TITLE FROM VISION TO DEVOTION PALLAVIS MANAGEMENT’S UNIQUE SHIVRATRI 2025 WITH 108 SHIVLINGS AND NANDIS

Abstract [English]

Event management has increasingly emerged as a significant medium for cultural expression, religious engagement, and community participation in contemporary India. This study examines the organization and impact of the Mahamrityunjaya Shivratri 2025 event featuring 108 Shivlings and 108 Nandis, conceptualized and executed by Pallavis Management in Pune. The research explores how structured event planning, ritual design, and performative elements transformed a traditional religious observance into a sacred collective experience fostering spiritual immersion and social cohesion. Using a qualitative case study approach, the paper analyses the planning process, spatial design, ritual sequencing, participant involvement, and audience response. The findings indicate that professional event management functions not merely as a logistical mechanism but as a cultural mediator enhancing devotional intensity, symbolic meaning, and collective participation. The study further highlights intergenerational engagement, cultural continuity, and the revitalization of traditional practices within an urban context, particularly through the active participation of family members across generations. The paper contributes to the discourse on cultural and religious event management by demonstrating how contemporary event practices can preserve and amplify sacred traditions in modern society.