Interim Report (Ruchika)

8/8/2019 Interim Report (Ruchika)

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INTERIM REPORT

On

(A STUDY ON FESTIVALS OF PUNJAB,GUJARAT AND HINDI BELT)

By:RUCHIKA JAIN09 BSHYD 0699

JWT


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INTERIM REPORT

(A study on Festivals of Punjab, Gujarat andHindi Belt)

Submitted by: Faculty Guide:

Ruchika Jain Prof. SuryakumariIBS,Hyderabad Faculty- Soft Skills09 BSHYD 0699 Student Activities Coordinator

IBS, Chennai Date: 21st April, 2010


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ABSTRACT

With reference to the reports submitted earlier the project is to be submitted in various phases. Basically till now I have been able to complete initial phases and currently

working on the various phases of the project.

In the first phase we basically studied in brief about the company and its various clientswhich is very important and acts as a base for design ing a framework to aid brands inadopting a suitable communication strategy during festival season. . The next thing Idid was the study of various states in the Hindi Belt needed for identifying variousfestivals which can vary from state to state. In this phase I also studied about the variousSCRs of a particular state using IRS India software.

During this phase I undertook a detailed study of one the major state of Hindi Belt that isRajasthan. I identified three major festivals which are as follows:

y Teejy G angaur y Deepawli

I identified that these festivals are celebrated with great enthusiasm and vigor.There is a particular buying pattern prevalent and there is a huge opportunitiesavailable for marketers during these festivals.

Apart from this I have been assigned certain daily tasks of client servicing. I wasassociated with Ford Figo Launch, IPL Live in Theaters etc.


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INTRODUCTION

I have been working in the Regional (South region) office of JWT situated at Fagun Mansion,Ethiraj Salai in Chennai. I have been associated with basically the client servicing department andmy profile of working is intern client servicing.

About JWT

James Walter Thompson founded the worlds first ad agency since 1864.JWT is the worlds best-known marketing communications brand. Headquartered in NewYork, JWT is a true global network, with more than 200 offices in over 90 countriesemploying nearly 10,000 marketing professionals.

JWT consistently ranks among the top agency networks in the world and continues itsdominant presence in the industry by staying on the leading edgefrom producing the

first-ever TV commercial in 1939 to developing awardwinning branded content for brands such as Freixenet, Ford and HSBC.

JWTs pioneering spirit enables the agency to forge deep relationships with clientsincluding Bayer, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kelloggs,Kimberly-Clark, Kraft, Microsoft, Nestl, Nokia, Rolex, Royal Caribbean, Schick, Shell,Unilever, Vodafone and many others.JWTs parent company is WPP.

JWT India was awarded the G rand Prix in the Direct category at the 2008 Cannes LionsInternational Advertising Festival for Lead India, a campaign developed for The Times

of India. This G rand Prix, the first for India ever, is living proof of the power of advertising and JWTs strength in both the medium and the message across India.

Live tasks taken up at JWT

Sessions:As an important part of our learning, the company has scheduled sessions with variousdepartments of the company which will help us to increase our knowledge base about variousdepartments and will clear most of our doubts related to workings of an ad agency.We have attended three sessions till now.

y Creative (one of the most important department of an ad agency)The session was held on 5 th April and was headed by Mr. G opal (a copywriter). Thesession was focused mainly on the co-ordination between the client servicing andcreative department. The main learning from the session is that the most importantobjective of creative is to create a memorable impression in the minds of consumers.


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y Careers in advertisingThe session was held on 6 th April and was headed by Mrs.Vani Iyer (Vice PresidentFord), taking us through the various aspects of an ad agency and various modes of

business communication available and popular during these days.

y ProductionThe session was held on 7 th April and was headed by Mr.Sunil . It was mainlyfocused on the production and printing department of an agency.We learned about various types of printing such as off set printing, digital printingetc. this was mainly focused on updating the students with new technologies.

Client Servicing

y The first task assigned to me was to write briefly about what advertising means tome. The task was assigned by Don Bosco (Account Director, Ford Endeavour).

y Ford Figo pre Launch: The pre launch was all about creating an image in theminds of consumers, the prospective buyers about the upcoming new ford car. At thetime of pre-launch the point of sales (P.O.S) material was sent to all the dealersaround the country. We were assigned a task to call the dealers and conform that theyhave received all the material and is the material is in good condition. We continuedthis work till next 3 days till we got conformation from all the dealers.

y IPL Live in Theatres: As Ford Figo was one of the official sponsors of this wholeevent, I was assigned a task to assist the studio people in creating side panelsaccording to clients requirements under the guidance of Don Bosco. We also createda drop down box for the contest forms and designed a 6 feet tall bat depicting FordFigo and all the IPL teams logos. We designed a contest form for Ford Figo andlearnt a lot about the features of car and what are the various smart and smarted

features of the car.

y Creative Brief (Ford Figo): The task was to write a creative brief according toclients requirements. The creative brief is mainly written by a client servicing

personnel keeping in mind the clients requirement. This is then sent to creative teamas creative brief and they come up with various ideas using that brief as guidance.The task was to create an Emailer, bringing attention to Ford and emphasizing onkey features of Ford Figo.


