Branding Bhakti: Krishna Consciousness and the Makeover of a Movement

Religious groups reinvent themselves to attract new audiences by rebranding their messages and recasting their rituals. Examples include the Hare Krishna Movement (ISKCON), which is reinventing its public presentation and worship style to attract a global audience. Karapanagiotis explores the movement's innovative and complex approaches in the United States and India, following three new ISKCON brands that are promoted through digital and social media and the construction of innovative worship-scapes. Branding Bhakti also highlights devotees' painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal.

Format: Paperback / softback
Length: 288 pages
Publication date: 06 April 2021
Publisher: Indiana University Press

In order to attract new audiences, religious groups often undergo a process of reinventing themselves. This involves rebranding their messages and recasting their rituals to appeal to a broader range of people. One example of this is the Hare Krishna Movement, also known as the International Society for Krishna Consciousness (ISKCON). ISKCON is well-known for its distinctive orange robes, shaved heads, and exuberant Hindu-style temple worship. However, many contemporary ISKCON groups are taking a radical approach to reinventing their public presentation and worship style in order to reach a global audience.

Nicole Karapanagiotis, in her book Branding Bhakti, explores the innovative and complex strategies employed by these new ISKCON brands. Karapanagiotis follows three of these brands, each led by a world-renowned ISKCON guru and his global disciples. These brands are promoted through a combination of digital and social media, as well as the creation of innovative worship spaces. These spaces range from corporate work-life balance programs to posh yoga studios, urban spiritual lounges, edgy mantra clubs/lofts, and rural meditative retreat facilities.

The goal of these new spaces is to trade ISKCON's traditional temples for more contemporary and appealing environments that resonate with a younger demographic. By offering a range of services and activities, these brands hope to attract individuals who may not have been previously interested in the Hare Krishna Movement.

However, the process of reinventing oneself is not without its challenges. Devotees often face painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal. They must navigate the delicate balance between maintaining their traditional values and practices while also adapting to the changing cultural landscape.

Branding Bhakti provides a valuable insight into the methods the ISKCON movement uses to position itself for growth and the struggles of devotees as they work to achieve this goal. It sheds light on the complex dynamics between religion, culture, and identity and highlights the importance of adapting to the changing needs of the modern world in order to remain relevant and appealing to a broader audience.

Weight: 436g
Dimension: 151 x 228 x 22 (mm)
ISBN-13: 9780253054890