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In Pics: A look at Durga Puja pandals from around the country

As fear of surge in COVID-19 numbers grows amid preparations for <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga puja</keyword>, several pandal committees have made arrangements for <keyword id="27904" type="PERSON" weightage="20" keywordseo="Virtual">virtual</keyword> 'darshan' this time, while barring the physical entry of visitors. There are, however, other puja associations that have argued that the festival is all about inclusiveness, and revellers cannot be stopped from visiting the marquees. They have given assurances that all necessary measures would be taken to manage crowds and ensure safety of one and all. At least two big-ticket pujas in the city -- Santosh Mitra Square and Debdaru Fatak -- have announced that outsiders won't be allowed this time, but insisted that people log on to their YouTube channels to catch a glimpse of the Durga idol, and the rituals. Sajal Ghosh, the secretary of Santosh Mitra Square, said, "Lakhs of people walk through narrow lanes to reach the puja pandal every year. This time, that cannot be allowed. People in our area will also be exposed to serious threats of COVID infection. That is why we have decided to put a blanket ban on the entry of visitors to our pandal." Another crowd-puller, Jodhpur Park Sarbojanin, has refrained from setting up a marquee this time. "Maa Durga's idol will be installed in a banquet hall that belongs to the puja committee. All events will be streamed live on giant screens across a stretch of one kilometre from the venue," Sumantra Roy, an officer-bearer of the association, said. Treading on a different path, some puja organisers have opened wide the doors of the marquees for the revellers, after putting in place strict safety measures to prevent the spread of the disease. Somnath Das, the secretary of Santoshpur Lake Pally, said, "We will not prohibit entry of visitors. Also, the pandal has been setup in a certain way so that people get to catch a glimpse of the idols from the adjacent road. Those willing to stay at home can click on augmentedpujo.com to enjoy virtual darshan." Echoing him, Partha Ghosh, an office-bearer of Shivmandir Puja committee, said disallowing people was not an option, as Durga puja was all about togetherness. "The whole purpose of community puja would get defeated if we stop the entry of visitors. That said, we will live stream all rituals on social media," he said. Another prominent puja in the city, Suruchi Sangha, is of the view that fewer revellers will go pandal-hopping this time, as local train services continue to remain suspended. "For the ones who won't be able to visit our pandal, we have made arrangements so that they can experience it all on their cell phones," Swarup Biswas of Suruchi Sangha said. Night-long pandal-hopping is set to begin in the city and elsewhere in the state from Monday, with Chief Minister Mamata Banerjee recently announcing that people can start visiting marquees from 'Tritiya' - three days before the puja rituals begin -- to avoid crowding to an extent. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/yogi-adityanath-to-address-18-rallies-in-bihar/articleshow/78744786.cms">Yogi Adityanath to address 18 rallies in Bihar</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/atlassians-50mn-global-venture-fund-to-focus-on-indian-startups/articleshow/78744928.cms">Atlassian's $50mn global venture fund to focus on Indian startups</a>

Virtual pandal-hopping is the new normal this Durga puja

<ul><li>Millions of people will hit <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword> Pandals today to celebrate one of the world's biggest street festivals. </li><li>The Durga Puja festival, a 10-day long carnival is celebrated early October. </li><li>One of the artists crafted Durga idols made of 50 kg pure gold worth ₹500 million. </li><li>Here are some pictures of Durga Puja pandals across the country. </li></ul>Millions of people will hit Durga Puja Pandals today to celebrate one of the world's biggest street festivals. The Durga Puja festival, a 10-day long carnival is celebrated early October. According to Hindu mythology, it is believed that Goddess Durga comes down to Earth by her four children to visit her parents. She is also known to have slayed the demon Mahishashur, during the same period. Business Insider India picked up the top Durga puja pandals created across several states to celebrate the festival. This community festival is celebrated in the company of friends and family. They also relish foods at street stalls and and patiently stand in long queues to visit the statues of the Goddess. <div type="image" title="AF8F1DFB-59C2-48E7-B636-125B1C75F428" msid="71480280" hostid="261"></div>

 There are several puja committees which create pandals, or marquees, of all shapes and sizes. <div type="image" title="e3cdaf690671f9516b57061bfbd5b10a" msid="71480281" hostid="261"></div>
 One of the artists crafted Durga idols made of 50 kg pure gold worth ₹500 million. Artists also recreated India’s historic mission to the moon, Chandrayaan 2, at puja pandals in Nagpur and Varanasi. <div type="image" title="Nagpur: A replica of &amp;#39;Chandrayaan&amp;#39; made into a Durga Puja pandal during Navratri..." msid="71480273" hostid="261" caption="&amp;lt;p&amp;gt;A replica of &amp;#39;Chandrayaan&amp;#39; made into a Durga Puja pandal during Navratri Festival, in Nagpur.Photo) (&amp;lt;/p&amp;gt;"></div>