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India, the land of Festivals

Indian Festivals celebrated by different cultures, and their special traditions and rituals add to thecolors of the Indian Heritage. Some festivals welcome the seasons of the year, the harvest, therains, or the full moon. Others celebrate religious occasions, birthdays of divine beings, saints,and gurus (revered teachers), or the advent of the New Year. A number of these festivals arecommon to most parts of India. However, they may have different names in various parts of thecountry or may be celebrated in a different manner.

Every celebration revolves around rituals of prayer, seeking blessings, exchanging goodwill,decorating houses, preparing and feasting on traditional cuisine, wearing new cloths, music anddance, and celebrating with loved ones. In India every region and every religion has something tocelebrate. The festivals reflect the vigour and life-style of the people. Vibrant colours, music andfestivities make the country come alive throughout the year.

The emphasis laid on the different festivals differs in different parts of the country.For instance, Navaratri is celebrated with maximum fervour in West Bengal as compared to that

in other parts of the country. Holi is celebrated with gusto in the north, and although it is alsoobserved in the western and eastern parts of India, in the south it is almost unknown. There arealso a few regional festivals like Pongal in Tamil Nadu, Onam in Kerala and the various other temple festivals devoted to the specific patron G ods and G oddesses, which are celebratedexclusively in those areas, which may be limited to one or a few villages.

PROJECT DESCRIPTION:

The project deals with the in-depth study of the festivals of Punjab, G ujarat and states of theHindi Belt and the analysis of the opportunities and action points available for brands withreference to these festivals.

The study is to find out the main festivals of Punjab, G ujarat and the Hindi Belt. We will dividethe states into various regions using IRSINDIA software. This will help to study the socio-cultural environment prevalent in a particular state. We will try to figure out major festivals andtheir implications for various brands. For meeting this objective we will be doing an in-depthstudy of the festivals covering various aspects such as history, rituals, attitudes, customs andtraditions, significance for various age groups, celebrations and consumer buying behavior.

The next phase of the project will be the analysis of the festivals which are common to most partsof these states. However, they may be called by different names in various parts of these states or may be celebrated in different fashion. This will help to analyze any homogeneity prevalent inthose regions.

The next phase of the project will be the study of the G DP and per capita income of variousregions identified using IRSINDIA maps. This will help us to find out the potential marketsavailable for various brands during festival season.

The final phase of the project will be to design a framework to aid brands in adopting a suitablecommunication strategy during festival season. The phase will be dealing with the study of themarketing strategies adopted by JWT and also the relation management strategies adopted by thecompany with respect to client servicing.


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OBJECTIVE OF THE PROJECT

To study rituals, customs and traditions, attitudes and food habits followed in Punjab,G ujarat and Hindi Belt states during festivals. This study will help to design a framework to aid brands in designing their communication strategy during festival season.

To study and find various opportunities and action points available for brands to promotetheir sales revenue during festival season.

METHODOLOGY:

The methodology used in the project is basically divided into two main pillars:

Firstly, collection of information about festivals of selected states and also study the buying pattern during those festivals and comparing the pattern across the states. Thiswill help to find any homogeneity present across various states.

For collection of data we will be using internet (secondary source of information) andalso conducting interviews with people of respective states and visiting various

community centers and cultural societies if time permits. Regular guidance and interaction with esteemed faculty and company guide will help tocomplete the project successfully and within the time specified.

LIMITATIONS:

The data may not be readily available in required format.

The study will be conducted taking into consideration only the most important festivalswhich are celebrated with great enthusiasm and are huge revenue generators for brands.


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Buying Behavior

We try to solve the buying behavior on basis of need arousal, information search, evaluating thealternatives and final selection.

Four Pillars of Consumer Buying Behavior are:

Money : Here money is defined as the available resources which are essential to take care thefinancial cost of a product.

Mood : It is the mental or the psychological state of a person which is backed by the physiologicalneed, liking or disliking. Mood is the transitory mental state which may not last for long and the

person mood keeps on changing with time, state and the need.

Moment : Here the moment is defined as the days and dates on which person is willing to buy a product. The person waits for the right opportunity and time to buy the product. Here time factor should match with the availability of that product in the market along with the mood and

monetary capacity to buy. Moment means mean the time when the person mood match with thefinancial ability and availability of that product in the market. For certain important asset or

product the person waits with patience for important celebration, festival, dates, star position,astronomy etc to purchase.

Market : Here market stands for the availability of that product in the market; quite often acustomer is forced to postpone the purchasing decision in the absence of availability of that

product in the nearby market. Here market means accessibility, proximity to customer which canreduce the search and physical cot. Market can be virtual where a person can put the order through internet.

