Folk artistes begin to 'sensitize' people about Covid-19 challenges

By Moin Qazi*
The current pandemic is an unprecedented calamity and its economic and social pain is immense. The worst affected are the populations who subsist on daily wage or seasonal income. Barring agriculture, which is still functional, the rural economy is groaning in distress. 
Since the deeper behavioural changes and social restrictions that the pandemic has imposed are expected to become -- and remain -- the new normal for a long time, we will have to recalibrate our economic and social patterns so that the hardship of daily subsistence does not further compound problems created by the looming health crisis.
Almost 90 per cent of the workers in India are part of the informal economy and thrive on daily work, with little provision for employment protection. The pandemic has required governments around the world to introduce social distancing and lockdowns in unprecedented ways. These measures have impacted economies and jobs worldwide and in India, too.
One of the vulnerable communities affected by the crisis are folk artistes/craftspersons. With incomes drying up, daily subsistence is becoming a challenge for them. But there is also an overlooked opportunity in this pandemic for both the Government and these communities. The battle against the virus is being fought on two fronts: Prevention and cure.
While health workers are making brave efforts to handle the contagion, the preventive part involves deep behavioural changes, which are more effectively achieved through multiple approaches of social messaging that can make people aware. 
Folk artists/craftspersons can play an influential role in the dissemination of information about Covid-19 in a language that rural India understands and bring about the desired behavioural changes in society. Folk art is the most powerful medium of communication in the hinterland.
To adapt to the new norms of social distancing, we can have smaller troupes. Village heads have become highly mature in handling calamities and we know how Self-Help Groups (SHGs) across the country are responding to the pandemic creatively. 
Often, responses look to established or well-known systems to relay accurate information and solutions to people. For example, trusted community leaders, artistes/craftspersons can influence the behaviour of people and ensure that accurate and culturally-sensitive health messages are conveyed and that assistance reaches those who need it most.
Folk arts are built on time-honoured wisdom documented through centuries. Much of India’s rural and tribal social structure is built around practices carried forward through folk wisdom. The role of folk art in this entire ecosystem is rather important because it incorporates valuable lessons from folk mythology.
Though many fear that the impact of COVID-19 may be the end of artistes/craftspeople, the fact remains that their creativity and resilience can save them. Several organisations and guilds led by not-for-profit Dastkar are at the forefront of efforts to keep the morale of the artistes/craftspersons intact. These people know that while lives are important, livelihoods are no less critical.
India’s folk artistes/craftspersons have long used traditional storytelling for social messaging. It is widely recognised as one of the most powerful tools of communication and documentation of their culture. 
Many grassroots organisations have already launched several innovative campaigns by channelising the creativity of these people. However, countrywide efforts will be required to protect the physical and financial health of these marginalised communities who have no fallback in these tenuous times.
We all can inspire and encourage not only folk artistes/craftspersons but all individuals to use their creativity to adapt to the new normal
NGOs have already channelised the creativity of these artistes/craftspersons in a way that ensures their financial sustenance and also reinforces the outreach of the public education campaign about the pandemic and the new social norms it has imposed. The initiative has caught the attention of the world. 
Working during the lockdown, which has crossed two months, a group of craftspersons across India produced illustrations and paintings in traditional styles that depict the behavioural practices being advised by health advisories.
The health of our community is our top priority. We realize the extraordinary social distancing measures and the ongoing uncertainty of Covid-19 are incredibly challenging. We are sensitising or fellow artistes about preventative measures and advice, including handwashing and wearing face coverings, self-isolation/quarantine guidance and community testing notifications", reiterated a venerable member of a prominent guild.
Since March, craftspersons have produced artwork underlining the importance of social distancing, wearing face masks, washing hands with soap, other hygiene etiquette, and avoiding group travel. There are also scenes depicting hospitals treating Covid-19 patients. 
Traditionally, many folk art forms in India were made on large scrolls or as murals to share information with the community. Artists would hold up scrolls in village squares and share messages for creating awareness and eliciting community responses. Ambika Devi is an artist from Rashidpur village in Bihar. She makes Madhubani paintings that show people wearing face masks and maintaining social distancing in village markets.
Bhilwara in Rajasthan is considered a great success story in reversing the tide of infections. It was an early hotspot before the virus was contained through creative approaches. Kalyan Joshi is a Phad artist from Bhilwara. 
His paintings carry messages in the local language about social distancing and face masks. Joshi’s artworks have become extremely popular with the local people as they relate the idea to their own traditions. Bhilwara is a prime example of innovative strategies in promoting new behavioural patterns.
Apindra Swain, a Patachitra artist in Odisha, was quite discouraged as he had lost his creativity. Yet when he created a classic Patachitra artwork depicting the new normal, people were interested.
It is the responsibility of all citizens, not just NGOs, to ensure that the creative juices of artistes/craftspeople keep flowing, so that the traditions they preserve don’t die out. There are several enterprising ways in which we can support these people. For instance, community stitching of masks, table mats, garden umbrellas, lampshades, and so on can be undertaken using folk and tribal art signages. This can be done through prior contracts with buy-back arrangements. The sponsor organisations can arrange for the supply of raw materials and sewing machines.
Tribal tours can be organised for city folk and foreigners and attractive product discounts can be offered. This can be factored into the ticket/tour cost. Instead of bringing artists/craftspeople to the city for the usual folk festivals, tourists can be taken to the villages, where they can perform in their natural setting. 
This will give tourists a better insight into their culture and be a novel experience for them as well. Pre-sale of products can be organised with prepaid tour tickets for a group of 10-15 people as per social distancing norms.
In the case of musicians, drama troupes, dancers and singers, a large village centre can be identified and made into a sort of Kala Gram (art village) and artistes can perform there. The number of performers per group can be restricted for the purpose of social distancing.
The Companies Act, 2013, allows for promotion and development of traditional arts and handicrafts to be counted as a corporate social responsibility (CSR), giving businesses an effective cause to support folk artistes/craftspersons. 
The large availability of space, the presence of vast corpora dedicated to CSR funding and the business expertise of organising events all come together to make corporations ideal patrons of folk art in these uncertain times. We all can inspire and encourage not only folk artistes/craftspersons but all individuals to use their creativity to adapt to the new normal.
These are people who believe in hard work and a life of dignity. They are the ones who will not die of starvation but from loss of dignity. We must remember that while COVID-19 can be lethal, mental or financial illnesses can be no less fatal.
It is too early to tell if the pandemic will produce an artistic legacy like the great plague of the early 20th century did, but this virus and its fallout have already garnered a huge response. The work produced by today’s craftspersons in response to the coronavirus has been to either raise morale or money for sustenance. It is also a time-honoured way of documenting our history.
---
*Development expert

