Guruvayur is called Bhooloka vaigundam, meaning the heaven on earth. Krishna devotees from all over the world will visit Guruvayur for Janmashtami every year. under the Rohini Nakshatra, on the 8th day of the waning moon of Sravana is the day of Lord Krishna's birthday is Janmashtami.
The town wore a merry look for 10 days before with enlightenments, 'announcement parades, and different types of festivities organized at different areas as a sign of the arrangements for Ashtamirohini celebrations. In the late evening, seeveli , a procession of caparisoned elephants mostly seven in number marching with one of them carrying the small idol (Utsava Murthy) of Lord Krishna will slowly go around the temple three times with nadaswaram and chendai melam.
Guruvayur Devaswom itself offers a niramala (loaded with flowers and lights), aficionados run-in with cakes of rice glue and jaggery thought about the most loved food of the Lord on that day.
