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The other names of Bhai Dooj are Bhaiya Dooj, Bhai Dooj, Bhau-Beej, and Bhai Phota in different regions of India. Bhai Dooj is an exclusive kind of celebration that heralds the loving relationship between a brother and sister. The prefix Bhai means brother and Dooj means the second day of the lunar month during the waxing phase. The essence of this festival includes the sisters praying for the welfare and happiness of their brothers and the brothers assuring their concern, care and protection for their sisters. When is Bhai Dooj celebrated? Bhai Dooj is celebrated as a part of the five days long Diwali festival. This event falls two days after Diwali and marks the conclusion of the Diwali celebrations. Bhai Dooj Shubh Muhurat This year, Bhai Dooj will be celebrated on Tuesday, October 29, 2019. The Shubh Mururat for Bhai Dooj is from 01:11 pm and 13:25 pm with a duration of 02 hours and 14 minutes. Legends connected with Bhai Dooj There are two highly interesting mythological stories that tell us the origin of Bhai Dooj. The first one is connected to Lord Krishna. It is said Shubadra, the sister of Lord Krishna invited Krishna in a loving and grand manner after he had defeated the demon Narakasur. She applied tilak in the forehead of Krishna as a mark of celebrating his victory, garlanded him and performed arati. Krishna was highly pleased with his sister’s love and hence he blessed her with several boons. The second story is connected to Yama, the god of death who visited his sister Yamuna. Since Yama met his sister on the second day (Dwitiya) of the waxing phase of lunar month in the month of Kartika, the festival is also called as Yamadvitiya. Bhai Dooj puja procedure Sisters perform this puja seeking the welfare of their brother. Brothers visit their sisters on this day. Sisters invite them in a ritualistic way and apply tilak on their foreheads. Applying tilak and performing arati must be done during the right Muhurat to get the maximum benefits of the Bhai Dooj puja. Sisters also treat their brothers with a lot of sweets and delicious dishes. While visiting their sisters, brothers do carry a lot of gifts for their sisters and give their assurance to protect them and care for them during all times. In essence and spirit, the theme of Bhai Dooj resembles that of Raksha Bandhan. Regional variations in Bhai Dooj celebrations In Bengal, Bhai Dooj is called as Bhai Phota and is celebrated by sisters by applying tilak to their brothers’ foreheads. They chant a special mantra during the ritual. In Haryana, the same ritual of tilak is performed and the sisters offer a dry coconut to their brothers tied with Kalawa thread during the arati. Final word Celebrating the affectionate bond between brother and sister, Bhai Dooj is a very sacred and momentous event for the Hindus. Hence this event is enthusiastically awaited by sisters and brothers in order to refresh and rejoice their relationship.

Bhai Dooj puja time, date, all schedule you need to know

Govardhan Puja is an important event celebrated on the fourth day of the five day long Diwali festival. In 2019, Govardhan Puja falls on Monday, October 28. The line of events during the Diwali festival include Dhanteras, Chhoti Diwali, Diwali, Govardhan Puja and Bhai Dooj starting from Friday, October 25, 2019 and concluding on Tuesday, October 29, 2019. Govardhan Puja timing Govardhan Puja Muhurat on Monday, October 28, 2019 is from 3:36 pm to 5:51 pm with a duration of 2 hours 14 minutes. Origin of Govardhan Puja Govardhan Puja has its roots in the age of Dwapar during Krishnavatar. When little Krishna grew up in the village of Gokul, he initiated Govardhan Puja in order to pay tribute to the Govardhan hill, the small hillock of the village that provided nourishment to the cows of the village and some essentials for the village households. Govardhan Puja story During those days, the people in the village of Gokul performed elaborate pujas to please Indra, the king of gods. Krishna advised the villagers to worship the Govardhan hill instead of Indra as the hill was highly supporting their lives and provided nourishment to the cows. Seeing the villagers neglect him and worship the Govardhan hill, Indra got angry and showered torrential rains on the village of Gokul. Krishna saves the village The village folks and cattle could not bear the torrential downfall. In order to save them, Lord Krishna lifted the Govardhan hill and held it like an umbrella over all of them for a period of seven days. Indra realized he will never be able to win Krishna who was verily the avatar of Lord Vishnu finally got humbled and spared the village. Annakoot puja The villagers prepared elaborate foods consisting of about 56 items called as Chappan Bhog and offered to little Krishna who neither ate nor slept over the seven days while holding the hill to protect the villagers and cattle. This event gave rise to the ritual known as Annakoot puja which is performed on the day of Govardhan puja. People prepare a lot of dishes and worship Krishna on this day. Govardhan Puja procedure Perform Govardhan puja during the right Muhurat given above. Clean the household and install a picture of Govardhan hill. You can also make the image of Govardhan hill in clay or cow dung. Offer sugarcane, peda, badasha and others to the Govardhan hill to start the puja. Light the lamp and offer roli and tilak. Leave a silver coin in the plate. Let someone in the household read the story of Ma Lakshmi. Others must listen to the story with rapt attention. At the end of the story reading, the silver coin must be offered along with sweets and fruits to the person who read the story. Prayers are offered to the Govardhan hill and the offering done to Lord Krishna during the puja consists of 56 varieties of dishes specially prepared for the puja. To conclude the puja, say your prayers and do namaskar in front of the altar. Share the Prasad with the family members and invitees.

