The ongoing Magh Mela in Allahabad this year has a novel and major attraction.
The ongoing Magh Mela in Allahabad this year has a novel and major attraction. A Naga sadhu called Durgeshwar Giri has come to be known as “WhatsApp Baba” and the crowds are thronging his camp for a darshan.
The sadhu interacts with his disciplines on WhatsApp, gives darshan on WhatsApp, delivers sermons on WhatsApp and even listens to problems of his followers. The sadhu has the latest Apple Android phone and this is his most prized possession.
“The entire ashram is working on WhatsApp and all messages regarding the baba and his routine are posted on WhatsApp. Those who cannot make it to the ashram for sermons can hear it on their cellphones. The physical presence is no longer required but his disciples still prefer to see him face to face,” said Harish Kumar, a volunteer at the sadhu’s entourage. Since Giri is now completely dependent on the instant messaging service, he has come to be known as the “WhatsApp Baba” and is so popular that almost everyone in the Magh Mela township seems to know him.
His disciples, many of whom do not possess high-end mobile phones and are unaware of WhatsApp, are now flocking to markets in Allahabad scouting for Internet-ready phones.
Interestingly, majority of the sadhus, saints and even akharas are now active on the social networking sites. Some have even hired PR agencies to manage their accounts.
Rohit Sharma, a young PR consultant in Allahabad, has been hired by two akharas to manage their PR work.
“A month before the Magh Mela began, I was asked to take on these assignments. I am required to post all activities of the clients, arrange for interviews and maintain contact with journalists. The sadhus who earlier shunned public interaction and publicity are now very much concerned about publicity and want their interviews and photographs to be published almost daily in newspapers and channels,” he said. Though he refused to divulge the names of the akharas that have hired him, Rohit admitted that he was paid a hefty amount for the assignment.
