The Van has an excellent podium for the Warkaris to sit in groups and recite Bhajans and Abhangs, expressing their love and devotion to Vithoba, and fellow travellers sing and dance to their tunes and fall in a trance.
Mumbai, July 7th 2022: In a unique initiative by TV9 Marathi – The no. 1 Marathi news channel of Maharashtra, a Live Digital Van is accompanying the devotees at the famed Pandharpur Wari or journey on the foot from June 23rd to July 10th, 2022 from Pune to Pandharpur in Solapur district, Maharashtra. The LED Van, with good sound system and speakers, has an excellent podium for the Warkaris (devotees) to see Live Darshan of Lord Vittal, sit in groups, recite Bhajans and Abhangs, expressing their love and devotion to Vithoba, sing and dance to their tunes and fall in a trance. In between the Bhajans, they take break to listen to news updates on the important political, cultural and social developments taking shape in the state.
TV9 Marathi is the leader among Marathi news channels in Maharashtra. With the country going data and digital in an accelerated way, we wanted to give this unique experience to the pilgrims by uniting culture with technology. The Live Van is a small initiative from TV9 Marathi to support a pilgrim in his 21 days’ challenging journey. All afternoons, and evenings between 7 and 10 PM, the Van becomes a spiritual entertainment Zone for the Warkaris. They pray and dance, in front of Vithu Mauli and enjoy every moment of the journey. On the Final Day of the Yatra on July 10th (Ashaadi Ekadashi), the Van will serve as an excellent platform for Live Digital Darshan of Vithoba and Aartis dedicated to him, especially to the devotees such as senior citizens, who are not able to pray at the main shrine of the temple due to humongous crowding.
The Yatra is taking place when there have been changes in the political landscape of the state. The Van also becomes a platform to update the pilgrims on the latest political and social happenings in the state, he said.
The entire campaign is jointly conceptualised by TV9 Marathi & Vritti Mindwave Media, the activation arm of innovative marketing solutions firm Vritti Solutions.
“It is a 360-degree purpose driven marketing experience for the consumers where TV9 facilitated their needs for spirituality, entertainment, information and good health. If you touch the heart of a devotee in need, he will never forget your brand for life. Various studies have shown that a brand recall becomes highly effective when it helps serve need of the people. The brand will become relevant for a customer, when he goes back and remembers the brand as the one that served him when he needed the most. That is the most effective ROI for a Brand,” said Rajesh Radhakrishnan, Chief Marketing Officer Vritti Solutions.
According to Mr Radhakrishnan, by providing facilities to the Warkaris, TV9 Marathi is supporting the State government.
During the procession, pilgrims carry Palkhis or Palanquins venerating Maharashtra’s medieval saints Dnyaneshwar and Tukaram. Pandharpur Wari (or Yatra) is the oldest and the biggest rural cultural festival of Maharashtra that takes place every year during the holy month of Ashad. Abhangs are devotional poems sung in praise of Lord Vithal, or Vithoba (a form of Lord Vishnu), the main deity of Pandharpur. This year, the procession began on June 21 and will end on July 10, the Ashaadi Ekadashi Day.
About TV9 Marathi:
TV9 Marathi is part of TV9 Network which is the no.1 news network in India (Source: BARC). TV9 Marathi leads the Marathi news space with a market share of 29.3% (Source: BARC, Week 26’22). The channel has established itself as the most preferred news destination among viewers in Maharashtra.