Combined role of Mood, Mind, Market, Money and Moment

It is not the monetary factor that determines the buying process but money along with the moodmotivate to buy something to fulfill certain needs.

Because in several occasion person may desire, person is dreaming to have an asset or object butthat does not enough money to buy, means person may be suffering from the shortage of fund.The available fund may not be matching with the person aspiration.

Quite often it is found the person has money, mood could not find the product in the market. Andin present world of uncertainty, advertisement, there is an inherent risk associated with the mood.The moods backed by monetary power make one impatient to possess any asset.

And purchasing of valuable asset like home, gold, vehicle, laptop, etc needs a proper mental set

up and readiness to search all the information about the product before final purchase.

Person is having money and having ability to buy many low price commodities relating to food,accessories, utensils, clothing, households products but that should be supported by the proper desire to posses.

So purchase is the combination of all the factors, mentioned above.


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Quite often a person may have mood, money and the product may be available in the market still person may be waiting for right moment to purchase the product. Quite often person is found towait for any important day or date.

As in India purchase of gold or any valuable metals associated with occasion, celebration and

auspicious days. It is being observed moment plays a magic. In India we used to say Muhurt(Moment or Suitable time) to buy a product definitely festivals, occasion and position of star or planet plays major role.

A brief Introduction about Hindi Belt

Hindi BeltThe Hindi Belt or Hindi Heartland is a linguistic region in North and Central India where Hindilanguages are widely spoken, either as the primary or the secondary language. It is sometimesalso used to refer to states whose official language is Hindi.Contents

y Regional definitiony Constituent regionsy State and native language

Regional definitionSometimes it is also used to refer to states whose official language is Hindi. It is not necessarythat their mother tongue is Hindi. For instance in Rajasthan people speak Rajasthani, which ismore similar to G ujarati compared to Hindi but when they communicate with others they useHindi. In Bihar people speak Bhojpuri, Magahi, Bengali and Maithili. In Haryana people speak

both Hindi and Punjabi. In Himachal Pradesh people know both Hindi and Pahari. In MadhyaPradesh, large numbers of people speak Hindi and second most important common language isMarathi.Other common languages include Malwi, Punjabi and Sindhi. It is also interesting to notethat people from these states are mostly bilingual.

Constituent regionsThe Hindi belt is often considered as covering the following states of Northern Indian regionwere Hindi is spoken:

Bihar Uttar Pradesh Madhya Pradesh Jharkhand Chhattisgarh Haryana Rajasthan Himachal Pradesh Uttarakhand


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Native Languages of Hindi Belt

State Native Language

Bihar Bhojpuri, Magahi, Bengali and Maithili.

Uttar Pradesh Hindi

Haryana Hindi, Punjabi and Rajasthani language

Madhya Pradesh Hindi, Marathi, Sindhi, KorkuRajasthan Hindi, Rajasthani language

Himachal Pradesh Pahari

Uttarakhand Kumaoni, G arhwali, Hindi

Chhattisgarh Chhattisgarhi language, Hindi

Jharkhand Santali language, Hindi

The Union Territory of Chandigarh and the National Capital Territory of Delhi also lie in this belt.The states of Indo-Aryan languages G ujarat, Maharashtra, Orissa, West Bengal and Jammu andKashmir are equally familiar with Hindi, but are not regarded as a part of the Hindi belt for their official language is not Hindi but one of the other Indo-Aryan languages.


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Rajasthan

Rajasthan is the largest state of the Republic of India by area. It encompasses most of the area of the large, inhospitable G reat Indian Desert (Thar Desert), which has an edge paralleling theSutlej-Indus river valley along its border with Pakistan. The state borders Pakistan to the west,G ujarat to the southwest, Madhya Pradesh to the southeast, Uttar Pradesh and Haryana to thenortheast and Punjab to the north. Rajasthan covers an area of 132,150 sq mi or 342,239 km . The

proportion of the state's total area to the total area of the country is 10.41 per cent.

Demography

Rajasthan has a mainly Rajasthani population. Hindus account for 88.8% of the population.Muslims make up 8.5%, Sikhs 1.4% and Jains 1.2% of the population. The state of Rajasthan isalso populated by Sindhis, who came to Rajasthan from Sindh province (now in Pakistan) duringthe India-Pakistan separation in 1947.

The mother tongue of the majority of people in Rajasthan is Rajasthani. Rajasthani and Hindi arethe most widely used languages in Rajasthan. Rajasthani is used as a medium of instruction,along with Hindi and English, in some schools. Some other languages used in Rajasthan areG ujarati, Sindhi and Punjabi.


