Ugyen Panday Should be DDC Brand Ambassador

"The Dzongkha Development Commission (DDC) is the leading institute in the country for the advancement of Dzongkha, the national language of Bhutan." Reads the home page of their website. It was founded in 1986 to preserve and promote use of Dzongkha but by the time I reached high school Dzongkha was almost considered outdated. People either spoke Sharshopkha, Nepali or English. We listened to English and Hindi songs. It was a pride to say, 'I 'm very poor in Dzongkha'. 
DCC worked harder but they were fighting a losing battle against the rampage of different influences through television and internet. The so many expenses pumped into Dzongkha essay, debate, skit and lozay competitions in schools only went on to polish those who were already shining in Dzongkha and had little or no effect on the majority of non-Dzongkha fans. 

• DDC came up with numerous publications, but like always this only pleased the ones who were interested in Dzongkha. There was nothing special in those publications to win new hearts. Dzongkha-English Dictionary published and distributed last year looked like it could make a difference.
• DDC brought foreign help to rescue national language, which was an irony in itself. They may be language experts but it takes people who understand Bhutanese to fix the problem.
• DDC developed software which made typing on computer possible, and also on some mobile devices. But it only made computer popular among the Dzongkha lovers, rather than making Dzongkha popular among computer users.
• DDC composed many new words, only to confuse the one who were already so confused. They reject the word we have been using for ages saying those were not Dzongkha, and went on to make new words thereby making Dzongkha a foreign language among the Bhutanese.

Our bad romance with Dzongkha was not something that would age with us and die slowly, it was something we would pass down to our children unknowingly, and few generations down the line Dzongkha could be a language of the past.

But a few years ago Bhutan woke up to a new morning of Bhutanese music. It was Namgay Jigs who made every Bhutanese hum Dzongkha songs. From taxis, to shops, to school concerts there was no place Dzongkha songs weren't played. But soon Namagy turned very Jigs, he started sounding like a young boy who spent all his life in the west.

Musical Revolution 

Ugyen Panday was a revolution, a young man with good sense of style and so appealing to the young generation, and someone who made Dzongkha language sound very beautiful in its original form. Overnight he invaded every music device; iPod, MP3 Player, Mobile Phones, Computers and most of all the beating hearts. Dzongkha has never been so popular in our country, and thanks to Ugyen Panday. And in 1986 was this musical boy born, the year DDC was founded.

Winning hearts from across borders

Therefore, I was wondering if Ugyen Panday could be the Brand Ambassador of DDC, he needn't do anything more than what he's doing everyday- playing his guitar and singing his songs and winning hearts, while DDC could pump a part of fund they waste in their fruitless activities into his musical career.

Musical Man

Courtesy: Photos are taken from Ugyen Panday's Facebook Profile.