The Karnataka government is trying to attract more visitors to this year's Dasara celebrations in Mysuru by invoking Avengers: Endgame, the popular superhero film based on the Marvel Comic superhero team - The Avengers.
An advertisement published on the front page of newspapers in the state on Tuesday reads, "A shapeshifting demon, an angry goddess, The Avengers Endgame retold. You don't want to miss this, do you?"
The words were published alongside a picture of Mahishasura. The Dasara festival celebrated in Mysuru remembers goddess Durga's victory over the demon Mahishasura, who is believed to have shape-shifting powers. It is popularly believed that Mysuru received its name from Mahishasuramardini, a manifestation of Goddess Durga.
The superhero film Avengers: Endgame released earlier this year after an extensive marketing campaign around the world. It was the culmination of a 22-film story and broke numerous box office records upon its release, including becoming the highest grossing film of all-time by overtaking the 2009 film Avatar. It appears now that the Karnataka government wants to attract younger audiences to the Mysore Dasara event by linking the celebrations to the story of Avengers: Endgame, which is also described as the victory of good over evil.
The festival in Mysuru has historical relevance as it dates back to the 16th century, when the Wodeyar kings who ruled the region celebrated it with grandeur.
The current titular head of the Mysuru royal family - Yaduveer Krishnadatta Chamaraja - will hold a private audience by ascending the Golden Throne in the Palace durbar hall at an auspicious time decided by family priests.
A giant statue of Mahishasura is located on Chamundi Hill, which faces Mysuru city. The 10-day celebration of the festival kicked off in Mysuru on Sunday. Kannada litterateur S. Bhyarappa inaugurated the 409th year of the festival celebrations while Indian badminton player PV Sindhu was invited to inaugurate the sports events taking place this week.