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<keyword id="19896515" type="General" weightage="20" keywordseo="Durga-Puja" source="keywords">Durga Puja</keyword>, one of the most revered Hindu festivals, celebrates Goddess Durga's victory over the demon Mahishasura, symbolising the triumph of good over evil. This grand festival, also known as <keyword id="23483677" type="General" weightage="20" keywordseo="Durgotsav" source="keywords">Durgotsav</keyword>, will commence on Tuesday, October 8, 2024, and conclude on October 12, 2024. Beyond its deep religious significance, Durga Puja unites millions of devotees, especially in India, fostering a sense of spiritual and cultural unity. Here are some heartfelt wishes and greetings to share with your loved ones during this joyous celebration. <h2>30 <keyword id="5037038" type="General" weightage="100" keywordseo="Durga-Puja-wishes" source="Orion">Durga Puja Wishes</keyword></h2><ul><li>Wishing you a Durga Puja filled with joy, devotion, and the blessings of <keyword id="19968294" type="General" weightage="20" keywordseo="Maa-Durga" source="keywords">Maa Durga</keyword>. Happy Durgotsav! </li><li>May Goddess Durga shower her blessings on you and your family and fill your life with happiness and prosperity. Shubho Durga Puja! </li><li>Wishing you strength, courage, and immense happiness on this auspicious Durga Puja. May Maa Durga guide you always! </li><li>May this Durga Puja bring peace, prosperity, and joy into your life. Happy Puja! </li><li>May the divine blessings of Maa Durga protect you and your family from all evils. Shubho Sharodiya! </li><li>Let’s celebrate the triumph of good over evil and fill our hearts with hope and positivity. Happy Durga Puja! </li><li>May Maa Durga bless your home with joy and remove all obstacles from your path. Shubho Puja! </li><li>Wishing you the energy of Maa Durga, the wisdom of Goddess Saraswati, and the prosperity of Maa Lakshmi. Happy Durga Puja! </li><li>May your life be as vibrant and joyous as the festivities of Durga Puja. Shubho Durga Puja! </li><li>May this Puja strengthen your faith and bring renewed hope into your life. Happy Durga Puja! </li><li>May the divine energy of Goddess Durga flow through your life, giving you strength and courage. Shubho Mahalaya! </li><li>Wishing you a joyous Durga Puja filled with the sound of dhaak, fragrance of flowers, and divine blessings. </li><li>May Maa Durga bless you with wisdom, good health, and endless happiness. Shubho Bijoya Dashami! </li><li>As the auspicious festival of Durga Puja begins, may Maa Durga bless you with good health and happiness. </li><li>May you find all the delights of life, and may all your dreams come true. Wishing you a joyous Durga Puja! </li><li>Wishing you a festival as magnificent as the celebration of Durga Puja itself. Shubho Durga Puja! </li><li>May Maa Durga empower you with the courage to face any challenge and the strength to overcome every hurdle. Happy Durgotsav! </li><li>May the celebrations of Durga Puja fill your heart with joy and warmth. Shubho Sharodiya! </li><li>Wishing you a Durga Puja as enchanting as the blessings of the goddess. Shubho Puja! </li><li>May Goddess Durga illuminate your life with countless blessings. Happy Durga Puja! </li><li>On this auspicious occasion of Durga Puja, may all your troubles fade away, and may you be blessed with everlasting peace. </li><li>May Maa Durga enrich your life with positivity, good fortune, and immense joy. Happy Durga Puja! </li><li>Let us welcome Maa Durga and ask her to bless us with eternal happiness and prosperity. Shubho Durga Puja! </li><li>May the arrival of Maa Durga usher in a new dawn of happiness and success. Shubho Bijoya Dashami! </li><li>Wishing you good health, prosperity, and eternal joy this Durga Puja. May Maa Durga bless you. </li><li>May you and your family be blessed by the nine divine forms of Maa Durga. Shubho Durga Puja! </li><li>May the celebrations of Durga Puja bring peace and contentment to your soul. Shubho Mahotsav! </li><li>May Goddess Durga empower you with the courage to face life's battles. Happy Durga Puja! </li><li>May the blessings of Maa Durga keep enlightening your life and protect you from harm. Shubho Durga Puja! </li><li>May the divine energy of Goddess Durga be your guiding light today and forever. Happy Durgotsav! </li></ul><h2><keyword id="20270579" type="General" weightage="20" keywordseo="Durga-Puja-2024" source="Orion">Durga Puja 2024</keyword> Messages</h2>Durga Puja is a reminder of the power of faith and the strength of good over evil. May the blessings of Maa Durga always be with you! As we celebrate the victory of Maa Durga over Mahishasura, let’s embrace her blessings and live with courage and grace. Durga Puja is not just a festival; it’s a time to celebrate traditions, togetherness, and the eternal victory of light over darkness. This Durga Puja, may you find joy in every moment, peace in every prayer, and strength in every blessing. May Maa Durga’s blessings remove all obstacles from your path and grant you the strength to achieve greatness. Happy Durga Puja! May the grandeur of Durga Puja fill your heart with endless happiness and your home with prosperity and love. Wishing you a Durga Puja as joyous as the vibrant celebrations, and may Maa Durga’s blessings be your guiding light. May the sound of dhaak and the scent of flowers fill your life with endless joy and the blessings of Maa Durga. Happy Durga Puja! This Durga Puja, may you be blessed with divine energy and the strength to conquer all adversities in life. Durga Puja is a time to reconnect with our roots, celebrate life, and seek the blessings of Maa Durga for a future filled with peace and prosperity. SEE ALSO: <a href="https://www.businessinsider.in/science/health/food/webstories/8-reasons-why-fasting-during-navratri-is-beneficial-for-your-health/slidelist/114053587.cms" data-type="tilCustomLink" target="_blank">8 reasons why fasting during Navratri is beneficial for your health</a> <a href="https://www.businessinsider.in/travel/india/webstories/top-dussehra-getaways-from-delhi-escapes-for-the-festive-weekend/slidelist/114046437.cms" data-type="tilCustomLink" target="_blank">Top Dussehra getaways from Delhi: Escapes for the festive weekend</a>

