Marketing is change, and a pure marketing campaign makes a difference in the lifestyle, thinking, and spending of an individual and society at large.
Today is Valentine’s Day, and I decided not to let this day pass and share my views. This pure marketing initiative attracted the audience and created a community wrapped with rituals like kiss day, hug day, and propose day. Eventually, it became an emotion too.
In the late 80 and 90s, after the N.E.P. was implemented and the market opened for FDI and new ventures, new ideas and fresh air came to the Indian market. Archies pushed it and created new properties such as friendship day, mothers day, fathers day, and the most talked about and debated day – Valentine’s day.
I don’t know what this Valentine is, but did u ever wonder why companies like ARCHIES LIMITED and other brands promoted Valentine, not another Indian icon such as Vatsyana and others? Even when we talk about love, we have a far better example of Princess Radha and Lord Krishna, narrated thousands of years in our daily prayers and folk songs.
But we needed an English name, you know, the brown Indian syndrome, an eternal virus brought by Lord Makale, India is infected with this virus. So they promoted Valentine’s Day, and because of Bajrang dal and other saffron group protests, it got viral. With the flow of 90s evergreen songs, Valentine’s Day becomes the day of love, sex, and dhoka, and a day of adventure.
It was the little background of this day, so let’s see what other ingredient is to celebrate this day.
Chocolate, ice cream, and Saheliya: Yes, mano ya na mano, these are still relevant. Cadbury is all time favourite for newly valentined couples.
Oyo – Thanks to Mr. Ritesh Agarwal, we have new resting points for lovers. The business is flourishing day by day, directly proportionate to growing love.
Gifting – with the rise of social media, the trend of gifting has been growing daily. New startups in gifts are coming and doing good.
Top 10 Best Online Gifting Startups In India 2023.- Indigifts(Indibni), Incredible Gifts, Xoxoday, BigSmall, AskMygifts, Gratifi, Giftsvilla, Wedtree, and ExcitingLives ( source : google)
As per google – With the rise in the audience for social media, the trend of unconventional gifting has imprinted our lifestyles. It has emerged with enormous innovations, trends, and players in the market. According to Technopak, “The total size of the Indian gifting industry is about Rs 250,000 crore.
Bajrang Dal – yes, this is also an essential factor of Valentine’s day. They make this day exciting and keep it in the news. In fact, they are the ones who made this day famous. 🙂
Lets see this in a new perspective —
- Yesterday – supported by corporates, Bollywood, and fueled by Bajrang dal, one entire generation ruined their precious time, energy, and passion just to get married. The feeling of 14th Feb used to excite the youth of the 90s.
- Today- It’s kind of regular days now, those youth who used to celebrate Valentine’s day with their girlfriend are now in their late 30s and 40s, and now they don’t get excited with the idea of 14th Feb. New generation don’t wait for this date to propose whereas they are more practical now. They consider love should be a sustainable idea of life, and family comes 1st, followed by an unknown girl or boy. This is why we only have very few love stories in Bollywood nowadays.
- Future– I don’t see this day having a promising future in the coming years. People will be more aware and practical, and they will understand that blindly following a day coined by a Roman church to celebrate the day of Saint Valentine is not a good idea; instead, it wastes money, time, and energy.
Love is the 70% biology and 30% chemistry; similarly, marketing is 70% emotion and 30% tactics, and most importantly, sales are 100% orgasm on a perfect marketing fourplay that we all crave. 😉 ( Emogis are not here, LinkedIn)
What do you think of the future of Valentine’s in the coming years? Please share your thoughts in the comment section.