Pulluvan pattu

This paper focuses on a domestic ritual of

culture. So, I chose “Pulluvan pattu” and

Kerala (South India) known as “Pulluvan

the way it is been utilized in the

pattu”, not just as a temple art alone, but as

commercial.

a medium through which people used to communicate to Gods for their well being

Know the ritual

and protection of their household. There

Pulluvan pattu is also known as ‘Sarppam

are so many elements embedded in this

pattu’, ‘Nagam pattu’ or ‘Sarpolsavam’.

system to make possible the desired

This ritual is performed by a low caste

communication. These elements of the

community (Hindu), the Pulluvar (‘Pullu’

ritual are used in an extremely different

means ‘bird of omen’), who is in charge of

context,

purpose

the cult of snake deities, naga or sarppam.

‘communication’ - through advertising a

So they are known as ‘sarppampattikal’ or

product for its sales promotion. This

‘Nagampattikal’(people who sings snake-

analysis is done on the basis of a recently

songs). The majority of them are of this

released TV commercial of Asian Paints

group. Within this community there are

targeting their consumers in Kerala. Here,

many sub-divisions. There are Pulluvars

in this ritual, a culture communicates to

who do not belong to this division. They

itself through a collection of signs creating

are called ‘Prethampattikal’(people who

a system for its own. These signs and their

sings ghost-songs).

for

the

same

significance are being studied in this paper to understand the system in depth as well

In Kerala, it is believed that ‘Pullu’ is a

as to know the layers of meanings which

bird which signifies ‘good omen’. The

are being transformed from context to

community’s name itself is ‘Pulluvar’,

context.

which connotes that they are a medium to bring good omen. Through the ritual

When I came across a new advertisement

performed by them- ‘Pulluvan pattu’-

campaign of Asian Paints released in

luck, blessings, and auspiciousness is

Kerala, which was on a ritual based theme.

invited to the house by taking away all the

So I was interested in analysing it and to

negative aspects existing there.

know

about

the

possibilities

of

its

application on a commercial. Since I

Art of Pulluvar is expressed in the

belong to Kerala, I was interested in

background of ghost worship and snake

working with a subject from my own

worship.

1

The

individuals

in

this

community do this ritual as their hereditary

factors:

visual

and

musical,

which

profession and the knowledge about this

complements each other to give the

ritual is transferred from one generation to

outcome. The ritual is a group of songs

the other.

sung by the Pulluvan (who is a male member of the community) and Pulluvathi

The presiding deity is the snake god.

(the female member). The songs sung by

Pulluvar perform certain ‘pooja’ adoration

the Pulluvar are concerned with worship,

and the pulluvar sings the ritualistic folk

custom, ritual, and exorcism. Even if the

music “Pulluvan pattu”. The snake deities

contents of the songs are the same, it

are

differs

‘nagarajavu’,

‘sarppayakshi’,

‘naagayakshi’,

and

‘kanyavu’.

its

lyric

and

tune. But the rhythm remains constant for

‘maninagam’,

every song.

‘erinagam’, ‘karinagam’, ‘kuzhinaagam’, ‘paranagam’,

in

The

language they use for delivering the song

3

is Pure Malayalam (Malayalam which

like ‘pulluvan veena’ (a one stringed

does not have any influence of the other

violin) and ‘pulluvan kudam’ (earthenware

languages such as Sanskrit and Tamil).

pot with on string attached to it),

Pulluvars use certain musical instruments

sometimes there will be someone to assist These musicians work for upper caste

them with another instrument that is

families and provide several kinds of

‘elathalam’ (bell-metal cymbals). These

rituals and musical services during special

instruments are made by the Pulluvar

occasions, in order to cure sins, get rid of

themselves. The Veena is made out of a

naga curses and to keep misfortune away.

hollow bamboo stick, wood shell and

The aim of Pulluvan’s activities is to

vegetal or brass wire. The Veena is played

maintain the fertility and the prosperity of

with a small arrow made out of a piece of

the landowners through the worship of

bamboo. The Kudam is made of a pot on

family snake deities. And they will be

whose bottom a hole is bored with calf

rewarded with some offerings by the

skin attached to the hole. Two small holes

family for conducting this ritual. Other

are made on the side where the skin is

than in houses, it is also performed in

attached, and a string is tied to it. The

snake grooves and snake temples.

other end of the string is tied to the end of a long stick. On the side where the string is

Pulluvan pattu is a combination of two

attached to the stick is placed a small splint 2

to elevate the stick. In order to restrict the

When the pulluvar sings the song a young

movement of the stick, the other end is

woman, the ‘kanyaka’ (virgin) of the

stamped down by the foot (big toe) of the

family should sit in the kalam holding a

player. The string is called ‘theru’.

