As the gaily decorated, five-storey-high wooden car bearing Lord Arunachaleshwarar (Shiva) is ceremonially hand-drawn through the streets of Tiruvannamalai, passing in front of the town's flower market, young men who have been waiting patiently for hours for this moment pelt the deity with flowers by the basketload with cries of "Annamalai! Arohara!" (Hail! Shiva!)
This Therotsavam (Car Festival) happens on the seventh day of the annual Deepam Festival in the Tamil month of Karthik (November - December) for which the town of Tiruvannamalai, Tamil Nadu, is famous.
It takes hundreds of men and women to pull this giant wooden car, said to weigh forty tons, and it takes most of the day to complete its journey of about three kilometers.
The ten-day Deepam Festival climaxes on the night of the full moon, when a giant cauldron of ghee (clarified butter) is lit on the peak of Mt Arunachala (2,800 ft) which towers over the town.