Happy Durga Puja 2024: Thoughtful wishes and messages to make your celebrations special

<ul><li>The ad film is conceptualised by Flying Mind Bangalore. </li><li>It features <keyword id="894013" type="General" weightage="100" keywordseo="swastika-dutta" source="Orion">Swastika Dutta</keyword>. </li></ul><keyword id="64373" type="General" weightage="20" keywordseo="Shoppers-Stop" source="Orion">Shoppers Stop</keyword> rings in the festive season with a heartwarming and emotional story for Durgotsava. Shera Sajer Shera Stop is the story of homecoming, love, and hope. The film features distinguished Bengali actress Swastika Dutta and music by illustrious singer <keyword id="355913" type="General" weightage="20" keywordseo="anupam-roy" source="Orion">Anupam Roy</keyword>. <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> Every year, the homecoming of <keyword id="445934" type="General" weightage="80" keywordseo="maa-durga" source="Orion">Maa Durga</keyword> is eagerly awaited by all in West Bengal. The festival witnesses the entire family and neighborhood joining hands to celebrate and regale the arrival of Maa Durga with her children. This year, Shoppers Stop celebrates the homecoming of every woman #MaaAshcheAbar. The film reflects on the story of a father and daughter, and the father’s hope of celebrating the festival with his daughter by his side. The time a father spends with his daughter is priceless and as everyone moves on, all one can do is reminisce and hold on to that moment. In this film, the father ponders on the little things him, and his daughter would do together during the festival and radiantly smiles only to be woken up by a phone call from his daughter telling him she’s coming home.

Shoppers Stop launches an ad film for the homecoming of Maa Durga with Swastika Dutta