‘poomkula’ (male flower of coconut tree)

Usually, the male member plays the

in her hand. It is believed that the girl goes

pulluvan veena and female member plays

into a trance and starts erasing the Kalam

the pulluvan kudam.

by dancing in the seated position itself, beating the flower on the floor.

This

is

‘sarppam

called thullal’

(dancing of snake). The term ‘sarppam thullal’ literally

tells

the

presence of the snake god during the ritual. By erasing of the ‘kalam’, it denotes the

The rituals are conducted by the pulluvar

progression of the ritual along with the

around a decorated kalam (which is known

music and it connotes the presence of the

as ‘paambum kalam’). So the ritual is also

snake gods. And it signifies that the

known as ‘kalamezhuthu pattu’, literally

negative aspects are wiped off from the

“song and writing of kalam”. The kalam

household by their presence.

“area” or “space” is a drawing on the floor made of colours and powders. It represents

1

the deities invoked in complex interlaces

as a privileged means to call the deities or

which are several metres large. Here the

make

kalam is said to be “written” not drawn

them

appear.

This

ephemeral

drawing is always accompanied with

because it is meant to be read, through the

music, both instrumental and vocal. The

song- Pulluvan pattu. Kalam is the sign,

songs, ‘pattu’, usually narrate the origins

which attains its meaning when it is being read.

Focus of the whole ritual action, it is used

of the deities and their acts. They comment

It connotes that the song is

also upon the ritual actions which are

interlinked with the kalam and vice versa

performed simultaneously, for instance the

to provide a single solution.

details of offerings, prayers and the attitude of the audience.

3

they choose different possibilities of 4

MATERIAL

musical elements (tunes, lyrics). This

Yellow

Turmeric

variation happens from performance to

White

Aripodi (Rice flour)

Black

Umikkari

COLOR

performance depending on the reason for

burning

Green

what they perform it. And this is decided

(made the

from

by the Pulluvar themselves by analysing

of

the problems or needs of the people to

husk

wheat.)

whom it is performed for. Here it is

Nenmenivaka (a type of

evident that the ritual is a specific

tree) leaves dried and

communication medium.

grounded.

Red

Chunnambu

(the

white

Pulluvan’s search for variation, both in

thing that is used while

music and kalam, refers to the ritual action

having betel. A sort of

as a whole. Since, variety leads to beauty.

lime.) and turmeric mix.

In this context, the variation of music and drawing guarantees the ritual symbolic

The content of the snake kalam is the

efficacy. If the kalam changes from a ritual

same, but the pulluvan is drawing it in

to another, the deities will be pleased and

different forms, ‘rupam’. This is the same

the ritual will be successful. The search for

in case of the song, the content is always

“beauty” is embedded in the ritual

the same, but the tune changes. The picture

necessarily to please the deities. Here,

of snakes in the kalam usually denotes the

aesthetics and ritual efficacy proceed from

category of kalam. The number of the

the same intention. The offerings given

snakes may vary according to the issues of

through the beauty of the kalam and the

the people to whom the ritual is done. It is

songs; the complexity of the picture made

problem specific. They use different visual

has a direct relationship. In the same

elements (colours, form of motives) just as

manner, the patrons of upper castes 4

families are really sensitive to the beauty

the supreme place of worship of the

of the music and images. They usually

Serpent Gods is associated with “Lord

select the “best” Pulluvan for his skills

Parasurama”, the creator of Kerala. The

both in song and drawing.

presiding deities of this temple are believed to be having miraculous powers.

[Sample Song: says about Lord Brahma and

The major deities are ‘Nagaraja’ and

the creation of the world.