Govardhan puja time, date, all schedule you need to know

Diwali is a five day long festival in India. Diwali is a vibrant festival celebrated with the biggest enthusiasm by Hindus, Jains, Sikhs and others in India. Irrespective of the regional differences in how Diwali is celebrated, the top highlights of Diwali are lighting lamps, wearing new clothes, sharing sweets, feasting, bursting crackers and performing pujas at homes and business places. <keyword id="31818" type="PERSON" weightage="20" keywordseo="Diwali-Puja">Diwali puja</keyword> is said to bring prosperity, wellness, wealth and happiness into homes. <keyword id="8263943" type="UNKNOWN" weightage="20" keywordseo="diwali-schedule">Diwali Schedule</keyword> 2019 The five day long Diwali celebrations start on October 25, 2019 and conclude on October 29, 2019. The list of events for Diwali are as follows. October 25, 2019 (Friday) Dhanteras October 26, 2019 (Saturday) Chhoti Diwali or Naraka Chaturdashi or Hanuman Puja October 27, 2019 (Sunday) Main Diwali Festival and Lakshmi puja October 28, 2019 (Monday) Govardhan Puja October 29, 2019 (Tuesday) Bhai Dooj The main Diwali festival On the day of Diwali, many people perform Lakshmi puja. This year, the main Diwali festival falls on Sunday, October 27, 2019. The best time for Diwali Lakshmi puja is between 06:43 pm and 08:15 PM on this day. Diwali celebration in households There are several regional variations on how Diwali is celebrated in India. However, the main aspects of Diwali celebrations are notably the same across the country. People clean up their homes, decorate it, draw rangolis, light lamps and perform pujas at homes. Delicious dishes and new clothes are the most integral part of Diwali celebrations. Bursting crackers is a great excitement for families on the day of Diwali. Due to environmental concerns, fireworks and crackers are restricted this year. Hence people are finding some alternative ways to celebrate Diwali with merriment. The importance of Diwali for business communities For many business communities in India, Diwali is the last day of the financial year. Hence, performing Lakshmi puja on this day is considered very auspicious and it becomes a kind of invitation to Goddess Lakshmi to bless the business with prosperity and success during the coming year. The businessmen place the new account books, silver and gold coins and other important tools and things connected to their trade in front of the altar on the day of Diwali puja. Auspicious things to do on Diwali day Diwali day starts with holy bath. It is very auspicious to take bath in the Ganges. People who do not have access to the Ganges waters have a dip in other holy rivers or mix up a few drops of Ganga water in the water they use for bathing and purification rituals. Wear new clothes, share sweets, do charities, burst crackers and socialize with friends and families. Decorate the homes and business places with rangolis, flowers and festoons. Light lamps in the morning and evening and arrange them in different patterns throughout the house and business places. In the evening Pradhosh Kaal on the day of main Diwali celebrations, perform Lakshmi puja and Kuber Puja. Final word about Diwali Diwali is a festival that unites families, friends and people together. This festival refreshes and rejuvenates the human consciousness. Celebrate Diwali in a traditional way and fill your homes and businesses with prosperity and happiness.