<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

<ul><li><keyword id="5025800" type="UNKNOWN" weightage="20" keywordseo="Cardi-B">Cardi B</keyword>’s latest photo shoot with a magazine cover for the upcoming launch of Sneaker Collection with Reebok hasn’t gone down well with a lot of Indians. </li><li>The rapper posed as Goddess Durga to celebrate power, femininity and women empowerment. </li><li>Cardi B has now apologised for offending people's religious sentiments. </li></ul>Just after Reebok announced its association with global icon Cardi B for the launch of a sneaker collection, the rapper started making news for the wrong reasons. Cardi B posed as Goddess Durga for a magazine cover to promote the upcoming collection. Her aim was to pay homage to the goddess. However, it didn't go down well with a lot of Indians who felt the image was disrespecting Goddess Durga. Cardi B took to Instagram to apologise for offending people's religious sentiments. She said, “Sorry guys, I didn't mean to offend or disrespect anyone’s culture. I can’t change the past but I will be more cautious for the future. When I did the Reebok shoot, the creator told me that I will be representing a Goddess that stands for strength, femininity, liberation and that’s something I love and I am all about it. I did not intend to hurt anyone’s religious sentiments.” Explaining the thought behind the photo shoot, the magazine’s social media caption said, “In a <a href="https://www.instagram.com/GeorgesHobeika/">@GeorgesHobeika</a> dress, she pays homage to Durga, the Hindu goddess, whose symbols of protection and inner strength resonate as much in modern times as they have through the centuries. Like Durga, Cardi B is a dominant female voice at a critical time.⁠” <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div>Many Indians found it disrespectful and criticised Cardi for her bare bodied homage to the Goddess, while others were displeased that she was holding a shoe in her hand.

Cardi B apologises for her magazine cover promoting Reebok Shoes that paid homage to Maa Durga

<ul><li>With low spirits still looming around for many, people are unsure how to enjoy the Pujo celebrations or go pandal hopping this year.</li><li>Brands united to encourage people to come together while adhering to safety norms and paid a tribute to the positivity and strength of the human spirit as we all want to step out of dark times and emerge victorious and bright like Maa Durga.</li></ul>It’s that time of the year when West Bengal turns into one grand carnival, <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword>, in normal times is as much about the fun and food as it is about the fervour of welcoming Durga into our homes and lives. Intricately woven into the cultural fabric of West Bengal, the festivities spread cheer across, turning its cities into a beautiful dreamland of joy and togetherness. While this year is different, brands haven't shied away from celebrating this grand festival. 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. Here are a few campaigns and product and packaging innovations that stood out: Tata Tea Tanishq <div type="Youtube" id="tPec4SJPFBM" title="Tanishq presents Aparajita - Ekotai Shundor, Ekotai Shokti!" thumbUrl="https://i.ytimg.com/vi/tPec4SJPFBM/mqdefault.jpg"></div> <keyword id="106317" type="DOMAIN" weightage="20" keywordseo="Asian-Paints">Asian Paints</keyword> <div type="Youtube" id="VuDs2-8VgkM" title="Asian Paints Sharad Shamman ‘Dugga Elo Ghawrey’" thumbUrl="https://i.ytimg.com/vi/VuDs2-8VgkM/mqdefault.jpg"></div> Joy Personal Care <div type="Youtube" id="xytF80lvSV8" title="Dugga Elo (দুগ্গা এল)| Priyanka Sarkar | Akriti Kakar | Ajay S | Baba Yadav | Joy Personal Care |SVF" thumbUrl="https://i.ytimg.com/vi/xytF80lvSV8/mqdefault.jpg"></div> Welspun <div type="Youtube" id="4J4ZbS3gbUk" title="Celebrate the Magic of Reversible | This Durga Puja #ChaloPaltai | Welspun 2in1 Reversible Bed sheet" thumbUrl="https://i.ytimg.com/vi/4J4ZbS3gbUk/mqdefault.jpg"></div> Shoppers Stop <div type="Youtube" id="tl9qEgRs4tY" title="Ami Alo | Pujo 2020" thumbUrl="https://i.ytimg.com/vi/tl9qEgRs4tY/mqdefault.jpg"></div> Big FM <div type="Youtube" id="u_KnfZFZFgw" title="Big Mahalaya | Mahalaya ki nayi dhun | Swagatalakshmi | 92.7 Big FM | Durga Pujo" thumbUrl="https://i.ytimg.com/vi/u_KnfZFZFgw/mqdefault.jpg"></div> <keyword id="874458" type="COMPANY" weightage="20" keywordseo="Xiaomi">Xiaomi</keyword> <div type="Youtube" id="a6zcmYEmFWI" title="Ekdol Bondhu | Xiaomi | Rupam Islam | Pujo 2019" thumbUrl="https://i.ytimg.com/vi/a6zcmYEmFWI/mqdefault.jpg"></div>

