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As the world accelerates through an era of rapid transformation, one sound remains unchanged and deeply familiar—a comforting baritone that has echoed across generations. This voice belongs to Birendra Krishna Bhadra, a cultural icon whose artistry is inextricably linked with the spirit of Durga Puja.

For over nine decades, Bhadra’s voice has been the harbinger of this grand festival, woven into the cultural fabric of Bengal. Each Mahalaya morning, as dawn breaks, his narration awakens the soul of Bengal, transforming the ancient tale of Mahishasurmardini into an unforgettable auditory experience. His voice transcends mere storytelling, breathing life into mythology, and becoming a cherished part of Bengali identity.

The Birth of an Iconic Ritual

In 1931, Mahishasurmardini was conceived—a masterpiece crafted by Bani Kumar, with narration by Bhadra and music composed by Pankaj Mallick. This was more than just a radio program; it was an experience that merged myth, music, and culture, forging a connection with the Bengali psyche.

Bhadra’s rich, resonant voice brought ancient Sanskrit verses to life, recounting the story of Goddess Durga’s battle with the demon Mahishasura. Mallick’s musical interludes, performed by renowned musicians, added layers of depth to the narrative, making it an immersive experience. At the heart of this audio tapestry was Bhadra’s spirited narration, which became synonymous with Mahalaya.

Born in Kolkata’s Ahiritola neighborhood in 1905, Bhadra was initially trained in law but found his true calling in music and radio. His rendition of Mahishasurmardini, first broadcast in 1937, cemented his place in Bengali cultural history, creating a legacy that would endure for generations.

A Tradition Challenged and Upheld

Like any powerful brand, the impact of Mahishasurmardini lies in its ability to tell a story and establish a unique identity. Initially rooted in devotional verses, the program evolved into a celebrated cultural institution, thanks to the creative direction of Pankaj Mallick. Bhadra’s voice not only narrated the story but also became the very essence of the brand.

In 1976, All India Radio (AIR) made the controversial decision to replace Bhadra with the iconic Bengali actor Uttam Kumar in a new program titled Durga Durgatiharini. Rumors swirled that Bhadra’s non-Brahmin status was a barrier to reciting Devi stotras, contributing to his replacement. However, public loyalty to Bhadra’s rendition was so strong that the decision was met with widespread disapproval. While brands can evolve, their essence often remains timeless.

Branding Tradition: Mahishasurmardini and the Brand Essence Wheel

The Brand Essence Wheel, conceptualized by Bates (1995), serves as a framework for connecting ancient rituals with modern branding. Bhadra’s Mahishasurmardini is more than a radio program; it is a cultural treasure that has forged deep emotional ties with its audience over generations. The core of its essence lies in this emotional connection, much like global brands that seek to establish lasting bonds with their consumers.

Mahalaya embodies attributes akin to a product’s tangible features—its hypnotic chants, the heroic tales of Goddess Durga, the haunting sound of the conch, and, most importantly, Bhadra’s timeless voice. These elements resonate with listeners, just as a brand’s logo or tagline resonates with its target audience. Like brands that offer both practical and psychological benefits, the Mahalaya broadcast is both a ritualistic and spiritual experience, invoking a sense of peace and rejuvenation.

At the heart of every enduring brand are core values. Mahalaya’s values—ethical integrity, courage, and community celebration—mirror the triumph of good over evil. In today’s world, where brands often emphasize values like environmental sustainability or data privacy, Mahalaya continues to uphold its ethical principles. The distinct personality of Mahishasurmardini lies in its unique blend of reverence and anticipation, brought to life by Bhadra’s emotional narration.

Though Mahishasurmardini and the Brand Essence Wheel originate in different realms, they share a common goal: to tell stories and build deep emotional connections. They exemplify how branding can transcend time,

linking ancient traditions with contemporary marketing, all while forging enduring relationships. Mahalaya’s Timeless Echo: Branding Beyond Boundaries Bhadra’s Mahishasurmardini demonstrates the power of storytelling in creating an enduring brand image. While the mediums through which Mahalaya is experienced may evolve—through augmented reality or global broadcasts—the essence of Mahalaya remains unchanged. In the quest for authenticity, Bhadra’s Mahishasurmardini stands as a timeless symbol, poised to captivate global audiences. Every Mahalaya morning, as alarms sound across homes and radios are tuned in the early hours of the day, Bhadra’s voice will continue to echo. His voice, like the essence of Mahalaya, is impervious to the march of time and technological change. The brand essence remains intact, carrying forward a tradition that is both sacred and enduring.