Tradition?

In 2003, Maharashtra Times (MT) was trailing behind the successful Marathi daily Loksatta. The new editor, Bharatkumar Raut made major changes to boost readership. To woo women readers, he introduced a marketing gimmick: Women were asked to wear dresses of nine different colours on the nine days of Navratri.

To make it look religious, each colour was linked to a Goddess. A picture of a celebrity was put up prominently on the front page with a bold headline – TODAY’S COLOUR. The women readers were encouraged to click and send pictures wearing that colour. MT devoted pages to accommodate the pictures received.

The strategy had such an amazing impact that other papers and even temples began to follow the colour code. Men joined women in wearing the announced colour, even if it was white. The trend became a part of HR activities of several corporates. A new tradition was born which many believe to be an ancient one!

Surely, there is nothing wrong in following a harmless fad. But it is a concern, when followers of the colour code start swearing by associated untruths. Most adherents actually believe it to be part of ancient religious tradition. Though details of the recent marketing gimmick are in public domain, yet most believe it without questioning.

Buddha said, ‘Do not believe in anything simply because you have heard it; Do not believe in traditions, because they been handed down for many generations; Do not believe in anything, because it is spoken and rumoured by many; Do not believe in anything simply because it is found written in your religious books; But after observation and analysis, when you find that anything agrees with reason and is conducive to the good and benefit of one and all, then accept it and live up to it.’

It is okay to enjoy but don’t give up thinking…

In name of tradition, don’t sacrifice reasoning!

~ Pravin K. Sabnis