This year, Durga Puja campaigns are all about the celebration of resilience

<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><ul><li>Cultural diplomat and author <keyword id="182794" type="General" weightage="20" keywordseo="Amish-Tripathi" source="Orion">Amish Tripathi</keyword>’s new book <keyword id="14079627" type="General" weightage="20" keywordseo="War-of-Lanka" source="Orion">War of Lanka</keyword> sold six and a half million copies within two weeks of launch. </li><li>War of Lanka also saw India’s first Metaverse launch for a book, where an augmented reality filter was uploaded on Instagram for users. </li><li>India has become wealthier post 1991 and the emergence of ‘real’ India is inspiring films based on myths, says Tripathi. </li></ul> </li></ul>From the time he left his banking job to become a full-time writer in 2011, Amish Tripathi has attempted to give Indian deities human-like attributes through his take on myths. In his books, deities get angry, make human mistakes and even poke fun at each other. Director Shekhar Kapur, who is making a web series on Tripathi’s <keyword id="810431" type="General" weightage="20" keywordseo="Shiva-Trilogy" source="Orion">Shiva trilogy</keyword>, called him ‘India’s literary popstar’. Tripathi’s first trilogy on deity Shiva became the fastest-selling book series in Indian publishing history. His most recent book ‘War of Lanka’ has already sold six and a half million copies and is currently under reprint. What makes his books popular is not just the content but also his marketing hooks. He roped in marketing agency Think WhyNot to launch an augmented reality filter on Instagram for the ‘War of Lanka’. Custom merchandise or making the first music album in Indian publishing history for ‘The Oath of the Vayuputras’ – the third book in his Shiva Trilogy – are some other marketing examples. The author of seven books encapsulating the stories of Ram, Raavan, Sita and Shiva, Tripathi talks to Business Insider India about topics ranging from the importance of myths to the impact of the pandemic on the publishing industry. Currently serving as a cultural diplomat as head of the Nehru Center in London, Tripathi also shares his take on the real India. <keyword id="14491960" type="General" weightage="20" keywordseo="UK-Prime-Minister-Rishi-Sunak" source="Orion">UK Prime Minister Rishi Sunak</keyword> invited you to 10 Downing Street, how was the experience? Oh, it was very nice. It was a small get-together in 10 Downing Street, a celebration of Diwali. He had got people from the local Swami Chinmaya Mission to read a prayer. We did a proper lighting of the lamp with traditional rituals. It was also very nice to see so many native White British and other communities in attendance, celebrating a Hindu/Jain/Sikh festival with warmth and happiness. It's been almost a month since War of Lanka has been released. How has the response been? I will be honest. Prior to the launch of the book, I was a little nervous, quite nervous, actually, for various reasons. One, it was a completely new publisher and a new relationship. Secondly, Harper just had a few months post the contract signing to get the book out in the market. To bring the book out in just three-four months is difficult… I thought they did a very good job. Third was the pandemic, which had hit the publishing industry badly, and many bookstores and publishing houses had shut down. Since the distribution itself was shrinking, sales would be difficult. Lastly, since I also have a diplomatic job in the UK, I did not have that much time for the book tour. Normally, my book tour would spread out over three-four months, but now I only had three-four weeks; and I had to cover 14 cities across India in that time. But despite these constraints, War of Lanka is breaking records. It is selling even faster than Raavan: Enemy of Aryavarta. And all my previous book sales have also shot up. I can’t thank my readers enough for their consistent love and support. I am curious to know why you haven't written about Hanuman, a Shiva incarnation, especially after having dedicated separate books to Ram, Ravan and Sita? I might take that up actually. Lord Hanuman is a very fascinating character and represents loyalty, having a code and staying true to it, no matter what. That's what makes him worth respecting and worshiping. There is a separate spin-off story in mind that I have for Lord Hanuman. And one I hope to take up after some time. There will also be a story on Guru