Last year I thought craze for festivals in India going down as people are not much connected to traditional values & don't share much bond with each other anymore due to change in life schedules, work place, increasing trend of nuclear families, crave for money & the atmosphere around them may be called as some of the reasons. Well India is the Country of Joys, Religions, Traditions, Values, love & Festivals, especially October known to be as 'Month of Festivals'; the markets, people, home, in fact the whole country & its each and everything seems to be so sharp, brighten up & happening, a feel of life & a sense of happiness can be imagined all around us, but I still wonder Is it only because we were waiting for the Diwali or Dusheara and underlying values, religious feelings associated with them or because we will get some off days from our busy lives & would be able to enjoy holidays or because we as a Marketers will get huge opportunity to explore & empty the pockets of customers for the sake of or on the name of festivals, the questions is debatable and everyone can have his or her own view point to discuss on this but I would say whatever it is, One thing is assured that Marketing has changed the definition of Festivals & all other feelings or the happening parts associated within it , especially this year I believe its not Diwali for which people waiting and craving badly but its SRK's most awaited project Ra.One Movie which has been promoted with new Heights & Records in Bollywood Industry or in whole Entertainment Industry of India, and has left behind the Craze of Diwali, everywhere you will feel surrounded with SRK's Brand Power, not only making our Jeevan suffer from the G.One attack but also resulting in changed trends and so do the Principles of Marketing, Brands are Promoting themselves not with the help of Diwali festival (which they use to do earlier) but with Ra.One Movie; Top Brands like Nokia, Mcdonald's Hero Cycles, ESPN Sports, Godrej, Sony Play Station, Nerolac, Western Union Money Transfer, Cinthol, UTV India games, You Tube, Ducati, Tommy Hilfiger, Videocon, Tag Heuer, Sony Computer Entertainment Inc, Volkswagen AG are some of the names associated with it and advertising them as 'enjoy this & this product in the festive season with Ra.One' (where is Diwali gone, I guess we were waiting for our festival, just try to remember earlier the focus used to be on upcoming festival), not only Ra.One than one more Big Event coming that is F.One (Formula One Racing), well only you ask yourself for what you thinking & excited more;Up Coming Diwali or the Up Coming 'Dot.One' Fever ? I call this 21'st century as Marketing & Advertising Age where Changing Trends, Changing Culture, Changing Perceptions & Changing Festivals has lot to do with the Changing rules of Marketers. what you have to say!
::: Nitin Aggarwal :::
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