If
you ever ask a marketing strategist as to what makes a product/service
quintessential and sustaining in this highly competitive & dynamic market
environment, he will tell you some of the below mentioned salient points:
1) It
is imperative to necessitate a
product/service before the customers even though it might not even serve their
purpose.
2)
Any product/service becomes a brand when that entity itself becomes synonymous to the name that
product/service carries. Coca-Cola is one such exemplary marketing case which
made cold drinks to be known as Coke/Cola worldwide for decades. I hope you
remember the very famous tagline which they carried in India i.e. "Thanda matlab Coca Cola" meaning “Cold
drinks mean Coca-Cola”.
In a
way, the success metric behind introducing a product/service to any unknown
market depends primarily on how well it is
made to appear as a sine qua non before its consumers. Likewise, in India,
the introduction of crackers into festivities is nothing less than a marketing
success for the firecracker manufacturing industries. Nonetheless, this
introduction has done more harm in multiple ways than really serving any
constructive purpose. What compels me to vilify such marketing gimmicks is the very fact that businesses today run more
on promoting their vested interests and in a way kill that very fabric of rightful consumerism. Today, Diwali is
seen synonymous to bursting crackers rather than celebrating it as festival of
homecoming. The true essence of Diwali i.e. illuminating lights of wisdom has got subjugated under the sham of
celebration through fireworks. Ironically, the introduction of crackers in this
festival has even changed the very mode of relaying our wishes to each other
from “Happy Diwali” to “Happy and Safe Diwali”. All thanks to
the marketing geniuses from the cracker industry for appending “Safe” in our
celebrations. Never knew homecoming and lights could be so perilous !
Let
us celebrate Diwali in its true form and spirit. The ongoing narrative of boycotting Chinese products/crackers
won’t help in abating issues relating environmental pollution or child labor;
it is imperative to boycott firecrackers manufactured anywhere to curb the
impending environmental and social issues.
Authored by:
Akshay
Thakur
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