Diwali puja time, date, all schedule you need to know

Call it irony but India’s famous Hindu festival of love '<keyword id="469225" type="UNKNOWN" weightage="100" keywordseo="Bhau-Beej">Bhau Beej</keyword>' also called '<keyword id="59958" type="UNKNOWN" weightage="100" keywordseo="Bhai-Dooj">Bhai Dooj</keyword>' has surprizingly coincided with Friday the 13th this year, what the West considers to be the most unlucky day of the year! 
 
Also known as Black Friday, it is more than just a date. It occurs when the 13th day of the month in the Gregorian (Christian) calendar falls on a Friday. The superstition around this day is thought to have come about during the middle ages. Some historians have claimed it was the day on which Eve bit the apple from the Tree of Knowledge. Others say Jesus was crucified on a Friday and ever since the day has been associated with general ill omen. Most years have just one or two Friday the 13ths. However interestingly, this year has seen three in total in the months of February, March and the last being today. 
 Today’s <keyword id="70509" type="UNKNOWN" weightage="100" keywordseo="Friday-the-13th">Friday the 13th</keyword> is also the fifth and last day of festival of lights – <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> - which falls on a new moon night and is celebrated by Hindus across the world as ‘Bhai Dooj’. The occasion sees sisters ceremonize their love by putting an auspicious tilak or a vermilion mark on the forehead of their brothers and perform an aarti by showing him the light of the holy flame as a mark of love and protection from evil forces. 
 
It is believed that on this day, Lord Krishna went to his sister Subhadra after slaying the Narakasura demon, who welcomed him with a holy lamp, flowers and sweets and put the holy protective spot on his forehead. Yet another belief behind the origin of Bhai Dooj is that when Mahavir, the founder of Jainism, attained moksha, his brother King Nandivardhan was distressed because he missed him and was comforted by his sister Sudarshana. Since then, women have been revered during Bhai Dooj as it is called in Northern India, Bhai Pota in West Bengal, Bhai Tika in Nepal. 
 
Both the significant events are rooted in historical beliefs, the stark difference being while one is a joyous day for brothers and sisters in one part of the world, it’s a haunted day where everything is meant to go wrong for the other. Notably, yhe next February, March and November Friday the 13th year will occur 11 years later in 2026. As India wishes each other a joyous <keyword id="3135499" type="UNKNOWN" weightage="20" keywordseo="Bhai-Dooj-2015">Bhai Dooj 2015</keyword>, here are some interesting tweets showing how our foreign brothers and sisters are cautioning each other to stay indoors on this ‘doomed’ day: 
<blockquote class="twitter-tweet" lang="en">
	
		Happy Friday the 13th <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> <a href="https://twitter.com/hashtag/JasonVoorhees?src=hash">#JasonVoorhees</a> Stay outta the woods... <a href="https://t.co/bI0X0e2sh2">pic.twitter.com/bI0X0e2sh2</a>
	— LK (@lordkayoss) <a href="https://twitter.com/lordkayoss/status/665081179440287744">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Be lucky! <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> 😱😱😱 <a href="https://t.co/DVriVVvsFZ">pic.twitter.com/DVriVVvsFZ</a>
	— UKHaunted ® (@UKHaunted) <a href="https://twitter.com/UKHaunted/status/665103134033846272">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Enjoy your Friday ... and be careful if you are gonna go outdoors this morning. It's windy outside! <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a>
	— Joseph J. Pratt (@pghjoseph) <a href="https://twitter.com/pghjoseph/status/665126470713479168">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Hayyyyyyy. <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> <a href="https://t.co/vgPmXW3Jy6">pic.twitter.com/vgPmXW3Jy6</a>
	— daniel (@onlydaddybirds) <a href="https://twitter.com/onlydaddybirds/status/665126422214676481">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Good morning. <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> flow. Week was already fukd up. Whats the worse that cld happen? 😤😤😤 <a href="https://twitter.com/hashtag/BringItOn?src=hash">#BringItOn</a>
	— PettyRock✌ (@iCurlBANGS) <a href="https://twitter.com/iCurlBANGS/status/665126087769198593">November 13, 2015</a></blockquote>

Friday the 13th! A joyous 'Bhai Dooj' for India, but a 'haunted' day for the West

