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Jatra - Rural Activation Event in Bengal and Orissa - Think Tank initiative
- 2. A Think Tank initiative
- 3. Jatra An Overview Yatra, pronounced Jatra in Bengali symbolizes Lord Krishnas journey from Vrindavan to Mathura. The rural population being handicapped by illiteracy were not able to read religious texts like the Ramayana and Mahabharata
- 4. Jatra An Overview Jatra filled the void by bringing to the masses the stories and episodes from the greatest literary works the mankind had ever undertaken. Acts and scenes from these epics reconditioned with songs, sung in the folk tunes, were masterfully crafted and presented to the village folk.
- 5. Jatra An Overview Radio and television era was about to condemn it to oblivion along with its modern counterpart - the up market theatre industry. However recent experimentation by some enthusiasts has revived this dying folk theatre industry . Gradually, Jatra is regaining its unique mantel again as a branch of successful performing art in Bengal.
- 6. Present Day Scenario Present Day - More than 50 Jatra banners Period of Shows - 7 months from October to April. 60 + Shows per Banner Tollywood Star Presence like Tapas Pal, Satabdi Roy, Chiranjeet, Rachana Banerjee The shows are enacted across various districts, towns (B,C towns), rural villages.
- 7. Present Day Scenario The shows are organized by local clubs, who are spending anywhere between Rs 75, 000 k Rs 3 lacs for each show. The price of each show is determined by the star value of that particular show The events are publicized through newspaper ads, billboards, hoardings, BTL activities like pamphlet distribution, local newspaper ads, AV ads on local channels , mobile van ads etc Ticket prices range from Rs 25 to Rs 100 for each show
- 8. Present Day Scenario The troupes perform to an audience of capacity of 7/8,000 to 15,000 Average audience for each of these shows is around 10000
- 9. Sponsorship & Branding Opportunities Jatra being an art form attracts people from all segments which includes SEC, B,B +and C. Multi Media promotion Direct Consumer Connect
- 10. Sponsorship & Branding Opportunities Brands are associated through :- a) Newspaper ads b) Billboards c) Hoardings d) Mobile vans e) Leaflets f) In show advertising for Title Sponsor ( Actors and actresses during each show will speak about the brand and its USPs) g) Stage backdrops during scene changes
- 11. Sponsorship & Branding Opportunities Title Sponsor 1 Co Sponsors - 4 Total no of Banners (Groups) 18 Min no of Shows per banner - 60 Total no of shows Min 1200 Audience Size of more than 1.50 crs
- 12. Extensive Coverage of West Bengal All Districts More than 50 Villages & PO Districts Villages Bankura, Burdwan, Banpur, Panchmura, Purulia, Nadia, Howrah, Boluhati, Hura, Jorberia, Birbhum, Murshidabad, Khichka,Deoli, Hura, Hoogly, North 24 Parganas, Raghunathpur, Bolpur, South 24 Parganas, Saithia, Jemkor, Satal, Midnapur, Cooch Behar, Korapur, Belobalaram, Kolkata suburbs, West Chakta, Bagda, Balsi, Dinajpur, Darjeeling, Sanko, Sultanpur, Jalpaiguri, Malda Khejurberia, Rajgram, Saiboni, Bethuabari etc etc
- 13. Category of 18 Banners 3 Levels Category Stars Rachana Banerjee / Tapas Pal Mega Star /Satabdi Ray/Abhishek/Labani Sarkar/Tridip Ghosh etc. Dona/Nirmal Mukhopadhyay/ Super Star Ruma Dasgupta/Soma Ganguly / Kumar Prosenjit etc. Tapasi Roychoudhury Star /Monalisa/Pallav Mukherjee etc
- 14. Sponsor Categories & Entitlements 3 Levels Category Entitlements Title Branding in all Communications / In Title Sponsor Scene Brand Mention / Product Sampling / (1 per Banner) Contest/Outdoor Communication Co Sponsor Co Sponsor Logo in all Communications / (4 per Banner) Product Sampling Activation Activation, Product Sampling & Research Partners
- 15. Banners
- 16. BANNER: AGNIGORBHO POSCHIMBONGO Banners CAST: TRIDIB GHOSH MEGHNA LAHIRI MOHUA BHATTACHARYA GROUP: NATARAJ OPERA CATEGORY: MEGASTAR BANEER : RUPAY LAKSHMI GUNE SARASWATI CAST: LABONI SARKAR KOUSHIK BANERJEE GROUP : ANANDA BASAR OPERA CATEGORY : MEGASTAR
- 17. BANNER : FIRE ELAM MAYER KOLAY Banners CAST: ABHISHEK. ANAMIKA SAHA SANJUKTA RAYCHOUDHURY RAMEN RAYCHOUDHURY GROUP: SATYANARAYANA OPERA CATEGORY : MEGASTAR BANNER: HIYAR MAJHE MOR PRIYA CAST: SATABDI RAY TAPAS PAL GROUP: RATNADEEP OPERA CATEGORY : MEGASTAR
- 18. BANNER: SWAPNA PURIR RAJKANYA Banners CAST : RACHANA BANERJEE PREMJIT, MOUMITA GUPTA BHOLA TAMANG, SOHINI AMIT KANTI GHOSH GROUP : SWARNADEEP OPERA CATEGORY : MEGASTAR BANNER: HINGSHAYE RAJNITITE ROKTAKTO POSCHIMBONGO & MONSA BIDHESHI CHAND SWADAGAR CAST: MISS ANINDITA, ASHOK BANERJI, CHANDRAMUKHI, SUJATA,RAJESH, KUMAR ABHISHEK GROUP : DIGVIJAI OPERA CATEGORY : MEGASTAR
- 19. BANNER: SHESH THIKANA MAYER ANCHOL Banners CAST: RUMA DASGUPTA, INDRANI MUKHERJEE, KUMAR NAYAN, KUMAR PROSENJIT, MS MOM ANITESH BHATTACHARYA GROUP : DEBI BANDANA JATRA SANGSTHA CATEGORY : SUPERSTAR BANNER : SHOB SINDURE SHUKH MELENA CAST: DONA, NIRMAL MUKHOPADHYAY MEENA KUMARI, SOMA GANGULY GROUP : NATYA DHARA CATEGORY : SUPERSTAR
- 20. BANNER: FOOTPATHER RAJKUMARI Banners CAST: TAPASI ROYCHOUDHURY KUMAR SHUBHO HIMADRI BHATTACHARJEE GROUP: BHARAT TIRTHA JATRA SAMAJ CATEGORY : STAR BANNER : SINTHIR SINDURER MULYA KI CAST : TAPATI BHATTACHARJEE, PULAK MULLICK GROUP : KOLKATA OPERA GATEGORY : STAR
- 21. Banners BANNER: BODHUR SHAJE BOR BHODHU CAST : MONALISA, DEBASHIS MITRA GROUP : JATRA TIRTHA CATEGORY : STAR BANNER : PREMER GHATE LAGLO JOWAR CAST : KRISHNA CHARABORTY PALLAV MUKHERJEE GROUP : SILPIMANDIR JATRA SANGSTHA CATEGORY : STAR
- 22. Banners BANNER : NOTUN SOKAL ASCHE CAST : SITA GHOSH, SABYASACHI PALI GROUP : SILPILOK OPERA CATEGORY : STAR
- 23. Thank You for your time & attention