With inflation hitting a 10-month peak of 7.81% in September, there seems to be no escape route for Puja celebrations in Kolkata too.
Puja organisers here are now forced to increase their budget by 10-60% owing to inflation. However, it is generous corporate participation that has come to their rescue this time.
Almost all the Puja sanghas claim that there is a dramatic rise in expenses from 10 to 50% — on idols, lighting and adornment of pandals — which pushed the budgets up.
Starting from major groups like Tatas, ITC, Emami, Coca-Cola, Pepsico and Tanishq to media conglomerates like Ananda Bazar Patrika (ABP), Zee Group and Times Group to small local firms are fighting it out to earn visibility in pandhals with higher footfall, braving the recession blues.
Not just major attractions like Suruchi Sangha, Chetla Agrani Club, Singhi Park etc, even smaller Pujas are feeling the inflation heat this year. With price hike being a major factor, Suruchi Sangha raised its budget by 28% to Rs 23 lakh, compared to Rs 18 lakh last year.
Its organisers claim that this has not dampened the corporate interest. “A major source of revenue is from flex, banners,
gate, hoardings, souvenirs and promotional stalls. There is substantial corporate demand and hence fund cruch has never been a problem for us,” says Raja Sarkar, assistant artist, Suruchi Sangha.
Chetla Agrani Club too saw a dramatic 57% rise in its budget to Rs 36 lakh from Rs 23 lakh last year. Media house
Zee Bangla is the title sponsor here.
At Singhi Park puja in Gariahat, organisers blame inflation for a 10% rise in budget. “Realising budget is not an issue here. About 60% of our total revenue comes from corporate sponsorships only,” says Bhashkar Nandi, joint secretary, Singhi Park. ABP is the main sponsor here, marketing ABP Ananda, Sananda TV and Ebela, while brands like Coca Cola, Garnier and Pepsi too are in race for consumer attention here.
Brands cashing in on the festive fervour.
Fighting for salience, all the major groups are spending crores for marketing their brands this Puja. Take the case of jewelry brand Tanishq, it has allocated Rs 12 crore budget for this festive season.
“Seeing the impact of market conditions on consumer sentiments, our initiatives are tailored to address the situation,” says Sirish Chandrashekhar, senior marketing manager, Tanishq.
While Tata DOCOMO is on an aggressive marketing drive increasing its marketing budget, Tata Chemicals too is highlighting Tata Salt through hoardings and sponsorships at Lake Town, Gariahat, Salt Lake, Dumdum, Tollygunge. “The company is positive on the potential of Kolkata and West Bengal circle, therefore we see no reason to reduce our marketing spends this season,” says Ashok Ghose, chief operating officer, WB & NESA, Tata DOCOMO.
Kolkata-based FMCG major Emami’s focus is on brands like Emami Healthy & Tasty Mustard Oil, going in a creative mode showcasing Godess Durga serving food to her children, as drawn in Jamini Roy paintings. The firm’s Boroplus Sun Protection Lotion has put up 65 banners across South and North Kolkata, promoting local big to medium size Pujas.
However, the firm adds that market conditions have led the company to adopt a tailored approach. “We have always taken judicious approach in our advertisement spend and media planning for maximising the returns,” says an Emami spokesperson.