 In Kolkata, around 3,000 community pujas and 5,000 family pujas are being held. Another 25,000 community pujas were organised by local clubs, non-government and social organizations. <div type="image" title="A5B87F24-3319-44AD-B15A-1D467DE69216" msid="71480282" hostid="261"></div>
 The puja festivities and prayers begin on the sixth day of the first quarter of the moon and end on Dashami or the 10th day, celebrated across the country as Dassehra. <div type="image" title="7E370E5F-8BF7-4926-A959-14F3DA6AC6F7" tempid="77742" msid="71480321" hostid="261"></div>

 The main fervor starts from the seventh (Saptami), eighth (Ashtami), and ninth (Navami) day when people start visiting the pandal for celebration. 
	<div type="image" title="Kolkata: A Durga Puja pandal themed on letter-box during the ongoing Durga Puja ..." msid="71480291" hostid="261" caption="&amp;lt;p&amp;gt;A Durga Puja pandal themed on letter-box during the ongoing Durga Puja festival, at Chetla Agrani, in Kolkata.Photo) (&amp;lt;/p&amp;gt;"></div>

 The festival concludes the 10th day, called Vijayadashami. 
 <div type="image" title="F0921F65-4097-4C8C-9D8E-E2100B410DE9" tempid="77748" msid="71480322" hostid="261"></div>

See how artists blend faith with India's moon mission, obsession with gold, and much more during one of India's biggest religious festivals

<ul><li>The <keyword id="6921472" type="UNKNOWN" weightage="20" keywordseo="samaj-sebi-sangha">Samaj Sebi Sangha</keyword> came up with an innovative idea to devote their 73rd puja celebration to the blind by creating a <keyword id="6357958" type="PERSON" weightage="20" keywordseo="durga">Durga</keyword> pandal with nails and threads. </li><li>The creators want people to enter the space and feel the texture of the sculpture. </li><li>The committee has also made sure that the visually impaired and pregnant women do not need a separate entry card for VIP entrance.</li></ul>Have you ever seen a sculpture made entirely of nails and that too with a purpose? <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword> is one of the most widely celebrated Hindu festivals in India. And, during this year’s Durga Puja, one of the organising committees in <keyword id="6354925" type="LOCATION" weightage="20" keywordseo="kolkata">Kolkata</keyword>, the Samaj Sebi Sangha, decided to take things up a notch by <a href="https://www.telegraphindia.com/states/west-bengal/a-durga-puja-pandal-to-touch-for-the-visually-impaired/cid/1671368">constructing</a> a Durga idol so that even the visually impaired can experience the statue. Breaching the usual norms of a Durga Puja pandal - to not to touch the artefacts - Samaj Sebi committee has been motivating people to touch Durga’s face instead. It’s an initiative to promote inclusive celebration and they even devoted their 73rd puja to the sightless and the blind. The sculpture of Durga has been put together using 20,000 screws and 1,200 nails at the entrance of the pandal. Though not the whole Durga, the sculpture has the face and the eyes of the goddess. The committee has also carved out a wall display with different thread patterns to form words like ‘Ma’ and ‘Jai Maa Durga’. The visually impaired are also being provided with a puja itinerary with in-depth information about the details of festivals in <keyword id="6363733" type="UNKNOWN" weightage="20" keywordseo="BRAILLE">Braille</keyword>. In a conversation with Business Insider India, Chandan Basu from Samaj Sebi Sangha said, “We have created this pandal for the visually impaired people so that they can feel the Durga Puja. We also wanted to educate the general people to donate their eyes after death to give light to the visually impaired. Samaj sebi sangha always pass a social message every year.” Samaj Sebi also partnered with Voice of the world to help visually impaired children enjoy the festival. Moreover, it has set up an eye donation camp with M.P Birla <keyword id="6607668" type="UNKNOWN" weightage="20" keywordseo="eye-bank">Eye bank</keyword> near the pandal. According to Samaj Sebi, 85 people have already pledged to donate their eyes. And it’s not just about the visually impaired. The Samaj Sebi Sangha has provided wheelchair and stretcher facilities for the old as well as differently-abled people. The surprise doesn’t end here.The puja committee also encouraged visually impaired children to perform in the cultural evening conducted on 16th October 2016 at the puja premises. This isn’t the first time that the committee has been in the news for its innovative approach towards Durga Puja. Just last year their display garnered appreciation for being India’s longest ‘Alpona’, which is a type of graffiti made in India using rice flour paste. Here is a glimpse of the creative Durga Puja concept