Vashishta and Guru Vishwamitra and how their relationship turned from friendship to enmity. People say youngsters don’t read as different forms of medium are competing for attention. Why do you think your book has struck a chord with the readers? Is it because of your standout marketing techniques as with a metaverse launch of the book? The metaverse campaign was very innovative, yes. And I am very grateful to Sangram Surve and his Think WhyNot agency for putting this together in association with Meta. Also, I think this assumption that the youth don't read is, frankly, a judgmental approach. The idea that today’s youth have low IQ, low attention spans, and only want to entertain themselves with flaky things is just plain silly. One person can have different tastes. I like thought-provoking movies like Schindler’s List or Inception, but I also like the suspension-of-brains movies of Salman Khan. The youth are like that as well. By the way, a vast majority of my readers are young. Second when it comes to marketing, social media has made word of mouth very powerful. The opinion of critics matters little now as compared to a decade ago. There are movies that are very well marketed that have been super flops. And a movie that had almost minimal marketing spends, like Kantara, was a massive hit. At the heart of it all, it has to be a good product, be it a movie or a book. If it's not a good product, no matter how much marketing you do, it's not going to work. If there is no depth in the movie or the book, if there's nothing to talk about, then word-of-mouth will be poor. A cult book has to be thought-provoking and initiate conversations. I myself tried the AR filters on Instagram and I came out to be on Raavan’s army. It would interest you to know that while many modern Indians think Raavan is Tamilian or Lankan, this may not necessarily match up to ancient texts. When you study ancient texts or folk traditions, it is revealed Raavan was born close to Delhi, a little ahead of Noida. One of the oldest temples of Raavan is situated there. He was not the original ruler of Lanka. The original ruler was Kubaer. Raavan deposed Kubaer and took over Lanka. Will you be venturing into writing about any other epic like Mahabharat? I do have various ideas. Let's see where life takes me. There is a fifth book that will join the Shiva Trilogy and the Ramachandra series called the <keyword id="15501176" type="General" weightage="20" keywordseo="Rise-of-Meluha" source="Orion">Rise of Meluha</keyword>. But that will be released many years later. Is there a reason why Sita was portrayed as aggressive and militant in your book Sita-Warrior of Mithila? Was this because it has been written from a male perspective? There is a difference between being militant and being strong. Goddess Durga is not militant but she is strong. The image of Goddess Sita in the minds of modern urban Indians is largely inspired from a 1980s television series. In the original Valmiki Ramayana, Sita is portrayed in a much stronger form. And in the Adbhut Ramayan, also credited to Valmiki ji, Sita Maa is the one who kills the elder, more powerful Raavan. In ancient times, Indian women were seen as powerful with their own agency. We had women who ruled large empires like Rani Prabhavatigupta and Rani Rudramadevi. We had women Rishis (roughly the equivalent of Abrahamic prophets and messiahs). We even had women who founded universities. Frankly, our ancestors would be disappointed at how badly we, in modern India, treat women. We have been hearing about the Shiva trilogy for quite some time now. Is it expected soon? These are early days as we just started work on it. So let's see how it comes out. But we'll make announcements in the future. Coming to Indian cinema, there has been a shift in the portrayal of stories. Films are being inspired by myths like in Adipurush, Thank God, Ram Sethu, Ponniyan Selvan. Why do you think there is such a shift? Post 1991 India has become wealthier and the emergence of the real India is inspiring the demand for such stories. There is a real India that was always there, just that they didn't have money to form a big market. That is the India outside of the elite areas of our big cities. This is an India that is very deeply rooted in our ancient traditions and culture. And now, there are many citizens from the real India who have now risen because of economic growth over the last 30 years. A recent IMF report had said over 450 million Indians have been pulled out of