Diwali and Christmas
We see the two sides of Christmas. The economic side has sales and special promotions. The cultural side sees Christmas movies, TV series, book etc. I would like to see similar side for Diwali.
One thing you notice when you watch as much TV as I do is the Christmas flavour seeping into the TV. Maybe Netflix starts promoting Hallmark Christmas movies, the TV series make Christmas episodes, you see elf and Santa stickers on websites, reindeer horns on cars, etc. You start hearing Christmas with the Ratpack songs. The cultural aspect of Christmas is hard to miss - families reuniting, people travelling home. Home Alone movies and Die Hard (Yes, it is a Christmas movie)
The Christmas economy is as real. Be it new product launches, gifting seasons, cards and toys, chocolates and trees too. The supply chains are cranked to the max.
This is not unique.
The Chinese celebrate the Lunar New Year with equal fanfare. The entire country comes to a halt during this time.
What about Diwali?
When it comes to India, each state has their own celebrations. But Diwali is a pan-India celebration.
Diwali has a very potent and real economic side.
Many companies focus on Diwali Sales as the main consumer event in India. You see that in sales numbers, in consumer loans, sales and mall decorations. The Diwali economy is very real in India.
However, Diwali’s cultural side falls short.
It is not highlighted enough. There are no Diwali movies. The TV serials do show a bit of Diwali but Diwali does not seep into the cultural context as much as Christmas does.
I want to see the Diwali spirit in movies. There should be songs about Diwali. TV serials should be making episodes about how Diwali spreads the cheer of goodness. I want to see Diwali in magazines and magazines about Diwali. I want to see books launched on Diwali and books about Diwali. I want fashion specially designed for Diwali. The community spaces with lights and celebrations all across India.
That festive spirit needs to be more out in the open.
My thoughts.
In a way, India is a $2500 per capita economy. As India becomes richer, we will see more importance to cultural roots, and those will become important. We can see hints of that change around.
On the other hand, there is immense untapped potential in accessing this cultural space and developing it. Can and should corporates develop this? Hallmark has done a fantastic job in developing Christmas in the west (while commercializing it at the same time).
What do you think?