<ul><li>Durga Puja in <keyword id="6357783" type="General" weightage="20" keywordseo="west-bengal" source="Orion">West Bengal</keyword> is synonymous with fun, enthusiasm and power.</li><li>This year, brands celebrated <keyword id="445934" type="General" weightage="20" keywordseo="maa-durga" source="Orion">Maa Durga</keyword>’s power, resilience by paying a tribute to Indian women.</li><li>Here are a few campaigns that caught our attention.</li></ul><keyword id="48284" type="General" weightage="100" keywordseo="navratri" source="Orion">Navratri</keyword> and Durga Puja is one of India’s widely celebrated festivals, especially in West Bengal. Millions of people visit Kolkata every year to attend the four-day festival which celebrates the victory of good over evil. It is that time of the year when every part of West Bengal is decked up, consumers are filled with optimism and joy. Pandal hopping, gorging on foods, <keyword id="3105575" type="General" weightage="20" keywordseo="dhunuchi-naach" source="Orion">Dhunuchi Naach</keyword> (dance with the incense burner) are some of the inseparable moments associated with Durga Puja. This is when the entire local community and tourists come together and celebrate the festival with enthusiasm. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. It is during Navratri and Diwali that consumers shop a lot and spruce up their houses to welcome Maa Durga. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses also see a hike during this period. In keeping with the festive spirit, brands left no stone unturned to celebrate Maa Durga during the nine auspicious days of Navratri. Along with beautiful campaigns celebrating the goddess, we also came across a few brands that have come up with limited edition packaging to become a part of the festivities. Brands also use this opportunity to start a conversation around gender equality. They point out how the irony of celebrating <keyword id="87480" type="General" weightage="20" keywordseo="nari-shakti" source="Orion">Nari Shakti</keyword> and female power for the nine days of Navratri is very stark. As the country bids adieu to Maa Durga tomorrow, for this year, we take a look at how the festival was celebrated in the brandverse. Here are a few campaigns that stood out: Elegant Steel <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Shoppers Stop <div type="Youtube" id="L_toOIXnuJI" title="Shera Sajer Shera Stop | Pujo 2021 | Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/L_toOIXnuJI/mqdefault.jpg"></div> ITC Aashirvaad <div type="Youtube" id="5lpFle-skcs" title="Eta Amar Maa" thumbUrl="https://i.ytimg.com/vi/5lpFle-skcs/mqdefault.jpg"></div> Joy Personal care <div type="Youtube" id="Z-Ixcs4WkL8" title="Pujo 2021 - Joy Beautiful by Nature | Mimi Chakraborty | Joy Personal Care" thumbUrl="https://i.ytimg.com/vi/Z-Ixcs4WkL8/mqdefault.jpg"></div> Tata Tea Gold's new packaging <div type="Youtube" id="AjFo4axK7jg" title="Durga Pujo with Tata Tea Gold Special Edition Festive Packs" thumbUrl="https://i.ytimg.com/vi/AjFo4axK7jg/mqdefault.jpg"></div> 7UP <div type="Youtube" id="owe2SzTk1c0" title="7UP and Fido is here with some fresh dhak beats!" thumbUrl="https://i.ytimg.com/vi/owe2SzTk1c0/mqdefault.jpg"></div>

Navratri 2021: Here’s how brands celebrated the spirit of Navratri across India

New clothes, delicious sweets, crackers and some quality time with family and loved ones – this is what marks <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> for us Indians. Having spent years lighting diyas and making rangolis, we all know the underlying reason for the massive celebrations that await the country as the festival of lights approaches. It is one of the most exciting festivals that India looks forward to – one that celebrates new beginnings and the triumph of good over evil and light over darkness! While reasons for some of the rituals followed during the festive season are known to everyone, certain others are done blindly with an acceptance that it may be a part of the way society has celebrated this festival since time immemorial. But let us tell you, every little ritual from making rangolis to cleaning the house to lighting diyas, everything has a peculiar reason to it, here they are: 
 
Observing <keyword id="4067" type="UNKNOWN" weightage="100" keywordseo="Dhanteras">Dhanteras</keyword>, <keyword id="59958" type="UNKNOWN" weightage="100" keywordseo="Bhai-Dooj">Bhai dooj</keyword> as isolated festivals: 
 
These are two well-known festivals that even a kid raised in an Indian family would know about. Dhanteras is a popular tradition to purchase utensils, electronics and gold jewellery. On Bhai Dooj, sisters give special gifts to their brothers and pray for their well-being and long life. We all know that, yes. But did you know, these smaller events are actually a part of Diwali. Diwali is not a one-day festival. It’s actually a five-day long festival beginning with Dhanteras (Festival of Wealth), Naraka Chaturdasi (Day before Diwali also called Choti Diwali), Amavasya (New moon), Kartika Shuddha Padyami (Day after Diwali) and Bhai Dooj (ritual commemorating brother-sister relationships). 
 
