MUMBAI: Chhath Puja is an ancient religious festival observed by Hindu women in Uttar Pradesh, Bihar and Jharkhand, performed over four days to worship the Sun God. The rituals include holy bathing, fasting, and presenting offerings to the rising and setting sun. While celebrations have begun, there are restrictions in place in light of the Covid2019 pandemic. Several states have prohibited community gatherings and taking a dip in water bodies to prevent spread of the infection. Since the festival can’t be observed with its usual verve, Bhojpuri channels are seizing the opportunity to connect with their core consumers and engage them in the region’s biggest celebration from the safety of their homes.
Big Ganga has created a bouquet of content in readiness, ensuring that the Chhath offerings are also built on empathising and inspiring the audience through these trying times.
Big Ganga & Zee Biskope business head Amarpreet Singh Saini said, “Chathi Mayi, our marquee event, will be stunningly different this year. We are doing Siya Ram Key Chhath, a first in Bhojpuri entertainment space till date. We are bringing to life Siya Ram's first Chhath done in treta yug, something which has not been captured on Bhojpuri television till date. This is to take our audience back to our roots and showcase the glory and divine power of Chathi Mayi from ages, so that it instils motivation to combat today's challenges with gusto.”
To make the programme exceptional, the channel has invited Arun Govil and Deepika Chikhalia – the famous reel life embodiment of Lord Ram and Devi Sita – to re-enact the mytho-miracle moments from the Ramayana for the audience. Along with this Big Ganga, is bringing Chathi Ghate Ganga, a unique narrative-led non-fiction series which follows the journey of a spirited girl Ganga. The channel will also have popular Bhojpuri celebrities like Nirahua, Akshara, Tripti Sakya, Arvind Akela Kallu, Mamta Raut, Mohan Rathore, among others, to add to the festivities.
Additionally, Big Ganga has planned a consumer engagement initiative called Chhath Online Aarag on 20 November at 4 pm. Saini added that it is a digital first initiative on Facebook for viewers who wanted to perform Aarag on the auspicious occasion of Chhath but couldn’t travel to their hometown. Popular Bhojpuri celeb pair Sanjoli Pandey and Alok Pandey will facilitate argh (rituals) on behalf of the devotees via a live session on Big Ganga’s Facebook page. While being able to witness each moment of the argh live, viewers will have the added perk of staying connected with their favourite celebrities.
Enterr10 TV Network’s Bhojpuri Cinema is taking the annual festive event Jai Chhath Maiya a notch higher. In a first for the industry, the channel has taken its marquee festive programme Jai Chhath Maiya to London. Featuring eminent personalities from the Bhojpuri entertainment industry like Pawan Singh, Khesari Lal Yadav, Kajal Ragwani, Madhu Sharma, Sehar Afsha, Harshika Punecha, along with celebrated singers and performers of the region, the 90-minute multi-entertainment show has taken the biggest festival of the region to an international level to enthral and regale viewers within the comfort of their homes.
The festive extravaganza will be telecast on 20 November at 7 pm and 21 November at 10 pm on Bhojpuri Cinema. Divided into nine segments, the programme will incorporate the story behind the festival along with bhajans, devotional performances and storytelling acts based on Chhath festival. In addition to this, Sanjay Mahanand will, as is customary, entertain the audience with his funny songs.
Enterr10 TV Network MD Manish Singhal said, “With our festive offering of Jai Chhath Maiya, we aim to foster our bond with our viewers and take forward our commitment to present content that resonates with the region’s sentiment. We are excited to bring to our audience something that has never been done before. Jai Chhath Maiya is an important festival for all of us as it will showcase the festive fervour of Indians settled in London. With an intriguing performance line-up, we are sure to keep the audience entertained and also provide information by showcasing acts and performances.”
As far as advertisers are concerned, Saini mentioned that the majority of the brands on Big Ganga are from the consumer goods and consumer durables categories. He added, “This year, our Chhath impact Jai Chhathi Mayi, has already invited partners such as Nestle Munch, Fortune Refined Soyabean oil, Tata tea, Keo Karpin, Ultratech and many more.”
