MUMBAI: The Janmashtami revelry of breaking curd pots hanging from lines as high as two storeys has now become an established source of image building for political parties, corporates and even newspapers as was evident from Wednesday's celebrations here.

Revelling youth form `Govinda' troupes and move about town attempting to break pots hanging in streets and lanes. They re-enact episodes from Krishna's childhood, especially his fondness for stealing curd. The Govindas form human pyramids in their attempts to reach these pots and despite falls and injuries, the lure of big money remains.

In the good old days, the Govindas looked forward to the fun and challenge and received token prizes. But now, all those who want to build their public image sponsor astronomical prizes. The Mayor of Thane placed Rs. 15 lakhs as the prize money in a pot at Charai. And his party leader, Uddhav Thackeray of the Shiv Sena was the chief guest at the event.

Similarly, other units of the Shiv Sena in Mumbai and in other cities and towns of Maharashtra build the image of the party and its local leaders. The Sena maybe a pioneer, but other secular parties are also in the fray. The breakaway faction, Maharashtra Navnirman Sena, led by Raj Thackeray sponsored a prize of Rs. 11 lakh. Many leaders of the BJP and secular parties such as the Congress and Nationalist Congress Party got their prize pots hoisted. The sponsorship is well announced to claim credit for offering the biggest prize. But the practice is no monopoly of politicians.

The corporate sector is not far behind. The companies sponsor pots through different organisations they support. The latest to jump on the `Govinda bandwagon' are newspapers which have strengthened their marketing efforts and marketability of their mastheads.

The troupes come to make their attempts and the high stakes have not only enabled them hire tempos and trucks to move about with musical instruments and food but engage medical staff to treat them in case of injuries.

The Govinda troupe is no longer a male bastion. Now Mumbai boasts of at least six women troupes. And the prize money is not for merry making. This time the prize money will go to the victims of the terror attacks and flood-affected people. A portion of it will also be given to the Chief Minister's Relief Fund.

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