Commercialisation of Festivals

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Commercialization of festivalsis the direct result of globalization.Two questions might becreeping in your mind — firstly, how is this commercialization related to globalization? Andsecondly, why are these festivals being marketed in such a large scale? Before going into furtherdetail I must mention that this article concerns not only about festivals having religious backingbut also with days invented post-industrialization, like Valentine’s Day. Globalization brought with itself a close nexus among the world different organizations. Postliberalization, suppose an Indian firm having a business in greeting cards was now directlyinteracting with a USA firm having a business in bouquets; both the firms supported each otherlogistically. Now the overseas department of that USA firm was maintained by its Indiancounterpart, same was true with the Indian firm. This in all broadens the scope of commercialization of festivals. It further heightened the belief that why couldn’t Indiansreplicate the same success which their counterparts did in USA.Also, liberalization brought with itself a new breed of entrepreneurs who wanted to experimentwith the shores still untouched. Companies started giving out sales and offers like DiwaliDhamaka and Christmas Bonanza. But, Valentine Day with its family (Friendship Day, etc) wasstill an alien to us.Then all of a sudden companies migrated to a new theme. They started advertising their productaround youth. More and more youth centric slogans started peeping out. Somewhere in themiddle companies manufacturing Chocos, soft drinks, greeting cards, etc. saw an untimedopportunity floating in it. It leads to the emergence of Days like Valentine’s, Friendship’s,Mother’s etc. The popularity grew with such ads and then so did the sales of the companies. Our society accepted most of them. But, few others like Valentine’s Day and Friendship Day

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