Blind-friendly deity sculpture made from 1,200 nails and 20,000 screws helps the visually impaired ‘see’ Durga Puja

<ul><li>While Durga Puja/Navratri is here, this year, the festivites are subdued.</li><li>Brands are therefore excercising caution in where and how much they spend in the next few days.</li><li>However, things are gradually improving and there are signs of recovery, experts tell us.</li></ul><keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword> or <keyword id="48284" type="CITY" weightage="20" keywordseo="navratri">Navratri</keyword> is one of the biggest festivals in India and every year the festival is marked by marketers pouring in big monies during the nine days of festivity. Actually the festival is so big in states like West Bengal that streets of cities like Kolkata usually become one big advertising canvas. However, things are different this year. With coronavirus still going nowhere, people are cautious. While every year, the streets become adorned by ads and hoardings from brands from all kinds of industries, because this is the best way to grab people’s attentions, this year, even during the festival, advertisers have been cautious. For the ad and marketing industry which saw a huge dip in investments during the first few months of the lockdown, a lot of hope had been resting on the festive season. However, this year there will hardly be a celebration. Just yesterday, the Calcutta High Court also directed all Durga puja pandals in the state to be turned into 'no-entry zones'. Many pandals in the city are barring physical entry of devotees and making the entire experience virtual. Even in other cities, people are planning to give the festivities a skip. Even Prime Minister Narendra Modi during his address to the nation advised people to exercise caution while going out during the festival. So what does this mean for advertisers? Will they get a bang out of their buck if they advertiser this year? Explaining how things are going to be different this year, <keyword id="3364704" type="PERSON" weightage="20" keywordseo="Sujata-Dwibedy">Sujata Dwibedy</keyword>, Group Trading Director, Amplifi India, dentsu international said, “Durga Puja in the east and Navratri in the west, are two of the grandest of all festivals, The festival marks the start of the auspicious period. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. People shop a lot. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses are seen in this period. A lot of business-led decisions are also made around this time. However, this year would be different as people would not step out like before, but they would be hooked on to the media to get a glimpse of the Goddess. So, the media/channel who can give them the best experience would score over the others.” Every year, categories like FMCG, apparel, auto, e-commerce and consumer durables become the biggest spenders during the festive season. But have these brands come ahead and advertised this year? <keyword id="8330648" type="PERSON" weightage="20" keywordseo="Sidharth-Parashar">Sidharth Parashar</keyword>, President – Investments and Pricing, GroupM India said, “With demand picking up in Aug-Sep, key categories like Ecommerce, FMCG, Telecom, Durables, Auto and certain segments within BFSI are expected see increased ad spends this festive season. FMCG saw recovery in Jul-Sep quarter, driven by essentials like health-hygiene products and immunity boosting food products. Brands in these categories coupled with discretionary like skin &amp; personal care products are likely to see an uptick in consumer spending and therefore in ad spending too. Consumer durables and Retail are expected to benefit from the govt.’s LTC cash voucher and festival advance schemes, which would lead to increased spending from government employees on products like apparels, laptops, smart phones, consumer durables, home appliances, fitness, jewellery, beauty &amp; personal care during this festive. For Ecommerce sector, RedSeer estimates this festive to surpass a GMV of U$D 7Bn. driven by a surge in shoppers from Tier-II towns, considerable discounts available and financing options being easily accessible to consumers. Large players like Amazon and Flipkart are scaling up their supply chain vendors, fulfillment centres and higher manpower for delivery, in order to meet surge in demand and are spending heavily on TV, digital &amp; Print.” While people might give pandal-hopping a skip this year, they have also started spending money. At this point, people are on the lookout for a change, for something positive and this has led to a visible shift in consumer sentiments in the past few months, Dwivedy added, “We are seeing that market sentiments have improved over the past few months. A surge in online purchases has been witnessed through the various platforms. Indian consumers have started embracing the new normal, and consumption of products is back. There are multiple new categories of products, new convenience food products, health, hygiene-related – all have been accepted and are being tried out. In the last few days, the malls have also opened with new offerings from the shops. Many are offering home delivery, video selections and are even ready to send people home with multiple samples for trials. Home delivery of groceries, foods and other products is preferred. Implying that the emotions have revived, the consumption has begun, however, the mode of consumption is new.” This positive sentiment has led to a month-on-month increase in spends since