poverty just in the last 10 years. And economic growth is creating a new consumer class. Smaller budget movies are making more money than big Hindi film movies because I think in many ways, Telugu, Kannada and Tamil movies are more rooted in the real India. This is something perhaps the Hindi film industry will pick up overtime. A Hindi film producer told me an interesting analysis. He felt that perhaps the Hindi film industry had become too elitist – he used the term ‘focused on Pali Hill, and South Mumbai and also perhaps, London &amp; New York’. He said that we should forget that there is a real India outside of Pali Hill and South Mumbai. And that is the main market for Indian movies. What does real India mean to you? Perhaps those who are more comfortable in Mangalore or Varanasi than in London, I think that's the real India. So, someone like you or me… My family’s roots are in Kashi and I was born in Mumbai; so I know English, Hindi, and some Marathi. But I can go to a Lord Shiva temple in Thrissur, Kerala. And I’ve been there actually, four-five years ago. I don’t understand Malayalam, but my books, by God's grace, do well in Malayalam. There were many out there who recognized me because many of them had read my books. But we couldn’t communicate well with each other because most of them there didn’t know English or Hindi, and I didn’t know Malayalam. And yet, when we started chanting and praying to Lord Shiva, we felt connected. I felt at home. That to me is the real India. Where we feel at home. Now, we may also get along with Western people, but essentially, where is home for us? For me, the real India is home. You began your journey as a writer in 2010. How has the scene of Indian publishing and marketing changed since then? This is the best and worst of times. Earlier the definition of bestseller was selling 5,000 to 10,000 books. Today a bestseller should sell at least 40,000 to 50,000 copies. There are some authors whose books sell in the hundreds of thousands. And few, such as Chetan and me, who are lucky enough for our books to sell in the millions. But on the negative side, GST has really hit the industry. I have myself appealed often to the government if they could give some relief on this, because we are a very tiny industry. Books have a positive impact culturally but in terms of revenue, we are very small. Second, piracy is hurting us a great deal. Many bookstores are suffering hard times as well because rental costs have shot up and piracy has hit them. Books in terms of price to space ratio are not as high as compared to jewelry or mobile phones, so high rental costs often make bookstore unviable. How do you think mythology is relevant in today's society? Indians often confuse myth with mithya or untruth. The Indian word for it would be Itihas or Kavya or Purana. The English word myth comes from the Greek word mythos, which means a story hiding a philosophical truth. I try to explore philosophies that I think are worth learning. Rather than making it a pedantic nonfiction philosophy textbook, if you try and bring it across through a story, you might have a greater chance of having an impact. There are various philosophies from our ancients that are worth learning. There is a line which I love, Ati Sarvatra Varjayet i.e. extremism of any kind should be avoided. But if you see the western approach, it is almost like extremism should be followed, always. For example, in the West, fighting for women’s rights gets translated into hatred for men. How's that good for society? I try to explore many of these philosophies through my books. What are the choices that we make? You will find that cultures which celebrate myths tend to be much more wise and liberal, intuitively liberal. You have celebrated devotees of both Vishnu and Shiva in your books. How do you strike a balance between the two? This so-called competition between Lord Shiva and Lord Vishnu is relatively modern. The Indian way is we are comfortable with multiple truths and we realise that the source is unity. One of the thousand names of Lord Vishnu listed in Vishnu Shahasranaam, which is chanted by many Vaishnavas (devotees of Lord Vishnu) regularly, is Shiva. On the other hand, many Shaivites (devotees of Lord Shiva) know the 1008 names of Lord Shiva that are listed in many of the found in the Shaivite puranas. And one of the names listed for Lord Shiva is Vishnu. So they are One and the Same. This competition is more between unwise devotees and should be avoided.

