|
Let’s start from an example closer to our lives. Newspaper
Newspaper headlines-“The alumni of IIM-A donated a
whopping ` 500 crores for infrastructure development in the
institute”. Inference: Students of premiere Institutes “sell” in
the world and sell because of the brand of the Institute, the
glamour associated with it. And mind it, behind these
institutes is the evil world of coaching institutes, which
too sell under the shine of the same banner!
Today is a world of marketing. You market rubbish, but
if you market it well, you’ll be soon eating off silver
plates! The advertising industry is a multi-million grosser.
A company’s success depends on how well it markets its
products-so invariably, L’Oreal
sells more than Amway, Pepsi
more than Jumpin and so on
and so forth. All this,
because L’Oreal has superstar
brand ambassadors like
Aishwarya Rai and Penelope
Cruz associated with it and
Pepsi has Ranbir Kapoor
posing for Youngistan!
Google “glamour” and you’ll find an array of
advertisements which are entirely extraneous to the
word itself. Preposterously, the footnote of one add
qualified to the extent of confession of the advertisement
being “a lousy trick” to gain publicity. Larry Galler,
consultant and philosopher writes-“Hard times in
business shift one’s focus from glitz and glamour to
deeper social values”. Any wise man would from here,
infer glitz and glamour to be anti-social. However,
funny as it is, pomp and show are the emerging USP's
of the world...
When was the last time you actually bothered to do a quality
check on a newly launched product
before using it? However, we certainly
are enticed by the loud and glittery
advertisements by our prized celebrity
and been coaxed into buying the
product.
To begin with, entertainment is where
this charismatic juggler traces its origin
back to. This industry has evolved the
|
|
Actually, the glitter and glamour is so enticing that
the product sells without you even bothering about a quality
check!
Thousands of entrepreneurship opportunities have sprung
from the world of glamour! Take for instance, wedding planners.
You “buy” wedding-planners to make your wedding
flamboyant and gaudy.
Our everyday life is governed by “shine”. Today, if I have the option
between a speech being made by the US US President,
Barack Obama and our former PM
Shree Atal Bihari Bajpayee I would
rather choose the US President
BY Krishama Gulati
definition of glamour from luxuriance, to eminence to
finally making it an addiction and an uncanny driving
force. It would be the understatement of the century if
i say that it’s this sparkle that has blinded the advocates
of this industry. The cost paid, beyond doubt, ranges from
a blatant compromise with moral principles to a bold
acceptance of treachery nothing short of crime and
corruption.
Lastly, let’s talk about politics. The smattering by
glamour in politics has only worsened the status-quo
The widely condemned 2G scam has unveiled the heinous
faces of power and glam. It has left all the power
lobbyists in collusion with corporate groups, and top
government politicians, defamed and disgraced. Thanks
to the radiance of glamour which has put the image of
the entire nation and global market at stake.
I’d like to conclude by saying that the success
of any commodity at the end of the day, depends solely
upon its quality, the excellence of any service
depends largely on customer satisfaction and the fame of
any individual depends on his brilliance and personality. Let’s
face it, the world we live in is deceptive, ruled by the jokers
of glitter and glamour.The more the jokers juggle, the more
oblivious we shall continue to be about reality. So the only call i
make here is, either prepare yourself to succumb to fantasy or rise
up to acknowledge what maketh the achievers what they are.
By Abhaya Kulshreshtha
|
