“This father’s day, make your father feel like a hero”. A very Archies style writing! Archies gallery has created a niche market for itself with their interactive and unique cards for every occasion but giving it a deeper thought, where is this sudden splurge in such special days coming from? Parent’s day, family day, valentines […]

“This father’s day, make your father feel like a hero”. A very Archies style writing! Archies gallery has created a niche market for itself with their interactive and unique cards for every occasion but giving it a deeper thought, where is this sudden splurge in such special days coming from? Parent’s day, family day, valentines day, father’s day, mother, daughter, sister, brother, hug, kiss, teddy, chocolate, propose and what not days! Phewww, the list goes on!

Greeting cards 300x225 THE ARCHIES CULTURE !!

More than a way of making ‘people who matter’ feel special, it is a gimmicky way of inducing need into the minds of people. The need to buy such expensive gifts, cups, cards, key chains, show pieces etc, which before the expansion of Archies culture were nowhere to be seen!

What otherwise is the need to spend on such items and the concept of celebrating days which are absolutely not required! The core idea of spending on a reason as stupid as a hug, chocolate etc is absurd!
Where comes the need of celebrating parents day, family day when you wish everyone individually on their respective days? It is just to shell out money and people are falling prey to these tricks.

Why Wait For One Such Day When You Can Show Your Love All Around The Year?

If you truly love someone, why on earth would you want to wait for Valentines Day to come to confess it? In the spur of the moment, people tend to spend extravagantly during the pre-valentines day week like Hug Day, Kiss Day, Propose Day, Teddy Day, Chocolate day to please their lovers but this is making relationships more mechanical where people today judge others on the basis of amount and type of gift given and not the intention behind it, which creates a big hole in the pocket of such buyers!

Gifting cards, giving big showpieces to parents and loved ones is highly materialistic and people are forgetting the charm of spending time with their parents and loved ones, cooking a meal for your mother, taking your sister for a ride and many more ideas, which genuinely show that you care!

Giving cards to your teachers, family members on that particular day is nothing but waste as no one day is enough for showing affection, which is a 360 days process!

Business for Some

It is a big business cycle today with huge profits which is the reason for introduction of many more such ‘not-so-very-required days’. During such days, T.V, internet, newspapers and even malls and markets are flooded with commercials, banners, hoardings announcing these special days and what Archies has to offer. As a result, all such galleries are seen jam packed with young people looking for the best possible gifts to show they care, no matter the person the gift is intended for actually requires it or not!

During friendship’s day, markets are seen full of different friendship bands and people queue up to buy them to prove their friendship, which then becomes a race for everyone to compare as to who got the maximum bands!
Commercials are so enticing and they make believe consumers that there is no better way than this to celebrate joy and love, which is hard to resist!

Youth Are the Main Targets (Archies Culture!)

Youth are the most easily tapped audience and this is what such companies cash on! They make ads surrounding the youth, attaching the emotional quotient with it, which is the weak nerve of we Indians, and there it is, an irresistible combo which rings their cash registers! Youth are losing out on the emotional quotient and running behind the said and done ways to please people, which is more of a status symbol today!

Many More Brands Are Falling Suit

Taking inspiration from Archies and their flourishing business, many more brands have been set up to venture into the ever growing market of cards, gifts and show pieces (read gimmicks).

With altogether various choices, consumers are spoilt for choice and in the name of competition, these companies are coming up with innovative gifting ideas, online shopping, special packages, contests and prizes which are more than enough to work as factors to induce a desperate need in people to avail such offers, resulting in more undue expenditure and pure westernization of concepts of relationships!

Gears Have Shifted

Except for 1 feature and news bulletin on our forgotten heroes like Bhagat Singh, days which hold international and national importance, the youth is largely disinterested in all such events as Archies prioritizes propose day over all such days! The youth follows suite blindly which has taken away complete attention from these important days and rottening our intrinsic values, being countrymen of India!

The consumers are in a dire need of revamp and all such gimmicky activities need to stop, or at least minimized to avoid over expenditure and loss of the pure essence of love and relationships..

Also See: Change of Guard: Bollywood Prefers Youth Centric Movies Today

Image Source: By Ardenn at en.wikipedia [CC-BY-2.5], from Wikimedia Commons

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