Pikchr

Understanding India’s Mini-grid Landscape

Within the landscape of rural electrification, solar mini-grids are a technology that can help solve the global energy crisis. Our study was conducted across Bihar and Uttar Pradesh, to understand the use of mini-grids, particularly solar-based grids operated by Tara Urja (a non-profit dedicated to help meet rural India's need for reliable electricity), and test hypotheses around video as a means of community engagement.

The research first sought to deeply understand systems and behaviours in rural communities, and then outline potential opportunities and challenges. The focus was on the diminishing gap between rural and urban communities, exploring infrastructure, behaviours, influences, aspirations, consumption patterns, and social fabric in these communities. Key observations were framed using a custom lens inspired by the PESTLE framework; focusing on Infrastructure, Livelihoods, Influences, Aspirations, Consumption, and Communities. In the context of mini-grids, the research mapped user profiles and their needs, attitudes, and behaviours, alongside the roles and attitudes of on-ground ESCO staff. The study emphasised the importance of building electricity literacy and using examples of existing plants for marketing mini-grid services.

The overall goal was to identify potential themes for videos, such as the impact of mini-grids on businesses, homes, and communities, as well as the challenges and solutions related to grid adoption, and to develop a community video platform based on these insights.

A critical question that emerged was the long-term purpose of the film content. While community engagement remains a relevant umbrella theme, the content was also identified to serve other important purposes:

• Promotion of grids in new communities targeted by grid operators.
• Training and learning resources for grid employees.
• Source of feedback from users.
• Engagement tool for current customers.

Mapping the Potential of Media

We examined the evolving media landscape in India, particularly in rural areas, noting the increasing affordability of the internet, the influence of Chinese smartphone brands, and the widespread use of platforms like WhatsApp, Facebook, and YouTube. India currently has an estimated 820 million active internet users at present. Over half of them — 442 million — now come from rural parts of the country. The number of active internet users in rural India exceeds that of urban users.

We also studied popular media consumption trends, such as the preference for funny content, music videos, the obsession with selfies, and the documentation of personal events. The research also delved into the democratisation of content creation due to smartphones, the significant role of YouTube in learning, and the integration of Facebook and WhatsApp into daily lives. Personas and archetypes were created to represent different demographics and media behaviours in rural communities.

By understanding media consumption habits and seeing the potential of digital content creation practices of rural Indian communities, we chose to go ahead with a smartphone-based filmmaking and content dissemination approach because of the evolving trends and realities that anyone working in the content generation, communication, and media space cannot ignore.

A storytelling and filmmaking toolkit was created in the form of a mobile app, called Apne App, that generated films from footage taken by the user. Community filmmaking, traditionally in the documentary film and development sector, has long been a cumbersome and convoluted process, involving extensive equipment and many days of training participants in various filmmaking techniques. This app was designed to simplify this entire process and make storytelling far easier.

We learnt that most users we were targeting were first-time filmmakers in rural Bihar and Uttar Pradesh, and enjoyed the thrill of becoming directors, often staging the shots they wanted. The digital platform that showcased all stories was fed by videos made via Apne App, and was envisioned to propagate the use of mini-grids among businesses and individual households, in communities that received either irregular or no government electricity supply.

The project hypothesis was that video-based stories from the ground can help build trust in new communities and engage users. Given that by educating, facilitating, and assisting customers, off-grid companies can build robust, trust-based relationships,the platform was designed to enhance community engagement for ESCOs.

Demystifying the art of filmmaking

The project centres on three key elements: content, platform, and a community of filmmakers. Content creation is supported by a custom-designed mobile application tailored to the specific needs of the content type and filmmakers' profiles. The app integrates the essentials for both making and learning into one dynamic package, guided by filmmaking and capability-building principles.

Professional filmmakers don’t just shoot; they also script, sequence, edit, and mix audio to craft their films. The Apne App seamlessly merges these tasks into an easy-to-use interface, combining both the creative and educational aspects in a single package. As an internally developed application, Apne App eliminates the need for separate editing and storyboarding, giving every user the power to create films at the tap of a button. It’s designed to enable three core activities:

Learn: Users can quickly learn the basics of filmmaking through easy-to-follow video tutorials. The app guides filmmakers step by step, reducing the need for in-person collaboration.

Make: Apne App simplifies filmmaking by recording a series of clips that are automatically mixed and sequenced into a complete film. It creates a cohesive narrative by layering audio clips over video, removing the complexity of film editing. Customisable templates help with conceptualising and scripting, providing prompts for what to shoot.

Watch: Films can be uploaded to the Apne App platform, where audiences engage with content in various ways, offering a unique space for sharing and learning new ideas and stories. The app is available in both English and Hindi, with content presented in a colloquial tone that respects local nuances.

Generating Relatable Content Within The Context

The project involved Quicksand and community members in co-developing "seeding content" that took the form of 22 films highlighting the impact of grids in their communities. These films served as a starting point, with future content expected from local community members, the World Bank, and ESCOs.

The platform sought to build a community of hyperlocal storytellers, across the themes of culture, business, and ground reporting. Given the widespread influence of music videos and Bhojpuri (the local language) cinema, it was decided that the format of a music video as an easy-to-access, relatable form of content would be leveraged for at least one film. The team ended up with two such films, both recorded and created in collaboration with community members to articulate the potential of solar energy and the workings of a mini-grid system.

Outcome

Over the course of the project, we visited, co-created, and tested outputs with 10 mini-grid communities. The project concluded with the handover of a complete app, a dedicated digital platform to host mini-grid videos, 22 films around the people’s experiences of the mini-grid, and a project report. Of the final 22 films, 11 were made by users with the developed app, with minimal help from the team.

The project was eventually extended to include a phase that would see Quicksand strategise the distribution and dissemination of the platform and the app in multiple countries. This phase would involve more research to strengthen the proof of concept and the eventual proposition of the created outputs to mini-grid companies.

Additionally, the app is now being adapted to a new avatar to serve as a researcher tool, equipped to support field research with features for recording, transcribing, AI tagging, and cloud-based data retrieval. This transformation enables a seamless field-to-desk workflow, expanding mobile ethnography capabilities to a broader user base."