There is no dearth of festivals and auspicious days in India. 13th of May was one such. It was the auspicious “Akshaya tritiya”, the third day of the bright half of Vaishakh month (April-May) important for both Jains and Hindus. The belief for ages has been that any activity initiated on this day is bound to meet with success and it has been a custom to perform pujas, make charity or worship Lord Ganesha or Lakshmi on this day.
Until some years back when an idea struck some marketing genius. The news quickly spread that it was very auspicious to buy gold on this day. Indians love gold and any reason to buy gold is always welcome. But this connection was even irresistable; two birds with one stone. Indians caught on to this idea and now Akshaya Tritiya is almost synonymous with buying gold (in tonnes literally)
This is a collage of ads that appeared in Times of India on the May 12th, reminding you that buying gold was the most important thing to do the next day.
For those unfortunate people who can’t afford to purchase gold on this special day, the paper also offers some pieces of wisdom that they can try with their wives (the only issue being that this is on page 5, that is generally r read only by those who have nothing much to do than reading newspapers)
The scholar does not consider gold and jade to be precious treasures, but loyalty and good faith – Confucius
The most pitiful among men is who turns his dream in to gold and silver – Khalil Gibran
The desire for gold is not for gold. It is for the means of freedom and benefit – Ralph Emerson
While the genius who came up with this brilliant idea (hats off to him) remains unknown, there is definitely a magic formula that he invented. If you want to sell anything in India, you can apply this magic formula and that is sure to work. Here are the basic rules
1)Create some mystic feel around whatever you are offering. It should have a benefit in the spiritual dimension that is incomprehensible and unquantifiable. And most importantly you shouldn’t spell out what the benefit is. Indians prefer to have their own interpretations
To add to the mystic effect, you need to spice up the matter with lot of things that sound totally illogical (More in the example below)
2)Indians love special days and occasions. (If you are doing something every single day, what is so special about it?).Make your product look special by attaching it to a special occasion ( For the activity to look special, the minimum frequency is weekly)
3)And you should never say when the benefit will come. Again Indians like to fill up that part on their own. It is also acceptable that the benefit will come after death or in the next life. More mystic it is, more the fun
For example, if you want to make Indians drink your cola, this is what you need to do.
First you make up a story like this:
Every Wednesday (Tuesday and Wednesday are generally the only the days of the week to which an average Indian has no rituals attached to) you should drink this brand of Cola 3 glasses on empty stomach along with a neem leaf and Tulsi leaf (that give more effect) and walk to the nearest temple of ……..god (choose from the widest collection of 33,000 crores) barefoot. You should be carrying a lemon, red flowers, camphor and a coconut in a basket. Offer them at the temple. (More rules make it more attractive, so spice it up with many of them. But none of them should make any logical sense). Do not eat rice on the entire day (rice in the south India, wheat in the north). Drink about 10 cans before noon and then again start drinking after sunset. Remember do not drink between lunch and Sunset. It is very auspicious to do this every Wednesday. (You can add a quote from some scripture saying that the Gods drink some nectar. Then you say that that nectar is your Cola. That makes it even more easier to sell)
You can add some hints about the benefit if you choose to. Anyways if people drink so much of cola, they may not live long enough to verify them.
If you package it like this, Indians will gulp down any stupid drink, eat any junk food, or use your soap or shampoo. All you need to do is keep repeating this till people believe it.
There is only one important point to note here. There should be nothing logical at all about the whole thing. Being overwhelmed is the key; logic spoils it