Worshipping only <keyword id="462664" type="ORGANIZATION" weightage="100" keywordseo="Goddess-Lakshmi">Goddess Lakshmi</keyword> on Diwali 
 
For years, we have stood in front of idols with folded hands on the festival of lights. By now, we know that Goddess Lakshmi is the show stealer but do we know why? Lakshmi Puja is performed on the following day of Amavasya, the new moon night. It is widely believed that Goddess Lakshmi’s destroyer form (marak form) is active on this day and she is in search of the cleanest house to bring an end to all negative energies and offer blessings of fortune and prosperity to the family. It is precisely this reason why a broom is kept when prayers are done and the house doors are left open to welcome the goddess. 
 
Cleaning the house before Diwali 
 
Just as mentioned above, mythology suggests goddess Lakshmi enters only the cleanest houses to give her blessings. That’s why you hear mothers hyperventilating looking at that dust-laced furniture and cloth-laden bed boxes! How will the goddess touch upon you with all that dirt! 
 
Lighting Diyas: 
 
Yes, it is to celebrate the homecoming of Shri Ram, but that’s not it! Goddess Lakshmi is believed to enter not only the cleanest, but also the brightest house. 
 
Making rangoli 
 
Rangoli is preferably smeared at the main entrance of the house in the form of both - a belief and a custom. They beautify the entrances in the houses, but are also believed to keep bad spirits at bay as well as curb negativity. It further attracts wealth, happiness as well as prosperity into the house. 
 
Playing Tambola/card games 
 
It’s not just for fun, there’s mythological significance to this. Firstly, playing card games during Diwali is believed to bring good luck and prosperity in the year ahead. But it is also believed that Goddess Parvati played dice with her husband Lord Shiva on this day. Elated with her victory, she announced that whoever gambled on Diwali night would mint wealth throughout the year. As Goddess Lakshmi is an incarnation of Parvati, she visits earth to bestow pecuniary benefits on anyone found gambling. 
 
(Image credit: Economic Times)

6 things we do on Diwali even we don’t know why

<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.

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

Diwali is celebrated as the festival heralding the victory of good over evil. Diwali is one notable festival that connects Indian together. In fact, along with the Hindus, Sikhs, Jains and Buddhists too have their own versions of Diwali. Hence there is something unique and grand about this festival. Diwali is also known by some other names. There are some interesting legends associated with these different names of Diwali. Here are a few interesting names and stories connected to Diwali that you might not have known. Some known legends Diwali is celebrated as the day of victory of good over the evil. There are three popular stories associated with Diwali for the Hindus. Hindus celebrate Diwali as the day of Rama’s return to Ayodhya after fourteen years of exile in the forest and a triumphant victory over the demon king Ravana. In some parts of India, Diwali marks the start of Mahabharata war. Hence in some regions, the scenes of Mahabharata are enacted on this day. This day also marks the victory of Krishna and his consort Satyabhama over the demon Narakasur. Bhau Beej In Goa, Karnataka and Maharashtra, Diwali is also known by the name Bhau Beej. In the northern parts of the nation, this version of Diwali is called by other names such as Bhai Tika, Bhathru Dwithiya, Bhai Dooj. A legend says that it was on this day that Yama, the god of death visited his sister Yamuna. Hence this day is also known by the name Yama Dwitiya. Yama is received on this day with some interesting offerings and pujas. Balipratipada During the incarnation of Vamana, the fourth descent of Vishnu on this earth, the Lord took the form of a small boy and subdued the demon Mahabali by asking for alms and measuring the three worlds by assuming a cosmic form. After this process of taking away the three worlds from the demon king, Mahabali was sent to the netherworlds on the day of Diwali known as Balipratipada. The day of Nirvana Jains celebrate Diwali in the name Dipalika or the splendor of lamps. It was on this day that Mahavir, the twenty fourth Tirtankar of Jainism attained Nirvana or Moksha in Pawanpuri of Bihar. In the text known as Harivamsha Purana written by Acharya Jinasena, he has mentioned that the Tirtankars decorated the Pavanagiri with lamps to celebrate the occasion. Swetambar Jains observe fasting for three days around this time. Congregational prayers and readings from Mahavira;s teachings are very popular on this day. For Jains, this day also marks the birth of a new year. Hence on this day, they greet others with the slogan ‘Nava Saal Mubarak’ which means Happy New Year. Diwali for the Sikhs Sikhs celebrate Diwali as Bandi Chhor Diwas meaning the day of liberation. It was on this day in 1619 that their sixth Guru Hargobind Singh was released from the prison of Jahangir. The festival that unites The most common theme of the different versions of Diwali is the triumph of good over evil. Hence Diwali is celebrated as the festival of lights by several communities in India. Lighting of lamps, feasts, prayers, pujas, charities, merriment and fireworks are some of the common characteristics of Diwali celebrations by the different communities.

