Durga Puja – Bengal's biggest cultural extravaganza – is now a brand unto itself. So much so that the traditional word of mouth publicity is apparently on its way out with professionally managed PR (public relations) agencies stepping in.
A typical big ticket Puja – where spends could be as high as Rs 40-50 lakh – has been pushing organisers to go for that extra publicity blitz. With corporate patronage taking care of nearly 75 per cent of a Puja budget, the need for recognition through awards, media coverage and footfalls gaining importance, Puja organisers are turning to professional help.
A number of Kolkata-based agencies are, therefore, having their hands full with city clubs flocking to them.
“This is a virgin market offering immense potential and growth,” Dolon Dasbhaumik, Co-founder and Chief Operating Officer (COO), Carpe Diem, told
Candid Communication has bagged the offer of managing the Puja at Hindustan Park this year. The agency would be primarily responsible for garnering sponsorship and media coverage for the Puja, said Sayantan Das Adhikary, Director, Candid.
Scope of Work
Typical event management activities range from celebrity management to media coverage. Scope of work also includes tracking or ensuring news, said Rajiv Lodha, partner, Launcherz, said. The agency had carried out PR activities for about five pujas in the city last year.
According to industry sources, PR activities start either a month before the Pujas or from Mahalaya (the day of invocation of the goddess). Payments also vary accordingly. On an average, payments range between Rs 30,000 and Rs 1,00,000 depending on the work. Agencies roping in celebrities are expected to charge more than those handling media coverage.
For the clubs, it is a matter of better “brand” visibility. Bhaskar Nandi, Secretary of Singhi Park Sarbojanin Puja, said, “Pujas are more of a brand than anything else. In such a scenario, the need for more visibility and having a professionally managed PR agency has increased manifolds.”