India, Nov. 17 -- Ask Laksh Puri.

If you'd never heard of the Raulane festival celebrated in Himachal Pradesh's Kalpa, chances are you've still scrolled past a set of incredibly immersive images of brightly veiled figures, wrapped to their crowns in jewellery and drapes, swinging in emotion. A group effort between adventure travel photographer Laksh Puri and his close-knit community, these photos date back to March, having only now, several months later, caught the internet's passing fancy and obsession.

But these aren't the first set of 'viral' images you're hearing about. Neither will they be the last. Laksh - who is very grateful to his real and virtual community, asserting his authorship over the frames on his behalf - sadly happens...