‘Nagayakshi’. The deities are installed in

“Start the wonderful creation of the world,

‘Chithrakudas’, there are so many rituals

It is like a dream world,

concerning this. The serpent deities that

Bhrahma devan is completely engrossed in it.”

are brought over through invocation are

– These are the lines being repeated in this

installed in Chithrakudam and propitiated

part of the song.

with special poojas. Rows of Chithrakudas

(ref CD video: pulluvan pattu_01)]

installed in this way can be seen in the jungle to the northwest of the temple. And

The ritual: Association with the Temple

in the ‘Sanctum Sanctorum’ the images

Serpent is worshiped in many temples of

both deities exists. On certain days a

Kerala. They are Mannarasala, Vetticode,

special pattern of pooja is carried on,

Kannanoor Devi Temple, Paambu Mekkat,

inside the sanctum sanctorum.

Thrippara Temple and Ametamangalam.

Perasseri Temple is the ancient temples in

The ‘Ayilyam’ day in ‘Tulam’(Oct-Nov),

Kannur district.

‘Kanni’(Sept-Oct) and ‘Kumbham’(JanFeb) months in the Malayalam calendar

Considering the case of Mannarasala Sree

and the Mahasivarathri are celebrated here

Nagaraja Temple (Aleppy):

with great pomp. The Ayilyam in Kanni is

One of the most famous serpent temple in

the birthday of Nagaraja and that in

Kerala. The evolution of Mannarasala as

Kumbham is the birthday of Anantha, the

5

Muthassan of Nilavara (cellar). The most

2

celebrated festival at Mannarassala is the

pray to the God for his blessings. Offering

Ayilyam of Thulam.

includes a bronze Uruli (a kind of vessel)

The couple should come to the temple and

that can be used to cook at least a score of There are so many Poojas carried on in the

rice, a Nilavilakku (bronze lamp), garland

temple.

in

etc. In the presence of the temple

Nilavara(Cellar), Deeparadhana, Sarppam

authorities, the couples should offer the

pattu

Uruli with its mouth upwards in front of

Such

as

(Pulluvan

Gandharva

song,

Annual

pattu),

Pooja

Pallipaana,

Pulasarpam

pattu,

the Nagaraja shrine after three rounds to

Kavumattam and Sarpabali. The main

the temple with due prayers. An offering

Pooja is Pulluvan pattu which is done in

have to be given to Sarpayakshi as well.

front of the Chithrakudam. It is done

After Pooja, the Uruli will be taken to the

elaborately with kalam and pooja only

Nilavara and it will be kept there with its

during the special days of festivals.

mouth downward, which will be opened

Otherwise, it is done only once in a week,

only after the couples get a child. Expenses

on Thursdays. The ritual is done in a

for this offering are charted in a way to

simplified form – the pulluvar will sing the

offer at least two Kadali fruits every day to

song for the people who visits the temple

Nagaraja, for about one year.

and receives a ‘dakshina’(offering) usually money.

Once the couples are blessed with child, they should come to the temple with the

‘Uruli Kamazhthu’ in Nilavara is one of

child for prayers. They should submit

the most popular devotees offering in

either silver cradle or a miniature baby in

Mannarasala.

begetting

gold or a miniature divine serpent in gold

children to couples, thousands of people

to the Nagaraja, in accordance to their

come here to carry out this sacred and rare

financial abilities. Then after due prayers,

offering to Nagaraja.

Uruli kept in the Nilavara will be opened.

According to temple sources, there are

Other major offerings:

Known

for

•

certain strict rituals to be followed for this

For wealth and prosperity: A pot

offering. It is advisable only for married

filled with gold or a gold pot filled

couples who have not been able to have

with other things.

children for years, since their marriage.

6

•

For education, prosperity and fame:

of any ‘food’ which is the basic factor of

Silk grains, divine ornaments.

health; for ‘protection from poison’ –

•

For recovering health: Salt

‘Turmeric’ symbolizes ‘a medicine against

•

For

protection

from

poison’, since turmeric has a medicinal

poison:

value which acts against poison; for

Turmeric •

For

curing

diseases:

‘protection

Pepper,

For

protection

from

damage’

symbolizes

‘serpent cave’, like the serpent protects it’s

mustard, green peas etc.

