Here's a article by me to be published in The Free Press Journal, Mumbai edition on Friday, May 26, 2006. It is about the marketing trends on Valentine's day and similar evets. It is ot edited, so spare me for typo errors. Hope you like it-
It’s all about Celebration!!!
Rahul loves Rashmi. Its Rose day in their college and Rahul wants to ask Rashmi oon a date by giving her an expensive gift. He goes to a nearby shop and looks around for a suitable gift. He is shocked to see a variety of gifts displayed on the shelf. There are countless options for an occasion like a Rose Day with some popular brand names attached to it.
Exactly, even an occasion like a Valentine’s or Friendship or a Rose Day is not spared for. The gift shops on the likes of Satyam, Archies, Hallmark, etc are the sought after places, on occasions like Diwali and Christmas. But these days which were initially a part of college events are now celebrated nothing short of a festival . “ Customers especially youngsters flock our shops during 14th February which is Valentine’s Day and Friendship Day which is in August. We know their taste and have as many varieties as possible on such occasions. Naturally, the sales are boosted”, says Rashmi Kadam, owner of a Satyam Gallery Franchise.
It's an annual war waged by the greeting card and the advertising industry on the masses especially the youth. . V-Day or for that matter any such day is one giant conspiracy designed to make the plausible customers wallets drawn and empty. . Forget about true passion – if you don't drop a bundle on a dozen roses or an expensive gift, for your sweetheart, you must not really love them. Such trends are really encouraged by the gift shops and the brands that have their product on sale, well supported by the youth who are the major reason behind this celebration.
Rahul loves Rashmi. Its Rose day in their college and Rahul wants to ask Rashmi oon a date by giving her an expensive gift. He goes to a nearby shop and looks around for a suitable gift. He is shocked to see a variety of gifts displayed on the shelf. There are countless options for an occasion like a Rose Day with some popular brand names attached to it.
Exactly, even an occasion like a Valentine’s or Friendship or a Rose Day is not spared for. The gift shops on the likes of Satyam, Archies, Hallmark, etc are the sought after places, on occasions like Diwali and Christmas. But these days which were initially a part of college events are now celebrated nothing short of a festival . “ Customers especially youngsters flock our shops during 14th February which is Valentine’s Day and Friendship Day which is in August. We know their taste and have as many varieties as possible on such occasions. Naturally, the sales are boosted”, says Rashmi Kadam, owner of a Satyam Gallery Franchise.
It's an annual war waged by the greeting card and the advertising industry on the masses especially the youth. . V-Day or for that matter any such day is one giant conspiracy designed to make the plausible customers wallets drawn and empty. . Forget about true passion – if you don't drop a bundle on a dozen roses or an expensive gift, for your sweetheart, you must not really love them. Such trends are really encouraged by the gift shops and the brands that have their product on sale, well supported by the youth who are the major reason behind this celebration.
Ever wondered the underlying meaning behind the marketing propaganda? “Love”, “Friendship”, has become an industry and these emotions are on the window display of superstores. Everything from to mood candles to soft toys, greeting cards, websites, ballpoint pens, special supplements, is in the name of love and friendship. In the process, the youth celebrate the marketing blitz associated with it. Offering free dinner for couples in a high-class hotel, arranging contests on Friendship day are some of the gimmicks that the youth fall prey too.
Aditi Rao, a mother of a teenager who hates the culture with is vibrant among the youth feels sad to see her 21 year old son fall prey to the alien culture. She says that,” My son celebrates these days not just in college but among his other friend circles. Why blame his age group when I can only gape at the number of advertisements that are published in the papers for Valentine's and Rose Day. Jewellery, textiles, gift items shops are vying with each other to catch the public attention with attractive offers and discounts.”
However, V-day or Friendship Day is not just about expressing your feelings. It’s the perfect time to revive a business relationship with someone one has lost track of. It also provides a nice time to send a reminder to clients haven't heard from in a while. The opportunities to reconnect are limitless., and the marketing crowd is the one that use this occasion to their advantage.
Divya Varier, a marketing student and an intern at Lintas, says that, “Occasions like V day help the retailers put up their brand and boost their sale. It’s abother way of reminding that the brand exists. I won’t say it as a gimmick but definitely a marketing strategy. Youth are the perfect target and these retailers hit bang on them.”
Mr. Kedar Patwardhan, Business Development Manager, Murphy Richards, feels,” It’s an opportunity for celebrating a day. Naturally the companies celebrate as well. Buyers take notice of the products and it’s a perfect occasion for the brands- a platform. Brands augment the benefits with such association. Unknown brands come in front of the crowd Gifts and discounts are part of the communication with the customers and such marketing strategists are just an initiative.”
Mr. Fredrick Cruz, Euro RSCG concludes that,” Such occasions are just given extra hype. It’s all about PR. In fact its about celebration”
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