Raavan was born in Delhi, a little ahead of Noida: Amish Tripathi

<ul><li>While festivals will still be celebrated either virtually or in small groups this year, consumer sentiment has already shown early signs of improvement due to recently concluded Ganesh Chaturthi.</li><li>With a steady monsoon, plump harvest so far and IPL returning, <keyword id="34612" type="General" weightage="20" keywordseo="advertising-industry" source="Orion">advertising industry</keyword> is hopeful that the ongoing <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> will bring in cheer and serve as a respite from the pandemic-associated slumber. It will help the ad world bounce back to normalcy.</li></ul>India is the land of festivals and every festival is celebrated with great pomp and joy in this country. While the recently concluded festival of Ganesh Chaturthi, which is otherwise known for its fanfare and grand celebration, was affected due to the pandemic, it has brought in early improvement in consumer sentiment. According to Axis My India report, 42% of families said they will shop more or the same as compared to last year. This gives an indication that there is a sense of cautious optimism and the pent-up demand or degree of revenge shopping that happened last year might not be the same this year. This expected increase in spends is higher among private and government service employees. The spends increase on essentials like personal &amp; household care is at 47%, an increase of 4 percentage point over last month. Consumers are spending a little extra money to spruce their homes now to welcome Maa Durga and then prepare for India’s biggest festival, Diwali. Ergo, brands are pinning a lot of hopes on the festive season this year to help them bounce back. They have started working on their advertising campaigns in full swing to win back consumer trust and help shape the market sentiment. The progress of the advertising industry has always been in tandem with consumer sentiment and about 40-45% of the annual ad spends in India happen between Raksha Bandhan and New Year. In many ways, advertising is a lag and lead indicator for our country -- if the country's GDP is growing at 8%, advertising grows at 12%. If GDP falls, ad revenue falls even lower. In 2020, when ad revenue had reached as low as -60% in April, a lot of hopes are banking on the festive season this year for industry’s overall revival. Mohit Joshi, CEO, Havas Media Group India said, “With the increase in the vaccination numbers and positive market sentiments, the festive period is poised for a stronger, and better recovery from 2020. It is estimated that the festive season will generate advertising upwards of INR 7000 Crore, which is approximately 12-15% higher than last year’s festive season and is expected to provide big support to the growing economy.” This Indian festive season is coupled with IPL, which is a gigantic festival in itself that drives advertising industry’s revenue and holds the power to alter market sentiment. Joshi said that the return of IPL 2021 and a slew of high-impact properties like the ICC T20 World Cup coupled with reality shows like the KBC 13, Bigg Boss 15, Dance+6, and several mega OTT releases will make it a festive bonanza for all stakeholders. Hari Krishnan, CEO, Mullen Lintas is also optimistic about seeing a better recovery than 2020. He said, “Last year, it was cautious optimism. This time around, there seems to be a lot more confidence post-vaccination and the optimism appears to be a lot more reassured. That apart, there are two big cricketing events and that’s definitely going to bring a lot of eyeballs back to television. It’s a great reach platform and something that brands would be eager to be a part of. There’s every chance that this festive season could see a lot of pent-up shopping happening which different categories could benefit from.” Experts said that digital will lead the game as advertisers have been shifting their monies from traditional to virtual platforms. Sahil Shah, Managing Partner, WATConsult said, “I reckon it will be a 60-70% jump in certain categories who will go even more aggressive. And compared to pre-covid levels, overall spends should be 15-20% higher. I think digital invariably will see the maximum percentage-wise growth followed by TV and then other mediums. From a marketing point of view, data-led communication will gain more importance and so will eCommerce investments. Also, marketers are experimenting with newer ways of reaching the consumer through innovative content and experiences which is an area that the overall <keyword id="618493" type="General" weightage="20" keywordseo="digital-marketing" source="Orion">digital marketing</keyword> industry will surely move towards.” <cmsannotation type="cmsannotation" annotationid="Digital media to take lead, followed by TV and print" text="Digital media to take lead, followed by TV and print">Digital media to take lead, followed by TV and print</cmsannotation> Rishabh Mahendru, AVP, Client Servicing, AdLift is expecting to see ad revenue grow by 10%-15% this year. While digital is likely to get the bigger chunk of the pie, he said that Facebook (Instagram), OTT and YouTube will be in lead within that sector. He also said if there’s another lockdown, e-commerce will still continue to flourish. “Time was more uncertain last year, still the e-commerce industry saw a growth of more than 50% festive orders. This year, we should see same or better results,” said Mahendru. On the other hand, Unmisha Bhatt, Chief Strategy Officer &amp; Director, India and MENA Region at Tonic Worldwide said that brands will explore LinkedIn this year. She said, “Innovative campaigns will be seen by brands on LinkedIn considering the rise in engagement by professionals on LinkedIn. High Reach/Awareness platforms