ABP Ananda's 'Sharad Ananda' ropes in a clutch of top sponsors

Ahead of the upcoming Durga Puja festivities, Bengali news channel ABP Ananda has once again taken the spotlight with its flagship property ‘Sharad Ananda’.

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Offering a month-long ode to the festival of Durga Puja, Sharad Ananda captures the true spirit and vividness of the biggest religious festival of West Bengal.

This year’s ABP Ananda Sharad Ananda edition is presented by SRMB TMT, ABP Weddings, Ajanta Shoes, Dear Lottery, Parimal Agarbatti & Havells, Powered By RR Kabel, Co-Powered by Duraguard Cement and partnered by Shalimar Coconut Oil with Food Partner Dhara Cooking Oil  & Drive-In Partner Honda.

By combining all of its three properties – the channel has also incorporated a number of special  integrations for brands like Sunsilk, Ananda Publishers, MP Birla Cements, Mother Dairy Mishti Doi, Shoppers Stop, ABP Weddings, Cambridge Shirts, and Dhara Cooking Oil.

With various initiatives and shows under the umbrella of Sharad Ananda, ABP Ananda has completely embroiled itself into the culture and ethos of the state, through local and on-ground reportage. This year, under the flagship property, the channel will add some new segments to their programming bouquet.

Sharad Ananda will telecast 15+ programmes during prime-time and non-prime hours this year, ensuring the viewers do not miss a thing — as jostling for a glimpse of the idols and decorations at pandals would not be possible with social distancing norms in place.

The main elements to be covered in this year’s programming include: Pujo Dekhun Ghore Boshe — a live telecast of puja rituals from the most well-known puja pandals of Kolkata on the days of Durga Puja. The telecast will be done with a multi-cam set up at each of the six puja pandals for which that the channel will have exclusive telecasting rights; Tarokar Chokhe Taroka Pujo — in this segment, celebrities will visit political personalities and go to their local pujo pandal (if any), talking about their childhood pujo memories, while exchanging anecdotes; Aamar Pujo – a special segment in which celebrities will visit pandals/pujo committees and share their idea of ‘the new normal pujo celebration’; Pujor Adda — in tune with the present scenario, Pujo addas will be conducted online this time, wherein Tollywood celebrities will participate in the talk-show from their homes.

The programming will be divided into two segments, Animated Segments and Special segments on Pooja days; the animated segments will include the following shows: Bahonder Baynakka — an animated comedy show featuring Devi Durga and Lord Shiva along with their Bahons, complaining about various social issues; Pujor Casebook — a fun-filled animated segment based on the features of the social media website Facebook, wherein mythological characters will host the show in different ways; Lastly, Sarod Sradhyanjali — a chat show which will talk about legendary Bengali personalities like Kishore Kumar, SD Barman, RD Barman and Manna Dey.

In the special segments on Puja days, different segments will be covered, which include Chaturthi, Panchami, Sasthi, Saptami, Ashtami, Navami and Dashami with day-long in-depth coverage from the region. 

To make the festivities even more interesting, ABP Ananda hosts the Sharad Ananda Shamman every year — a dedicated award show, in search for the best pujas in Kolkata and other districts.

Sharad Ananda Samman has a total of 185 awards, spread across various divisions. This year, it will felicitate Pujas in different categories with special emphasis on safety measures. The prize distribution will be conducted on all five days of the Puja, keeping the excitement quotient up, throughout the festival. Another special segment of the award show, Jelaar Shera Pujo — the district version of the Sharad Ananda Samman -- will also take place this year.

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