Durga Pujo celebration: The Telegraph way...!

Durga Puja is one of the biggest festivals in Bengal and is celebrated with a lot of pomp and glory all over the state. The festivities touch dizzy heights in Calcutta where more than 2000 such pujas take place in neighborhoods and another 500 plus pujas in apartment complexes/RWAs.

The Telegraph being undoubtedly the no.1 english newspaper in this part of the country, lines up 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.

'True Spirit Puja' is done with the objective of making the puja experience safe, happy and meaningful for all citizens of Calcutta. Organizing committees are judged on the basis of their display of civic consciousness, social contribution and safety measures adopted to make the celebrations meaningful.More than 300 neighbourhood pujas participate in this initiative and 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 out of 5 and 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 9th 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 which raises the bar. The citizens love it as one of the unique puja initiatives which helps to improve the quality of their lives during the days of the puja just as the newspaper does all through the year.

With this, 'Hand in Hand' is another initiative where, The Telegraph has a tie up with 100 SEC A apartment complexes/RWAs with each having a minimum of 100 flats. Overall about twenty thousand flats participate in this initiative. During the five days of festivities The Telegraph helps the societies to organise various cultural programmes and fun activities where its residents can participate and also arranges for very attractive prizes to be given out. Some of the activities organised are Antakshari, Sit and Draw, Dhunuchi Dance, Recepie contest, Sriman Srimati, Miss Beautiful Hair and so on. It is the most popular programme amongst societies in Calcutta and there is a mad scramble for participation. 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 7th yr and is the center of puja celebrations for apartment blocks in Calcutta. The entire proceedings 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.

The Telegraph's third initiative, 'Festival of Joy' which in its second year, was modeled on the True Spirit Puja concept and is executed only for the apartment societies/RWAs. The idea is to promote civic, social and safety consciousness amongst 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 grounds and is already been participated by about fifty apartment societies/RWAs this year. A panel of celebrity judges visit the shortlisted apartments and accord ratings. Each rated apartment is given a funding for a development project in their locality. The entire activation is supported editorially in The Telegraph to amplify the just cause it intends to promote. This year the event is being presented by Eureka Forbes group.

Clutching on to a great opportunity like Durga Puja, The Telegraph is playing duals roles. One, reaching out to its consumers, engaging with them and spreading the right messages and secondly, its has in a way made a pathway for others to follow and abide by. Wishing everyone a happy and safe Durga Puja!