KOLKATA, INDIA, October 9, 2008: Durga Puja is on the fast track to becoming a branded affair. Corporate sponsorships of Durga Puja in West Bengal have increased by 30 per cent in 2008–at rates ranging from five to ten million rupees, depending on the locality. Corporations are taking over the entire marketing rights of the puja event, and sponsors are adopting crowd-pulling activities to hard sell their brands.
Kolkata residents seem resigned to the idea. “Either it’s the corporates that are going to finance it, or the political parties, to be very honest. Corporates are a very integral part of the puja. I can’t imagine a puja without a Pepsi or a Coke or maybe a Colgate. That’s how puja is in Kolkata,” said a girl.
With mounting expenses of constructing pandals and making Durga idols, subscriptions and advertisements are no longer enough to raise funds, and corporate sponsorships are seen as a boon. But there is no assurance that the corporations will sponsor the eventregularly, and puja organizers are uncertain about next year’s funding.