Puja with The Telegraph in Bengal

04 Oct,2011

By Akash Raha

Durga Puja, by far the biggest festival in West Bengal, is the event of the year. Festivities touch dizzy heights in Kolkata where more than 2,000 pujas take place in neighbourhoods, not counting pujas in apartment complexes/RWAs, which touch about 500.

West Bengal’s top English daily The Telegraph is all set to activate three big initiatives during this period so as to enable its readers to make the most of this festive season. It also partners with clients to set up meaningful interaction opportunities with relevant target audiences and help create a special bond through the festive route.

Speaking about the initiatives Mr Dhruba Mukherjee, Associate Vice President, The Telegraph said, “Durga Puja is the most important festival of Bengal and being Bengal’s favourite English daily, we wanted to do something for the city. Our activities, even though fun, take up a social cause and exemplify our responsibility towards the city.”

 

True Spirit Puja

More than 300 neighbourhood pujas participate in this initiative, the objective of which is to make the Puja experience safe, happy and meaningful. Organizing committees are judged on the basis of their display of civic consciousness, social contribution and safety measures. After a preliminary judging round a panel of celebrities visit the shortlisted pujas to rate them. Based on the ratings the pujas are accorded stars from five stars to one star. Thereafter one puja is given the model puja status.

Each star rated puja is given a fund to undertake a development project in their locality. This initiative is now in its ninth year and is co-partnered from the beginning by Calcutta Electric Supply Corporation (CESC) of the RP Sanjiv Goenka Group. It is also supported by Kolkata Police, Kolkata Municipal Corporation, West Bengal Fires Services and NGO – The Bengal.  It is extensively promoted editorially in the pages of The Telegraph.

Hand in Hand

Here, The Telegraph ties up with 100 SEC A apartment complexes/RWAs, each with a minimum of 100 flats. Overall about 20,000 flats participate in this initiative. During the five days of festivities The Telegraph helps the societies to organize various cultural programmes and fun activities for residents, and also arranges for prizes. Some of the activities organized are antakshari, sit and draw, dhunuchi dance, recipe contest and so on. The Telegraph through this also creates an engagement opportunity for various other interested clients to interact with the target audience through the Hand in Hand pavilion it sets up within societies. This activity is in its seventh year and is the centre of puja celebrations for apartment blocks in Kolkata. The entire proceeding is amplified in a big way using the pages of The Telegraph as well as TV, radio and web. This year the event is being presented by Lewis Berger and associate partners are Bajaj Almond Hair Oil and Reliance 3G.

Festival of Joy

This initiative, in its second year, is modelled on the ‘True Spirit Puja’ concept and is executed only for apartment societies/RWAs. The idea is to promote civic, social and safety consciousness among residents of these societies. This in turn ensures that their cause of celebration does not become a cause of concern to the environment around. In its second year this is rapidly gaining ground and has already seen participation from about 50 apartment societies/RWAs this year. A panel of celebrity judges visits the shortlisted apartments and accords ratings. Each rated apartment is given a funding for a development project in their locality. The whole activation is supported editorially in The Telegraph to amplify the just cause it intends to promote. This year the event is being presented by the Eureka Forbes group.

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