Commercialisation
brand-driven trade & commerce?
THERE ARE DIFFERING VOICES.
‘’In our time’’ flashbacks an oldie from Delhi’s Kolkata-C.R.
Park-__’’the first whiff of breeze that indicated seasonal change
nge
signalled the advent of Pujas. Mahalaya of course was the real
eal
trailer before the main event! Puja meant new clothes, fun with
family & friends, visiting pandals, eating out, watching theatre
re &
Bangla movies late into the night at the neighbourhood pandal,
dal,
offering prayers with our near & dear ones.... It was simple,
spontaneous, pure, innocent untramelled by the gaudy, vulgar
showy opulence that marks todays Puja celebrations. Zogghono!
Modelling Durga Ma’s image to look like film stars Hema,
Madhuri, Ashwariya or Rani Mukherjee... Chee Chee! Kothay
Nebey gachay!’’ Adman Swapan Seth (while unable to conceal
his amusement at this attack from senior citizens,) believes that
such harsh words only represent, old-fashioned stuck-in-a-time
warp radical thinking. ‘’Let’s face it. Today’s Pujas are hi-spend,
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Interestingly the corporatision
of the pujas started around the
mid-eighties when the big FMCG
Dadas realised that the Pujas
drove mega consumption of
products and services
hi-throng occasions and big brands will naturally want to grab a
piece of the action. As long as it doesn’t conflict with the basic
cultural & religious kernels, it’s cool’’.
Interestingly the Corporatisation of the Pujas started around
the mid-eighties when the Big FMCG Dadas realised that the
Pujas (as a mega event) drove mega consumption of products
& services like there was no tomorrow! Wouldn’t advertising &
publicising their brands in such a fabulous ‘’Captive target base,’’
be just purrrfect? That’s when it began... and soon a deluge