Jasmine Jaffar’s reel row: Guruvayur temple to conduct purification rituals

Thrissur: The Guruvayur Devaswom has announced that a punyaham (purification ritual) will be held at the temple pond after a social media reel featuring influencer and Bigg Boss fame Jasmine Jaffar triggered a controversy.

The video, which showed Jaffer entering the sacred pond with a non-Hindu participant to film an Instagram reel, went viral and drew sharp criticism from devotees and cultural organisations.

Devaswom officials said the ritual would include six days of special ceremonies, with 18 poojas and 18 sheevelis repeated from Tuesday morning. Restrictions on darshan will also be in place during this period.

The temple pond, where Lord Krishna is traditionally bathed as part of rituals, is considered highly sacred. Rules strictly forbid photography, filming, or the entry of non-Hindus.

The Devaswom administrator filed a formal complaint, alleging that Jaffer’s act violated temple customs and hurt religious sentiments.

Facing heavy backlash, Jasmine Jaffar issued a public apology, stating she was unaware of the restrictions.

“I never intended to hurt anyone or create trouble. Out of ignorance, I made a mistake, and I sincerely apologise to those who were offended,” she said in a statement.

The Guruvayur temple management has reiterated its stance that the sanctity of temple premises must be preserved at all times and that violations will be dealt with firmly.

The incident has also reignited debates on the responsible use of social media in places of worship.

The Guruvayur Sree Krishna Temple, often called the "Dwarka of the South," is one of Kerala’s most revered pilgrimage centres.

Dedicated to Lord Krishna in the form of the divine child, the temple attracts millions of devotees annually.

Its rituals, strict traditions, and famed offerings like annaprasam and tulabharam make it unique.

The temple pond and daily sheeveli processions add to its spiritual aura, while its cultural significance extends deeply into Kerala’s history and art.

The popularity of the temple can be gauged from the fact that the waiting period for certain pujas can stretch from months to years, reflecting the temple’s immense popularity and the devotion of lakhs of pilgrims. IANS