Sampooran Singh Kalra, famously known as Gulzar and quite possibly the most notable figures in Indian verse and film music, loves Urdu. To ...
Sampooran Singh Kalra, famously known as Gulzar and quite possibly the most notable figures in Indian verse and film music, loves Urdu. To the degree that in one of his most renowned melodies Chhaiyya, he commends the darling with the notable line "Ho Jis Ki Zubaan Urdu Ki Tarah".
He isn't the simply one to do as such. The unbelievable exchanges and tunes in Indian movies would not be what they are today without Urdu. India actually holds the Jashn-e-Rekhta occasion to recognize Urdu consistently. I can't help thinking about the number of individuals perusing this article know what rekhta implies. For the individuals who don't, it is another name for Urdu.
I likely come from the last age to have grown up with Urdu writing involving a huge piece of my life. We, the eighties kids, had Ibn-e-Safi and Ishtiaq Ahmed to peruse and we graduated to Ashfaq Ahmed, Manto, Shafiq-ur-Rehman and Mustansar Hussain Tarar as we grew up. Our verse was not an irregular person transforming garbled sentences into words and calling it verse. There was no Larro Mujhay or 'Aisay Jeenay Mein' in light of the fact that it was wrong Urdu. Verses and verse were managed by Radeef, Qaafiya, Zameen and Beher. As I type these lines, I have a sense of foreboding deep in my soul.
We should put the feelings and wistfulness to the side and go to the current issue. Last month, Aurora's site distributed an article called 'For what reason is Urdu Difficult For Us', which opened unhealed injuries. That part was composed by youthful innovative director and was a greater amount of a confirmation of blame – and I sympathized with his agony and problem.
The decrease, if not death of Urdu, especially in publicizing, can be ascribed to a few components.
The Rise of WhatsApp and Roman Script
In 2004 when I began my profession in publicizing, the principal language of correspondence for brands was Urdu. The correspondence was composed and perused in Urdu. Quick forward long term and a look at the boards in the city and computerized advertisements on the web, rapidly show that Urdu isn't written in Urdu script any longer. It's all Roman, with everybody utilizing their own spelling rendition to convey. What's up with it, you may inquire? It is a cutting edge variation of a language and with regards to patterns. There isn't anything amiss with it, then again, actually it will slaughter the Urdu language sooner than later. Content, called Rasm-ul-Khat (رسمُ الخط ) is the fundamental contrast between a 'zabaan' (language) and a 'boli' (dialect). A zabaan has its own rasm-ul-khat (script) and without a content a language can't exist. What we have in promoting now, is Urdu spoken and written in English.
The main motivation for this shift is the ascent of applications, like WhatsApp, where clients type Urdu utilizing English prearrange and comprehend it a similar way. It's basic to the point that sponsors think of it as alright to just utilize one language. I would approve of it if this was a worldwide issue. It isn't. In Turkey, advertisements are written in Turkish. In China the content is Mandarin. Greece, Spain, France… and so on. Go to the Middle East and perceive the number of advertisements have Arabic written in English content. They all publicize in their own content. In Pakistan, you will see under five percent advanced promotions utilizing Urdu script. All things considered, you see is five distinct spellings of 'Hai ہے' from Hey, Hai, Hay, Hae and so on The present publicists don't comprehend the contrast between composing 'Nahin نہیں' and 'Nahi نہی' as the two spellings are generally utilized. In Urdu, 'Nahin' signifies No, while 'Nahi' utilized without an extra 'early afternoon ghunna' (ں) sound, implies forswearing or dismissal. This is a gigantic distinction and only one illustration of the current issue. 'Kya' and 'Kiya' have totally different implications. Kya is 'The thing that' and Kiya is 'Did'. Presently open your promotions and boards photographs and perceive how often the two spellings have been utilized to say 'What'.
Demise of the Urdu Copywriter
The second and surprisingly more serious issue is that individuals don't think Urdu is significant or an ability worth having. In 2004, advertisement offices had a Urdu marketing specialist who was a specialist in his field and English publicists were junior assets and ordinarily a piece of the duplicate groups headed by a Urdu master. Usually, duplicate was written in Urdu and converted into English. Today, advertisement offices have publicists; there are no Urdu or English marketing specialists – just marketing specialists. Contribute decks are made English, ideas are composed and thought in English and if necessary, converted into Urdu utilizing English content. How then, at that point would one be able to anticipate that Urdu should exist or thrive in publicizing?
The most tragic part of this is that Urdu is not any more a forte. Anybody can write in Urdu. Any English marketing specialist can compose Urdu slogans or discoursed (in the event that somebody is sufficiently keen to make an idea where exchange is required). Something else, a visual montage with substantial Urdu words without rational sentences can generally do ponders. Urdu jingles are composed by English talking publicists. The final product is 'Child shor machay ga shor se zyda, party kar ley more se zyada' – and this sadly is one of the better models - at any rate it rhymes.
Decrease in Reading Habit
Promoters are not to reprimand for everything. Lamentably, and that is the tragic reality, there is a decrease in perusing everywhere on the world. Books have been supplanted by screens and screen-time is split between web-based media, substance, games and music. Perusing is at the lower part of the hierarchy. Disregard any other person, I used to be a one-book seven days fellow and now I am a one-book-like clockwork fellow. In the event that screens will supplant books, Urdu will endure much more than English since Urdu perusing is restricted to Pakistan.
Fuming aside, do I have an answer? I would prefer not to be a doubter, yet in all actuality promoters won't change to Urdu. Their reasoning will be that Urdu isn't the primary language of the greater part any longer; at any rate as far as perusing, if not talking. As imperfect as this contention may show up, there some legitimacy for this reasoning, especially among the more youthful age. The lone path any of this can change is if the whole promoting industry chooses to change to Urdu as the main mode of correspondence. Not Urdu written in English content, but rather Urdu the language. They should bring back Urdu publicists and offer jingles to artists not English medium alumni. I'm not being stooping towards a piece of the organization, it is baseless to anticipate from them something that they have not contemplated or experienced.
None of this will occur. There is a solid chance that a long time from now, there might be a small bunch of individuals who will realize how to compose Urdu. It will be a pitiful opportunity to live in, however it's OK. We will endure. We have endure Corona, haven't we?
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