bhubaneswar vendors along bhubaneswarpuri road are earning a few quick bucks by selling advertisement space as big companies use the occasion of nabakalebara rath yatra to project their brands by putting up innovating hoardings the display board and hoardings include welcome signage distance and direction boards greetings saying jai jagannath and other interesting boards related to the festival and the beach town the big players who have capitalized on the festival to catch the attention of people are cellphone service providers soft drinks companies and many industries the tea stalls coconut selling makeshift shops paan shops and small hotels everyone has a hoarding on it the companies approached us to put up hoardings for the festival to promote their brands we agreed but charged some fees considering the amount of space they take in the process we have earned some money and our shops too are looking different said minaketan badapanda a vendor because of the hoardings our shops are now easily recognizable he added kirti kishor moharana a designer of an advertising agency said they made different themes of hoardings to help people connect to the grand festival we have created a nilachakra which indicates the distance to puri then we have prepared daru sagadi the push cart meant for taking the timber for new idols different companies have different themes said moharana the kiosks are not only meant for brand promotion we are helping people by providing drinking water and food to mark the festival we have also created beautiful themes said prashant hota of jindal steel and power limited which has put up several hoardings on the way to puri as well as in town srikanta rout who has been shuttling between bhubaneswar and puri for the festival over the past several days said from uttara square in bhubaneswar one can get a feel of how big the festival is he said