Marketing Indian Culture........for Navin.....

Quite a paradox - the two words.......marketing and culture.

Marketing is all about numbers and money while culture is a feeling and sense. So how does these two get married? Simple, its all about made for each other concept i.e although they are conceptually poles apart but one is dependant on the other. It is the tinkling of the coins which can keep the culture concept up and running.

The richness of Indian culture dates back to the begining of civiliazation and have been largely influenced by different kingdoms from inside and outside. It encompasses not only classical, folk, music, sounds, theatre, street plays, puppetry, poetry, literature but also the traditional customs of respecting elders, touching their feet, giving the right dose of cultural teachings to children and also making them aware and proud of our heritage and roots.

Marketing in its crude form has always been there from dawn of civiliazation. Hawking, ballads on roads, wandering monks chanting were few forms of marketing our culture. Presntly it has taken its formal shape with organisations dedicated to marketing are taking it up as endevours to market Indian Culture within and abroad. There are side effects for all efforts taken - for this it would be positive and negative. Positive would be it is reaching to greater mass of people and giving impetus to new people to pursue but the negative would be that it to some extent in some spheres becoming too commercialized in an endevour to reach the masses. It is loosing the gravity and depth and becoming more like a fashion statement.

The balance of the two is too delicate and I repeat a paradox weighing the consequences.

The point is can the egg survive without the chicken and vice versa?

Twinkle...twinkle...little stars................

The world of Alice in Wonder land....that is the world we live in under the umbrella of our guardians till we step out in the harsh crude world of our own.

All the small pleasures of life - comic books, radio, fighting over pencils, home works, playing 'ice-pice', riding merry-go-rounds, yearning for all the expensive toys and candies over the counter and howling for not getting them are some of the most beautiful experiences we can ever enjoy.

In our teens, looking at boys with coy, going to restaurants with pocket full of pennies, enjoying bus rides to school, getting wet and dirty in the rain, fighting out over a game of cricket with the elders, the first love letters in flowery letter writing pads, the chocolates and posters as gifts.

The unhindered world of Alice. No streaks of financial worries, career pressure, status race, serious fights for power and money - the simple world of............twinkle....twinkle little stars.