like TV and Outdoor will remain a part of the integrated pie and will see the same demand as earlier. However, the platform which will see the most growth over the previous years is digital since its gained relevance.” Sharing a few other trends which we could see in digital marketing, Bhatt added, “Video commerce and live stream shopping is one of the new trends that we will see coming up soon. And remember teleshopping? We will soon see the rise of that on digital too! Seamless user journey and functionalities will emulate the retail environment to ensure consumers don’t miss the retail experiences. This means, technology-based experiential marketing with AR/VR and Mixed reality to ensure consumer recall, as well as engagement, will see a rise too along with experience commerce which enables sales. Conversation commerce will also pick up in the form of chatbots as it leads to faster responses for the impatient consumer.” Digital adoption accelerated by the pandemic has drastically changed the way audiences consume media. This has also paved the way for content creators, bringing them into the spotlight. Prachi Bali, National Head Client Partnerships &amp; Business Head (North), FoxyMoron (Zoo Media) said, “Besides the usual engagement platforms of FB, IG &amp; YT, regional and nano influencers are seeing a great deal of interest. Also, regional and smaller content/publishing platforms are finding their way into media plans. Brands want to build a stronger consumer connect by making the content work harder, multiplied by language and platform, rather than making stand-alone traditional pieces of content. Consumer-facing technologies that drive engagement such as filters, interactive ads, shoppable videos are the trends we will see brands adopt as they all encourage social commerce. ” While brands and advertisers are extra cautious this year to commit big monies on media after 2020 and will be looking at ROI from their media investments, they still want to make hay while the sun shines. Prasad Shejale, Founder and CEO, Logicserve Digital said, “Advertisers will tend to focus on all the possible mediums and attract more and more audiences. I am positive that they will scale up equally across different mediums now and hence, all the mediums are sure to grow. With such a focus, I foresee even the bottom-funnel channels to grow. Looking at consumer behaviour and preferences over the past few months or years, I feel video channel will witness a huge growth as there is a dire need to break the clutter nowadays. When I say video, it will be video in every way whether it is video on demand or on social media or OTT. Having said that, while we know that the advertisers will try to make the most out of the festive season and explore different formats or platforms, a lot of them are also focusing on the right measurement infrastructure that helps them understand the impact properly and also provides useful insights to plan for future activities.” <cmsannotation type="cmsannotation" annotationid="Auto industry, e-commerce and travel to be the big spenders" text="Auto industry, e-commerce and travel to be the big spenders">Auto industry, e-commerce and travel to be the big spenders</cmsannotation> As per the data from Gipsi, (Tonic’s AI and HI research arm), search queries have risen by 3x across categories like online shopping, travel, automobile (specifically SUV’s segment), fashion, and gadgets over 2019. Experts also opined that auto will see a boom because consumers are now avoiding public transport. Other categories that popped up in our discussion were EduTech, E-commerce, OTT and travel. “People have begun travelling, offices are slowly opening up. Traffic is back on the roads and the restaurants are filling up slowly. This year, fashion &amp; accessories, FMCG, Durables, EdTech, FinTech and most of the new e-commerce/online brands should be active. We could see some action from auto sector as well,” said Krishnan. Joshi also shared his optimism about spends from the auto and e-commerce industry. He said, “Automobile, gaming, education, beverages, FMCG, cement, tyres &amp; consumer durables are some of the categories that will re-activate their marketing plans in H2. Given the advertising clutter during the festive period, brands will need to drive awareness and stay top-of-mind throughout the consumer’s purchase and consumption journey.” Apart from these obvious ones, Shejale highlighted that the travel industry, which suffered the most during 2020, has finally started picking up. He said, “Firstly, I am sure travel will revive and has already started picking up. As the travel industry flourishes, the hotel and hospitality will grow too. Apart from these, retail (online as well as offline) will also recuperate and continue to grow.” Trends so far have only indicated that consumer sentiment is improving, which is more likely to continue growing during the ongoing festive season.

You Searched For "maa durga" and got 8 results

Happy Durga Puja 2024: Thoughtful wishes and messages to make your celebrations special

BI India Bureau

Shoppers Stop launches an ad film for the homecoming of Maa Durga with Swastika Dutta

BI India Partner

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

BI India Partner

Cardi B apologises for her magazine cover promoting Reebok Shoes that paid homage to Maa Durga

BI India Partner

This year, Durga Puja campaigns are all about the celebration of resilience

BI India Partner

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

BI India Bureau

Raavan was born in Delhi, a little ahead of Noida: Amish Tripathi

Eetika Kapoor

Experts are hoping to see the advertising industry generate around Rs 7000 crore, 12-15% higher than last year’s festive season

Karuna Sharma

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