Monday, April 27, 2009

Akshaya Tritiya, Mumbai edition

Nowadays one of the biggest advertisers in Mumbai FM is gold shops for Akshaya Tritiya. The mania which was a largely south Indian affair (except Kerala which as someone said does not an Akshaya Tritiya to buy gold) is now spreading its virus northwards and trying to get Mumbaikars to buy gold. Todays paper has a huge supplement on it. If it succeeds, it will be a feather in the marketeers cap.

As a recession looms (or spreads, depending on how you see it), marketeers need to open up newer opportunities to customers and market it as per the right "sentiments" to get them to open up their wallets.

This is also a way to drive up spends during a recession. Airtels new ad "Pyaar mein no cutbacks" is in the same vein. The message to consumers is, keep up the spending, though that doesnt mean, we will reduce our charges.


Aadisht Khanna said...

And in his weekend column Vir Sanghvi was talking about how the Punjabi Karva Chauth is now spreading to the rest of India.

This is a remarkable way to not only preserve our traditions but to spread them all over India - get corporate sponsorship for them.

Jam said...

The marketing hype surrounding Akshaya Trithiya reminds me of how Greeting Card companies made Valentine's Day, Father's Day, Mother's Day and Friendship Day part of popular folklore.

Being a marketing afficionado myself, I also would like to see if this works for the marketers though.


neelakantan said...

Two things: I somehow tend to think these sort of hypes are short lived.

Ultimately, people have less time to celebrate festivals- what better way than to substitute actual "rituals" with "shopping"

Aadisht Khanna said...

I think in the long term we will actually have more time to celebrate festivals once a culture of productivity takes off in India. What will change is that we will have a few festivals which are celebrated with lots of rituals (whether traditional ones or new ones) and lots of other festivals which will purely be shopping ones.

BharGo said...

Akshay Tritiya is not "South Indian"... It is one of the largest festival in Rajasthan ... desanskritised to "Akkha Teej"... It is one of the 3 1/2 auspicious Muhurats - Gudi Padwa, Diwali and Dassera being the other 3