IN Puri, Orissa's fabled beachfront town, the Lord is omnipresent. 'Welcome to the land of Jagannath'—screams a hoarding put up by a nationalised bank. On the wide boulevard leading to the Lord's temple, 'Jagannath Cool Bar' serves cold drinks to thirsty pilgrims while the nearby Jagannath Tours and Travels chalks out your itinerary. The owner of the temple's vast tracts of land is recorded in official documents as 'Lord Jagannath, c/o Sri Jagannath temple managing committee'. The seat of Orissa's premier deity, the Jagannath temple, is the wind-swept town's biggest draw—attracting some 40,000 devotees every day. "It's more than a temple, and it's more than an institution," declares Bhubaneswar-based historian Dr Karuna Sagar Behera. The imposing 12th century shrine is one of India's Chaturdhama—the four centres of pilgrimage. Ananta Varman Chorganga Deva, the 12th century ruler of the Ganga dynasty, constructed the temple after invading Orissa and made it the kingdom of God, dedicating it to Lord Jagan-nath to deter attacks from Hindu rulers. Present-day rulers have learnt the lesson that Orissa ruler laid down: local politicians kickstart their election campaigns from the holy shrine, hoping to strike the appropriate pious tone.