Comments

TRENDING

Wave of disappearances sparks human rights fears for activists in Delhi

By Harsh Thakor*  A philosophy student from Zakir Hussain College, Delhi University, and an activist associated with Nazariya magazine, Rudra, has been reported missing since the morning of July 19, 2025. This disappearance adds to a growing concern among human rights advocates regarding the escalating number of detentions and disappearances of activists in Delhi.

How community leaders overcome obstacles to protect forests and pastures in remote villages

By Bharat Dogra  Dheera Ram Kapaya grew up in such poverty that, unable to attend school himself, he would carry another boy’s heavy school bag for five kilometers just to get a scoop of daliya (porridge). When he was finally able to attend school, he had to leave after class five to join other adolescent workers. However, as soon as opportunities arose, he involved himself in community efforts—promoting forest protection, adult literacy, and other constructive initiatives. His hidden talent for writing emerged during this time, and he became known for the songs and street play scripts he created to promote forest conservation, discourage child marriages, and support other social reforms.

‘Act of war on agriculture’: Aruna Rodrigues slams GM crop expansion and regulatory apathy

By Rosamma Thomas*  Expressing appreciation to the Union Agriculture Minister for inviting suggestions from farmers and concerned citizens on the sharp decline in cotton crop productivity, Aruna Rodrigues—lead petitioner in the Supreme Court case ongoing since 2005 that seeks a moratorium on genetically modified (GM) crops—wrote to Union Minister Shivraj Singh Chouhan on July 14, 2025, stating that conflicts of interest have infiltrated India’s regulatory system like a spreading cancer, including within the Indian Council for Agricultural Research (ICAR).

The GMO illusion: Three decades of hype, harm, and false hope

By Sridhar Radhakrishnan  Three decades of hype, billions of dollars spent, and still no miracle crop. It's time to abandon the GMO biotech fairy tale and return to the soil, the seed, and the farmer. “Trust us,” they said. “GMOs will feed the world.” Picture a world where there is plenty of food, no hunger, fields grow without chemical pesticides, children are saved from malnutrition, and people live healthily.

Sandra Gonzalez Sanabria: An inspiring life from Colombia’s Amazonian valley

By Vidya Bhushan Rawat*  In the village of Héctor Ramírez, known as Agua Bonita, in La Montañita, Caquetá, Colombia, a vision of peace and renewal is unfolding. In the pre-2016 period, this would have been nearly impossible for outsiders to visit, as it was the epicenter of violent resistance against state oppression. However, after the Peace Accord was signed between the Colombian government and former revolutionaries—marking the end of a 70-year insurgency that claimed over 400,000 lives until 2025, including civilians, rebel fighters, and security personnel—things began to change. Visiting Agua Bonita during the Global Land Forum in Bogotá revealed a village of hope and resilience. Former FARC revolutionaries have settled here and transformed the village into a center of peace and aspiration.

Overriding India's constitutional sovereignty? Citizens urge PM to reject WHO IHR amendments

By A Representative   A group of concerned Indian citizens, including medical professionals and activists, has sent an urgent appeal to Prime Minister Narendra Modi, urging him to reject proposed amendments to the International Health Regulations (IHR) before the ratification deadline of July 19, 2025. 

Indigenous Karen activist calls for global solidarity amid continued struggles in Burma

By A Representative   At the International Festival for People’s Rights and Struggles (IFPRS), Naw Paw Pree, an Indigenous Karen activist from the Karen Human Rights Group (KHRG), shared her experiences of oppression, resilience, and hope. Organized with the support of the International Indigenous Peoples Movement for Self-Determination and Liberation (IPMSDL), the event brought together Indigenous and marginalized communities from across the globe, offering a rare safe space for shared learning, solidarity, and expression.

Activists allege abduction and torture by Delhi Police Special Cell in missing person probe

By A Representative   A press statement released today by the Campaign Against State Repression (CASR) alleges that several student and social activists have been abducted, illegally detained, and subjected to torture by the Delhi Police Special Cell. The CASR claims these actions are linked to an investigation into the disappearance of Vallika Varshri, an editorial team member of 'Nazariya' magazine.

India’s zero-emission, eco-friendly energy strategies have a long way to go, despite impressive progress

By N.S. Venkataraman*   The recent report released by OPEC’s World Oil Outlook 2025 has predicted that by the year 2050, crude oil would replace coal as India’s key energy source. Clearly, OPEC expects that India’s dependence on fossil fuels for energy will continue to remain high in one form or another.