Brands get into Navratri groove

AHMEDABAD: Money is back into the Navratri business as more and more companies come forward to sponsor events during the upcoming festival.
Organizers said that there is a sudden boost in sponsorships this year as compared to the last few years. “We received over Rs 12 lakh from sponsors this year as compared to about Rs 6 lakh last year. The economy is in better shape and Gujarat has a feel-good factor courtesy the efforts of Prime Minister Narendra Modi.All these factors will attract many global visitors and business delegates at venues and this has led to an increase in sponsorship,” said Chiranjiv Patel, a garba organiser. Patel has invited 150 delegates from around the world, out of which about 80 are foreign nationals.
Telecom companies, which had refrained from sponsoring major events last year, are making their presence felt across venues. “Navratri is an important festival for us as part of our marketing and customer engagement activities. This Navratri, we are associated with 18 major Navratri events across Gujarat like United Way – Baroda, Karnavati, YMCA Club, Friends Garba and HL Garba in Ahmedabad,” said Brajesh Bajpai, business head-Gujarat, Vodafone India.
Companies, especially those which want to make a dent in the market at the commencement of the festive season, are using this opportunity of exposure before lakhs of revellers. “Uninor is in the process of rolling out 1,000 new sites in small towns of Gujarat. We have associated with local garba organizers in select towns. This approach will help us reach out to the youth by bringing a topical connect and visibility,” said Jinesh Hegde, circle business head, Uninor Gujarat.
Niche sponsors from other sectors like jewellery, real estate and wedding management are promoting their brands this Navratri.
“Several big and small celebrities are expected for movie and brand promotions at various venues. Real estate sector is booming on account of hopes raised by Modi. This has brought some positivity to Navratri sponsorship,” said Anand Doshi, another organizer.
Doshi said that many organizers, who had not applied for permission to host garba events due to the fear of rains, have submitted applications at the last minute and are still getting sponsors. Garba will be celebrated at more than 80 professionally-run venues and many more small venues including private societies and companies.Brands get into Navratri groove