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Comparison at SCR Level data (for Rajasthan)

Parameters State level

data

Maru Pradesh Mewar Jaipur Mewat

Districts in aparticularSCR

Barmer, Jalor Jaisalmer , Nagaur Churu , Pali

Bikaner,Jodhpur G anganagar

Banswara,Sirohi, BhilwaraUdaipur, KotaJhalawar,Bundi

Chittaurgarh

Sikar ,Jaipur JhunjhununSawaiMadhopur Tonk, Ajmer

Alwar Bharatpur

Percentageof total GDP

4.12

Per capitaincome

13,500

EstimatedPopulation 43155000 13908000 11976000 12755000 4517000

Populationmixurban/rural

26/75 24/76 21/79 34/66 18/62

ToppublicationsdailiesEnglish

TOI,HT TOI(Delhi) HT( alleditions)

TOI(ahmedabad) HT (alleditions)

TOI(alleditions)HT(all editions)

TOI(alleditions),Hindustantimes(Delhi)

Local andHindi

Rajasthan patrika,Dainik

Bhaskar

RajasthanPatrika,Dainik Bhaskar

Rajasthan patrika, Dainik Bhaskar

RajasthanPatrika,Dainik Bhaskar

Rajasthan patrika(Alwar), Dainik

Bhaskar MagazinesEnglish

India today, generalknowledgetoday

India today, readersdigest

India today,generalknowledgetoday

India today,generalknowledgetoday

Outlook traveler,champak(eng)

MagazinesHindi

G rihashobha,Pratiyogitadarpan

Manohar kahaniya,pratiyogitadarpan

G rihashobha,Hindi today

G rihashobha,Indiatoday(Hindi)

Pratiyogitadarpan,grehlakshmi

Broadbandsubscribers

145,449


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Festivals of Rajasthan

The people of Rajasthan enjoy several festivals with lots of gusto and fervor. Numerous fairs also

keep the people occupied throughout the year. Animal fairs are part of the lives of the people of Rajasthan. Dancing, drama, singing and music enthrall all the visitors in Rajasthan.

Some of the more important fairs and festivals are the Desert Festival of Jaisalmer (January-February), Pushkar Fair, held in Pushkar, near Ajmer (November), G angaur Festival, Jaipur (March- April ), Elephant Festival, Jaipur (March- April ), Marwar Festival, Jodpur (October),Camel Festival, Bikaner (January), Mewar Festival, Udaipur.

List of Festivals in Rajasthan:

y Desert Festival of Jaisalmer y Pushkar Fair y Elephant Festivaly Bikaner Camel Festivaly Mewar Festivaly Marwar Festivaly Baneshwar Fair y Nagaur Fair y Teejy Diwaliy Karva Chauthy Navratriy Kallaji Ka Melay Karni Mata Melay Kota dusseray Sitabari fair y Bundi Utsavy Chandrabhaga Fair y Jaipur Literature festivaly Alwar Festivaly Brij Festivaly Elephant Festivaly Khatu Shyamjiy Shekhawati Festivaly G

angaur Festival


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Teej

Introduction

According to Hindu mythology, on the 3rd day (teej) after the new moon in the month of ShravanG oddess Parvati went to the house of lord Shiva, her husband and was united with him.

Teej is celebrated in India especially by women in the months of July-August marking the adventof monsoons. It has great significance in Rajasthan as it is observed to provide relief from thescorching heat of summer. Thus, it is popularly called the Sawan Festival.

History of Teej

The festival of Teej symbolizes reunion of Lord Shiva and G oddess Parvati. Teej teaches us thesacrifice of wife to win the heart of husband. It is said that Parvati reborn and went throughstringent fasting for 108 long years to prove her dedication, devotion and unconditional lovetowards Lord Shiva. Finally, 108 years of long sacrifice paid off and Lord Shiva accepted her ashis wife. Till today, the festival of Teej is celebrated to honor the devotion of G oddess Parvati

popularly known as TEEJ MATA. On this day, both married and unmarried women seek her blessings for their happy marital life.

Significance/Importance of Teej

Teej is a women oriented festival, and its significance comes from two main reasons, first, theadvent of monsoons and second, the union of Shiva- Parvati.

y As per Hindu mythology, this day is associated with the victory of a wifes devotion

towards her husband. Women across India, especially in Rajasthan, Bihar and Uttar Pradesh observe a Nirjal Vrat for their husbands.

y Teej means advent of monsoons, thus, women enjoy this break from heat and dailychores with swings and songs.

Teej Rituals/ What to do

1. Teej preparation:

The festival of Teej encapsulates energy, happiness, vigor and happiness. Days before Teej,women shop sarees, jewellary, groom themselves for their husbands. They apply mehndi and alta.

2. Teej Fast:

One of the most difficult fasts, the NIRJALA fast is the soul of the day. It is very popular inRajasthan, G ujarat and Punjab and compulsory for woman of kayastha community.


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3. Teej Puja:

Women observe the fast, usually gather in a temple or at a common place, with mehndi onhands and beautifully dressed. They offer the Katha to G oddess Parvati in the daytime with thecomplete procedure, then see moon in the night, and offer prayers to it, to complete their pujaand then finally take meals.

Lighting oil Lamp: It is supposed to be a purification act, where an oil lamp is lit throughoutthe night. If oil lamp puts out or flickers, it is supposed to be a bad-omen.

Mehndi : It is traditionally a norm to apply mehndi on this occasion.

Celebrations across various states

The hands crafted with Henna add into the beauty of the ladies and a popular belief that goeswith it is that the darker the Henna the more a man loves his woman.

This atmosphere of Teej is celebrated with the fullest of life to make it the most memorableday of the year and for the reason it is the much awaited festival amongst the girls of India.

The rituals allow one to pamper and enjoy themselves, to fast and feast, to dress the best with

best of cloths, finery and jewellery. The festivities end with exchange of gifts and the arrivalsof husbands to fetch their wives. The wives then leave then leave their parents home likeParvati.

Dance, music is an important part of teej celebrations. There are different forms of danceassociated with different states and communities. Ladies generally assemble at a common

place to celebrate this festival, they sing songs, specially related to brides and marriages,they dance to their traditional tunes, enjoy swings , indeed there is an atmosphere of joy allaround.

Across Rajasthan : Being the state of colour, artists personify different mythological stories,tales, folk tales associated with the festival. Ladies can be seen wearing colorful costumesand jewellery.

Across UP : Women gather in gardens and courtyards and perform dandiya. Its an extremelycolorful and joyous moment to watch them perform.


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Across MP : Mainly the tunes that women dance to are related to brides home-coming andrelated to marriage.

Across Gujarat : Being closer to the state of Rajasthan, G ujarat has a common tradition for the festival of teej , with folk music rich in atmosphere.

Across Punjab : Teej is one of the most important festivals of Punjab, that is celebrated withgreat enthusiasm by women and young girls. They even perform gidda(their traditionaldanceform) for their husbands.

Teej Fair

To celebrate Teej as a community festival, the state of Rajasthan organizes The Sawan Melaevery year in the months of July/August. It is like a mirror to Indian traditions and customs to thetourists from outside.

Special Teej Sweetdish

very festival of India is incomplete without sweets. G hewar isspecially famous in Rajasthan and associated with Teej recipes. It isa round shaped sweet that is served with specially prepared toppings.


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Teej Gifts ( shopping )

Teej being a women centric festival, there are many gift options for husbands, in-laws, parents to present to their wives and daughter in laws. As on the occasion of teej every women tries to look good , jewellary and sarees remain the best gift items. Some of the options are:

y Sarees: Leheria saree is the most popular outfit for teej as it symbolizes monsoons andenergy.

y Jewellery: Traditional Lac bangles are are also a preferred choice as teej gift. y Cosmetics: G etting ready and to look beautiful is the attraction for every women, thus, to

gift cosmetic products of wifes choice is a good idea. y An outing: The best gift to any married woman is the company and love of her husband,

so, men should try to take their wives for an exclusive outing. y Cards: There are special cards available for every occasion today, therefore, it remains a

good idea to express ones feelings on this auspicious occasion. y Flowers: Its the surest way to bring smile to a womans face.


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Gangaur

Introduction G angaur is the most popular and colourful and the most important festival for people of Rajasthan and is observed throughout the state with great enthusiasm and devotion bywomenfolk. Lord Shiva and goddess Parvati are worshipped in this festival of G angaur. This festival isspecifically meant for women folks. The unmarried women worship G auri for blessing them withgood husband, while married women do so for the welfare, health and longevity of their husbands and cheerful married life

History of Gangaur

The Name : The festival is the celebration of monsoon, harvest and martial fidelity. Womenworship G auri, the consort of Lord Shiva. The word G angaur is literally made up of two words,G ana and G aur. G ana is synonymous with Lord Shiva and G aur which stands for G auri or Parvati symbolizes Saubhagya (marital bliss). G auri is the personification of excellence andmarital love. Parvati or gauri, the consort of Shiva is a symbol of virtue and devotion and considered alegendary figure for married women. The festival is held in her honour.

G angaur is the most important local festival in Rajasthan and is celebrated with great enthusiasmand frivolousity. The common belief associated with the festival is that if unmarried girlsobserve the rituals of this festival they will get life partner of their choice and if married womenobserve the same, she will be blessed with a happy married life and long life of their husbands.

Significance Of Gangaur

Idols

Idols of Isar and G auri made of clay are worshipped during the festival. Permanent wooden idolsare painted afresh every year by matherans on the eve of festival in some Rajput families. Theidols of G angaur Festival will not have canopy unlike that of Teej Festival.

Mehandi

The ladies decorate their hands and feet by drawing designs with a temporary skin decoration-Heena or Mehndi. The Sun, Moon, flowers or geometrical designs are the common patterns that


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are drawn.

Ghudlias

G hudlias are earthen pots with numerous holes all around and a lamp is lighten inside them.After 7th day of Holi unmarried girls carry these G hudlia on their head, singing songs in theevening.They go around all the houses in the area and collect small presents, cash, sweets, jaggery, ghee,oil etc.This continues for 10 days. After the conclusion of the G angaur festival the girls break their pots and throw the debris into the well or a tank and enjoys a feast with the eatables theyhad collected.

This ritual is performed as a reminder of the victory of Rao Santhal, ruler of Jodhpur, over Mir G hudley Khan, who had taken 140 maidens who were celebratingthe festival of G angaur withhim, in 1548 AD. The burning lamp inside the earthen pot signifies the heroism and chivalry of the Maharaja.

Gangaur Rituals The festival begins from the first day of chaitra or from the next day of Holi and continues for 18days. The festival begins with the custom of gathering ashes from the Holi Fire and burying theseeds of barley in it. After it, the seeds are watered everyday awaiting the germination. It ismandatory for a newly-wedded girl to observe the full course of 18 days of the festival and keepfast to ensure her marriage do well. Even unmarried girls fast for the full period of the 18 daysand eat only one meal a day.

G auris Departure

The idols of G auri and Isar are dressed in new attires and bejeweled with sparkling ornamentsespecially made for the occasion. The beautifully decorated statues looks like they are brought tolife by these girls and married women.


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The idols of Isar and G auri placed on the heads of married women are taken in a procession inthe afternoon, to a garden, bawdi or johad or well. Vidaai songs are sung as G auri departs to her husbands house.

The idol of G auri was offered water by the ladies present in the procession, they then comes back. On the final day, the procession came to an end with the Visarjaan of all the idols in thewaters of a tank or a well. The women bid farewell to G auri and return back towards their homewith teary eyes and in this way G angaur Festival comes to an end.

CELEBRATIONS G angaur festival is the most significant of all the festivals that are being held in Rajasthan.

Jaipur

The G angaur festival of Jaipur is famous worldwide for its joyous and merriful happenings. Aspecial kind of sweet dish called ghewar is prepared which is a characteristic of theG angaurfestival. People relish ghewar very much and also distribute it among their friends andrelatives.

A sawari or procession of G angaur starting from the Palace gate known as Tripolia movesthrough the city streets passes through Chaugan.

Lots of visitors and villagers witness the procession and admire its beauty.

Bikaner

Married women and maidens fast during the festival. They prepare sweet dishes, carry them to awell, make an offering thereof to the goddess, and return home and distribute these as 'prasad' to

all. Jodhpur

A fair of 'lotias' which is a distinctive feature of the G angaur celebrations accompany other celebrations in Jodhpur. Early in the morning, thousands of maidens, clad in dressed in beautifulcostumes, singing melodious songs, bring water and 'durva' grass in silver or brass pots to a placeknown as G irdikot. A large number of citizens are spectator to thecelebrations who horde to thelocality just to be a part of the celebration.


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Nathdwara

The procession of G angaur lasts for 7 days in Nathdwara. Each day, a particular colour is chosenfor the dress of the goddess. On the last day of the festival, the women dressed in black with the

embellishment of golden lace on it carries similarly dressed idol of G auri. This indicates the finaldeparture of G auri.

Udaipur

The idols of Isar and G auri are taken to the Pichhola Lake in a procession, thereafter they goaround the lake in a boat, for an hour. A dazzling and sparkling display of fireworks marks theconclusion ceremony on the banks of the lake.

Banswara

In Banswara, the sawari of G angaur or procession is taken out from the Zenana Deorhi to

Singhvashi Chowk. Traditional religious ceremonies are performed around the areas withinthe palace compound.

Gangaur dishes

y G hewar y Kuttu Ki Puri y Kacche Kele Ki Chaat y Kaddu Ka Raita y Singhade Ka Halwa y Kele Ki Barfi


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Deepawli

Introduction

Diwali or Deepawali or Dipawali is one the most important, hugely waited and immenselycherished festival celebrated across India and in parts of Nepal. Originally, the name wasDeepawali, which has its origin from Sanskrit, meaning rows of Deep.

. Diwali also popularly known as Festival of Lights is celebrated with great gusto and isobserved as an official holiday across in India. According to the Hindu calendar, the festival of Diwali is celebrated on the new moon day thatmarks the end of Ashwin and beginning of Kartik month.

History of Diwali Diwali is one of the most important Hindu festivals. Although the main reason for the celebrationof Diwali is the return of Rama to Ayodhya after 14 years of exile and victory over Ravana,history traces back to other important events of significance associated with Diwali.

Return of Rama to Ayodhya

On this day Lord Rama returned to Ayodhya after completing his exile of 14 years and defeatingthe Demon king Ravana in a ferocious battle.On his return the delighted people of Ayodhya had illuminated the complete kingdom with oillamps Deep.

Also, while returning to Ayodhya he traveled from South towards North, that is why, Diwali iscelebrated one day before in Southern India.

Significances The festival of Diwali is the most important festival for Hindus. But, the festival is celebratedeven by Sikhs, Jains and Buddhists. It has different reasons of significance for all thesecommunities.

y In Hinduism

the festival is associated with home-coming of Lord Rama, in honor of whom the kingdom of Ayodhya was all lit up with oil lamps and earthen pots.The festival marks the victory of goodover evil and numerous rituals are observed to celebrate this auspicious day.

y In Jainism

Divali marks the attainment of Nirvana by Lord Mahavira. y In Sikhism

The festival of Diwali is significant in accordance with the illumination of the city of Amritsar, on the homecoming of G uru Har G obind ji. G uru Har G obind ji, along with manyHindu gurus were imprisoned by Emperor Jahangir.After he got free from the prison, he went to the golden temple in Amritsar. The entire city of Amritsar was lit with lamps on that day and iscelebrated on Diwali.


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Customs:

There are numerous customs and traditions associated with Diwali, namely, burning of crackers, playing cards, lightning of lamps, wearing new clothes, distribution of sweets, exchange of gifts

etc.

A Five Day Festival

Diwali celebrations spread across five days, with each day having its own significance and set of rituals.

The first day is called Dhanteras, on which new utensils and silver ware is brought to thehouse. The second day is called Chhoti Diwali, which normally involves preparation for thenext day and the tradition of playing cards is observed in many families.

The next day, or third day is the Badi Diwali, which involves the worshipping of mother Lakshmi. The fourth day is the G ovardhan puja and finally the five days end with Bhai Dooj.The festival of Diwali is truly a Festival of Lights, as it not only involves lighting of Lamps but,it brings the light of happiness, togetherness, spiritual enlightment and prosperity for everyone.

With the sounds of crackers killing all bad-omens, the lighted lamps-lighting the lives of people,the prayers and pujas creating an atmosphere full of goodness and purity, the festival of Diwaliindeed fills the atmosphere with an aura of goodness and a heaven like atmosphere.

Tradition of Playing Cards

It is a very old tradition to play cards on the day of Diwali. It is not only for fun and frolic but hasreligious significance as well.

Especially in Hindus, it is believed that gambling with money would impress goddess of wealth(G odddess Lakshmi) and bring prosperity for the coming year.

It has a mythological connection as well. It is believed that on this day goddess Lakshmi playeddice with her husband Shiva.


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At the end of the game she had announced that whoever will play with money on this day, will prosper throughout the year.

Tradition of Crackers

Diwali is celebrated across India with great devotion and happiness. It commemorates thesuperiority of good over evil.

Since time immemorial one tradition that has been associated with the festivities of Diwali is the bursting of Crackers.

These fireworks light up the sky and lamps are used to light the houses. As a belief this burstingof crackers that produce light and noise are used as a means to pay obedience to the heaven for the attainment of health, wealth and knowledge.

To start with, prayers are offered to G oddess Lakshmi, followed by the distribution and exchange

of sweets and gifts between relatives and friends.

Finally fireworks are used to light the atmosphere. Burning of fireworks also has a scientificsignificance as the gases produced are supposed to kill the germs in the atmosphere.

Rangoli

Rangoli is an art form which includes drawing of attractive patterns on the floor, with differentcolors and decorative ideas.Rangloi has long been a part of Diwali celebrations.

On and before Diwali, people especially ladies make beautiful designs of Rangolis to welcomegoddess Lakshmi. According to the history of Rangolis, the tradition started in Mahrashtra, whichlater spread to other parts of the country.

The legend behind rangoli is that a particular kingdom was in deep sorrow due to the death of theson of a priest. Entire kingdom prayed to Lord Brahma, who pleased by the prayers asked theking to draw a figure on the ground, in which he would fill life.

The king did as asked. To everyones surprise, the son was reborn.


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Tradition of gifts

Exchange of G ifts is an integral part of all Indian festivals. On the day of Diwali, peoplegenerally worship goddess Lakshmi, light their houses with lamps and exchange gifts with their friends and relatives.

Markets are full of buyers and all shopkeepers; specially those of sweet shops offer their best

varieties and see maximum sales. To dress up in new clothes and visit ones relatives is a major attraction to everybody on Diwali.

Tradition of Lights

Diwali also known as Festival of Lights justifies its name as wherever one goes on that day,there is an illumination of lights and the atmosphere is filled with brightness. Traditionally it wasonly the oil lamps that were used, but these days many types of candles and lamps are availablefor this purpose.

According to the Hindu Mythology, on this day Lord Rama returned to Ayodhya and the entirekingdom was lighted up by oil lamps. This tradition has been one of the most important

ingredients of Diwali celebrations.

Diwali Celebration in India

Diwali or Deepawali is celebrated across India with great enthusiasm. This is one festival whichunits the entire country as most of the rituals observed are similar in most parts of the country.Historically speaking, Lord Rama while returning to Ayodhya, traveled from South towards

North.