•

from

eggs in the serpent cave.

damage:

Serpent cave made of gold etc., images of serpents' eggs, tree, earth

The Conceptual Wires

etc.

Recently a TV Commercial was released

•

For long life: Melted butter (ghee)

in Kerala by ‘Asian Paints’ to promote

•

For getting whatever one wants:

their ‘Exterior Weather Coat Paints’. The

Milk, ripe kadali fruit, nilavara

advertisement targets a specific consumer

payasam.

group. It has a regional based theme,

For having child: A vessel named

Pulluvan pattu – a ritualistic art form of

Uruli made of brass, bronze etc. for

Kerala.

•

performing 'Nurum Palum'. [ref (CD) video file name: Asian Paints Malayalam ad – Pulluvan pattu]

All these offerings are symbolical. In the offering of Uruli Kamazhthu, the vessel is held in a position with its mouth upwards

Kerala has emerged as a top market for

when the devotee prays and then hands it

exterior emulsion paints. As Kerala is a

over. It denotes that since the vessel is

region having heavy rainfall, emulsion

empty it should be filled. Here the prayer

paints acts as fungus resistant thus it leads

is for a child, so it connotes they should be

to the heavy demand for exterior emulsion

blessed by the Gods with a child, filling

paint in the state. The segment is very

the emptiness of their life.

competitive. So it is necessary to grab the market’s attention through presenting a commercial which is close to their life.

In case of the offering done for ‘wealth and prosperity’ – ‘Gold’ symbolizes wealth; for ‘recovering health’ – ‘Salt’

Asian paints constantly brings the regional

symbolizes health, salt is the core of taste

and cultural essence of Kerala through 7

•

their TVCs. The series had started with the

The major factors in these two

theme of ‘Kadha prasangam’. Then Asian

contexts

Paints aired their TVC featured the poem

“protection”, of their house and

of

‘Kunjan

household. The product (the paint)

Nambiar’ (Ottamthullal). Third series was

is meant to provide protection to

featuring Kerala boat race. And recently

the house from the vagaries of

the ritualistic art form, ‘Pulluvan pattu’.

weather (bad weather, heat, heavy

This new TVC also communicates about

rain, etc). On the other hand, the

'Saundarya samraksha' a free Information

ritual for the household from

catalogue with the purchase of the product.

curses, problems, sorrows, etc.

famous

Malayalam

poet

•

Lyrics of the commercial’s song:

are

the

need

for

First of all the consumers should have a “faith” in the product. In the

Pulluvar sings:

commercial the paint is used by a

The house is so colourful and bright; let it

household showing their faith in

be protected like this forever....

the product. Same way, the ritual also demands - faith for the accomplishment of the prayers.

Painter sings: •

Painter is singing...

The Pulluvar are said to be invited

There are big and small tricks to get rid of

to the house for performing the

the fungus and algae...

ritual, to solve the problems in the

To keep up the beauty, let’s avoid

spiritual level. Here the painters are

wetness...

invited to the house to paint the house for its protection, to solve the problems in the physical level.

Pulluvar sings: •

Let the status and prosperity of the

The vocal and instrumental music

households exist for ever without fading

in the commercial suited the theme

off...

completely providing the mood of the

ritual.

Only the

lyric

is

The commercial acts as a metaphor to the

modified but without losing the

actual ritual. There are so many elements

Pulluvan song’s essence.

•

of the ritual which are derived from that

They propose a free catalogue with

actual context to this extremely different

some tips to avoid algae and fungi.

context. The elements are:

Along with the song of the 8

•

commercial proposing the tips, the

health,

visual also accompanied it by

prosperity, etc. In the commercial,

showing various things to be done.

the elderly lady is portrayed as

This is same as what happens in the

“healthy”. The entire family as well

ritual. The content of the music and

as the painters in the advertisement

the visual (kalam) always used to

are shown as very happy and

complement each other.

energetic. Here the element of

The appearance is always an

“health” and “happiness” (attained

important factor. Here the ritual

as a result of the ritual) are derived

demands “beauty”, for pleasing the

to the family in the commercial,

snake Gods. To evoke the element

which creates a happy mood

of

among the audience as well.

