Disguised as an old ‘roadside ustaad’, the noted Bollywood playback singer Sonu Nigam became a part of social experiment by the Culture Machine which is digital media company. The experiment was to dress Sonu Nigam in old torn clothes like a beggar and make him sing on the street in Mumbai and to record the reaction of the people who pass by.
The experiment aimed at capturing the ecstatic effect of good music on people’s life. The video featuring Sonu Nigam ‘The Roadside Ustaad’ captured various people stopping by to listen to the musical voice of the old man on the footpath but not even one could identify that it was no one other then the Bollywood sensation Sonu Nigam.
The hidden camera was placed in the busy lanes of Juhu region of the city where the popular singer disguised as an old poor roadside man was singing the best of his songs.
People were seen stopping for a while to hear to the old man but then they continued their daily journey to their respective work places.
The beloved Bollywood Singer said, “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.”
The 42 year old playback singer was absolutely stunned to see that people were not able to recognise him and treated him like an another roadside man. He said, “People, who were standing so close to me, couldn’t recognise me. I was carrying the harmonium that my parents bought when I was born.”
Also talking about the most memorable moment throught this little journey, he said, “My most memorable moment (during this act) is of this boy who held my hand and asked ‘Uncle, did you have breakfast? As he took my hand, the boy slipped Rs 12 into my palm, without anybody watching. I felt as if I just made lakhs of money… I’ve asked my office to frame the money. It was all so humbling. And from such an unfamiliar zone, I managed to procure something. Gratitude, grace and appreciation for what we have.”
The creative director at Culture Machine, Karl Katgara, explaining the motive behind the making of this video and this social experiment 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.”
He added, “To do this, who better than Sonu Nigam. He is one of the most sought after singers in the country, and the most recognizable voice. What was interesting to see at the time was, he created the same magic singing, just disguised as an old man, and people could not recognise him at all.”
Well, there is something that you need to keep in mind now that whenever you come across a roadside performer be he a singer, a person showing some football tricks or a juggler just look carefully it could be a superstar beneath the rugged and dusty clothes. But by the mean time watch Sonu Nigam The Roadside Ustaad in this incredible experimental video here:
