We all know globalization has brought us many opportunities & investments into India. It changed the nature of businesses, by bringing in a high degree of professionalism into them.We also know it lead to many new business opportunities and it still does.But I was surprised when I came to know that this year's Durga Puja in Kolkata is sponsored by the US company 'Media Morphosis'..
Usually religious festivals in a city is conducted by the local community by the sponsorship of local businesses and unions and donations made by the public. But the Badamtala Ashar Sangha Puja in south Kolkata is fully sponsored by the US company and it will as well promote it in the media and the web.That is effectively all resources will be handled by Media Morphosis.
This is a trend setting move of bringing in corporate sponsorships to conduct these type of religious festivals.Also they have brought in Mithun Chakraborty as the brand ambassador since he is very much connected with the city and its culture.
But will this corporate sponsorship will be welcomed in all parts of India for all festivals? Probably not.Of course deep pockets will be welcomed to sponsor local events but as long as they don't shun out local contributors...since in the case of festivals ,its not only the money but its about the pride and their status among the community. I mean I cannot imagine the Alanganallur Jallikattu being fully sponsored by a non-local entity while the locals are not given adequate chances to contribute.
But the thing is that it does not matter who is conducting the festivals as long as the true spirit of the festivals is kept alive.
I would profoundly thank you for bringing an insight towards an off-beat topic which have indispensable connection with globalization.
ReplyDeleteThe Durga Puja of Kolkata, better said erstwhile undivided Bengal, has been pioneered and funded by royal families or individuals from its very inception. The "barwari" system - puja funded and organized through public donations - became a trend much later.
It has been an international festival through the patronage of NRI Bengalis (and other Indian communities residing abroad)for quite some time.
The "Durga Puja" is just not a celebration of religios rites, but it is an industry in itself. There are hundreds of business entities attached with the supply chain of this festival.
International sponsorship for the event management may be the initiation point, which can open the domestic business houses to look at the lucrative business opportunities to tap and increase their visibility.
The "red-brigade" of West Bengal might have an alternative explanation/argument and may disallow such sponsorships in the name of "save socialism" or "commercialization of culture". But to my opinion till such time these initiavtives keeps the spirit of the festival up they should be encouraged.