Once again it’s that time of the year when the world gets into a festive mood. It’s going to be Christmas soon and marketers are already, ready with their plans and their campaigns. Back in India, Dussehra just got over, but festivities have only just begun, with the grand-dad of all festivals – “Diwali”, just around the corner. It’s that time of the year when everyone goes on a buying spree. Consumption reigns supreme this time.
However at the heart of all this frantic activity lies a simple thought – “the power of giving”. Yes gift giving is central to Diwali. It’s a way of paying homage to the deity of wealth – Goddess Lakshmi. No wonder Diwali is the largest gift giving and shopping festival of India. Gifts symbolise one’s prayers to the almighty for the prosperity and well being of the recipient. “Giving” is at the heart of all festivities, and “giving” should also be at the heart of all marketing activities.