Gulal in the air, reels everywhere: Bhagoriya hits Instagram

Chaktala (Alirajpur): At a bustling haat in Jhabua, amid drums, dust and bursts of gulal, a group of teenagers huddles not around a trader's stall but around a smartphone. One adjusts the angle, another waits for the colour to rise just right. The mandal beats, the crowd cheers -- and within seconds, Bhagoriya is streaming live on Instagram."Wait, the gulal hasn't come properly," one of them says, resetting the shot as friends laugh and reposition themselves. A second take begins. This time, the swirl of colour lands perfectly against the afternoon light. "Now post it. Tag Alirajpur," another insists.
What was once a celebration confined to the fairground now travels instantly beyond it, turning a centuries-old tribal festival into a story shared far beyond Jhabua and Alirajpur.This year, it also became content.Across the major haats in both districts, young tribal men and women were busy filming Instagram reels in full traditional attire, capturing slow-motion walks with clouds of gulal behind them and proudly tagging their locations. Local social media pages dedicated to Bhagoriya and tribal culture reported a sharp rise in followers during the festival week, as videos from the fairs drew viewers from far beyond the region."We gained nearly 3,000 followers in five days," said Deepak, who runs a page curating clips from different haats. "People from Delhi and Mumbai are messaging, asking when the next fair is."For the younger generation, visibility is no longer limited to who turns up at the haat. It extends to who watches online.Twenty-five-year-old college student Rekha Lohariya, who returned to Vavi village from Indore for the festival, says she plans her social media posts weeks in advance. "This is our biggest celebration. Why should only people here see it?" she said, pointing to comments from friends in Surat and Ahmedabad who wait for her Bhagoriya videos each year.Migration has strengthened this digital shift. Many tribal youths now study or work outside their villages, making Bhagoriya a homecoming event they celebrate in person and share online. The fairground becomes the stage, and the audience extends across cities -- sometimes even beyond the country.Rakesh, who works in a textile unit in Gujarat, says he and his friends plan their outfits before returning home. "We pick the colours in advance. If we dance together, it should look good on camera," he said.Fashion has become a key part of the festival's digital makeover. Traditional silver ornaments, embroidered blouses, and bright ghagras remain central, but they're now styled for the lens, often paired with sunglasses or branded shoes. "It's tradition with a modern touch," Rekha said. "We're not changing it, we're presenting it."Local photographers have capitalized on this trend, offering instant reels for Rs 200–500, complete with editing and music.But the Instagram angle has sparked debate. "Earlier, people came to participate. Now some come only to record," said elder Nathu Singh in Jhabua. Youth push back: "We're showing who we are. If we don't post it, others will tell our story their way," Rakesh said.Officials note the impact on crowd movement. "Certain spots get congested because everyone wants photos there," said a police officer.Still, the festival's heart endures. Families reunite, markets bustle, and colours fly. Once the reel is done, phones are tucked away, and the dance continues. "Online is for the world," Rekha said, stepping back into the circle. "Bhagoriya is still for us."