Some lesser known facts about Diwali-- a festival that has many versions in  India

The time for lamps, lights, festive cleaning, and shopping is upon us! Diwali festivities start with <keyword id="23288581" type="General" weightage="20" keywordseo="Dhanteras" source="keywords">Dhanteras</keyword> on Tuesday, October 29. Also referred to as <keyword id="23672565" type="General" weightage="20" keywordseo="Dhantrayodashi" source="keywords">Dhantrayodashi</keyword>, this day is celebrated with great joy and devotion by many Hindus. It involves worshipping <keyword id="23220366" type="General" weightage="20" keywordseo="Lord-Kuber" source="keywords">Lord Kuber</keyword>, the god of wealth, and Lord Dhanvantri, the god of medicine. Additionally, buying gold or silver on this day is seen as particularly auspicious. As <keyword id="23642266" type="General" weightage="20" keywordseo="Dhanteras-2024" source="keywords">Dhanteras 2024</keyword> approaches on October 29, here’s everything you need to know about the festival, including the date, Shubh Mahurat timings, and other key details. <h2>Significance of Dhanteras</h2>Dhanteras hold deep significance in Hindu culture, symbolising both wealth and well-being. Celebrated on the 13th day of the lunar calendar, the festival honours not only financial prosperity but also the birth of Lord Dhanvantri, the divine figure associated with health and medicine, highlighting the importance of both wealth and good health in life. <h2>Dhanteras 2024 Mahurat timings</h2>This year, Dhanteras begins with the Trayodashi Tithi starting at 12:01 AM on October 29 and ending at 2:45 AM on October 30. The best time for the Dhanteras Puja is between 7:27 PM and 9:16 PM on October 29. The Pradosh Kaal will be from 6:37 PM to 9:16 PM. <h2>Rituals</h2>Dhanteras marks the start of the weeklong Diwali celebrations, culminating in Bhai Duj. Families begin the day with cleansing rituals, such as bathing and deep cleaning of their homes, to welcome prosperity. Houses are beautifully decorated with flowers, rangoli designs, and glowing lights to enhance the festive spirit. <div type="Article" hostid="261" msid="79183505" title="Happy Dhanteras 2024 messages and wishes" mstype="2" mssubtype="0"></div> A long-standing tradition during Dhanteras is the purchase of new items—especially gold, silver, and kitchen utensils—as it is believed to bring good luck and prosperity into the household. Many families see this as a way to ensure wealth and success for the coming year. In the evening, they also observe the ritual of <keyword id="23672566" type="General" weightage="20" keywordseo="Yama-Deepam" source="keywords">Yama Deepam</keyword>, where a special four-faced diya with four wicks is lit to honour Lord Yama, the god of death. This act symbolises the removal of fear, negative energy, and obstacles from one’s life, seeking protection and well-being for loved ones. The diya is often placed at the entrance of homes to ward off evil and ensure a bright, positive future. SEE ALSO: <a href="https://www.businessinsider.in/thelife/webstories/dhanteras-2024-auspicious-items-to-buy-and-what-to-avoid/slidelist/114503989.cms" data-type="tilCustomLink" target="_blank">Dhanteras 2024: Auspicious items to buy and what to avoid</a>

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

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Some lesser known facts about Diwali-- a festival that has many versions in India

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Dhanteras 2024: Everything you need to know about rituals, auspicious timings and significance

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