As the Sun moves into the ‘Makara’ phase, or Capricorn Zodiac, in the astral world, Makara Sankranti celebrations begin in the plains of India. The festival is celebrated under various names and through numerous variations in all parts of the country.

In Tamil Nadu, in its Pongal garb, the festivities are a time of thanks giving to the Sun God for a rich harvest and an earnest prayer for a bountiful produce in the New year.

In recent years, the Pongal flavour (pun intended) in Chennai has increasingly overtaken the ‘Sankranti’ aspect. Earlier every home in the city would conduct its own modest pooja to the Sun God with an offering of sweet pongal (in a special kind of heavy metal vessel – vengalam or bronze uruli – to be precise) along with a full-length sugar-cane bamboo and other pooja items. A mirror would be placed alongside this paraphernalia on the terrace in a vantage position to receive and reflect the full rays of the bright morning sun. As the vessel, bedecked with a fresh turmeric sapling round its neck, brims over with its frothing contents, an idyllic Pongal scenario is happily conjured up and it generates triumphant cries of “Pongalo Pongal”!

On the following morning, termed ‘Kanu Pongal’ ( not to be confused with ‘Kaanum Pongal’), a variety of rice-mixes is placed on a large leaf on the terrace for birds to feast on – a practice perpetuating a harmonious communion with Nature.

The ubiquitous milkman would come around with his cow – decorated with painted horns, baubles and finery – for the usual collection spree!

Of late, there appears to be a quaint urbanisation of Pongal festivities especially in Chennai. Retail outlets and departmental stores are whipping up a new-found euphoria which has resulted in heavy shopping activities far beyond what prevailed in the more subdued past! Also, hotels and restaurants are going to town on special Pongal offers and attractive options on eating out and merry-making!

While these social changes are welcome, it is interesting to observe that the advent of high-flying retail outlets, shopping malls and hyper stores has brought about perceptible changes in the character of festivals, thus adding a boost to the sagging economy.

In the past, the ‘Aadi’ phase in July was considered inauspicious for acquiring anything for the household or for buying jewels or textiles. The imaginative retailers made capital out of this negative situation by starting the ‘Aadi thallupadi’ (Aadi discounts) a few years ago. Today, the ‘Aadi Season’ is no longer considered a low season! On the contrary, Aadi sales generate brisk business!

Akshaya Thrithiya was a low-profile event in the past. Enterprising jewellers in the city, along with World Gold Council, have since many years now given it a new sheen through intensive sales promotion efforts backed by imaginative and persuasive advertsing. The movement has gained tremendous momentum and cash registers merrily ring during Akshaya Thrithiya just as their Mumbai peers swing in with the mood of Danteras during Diwali.

Having long been associated (until a couple of years ago) with the Marketing Department of a major newspaper, I can vouch for how St. Valentine’s Day fever in February, whipped up through the media, has generated enormous ‘branding’ activities on the eating-out, gift-giving and greetings cards sectors in an otherwise laid-back city traditionally known for its more inhibited ways of life!.

Colourful supplements in the newspapers and attractive TV commercials from jewellers have given a new thrust to Varalakshmi Nombu too in recent times!

What was an individual household Vinayaka Chathurthi in the past has today grown into an enormous ten-day community festival with huge images being taken in ostentatious processions on the last day of the festival and immersed in the sea with much fanfare as is being done in Mumbai or Pune! A far cry indeed from the days when the small Pillaiyar (Lord Ganesh) image made of clay would be immersed in the well located in the rear of your house or in a nearby river without much ado and in silent reverence!

With a rapidly increasing urbanisation and a paradigm shift in society’s mores, festivals too have begun to reflect the vast change, perhaps all for the good of the economy.