It's party time, but where's the cheer?

It's that time of the year when Mumbaikars get into celebrations. But look around, you will see the cheer missing. According to officials in the Entertainment Tax department, the dip in enthusiam could result in festivities coming down to around 30% this time.

The officials point out that many organisers are backing out from organising big events this time. “Worried about the overall shortfall in revenue, we called a meeting on December 5 of all the organisers who had registered their events and parties with us last year. But almost all of them said they were not organising anything this year,” said a senior official. “If the world stops partying like this, how will we meet our target. Most years, we get nearly 60-65% of our revenues this season,” he added.

“The scenario, it seems, is very bleak,” said Ravi Ranjan, brand manager of Bright Outdoors, a leading hoarding brand. “The market is very sluggish. Everybody's unsure of what lies ahead and holding on to whatever money they have,” he told dna.

“By November itself, we used to get huge New Year party ad bookings. This year, it's almost third week of December and only three have approached,” Ranjan said adding “It is said that market follows a seven-year cycle of highs and lows. This low cycle began in 2008 and I hope it ends with 2015.”

Even the organisers are trying to play it safe. Mumbai's first 'all-veg' New Year party, 'Limbo Neon Nights', being organised by Milesahead Multimedia at Byke Suraj Plaza, is a case in study. Brushing off suggestions that he has taken the beef ban too strongly, Milesahead director Hira Bulani said, “See, I am a businessman. I will only plan something which is feasible and works for the guests.”

According to him, since the Hindu holy month of Margashirsh has begun, even families which consume non-veg normally will be abstaining from it. “Also, fasts are observed on Thursdays to please Goddess Lakshmi. Why should I lose out on customers who want to observe Margashirsh and still party,” he asks.

Bulani felt customers would be willing to come out and party if organizers thought out-of-the-box despite the tough market conditions. “We are taking the neon theme to another level. Like glasses which light up, glow-in-the-dark ice, etc. When you inject novelty into the theme it draws people in. The moment the hoardings went up inquiries for group bookings began pouring in en masse.”

And the bookings are coming from vigilante vegetarian communities known for deep pockets. Bulani doesn't see a problem with this though. “People who think that vegetarian and Jain food are not meant for party time, don't know how to cook,” he said.