Founder Slams Overbearing Ads at Mumbai Ganesh Utsav Pandals: ‘The Brand Should Never Outshine the Devotees’

Every September, Mumbai’s streets fill with the sweet scent of incense, the rhythmic beats of drums, and a sea of devotees flocking to Ganesh Utsav pandals. It’s a time when families, friends and strangers gather to offer prayers to Lord Ganesha, hoping for blessings and a little good luck.

Amid the chants and celebrations, however, a different kind of chant seems to be echoing louder: the relentless clamor of brand logos plastered on every available surface. Shruti H Chaturvedii, a young founder who’s been quietly observing the scene, took to LinkedIn to vent her frustration, asking bluntly – are we turning a sacred festival into a billboard?

“This year, many of Mumbai’s popular Ganesh Utsav mandals felt anything but spiritual or religious,” she wrote, adding that banners now drape gates, pillars, and even the towering idol’s backdrop. “Ordinary devotees are forced to wade through crowds, often treated with little dignity unless they’re VIPs.” The post quickly caught fire, sparking a flurry of comments and shares.

Chaturvedii didn’t just point fingers at the pandal committees; she held brands, advertisers—and even politicians—accountable. “Mandals deserve criticism for turning every available surface into something that can be sold,” she said, “but brands and advertisers are equally responsible for this ugliness.” She argued that splashing a logo in a cramped, sweaty space won’t create a positive brand recall; instead, it risks being associated with the very discomfort devotees feel.

Her point hits home when you picture a mother clutching her child, trying to keep the little one from being swept away by a throng of people. Would she pause to admire a Fevicol banner? Probably not. “When a devotee’s entire experience is frustrating, uncomfortable and undignified, brand banners plastered across that experience aren’t necessarily creating positive brand recall,” she warned.

The Brihanmumbai Municipal Corporation (BMC) has already stepped in, asking organizers to keep advertisements off roads and pavements that block pedestrian flow. Yet, the ads continue to pepper the interiors of the pandals, turning what should be a spiritual sanctuary into a quasi‑commercial arena.

Chaturvedii’s plea is simple: let Lord Ganesha remain the centre of attention. “The focus at a religious festival should be on the deity, not on brands screaming for visibility,” she said. She suggested a more thoughtful approach—brands could still support the festivities, but by funding better crowd management, clean facilities or free water stations, rather than by slapping up giant posters.

Responses on social media were mixed. Some users echoed her concerns, citing similar over‑commercialisation in other cities. Others defended brand partnerships, noting that companies like Pidilite and Welspun have historically run tasteful campaigns that actually help devotees. The debate continues, but one thing is clear: the line between sponsorship and intrusion is getting thinner, and many are asking where it should be drawn.