A Think Tank initiative

Jatra –An Overview
 Yatra, pronounced Jatra in Bengali symbolizes Lord Krishna’s journey from Vrindavan to Mathura.
 The rural population being handicapped by illiteracy were

not able to read religious texts like the Ramayana and Mahabharata

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.

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.

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.

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

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

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

Sponsorship & Branding Opportunities
 Brands are associated through :-

Newspaper ads Billboards Hoardings Mobile vans Leaflets In show advertising for Title Sponsor ( Actors and actresses during each show will speak about the brand and its USP’s) g) Stage backdrops during scene changes
a) b) c) d) e) f)

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

Extensive Coverage of West Bengal All Districts – More than 50 Villages & PO
 Districts  Villages

Bankura, Burdwan, Purulia, Nadia, Howrah, Birbhum, Murshidabad, Hoogly, North 24 Parganas, South 24 Parganas, Midnapur, Cooch Behar, Kolkata suburbs, West Dinajpur, Darjeeling, Jalpaiguri, Malda

Banpur, Panchmura, Boluhati, Hura, Jorberia, Khichka,Deoli, Hura, Raghunathpur, Bolpur, Saithia, Jemkor, Satal, Korapur, Belobalaram, Chakta, Bagda, Balsi, Sanko, Sultanpur, Khejurberia, Rajgram, Saiboni, Bethuabari etc etc

Category of 18 Banners – 3 Levels
Category Stars Rachana Banerjee / Tapas Pal /Satabdi Ray/Abhishek/Labani Sarkar/Tridip Ghosh etc.

Mega Star

Super Star

Dona/Nirmal Mukhopadhyay/ Ruma Dasgupta/Soma Ganguly / Kumar Prosenjit etc. Tapasi Roychoudhury /Monalisa/Pallav Mukherjee etc

Star

Sponsor Categories & Entitlements – 3 Levels
Category Title Sponsor (1 per Banner) Entitlements Title Branding in all Communications / In Scene Brand Mention / Product Sampling / Contest/Outdoor Communication

Co Sponsor (4 per Banner)
Activation Partners

Co Sponsor Logo in all Communications / Product Sampling

Activation, Product Sampling & Research

Banners

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

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

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

BANNER: SHESH THIKANA MAYER ANCHOL CAST: RUMA DASGUPTA, INDRANI MUKHERJEE, KUMAR NAYAN, KUMAR PROSENJIT, MS MOM ANITESH BHATTACHARYA GROUP : DEBI BANDANA JATRA SANGSTHA CATEGORY : SUPERSTAR

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BANNER : SHOB SINDURE SHUKH MELENA CAST: DONA, NIRMAL MUKHOPADHYAY MEENA KUMARI, SOMA GANGULY GROUP : NATYA DHARA CATEGORY : SUPERSTAR

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

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

Banners

BANNER : NOTUN SOKAL ASCHE CAST : SITA GHOSH, SABYASACHI PALI GROUP : SILPILOK OPERA CATEGORY : STAR

Thank You for your time & attention