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 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.

Jatra –An Overview

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.

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

Present Day Scenario

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

Brands are associated through :-

a) Newspaper adsb) Billboardsc) 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 USP’s)

g) Stage backdrops during scene changes

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

Sponsorship & Branding Opportunities

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

Villages

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

Districts

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

Category Stars

Mega StarRachana Banerjee / Tapas Pal

/Satabdi Ray/Abhishek/Labani Sarkar/Tridip Ghosh etc.

Super StarDona/Nirmal Mukhopadhyay/

Ruma Dasgupta/Soma Ganguly / Kumar Prosenjit etc.

StarTapasi Roychoudhury

/Monalisa/Pallav Mukherjee etc

Category of 18 Banners – 3 Levels

Category Entitlements

Title Sponsor (1 per Banner)

Title Branding in all Communications / In Scene Brand Mention / Product Sampling /

Contest/Outdoor Communication

Co Sponsor(4 per Banner)

Co Sponsor Logo in all Communications / Product Sampling

Activation Partners

Activation, Product Sampling & Research

Sponsor Categories & Entitlements – 3 Levels

Banners

BANNER: AGNIGORBHO POSCHIMBONGO

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

Ban

ner

s

BANNER : FIRE ELAM MAYER KOLAY

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

Ban

ner

s

BANNER: SWAPNA PURIR RAJKANYA

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

Ban

ner

s

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

BANNER : SHOB SINDURE SHUKH MELENA

CAST: DONA, NIRMAL MUKHOPADHYAY

MEENA KUMARI, SOMA GANGULY

GROUP : NATYA DHARA

CATEGORY : SUPERSTAR

Ban

ner

s

BANNER: FOOTPATHER RAJKUMARI

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

Ban

ner

s

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

Ban

ner

s

BANNER : NOTUN SOKAL ASCHE

CAST : SITA GHOSH,

SABYASACHI PALI

GROUP : SILPILOK OPERA

CATEGORY : STAR

Ban

ner

s

Thank You for your time & attention