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Articles: TP Features | Valentine, new global agent
- Mr. Nagarjuna Atluri
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It is not impossible to imagine the amount they rake from sponsorers of day long' special' programmes. Given the number of channels and the number of programmes churned out all the day, we can reasonably estimate the sponsoring commercial firms shell out crores of rupees for the 'day'. If they are able or ready to spend such enormous amounts on this account, they must have done their economic homework correctly and be expecting proportionate marketing benefits.
Lovers' day, more than other one, became a big rage due to its adrenaline overtones, in big cities and towns. Media played its immense role in taking this craze to semi rural towns. In big cities, it spawned all night festivities in place of tender expression of hearts in early years. Exchange of flowers and gifts gave way to big wild night outs where inebriated- by either cupid or Iiquid- youth swing the night out in artificial rain. News papers enthusiastically invite lovers to advertise in their columns even before a week. Pages are full of advertisements informing' party zones' and fees. Exciting details abound in schedule. All this mania spawns protests and vandalism from other extreme end of social and political spectrum.
Over zealous activists of Shivasena, Bajarand dal played spoilsport in some big cities and towns attracting the wrath of liberals. Attacks on parties at such cities like Mumbai, Allahabad and Nagapur last year prompted irate reaction from educated sections toward the' cultural policing' of the self styled protectors of Indian culture. However, for millions of deprived people, who live by their sweat and toil day and night to make their both ends meet, the day of St. Valentine, is as distant, irrelevant idea as ever.
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