The craze that Bahubali-2 has created across the country is unprecedented. Never before a period-film has created this amount of public frenzy. From three km long queue in Hyderabad to over 10 lakh bookings on Internet a week before the film is released – the film is creating records. Many trade pundits are going overboard with the marketing strategy of the film. The way the film has been marketed and being used to sell various products and services could be a case study in Business schools around the world.
Never before a question like “Katappa ne Bahubaliko kyun mara?’ (why did Katappa kill Bahubali?) has been asked across the country at several levels (including in advertisements)- and the answer has been guarded a secret till the film’s release on 28 April, Friday last.
Many in social media are ruing over the space and time the film is getting in mainstream media. Questions about priority of media are being raised. Many are trying to figure out why should a question like why did somebody killed somebody should occupy the mindspace of a Nation of 125 crores.
Amidst all the din, people are enjoying Bahubali 2. Or, are they?
Akhay Tritiya (In Gujarat and Rajasthan it is known as Akha Teej) is an auspicious day for the Hindus and Jains. It falls on the third Tithi of Bright Half of the pan-Indian month of Vaishakha. It is believed that on this day Ganga landed on the earth on the day, Maharshi Parsuram was born, Annapurna was born, Draupadi was saved from being insulted by Krishna who gave her clothes, Krishna and Sudama were united, the Mahabharat war ended. On this day the doors of Sri BadriNarayan is opend every year and in Brindaban the holy feet of Banke Bihariji is kept open for darshan; on other days it is covered by clothes.
The day is considered auspicious for starting new ventures. Hence, new ventures, like starting a business, construction, etc. is performed on Akshay Trutiya. Marriage negotiations are also done on this day.
Talking about marriages, a large number of children are married off on this day in Rajasthan, Madhya Pradesh, Chhatisgarh, Bihar, Jharkhand and Uttarakhand.
Despite Government initiative and punitive action to prevent child marriages, the practice is still prevalent, though the number has come down considerably.
In Odisha, Akhay Tritiya is observed as an agrarian festival. On this day, the land is first tilled for cultivation. But of late, Akhay Tritiya has turned (or has been turned by vested interest) into a day of purchase of gold and diamond. Somehow it has been drilled into the minds of people that it is auspicious to buy gold or diamond on this day. The mainstream media is full of advertisements of Jewellery Shops, and people go crazy to buy gold on this day.
Somehow all festivals are gradually turning into shopping extravaganza.
Tail Piece 3” Kattappa ne Bahubali ko Kyun Mara??
Ek Pregnant Lady Bahubali Dekhne gai. Uske 2 Din bad Uski Delivery hui,
Tabhi Doctor Behosh ho gaya Kyo ki Bachche ne Paida hote hi Puchha,
Kattappa ne Bahubali ko Kyun Mara??
(Courtesy: Social Media forward)
Tail Piece 2 Vijay Mallya
British Judge: “Tumhne India ka Paisa Loota.”
Mallya: “Tum goron ne bhi loota”
Judge: Jane do apna hi launda hai..
(Courtesy: Sudhansu Deo)
The columnist, a journalist-turned media academician lives in Dhenkanal, a dist HQ town n Central Odisha. He can be contacted at [email protected]ymail.com