Festivals generally bring a lot of good fortune to people all over the world, holiday season in the west is considered to be a gold mine for marketers where they can tap consumers from a varied age and gender bracket to promote almost anything.
One such festival of central India called Chhath has proven to be one the greatest time for marketers from the television industry.
Chhath is an ancient Hindu Vedic festival historically native to eastern Uttar Pradesh, North Bihar of India and Mithila State of Nepal. The Chhath Puja is dedicated to the Sun and his wife Usha in order to thank them for bestowing the bounties of life on earth and to request the granting of certain wishes. This festival is observed by Nepalese people and Indian people, along with their diaspora.
Popularity of Chhath helps Bhojpuri channels to sore high this season. According to the industry veterans, Chhath content once again tops all viewership in Bihar and Jharkhand this week.
It has been observed that Bhojpuri cinema which had Chhath content in their programming line up, leaves behind not only regional channels but big players like Star plus and Zee in this market, on the occasion of Chhath.
Bhojpuri cinema and TV industry has grown in recent years. Bhojpuri movies are seen across various parts of Europe and Asia where second and third generation migrants still speak the language; as well as in Suriname, which has a large Bhojpuri-speaking population.
Definitely, marketers in the Bhojpuri cinema space are saying- Jai Chhati Mayee...