Sanjeev Kotnala: Learnings from Ma Durga

24 Sep,2014

By Sanjeev Kotnala


It’s the first day of Navratri tomorrow. The start of 30 days of festivity till Deepawali.  As much as 35% of Indian advrtising spends are expected in this short period.  Keep your fingers crossed and pray to Ma Durga for a real media spends revival, more than just a feel-good factor.


The 9 nights of Navratri is associated with a specific ‘roop’ (form) of Ma Durga with specific roles, story and significance. Om Ganeshai Namah. Jai Ma Durga. Here is first an overview and then learnings from the individual forms of the Goddess.


Ma Durga’s vehicle is the Lion. It  represent three forces that one must poccess to get over ego. Power ,Will and Determination.  The Bow and Arrow represent the kinetic ad potential energy and by holding in one hand it shows her command. Just like one must command and use gut fee and research collectively. Thunderbolt which will break everything in assaut without getting affected. Hence we fueled with our firm convictions need to address challenges in life  without getting shaken in our confidence.  Lotus in hand is not fully bloomed showing contineous evolution as part of life. Mud, where it grows is the seat of lust and greed. If well controlled,they can be equally powerful weapons. Her sword and its shine shows the power of knowledge devoid of any doubt.


Now the 9 forms of MA DURGA


SHAILAPUTRI (Shila – mountain, Putri- Daughter) Parvati. She is a culmination of  powers of  the trinity Brahma, Vishnu and Shiva- who must work together for life to continue. So does the trinity of Client- Agency and Media.  Riding a bull is like riding opportunity and taming challenges. And the lotus, the flower of knowledge tells that it can be win-win solution.


BHARMACHARINI signifies of practising austerity. Holding a rosary in her right hand and a water utensil in her left hand. Telling us that continued rejuvenation of  the right brand idea has the power of creating brand happiness a way to market moksha. Peace, grace and bliss are her fruit to devotees.


CHANDRAGHANTA brings tranquility and prosperity in life. A halfmoon shaped like a bell on her forehead (and hence Chandra Ghanta) shows importance of time and ten hands, three eyes and weapons in her hand – shows the need to multitask. She is of golden complextion – representing the glow that you get on gaining success.


KUSHMANDA ( Ku- small / little, Ushma- warmth anda- cosmeic egg) she created universe with her light in the dark void. She has eight hands and holds weapon. The  rightful implementation of strategies based in true consumer insights can enhance engagement and involvements to ensure brand shine in  the market.


SKANDA MATA– Dev Kartikeya-  Dev Ganesha’s brother and the commander in chief of Army of Gods in the war against demons. She holds  Dev Kartikeya on her right upper hand and lotus in her right hand. The left upper  arm is in pose to grant boons and left lower arm also holds lotus. Protect the ideas as they have will grow in power by sharing and debating- the ways of feeding them with knowledge.


KATYAYANI: Sage Kata’s son Katya observed  penance as he wished a daughter in the form of goddess. Mother Goddess granted his request and Katyayani was born to Kata as an avatar of Durga. So if you have passion and patience to devote all energies to achieve the goal- success will be yours. Single focussed approach delivers result.


SHUBHAMKARI, one who does good. Dark-complexion, disheveled hair and a completely fearlessness posture. Her three eyes shine and she breaths fire riding a a donkey. The left eye signifies Desire, the right eye sun or Action and the central eye Knowledge. A action  collective fued by desire and knolwedge will only help you succeed. She grants boon and  assures protection, giving freedom from fear and troubles. She licked the blood of demon Rakta Beeja- never allowing a drop to reach earth- as every drop would have given birth to 1000 demons. Challenges and opportunity comes together. Life has two sides the light- knowledge and dark. Nature mother assures and take care but the same can become voilent creating havoc.


MAHA GAURI: Intelligent, peaceful and calm. Unfailing and instantly fruitful. Devotion to her  purifies life of all sins past and present. In all aspects of life. Maha Gauri is intelligent, peaceful and calm. She grants boons and removes fear. She holds a trident and a rattle drum (Damaru). Trishul signifies Satwa (inactivity), Rajas (activity) and Tamas (non-activity) and the related miseries physical, mental and spiritual which must be taken are of before success and growth. Peacefully working and using intellegence to create  innovative solutions is bound to get results that will bring fame.


SIDDHIDATRI with supernatural healing powers is always blissful and happy. She rides on the lion as her vehicle. She is collection of all divine powers. Every element is important. Every success is a collective output. You must source all your energies to succeed. Even Shiva got his Siddhis (powers) by worshiping her. By her blessings Shiva took the form of Ardhnarishvara:- half female and half male .  Polarity is a balance in itself. To be complete we must conquor and harness the complementing eneregies. Everything is important. Everything is part of a larger cosmic source. Supreme Being or Brahman is there in everyone. And like her multiple arms you must vbe vigilant to analyse and evalaute a challenge or an opportunity from every direction.


Sanjeev Kotnala is Head Catalyst- P1P2SOLUTIONS. He can be reached at and via Twitter at @S_kotnala


NEXT WEEK: the 10 RAVANAS of Advertising , Marketing and Media that we must kill this Dassera


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