The Anchor. 5 reasons why marketers must use Bhai Dooj/Bhau Beej to sell their wares

15 Nov,2012

By A N Chorrea


I’ve often been surprised at how and why certain festivals haven’t been tapped enough by our marketers to hawk their wares and services.


Bhai Dooj or Bhau Beej or Bhai Phota or Ningol Chakuba or Bhathru Dwithiya or Bhai Tika or Bhatri Ditya or  however else it’s called in various parts of the country is an excellent opportunity for marketers to hawk their wares and services. Here’s reason why:


1. Bhai Dooj or Bhau Beej or however it’s called in various parts of the country exists as a festival. In fact in Maharashtra it’s huge… newspapers for instance take a day off not on Diwali but a day prior to Bhau Beej so that vendors can celebrate it

2. The number of ‘days’ and ‘festivals’ is limited. Also, creating new days is a no-no with not everyone happy about the fact that there’s some commercializing them

3. There’s festivity in the air and it’s the last day of the five-day Diwali festival. Celebrations can in fact climax with Bhai Dooj

4. There’s no other major festival between Diwali and Guru Nanak Jayanti and Christmas. So it’s not inappropriate to celebrate it in bigger way. In modern times, where people are more in touch via smses and emails, any event that requires physical contact helps all

5. Any spending fuels consumption and helps the economy. Jai Ho!

6 .The day marks bonding between the brother and sister. Yes, there’s a Raksha Bandhan in August-September, but the relationship is big enough to warrant another ‘day’. Right?


A N Chorrea is the pseudonym of a well-known industryperson


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