Rajasthan

The enthusiasms with which people celebrate this festivals in Rajasthan elaborate on their zest

and passion towards the importance of this festival.

A common routine on Diwali includes decorating of ones homes, buying new clothes, visiting torelatives place and organizing mass gatherings.

People of Rajasthan are known for their love for food. Ladies indulge themselves in preparationof delicacies like Mawa Kachori, Til Ke Laddo, G onth ke Laddu, Piste ke Launj, Moti Pak,Pheeni, Sohan Papdi, Besan Barfi, Jalebi, Shakarpara- to name just a few.


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Himachal Pradesh

Celebration of Diwali in Himachal Pradesh includes preparation that starts days before. The mudwalls are cleaned and painted with cow-dung. The courtyard is then painted in shapes of red and

black squares. These squares contain images of animals and birds.

Flower garlands are then used to decorate houses. The significance of this decoration of houses isthe belief that goddess Lakshmi enters the house which is neat and decorated. At dusk, oil lampsare lighted in remembrance of the ancestors.

West Bengal

G oddess Kali is worshipped in Bengal on the festival of Diwali. The lamps lit are in honor of G oddess Kali and her power to destroy all evils.

As against other parts of the country, Diwali is a three day festival in Bengal, with the first twodays being of utmost importance. During the first two days feasting, drinking, gambling, familygatherings, lights and fire crackers occupying time from dusk to dawn.

In West Bengal, Lakshmi puja is celebrated five days after Dussehra, on the full moon day(Purnima). On the following new moon day (Amavasya), coinciding withDiwali, goddess Kali isworshiped.

Uttar Pradesh

In Uttar Pradesh, the city of Varanasi, celebrates the festival of Diwali in a very holy manner.Devotees and tourists gather at the various ghats of Varanasi, to light lamps, have holy bath andindeed be a part of this spectacular event.

The state needs to be given credit for the fact that it has maintained its traditions and customswrapped and protected from alienation.


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Punjab

Punjab as a state is synonymous with fervour, zeal, and emotions. The tradition to light lampson Diwali is a way to pay obedience to god for the attainment for peace, prosperity, healthand knowledge.

In Punjab, Diwali preparation begin much in advance as people start to clean and decoratetheir houses with rangoli.For the state of Punjab and Sikhs, the festival of Diwali marks theanniversary of G uru Hargobinji, who was released from jail on this day.

The G olden temple of Amritsar is well illuminated with lamps and the atmosphere seems beautiful with the shadow of the lamps being reflected in water with the voice of prayersfalling on everyones ears.

Diwali Recipes

Diwali is a festival to be grateful to G od for showering his blessings upon us and to express Loveand care for the loved ones. It is a common tradition to visit the places of worship and relativesand friends houses on the day of Diwali. As Diwali is a five day festival it is often seen that theseget togethers spread across these five days.Ladies engage themselves in preparing various kinds of sweets, snacks and other recipes. Sweetslike

y Besan-ka-ladoo y G ajar-ka-halwa y G ulab-jamun


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Findings from the Study

Name of the Festival Celebration acrossvarious states

MythologicalRelevance

Implication withrespect to brands

Teej Rajasthan, UP, MP,G ujarat, Punjab,Bihar

As per Hindumythology, this dayis associated with thevictory of a wifesdevotion towards her husband.It is also associatedwith advent of monsoons.

Cosmetics Saree stores Jewellers Hotels and

Restaurants G ift galleries Sweet stores

Gangaur Rajasthan (Jaipur,Bikaner, Jodhpur,

Nathdwara, Udaipur,Banswara)

This festival isspecifically meant for women folks. Theunmarried womenworship G auri for

blessing them withgood husband, whilemarried women do sofor the welfare,health and longevityof their husbands andcheerful married life.

Matrimonial Cosmetic Saree stores Jewellers G ift G alleries Sweet stores

Diwali B ihar , Gujarat,Haryana, HimachalPradesh, Jharkhand,Madhya Pradesh,Punjab , Rajasthan,UP, Uttaranchal

In Hinduism: Thefestival marks thevictory of good over evil and numerousrituals are observedto celebrate thisauspicious day.

In Jainism: Diwalimarks the attainmentof Nirvana by LordMahavira.

Socialcommunities

Jewellers Apparels Tours and

travelers Utensils Automobile Casinos


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References

Mr. SUBASH FRANKLIN

STRATE G IC PLANNIN G DIRECTOR

JWT

CHENNAI www.buzzle.com/articles/consumer-buying-behavior-key-determining-factors-

four-m-and-8f www.google.com www.festivalsofindia.in IRSINDIA MAPS (SOFTWARE)

www.government of rajasthan.com www.infopunjab.com/festivals1.htm www. india site.com/ festivals / Along with the above references, views and opinions of senior colleagues have

also been incorporated for secondary research purpose


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Interim Report (Ruchika)

Documents

Transcript of Interim Report (Ruchika)