Sunday, July 29, 2012

The Brand Wala

Launched in 1936, Jea Band, touted to be the oldest brass wedding band in the country, has been featured in Bollywood flicks such as Love
The average spend on a baaraat has gone up ten times
Aaj Kaal and Band Baaja Baaraat. But the baaraat is no longer simply a horse; fluorescent lights buzzing like flies, and a cacophony of sound. Today it features exotic cars to ferry the groom, a zoo of animals accompanying him and imported instruments that could put an orchestra to shame.
According to Anil Thadani of Jea Band, the average spend on a baaraat has gone up 10 times in the last five years, as has the size of the baaraat. “First people wanted horses, then they wanted fancy horse carriages, then they wanted themed buggies to go with the fancy horse carriage. We had to change uniforms, add umbrellas, and get new instruments. For a Japanese-style baaraat, we imported kimonos from Japan. Another baaraat featured pole dancers. Budgets have increased and there is a whole new standard of lavishness. The band, baaja, baaraat as we know it, is fast changing, I am curious to see what form it will take.”

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