He is the force behind Sunburn – the interceptor
himself! He has scripted many a success
story ever since he began his career as a sports marketing guru. Taking the advertising world by storm, he
also scripted another success in Bollywood.
Sunburn has not only followed the same path, but broken a few records in
the bargain. Evolving since its
inception in 2007, the festival is among the top five and the ninth largest in
the world. It is also the largest Asian
festival and the third most connected EDM festival in the world which conducts
over 200 events in a year. It’s a story that must be told.
On the personal level, it is his desire to relate the story
of Sunburn from its inception to its challenges and evolution over the years.
“I thought that if I died tomorrow, no one would be able to tell the story of
Sunburn.” The reasoning is perhaps an off-shoot from his near- brush with death
which prompted him to write his best-seller debut novel “‘F?@K Knows’.
If you enjoyed reading this article, you can help support our journalism by adding OHeraldo as a preferred source.
On another level, it
has much to do with the lackadaisical attitude in India to articulate some of
the greatest success stories of the land, unlike in the West. “India has created only two of the largest
intellectual properties in the world – the Sunburn and the IPL. Yet no one has written a book about them. We don’t articulate our history, art or
culture which we should be rightly proud of,” he laments. The first chapter
‘Why am I writing this book?” aptly addresses this lacuna.
It’s a property he
wants to preserve for posterity, not only for its entertainment value, but one
that can become a part of University libraries. “Sunburn is a case study for anyone who
dreams big and the inspiration to go for it,” explains Shailendra of his
nominally priced book.
The book which was earlier launched at the ADE in Amsterdam
is India’s first ‘Live Book’. Designed by debut graphic designer 20-year old
Yash, the book is an interactive and entertaining editorial targeted at the
youth. “No single page is like the
other. There are pictures and interviews with text relief in a very reader
friendly pattern. And the most exciting
aspect is that its pages also have interactive QR quotes which can be scanned
with a mobile and the event/interview followed live.”
As he celebrates his 25th wedding anniversary this year,
Shailendra plans to write an ‘open letter’ to his 19-year old son DJ Shan
Singh. “It’s about my sexual experiences
for my son and also a book for every father for their sons.”
And as the countdown to Sunburn begins, Shailendra gives
thanks for every blessing in his life.