July across categories. “TV has been almost at the same levels as the previous year. Print, on the other hand, is kind of catching up but it will still take some more time in top metros. Nevertheless, Tier II towns are tracking better. Radio has also picked up. OOH and Cinema that have been worst hit this year should see some relief in this quarter,” she explained. While Television has steadily been seeing an increase in ad spends over the past few months, mediums like Radio and OOH that had suffered a lot during the lockdown are hoping to see some recovery. These are both mediums that see a lot of spends during the festive season in normal years. So how are things this year? Abraham Thomas, CEO, Reliance Broadcast Network Limited said, “The festive season is considered the 5th quarter in India, an auspicious time, for businesses across industries, that contributes 40-45% of sales. Marketers certainly leverage this opportunity with ad volumes showcasing a significant surge. Clearly the most trusted and credible media, this lockdown has helped radio being reimagined amongst the audiences with the overall listenership of medium growing by 30%. The surge in listenership across different TG’s have driven ad volumes across Males, Females, the young and older targeted brands. We have witnessed a rise of 24% in Ad Volumes in week 33 with consistent growth in Ad volume from Aug’20 where average Ad volume surged by 4.8 times as compared to April. With the staggered unlocking of the economy, Radio with its ‘mass local reach’, trusted influencers and digital amplification have witnessed a sharp recovery with certain categories booming more than the others.” However, things aren’t all that great in the outdoor medium and Noomi Mehta, Chairman &amp; MD, Selvel One paints a not-so-rosy picture. He said, “Right now we are at 50% in terms of business when compared to a normal year, and if you compare puja-to-puja, we would be at less than 40% this year. It is true that people are venturing out now and there is an opportunity for brands but they are very cautious.” Every year, especially during Navratri/Durga Puja, brands from segments like FMCG, consumer durables etc go all out and make a lot of noise. “But this year, only those forced to advertise are advertising. For instance, auto brands that are launching new offerings are advertising and currently they are out top advertisers. Every year, we see financial institutes, paint companies, e-commerce platforms and apparel brands also invest in festive but that hasn’t happened this year,” he shared. Despite the fact that brands are cautious in spending, data points towards many cities almost coming to a state of normalcy. Shared <keyword id="2406965" type="PERSON" weightage="20" keywordseo="Atul-Shrivastava">Atul Shrivastava</keyword>, CEO, <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword>, “As far as traffic on the roads is concerned, per data generated through SHARP, Laqshya’s traffic metrics platform, traffic in Kolkata is currently 89-92% of normal times and it is increasing every day. Long traffic jams are also back. So, we see that situation is coming back to normal, aided by the festive season.” However, Shrivastava had something positive to share. He pointed towards signs of recovery, even in terms of ad spends. “Even in the current situation, we are seeing brands in the jewellery, textiles, retail, garments, footwear and the automobile sectors spending their pent-up OOH budgets. FMCG brands are also advertising in OOH media, especially for sanitizing products. OTT platforms and entertainment channels are also investing in OOH media to promote new shows and programs. Hence, even if we do not see 100% spend by clients as compared to last year, current spends are around 60-65%.” On what the rest of the year will look like, Arnab Samanta, Head of Marketing, Graphixstory said, “With the nation gradually ‘unlocking’ itself and with IPL happening around the festive season, the markets are much positive of a revival in the second half of the year. Brands will be spending 1.5 times digitally more than the usual plan of action. The advertising spend will be increased, thoughtful engaging ad campaigns and tech innovations like augmented reality will be introduced to create massive engagement with the target audience. The higher ad spends for various brands will be distributed on a different mix of categories and channels compared to last year, depending on consumer trends and shopping pattern. Digital businesses will now make the way for a sharper trajectory.” While things have still not picked up as much as the ad industry had hoped, the number of new coronavirus infections dropped below 50,000 for the first time in nearly three months in India yesterday. So here’s hoping that things will keep getting better gradually and we will have a better and safer Diwali, one that also brings relief to the industry.

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In Pics: A look at Durga Puja pandals from around the country

BI India Bureau

Virtual pandal-hopping is the new normal this Durga puja

PTI

See how artists blend faith with India's moon mission, obsession with gold, and much more during one of India's biggest religious festivals

BI India Bureau

Blind-friendly deity sculpture made from 1,200 nails and 20,000 screws helps the visually impaired ‘see’ Durga Puja

BI India Bureau

Durga Puja and Navratri is finally here, but are advertisers excited?

Samarpita Banerjee

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