beauty,

Pulluvar

makes •

variations in their design of the

•

wealth,

protection,

The final shot, the house is shown

kalam and song. The range of

with the rice field in the front and

choices

with the coconut trees at the back.

in

the

Kalam

and

difference in each song matters. In

Paddy cultivation

the commercial, the message is

agriculture of Kerala. As seen in

conveyed that ‘the house will look

the

beautiful forever’ (commercial’s

‘Keralam’ which means ‘Land of

song) which connotes ‘by the use

Coconuts’. It shows the identity of

of their paint – because of its

the place. Along with this, the

quality and the range of shades

green

they provide’.

“abundance” and “productivity”

Snake gods signify “fertility” – In

which is being invited to the house.

name

of

paddy

being major

the

field

state

itself

signifies

snake temples there is a special The elements derived from the context of

offering called ‘uruli kamizthal’. In

the ritual to the new context that is the

the commercial, they have shown a

commercial where these conceptual wires

small kid along with the other

are being criss-crossed, provides layers of

family members which derives the

meanings which are being transformed to

element of fertility from the ritual

promote the product.

to this new context.

•

Through the ritual, the household is meant to get peace, happiness, 9

shades they provide for the target market

Idea of a proposed design:

to attract the consumers.

TV Commercials are one of the effective communication medium for a product’s

Another factor which I would like to

promotion,

the

mention is about the way they prioritized

advertisement targets a specific regional

the elements. The commercial gives the

group, taking up a theme from their culture

message ‘long lasting protection’ offered

itself to successfully communicate to them.

by the product but when visually portrayed

especially

when

it lacked its importance. It could have In my opinion, there are a few things

showed how the paint acts against heat and

which

portrayed

heavy rain fall. Instead of highlighting the

differently in this Commercial of Asian

messages from the catalogue (free with the

Paints. In Paint’s advertisement, usually

paint), how to avoid moisture to get rid of

the first thing a consumer looks is the

algae and fungus. Since that wasn’t the

quality and the variant shades offered by

prior message to be conveyed. The

the company suiting his preference. Here,

commercial

in this commercial, the factor of beauty is

effective if they could have explained

highlighted in the song of the commercial.

about the quality of their paint which

But visually it wasn’t that effective. They

makes them stand out from the other

could have shown the different choices of

competing

would

have

been

10

would

products

have

in

been

the

more

market.

3

http://pazhayathu.blogspot.com/2009/05/p ulluvan-pattu-songs-by-pulluvan.html

Bibliography

4

http://kuttyshankaran.livejournal.com/328 0.html

http://www.cremcnrs.fr/membres/c_guillebaud_2006_ifl.pd f 15/11/2011 Variation and Interaction between Musical and Visual Components in a Kerala Ritual for Snake Deities by CHRISTINE GUILLEBAUD

Image resources: http://chantal-jumel-kolamkalam.com/pages/pagegalerie/Kalam/s_7.j pg

Reference

http://www.mannarasala.org/admin/upload /ayilyam2009_13.jpg

Video: Suresh Babu live on indiavision.wmv https://www.youtube.com/watch?v=Nv1U LQ2fOw0&feature=player_embedded#!

http://3.bp.blogspot.com/_7Kw7XkjrBjc/S 4vU_o17D8I/AAAAAAAABUQ/dD4sS0 S2OE0/s320/DSC08193.JPG http://i.ytimg.com/vi/D51Kk5kFf-0/0.jpg

http://www.webindia123.com/city/kerala/a lappuzha/destinations/temples/sreenagaraja templemannarsala.htm http://www.traveladda.com/south_india/ke rala/pilgrimages/mannarasala_temple.html

Other sources: Information from friends and the elderly

http://www.thehindu.com/todays-paper/tpfeatures/tpeditorialfeatures/article2424886.ece

people in their families.

Mannarasala Sree Nagaraja Temple.

Citation 1

http://www.cremcnrs.fr/membres/c_guillebaud_2006_ifl.pd f Variation and Interaction between Musical and Visual Components in a Kerala Ritual for Snake Deities by CHRISTINE GUILLEBAUD 2

http://www.mannarasala.org/mannaraSala _celebrations.php 11