IMPACT OF SPONSORSHIP ADVERTISING DURING GANESH UTSAV: A CASE STUDY OF LALBAUGCHA RAJA

Abstract

Ganesh Utsav, a revered Hindu festival celebrated with immense devotion and grandeur in India, has evolved into a significant platform for corporate sponsorship advertising. The fusion of tradition and commerce during this festival, with Lalbaugcha Raja as a prime exemplar, raises questions about the effectiveness and implications of sponsorship advertising. This study examines the multifaceted impact of sponsorship advertising on the festival, attendees, and sponsors, with special reference to Lalbaugcha Raja. This research investigates how sponsorship advertising influences perceptions, brand awareness, and consumer behavior during Ganesh Utsav. The findings suggest that sponsorship advertising plays a pivotal role in enhancing brand visibility and recall for sponsors, with Lalbaugcha Raja serving as a powerful marketing platform. Strategic placement of sponsor advertisements within the festival premises, on social media, and in print media amplifies the reach and impact of these promotions. This research adds to the understanding of the evolving dynamics of Ganesh Utsav and the role of sponsorship advertising within this context. By examining Lalbaugcha Raja as a case study, it offers valuable insights for marketers, event organizers, and scholars interested in the intersection of culture, commerce, and advertising in the context of cultural festivals. It underscores the importance of responsible and ethical sponsorship advertising that respects the sanctity of tradition while maximizing brand exposure and audience engagement. Keywords: Lalbaugcha Raja, Advertising, Sponsorship, Brand, Perception, Festival.