#BrandingStrategy | The Kulasai Dussehra Phenomenon

For those not familiar with what 'Kulasai Dussehra' means, here's a quick brief ; Those who are familiar with it can skip this paragraph. So there is this famous temple in the South, in short lemme call it 'Kulasai' ('Kulasekarapattinam' in full!). During the Navratri (the nine auspicious days which usually fall in September /October every year), people do fasting, and then, at the end of the fasting, they go to the Temple to culminate the fast and offer their prayers. The special thing about this event is that they dress up, many times, as various Gods, when embarking their journey to the temple. One such makeover can be seen in the pic. The man, who is supposedly observing the Navratri fasting, is seen dressed like one of the Gods and is seen collecting alms which he is expected to use towards his expenses for traveling to the temple.

It's interesting to see how lakhs throng at the Temple and go through this whole fasting and makeover 'phenomenon', if I dare call it so. And it's completely voluntary. It's not just an event happening out there ; it's a phenomenon. The dedication with which people do it is simply outstanding. What makes them do it? Faith. Yes, 'faith' is the answer. Branding is about instilling that 'faith', that trust, that hope within people, so that then it becomes a 'natural' part of their life and it's not any more about having to thrust it on them.

Enjoy the evening and be the Phenomenon!

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