Project
Promoting One Country, Incredible Diversity with India鈥檚 favourite, Mighty Little Bheem
UNESCO New Delhi and Netflix India entered a collaboration to create a joint media campaign with the aim to globally promote India鈥檚 tangible and intangible cultural heritage. This one-of-a-kind campaign is promoted via 鈥Mighty Little Bheem鈥, Netflix鈥檚 global animated series, that centers on a toddler version of the mythological-inspired Indian character.
With the help of short videos, this collaboration creates awareness and curiosity about India鈥檚 cultural heritage including not only monuments, but also living heritage such as oral traditions, traditional performing arts, social practices, rituals, festive events or knowledge and practices concerning nature, as Mighty Little Bheem explores mother language, celebrates the Indian independence and various festivals with his friends.
We believe that great stories can come from anywhere and be loved everywhere; transcending culture, country and language.
The short videos have been released on UNESCO New Delhi鈥檚 , , and pages and demonstrate how cultural history enriches people鈥檚 everyday lives with audiences across the globe.
From searching how to make laddoos online to themed birthday cakes, Mighty Little Bheem has become a favourite amongst millions of viewers across the globe since premiering in 2019. Produced by Green Gold Animation, the series authentically captures India鈥檚 culture through the adventures of the young boy from cooking Pongal to flying kites in his village.
Technology has brought us together like never before, and the global digital landscape has shown us that for many aspects of our lives, there are no boundaries. The campaign is built on the same idea that culture is best practiced when it is shared.
As a part of the collaboration, panel discussions and fireside chats were also organized to discuss the role of media in increasing the diversity of content and bringing together communities through the digital space, thereby advancing 鈥unity in diversity鈥.
The partnership was able to spark curiosity around the world about India鈥檚 cultural diversity and resonate with both kids and parents across the globe, just as Mighty Little Bheem has.
UNESCO, as the leading United Nations specialized agency with a mandate on culture, seeks to encourage the identification, protection, and preservation of cultural and natural heritage around the world considered to be of outstanding value to humanity. It recognises the power of culture and creativity for bringing people together, for celebrating diversity, and for connecting international communities.
