Artivism is Here to Stay: Fenugreek Founder

Hyderabad: Art can merge with activism to bring about a social change, embedding ideas that challenge injustices, raise awareness, and inspire action, said Uma Magal, founder of Fenugreek Productions.

She was peaking at a Manthan event on Saturday, Magal shared her insights on “artivism” — a portmanteau of the words art and activism — and the power of art and film in shaping a more inclusive and sustainable world.

“Art can change narratives and encourage self-reflection, allowing us to broaden our sense of humanity,” she said.

She emphasised that art had the unique ability to plant seeds of personal transformation and motivate people to imagine new possibilities.

Discussing the power of storytelling, Magal noted that stories link the past, present, and future, serving as a form of creative art that imparts valuable life lessons.

She cited her previous film, ‘Ninasam Tirugata’, while adding that agitation-driven films may not resonate as strongly today. Instead, she described “cultural activism” as a means of expressing culture through art, and “aesthetic activism” as evoking emotions through sensory experiences to attract attention.

According to Magal, cultural strategy in activism is as essential as political strategy, with methods like poster design serving as powerful tools.

Behind the scenes, event organizer M.R. Vikram spoke about Magal’s current project, a documentary titled ‘Other Kohinoors: The Rocks of Hyderabad’.

He described it as an examination of how society perceives Hyderabad's rocks, aiming to raise awareness about their cultural and environmental significance. The documentary will be showcased at a special event in the Press Club, Somajiguda, at 6.30 pm on Sunday. along with the release of a rap song celebrating Hyderabad’s culture.