I remember when I was a kid, a relative or a family friend coming from a foreign country was eagerly anticipated. This anxiety to meet the relative/family friend however for us kids (at the least ) was not for our love of them, but the huge Shopping bags they were expected to be ‘loaded’ with. Even a Walmart Barbie kit, would receive the naive first reaction, “Wooooooooow!(yes!with THAT many ‘o’s)this is THE best present ever.” Thus, the ‘Phoran-return’ uncle/aunty/didi/bhaiya became the Gods who would come bearing marvelous presents. And the frenzy never ceased.
Gradually when the 90s heralded Globalization, the local markets with the shops and ‘dukaans’ were now being replaced by ‘stores’ and ’boutiques’.
I STILL remember my first U.C.B. jersey back when I was 11 which my Mom bought for me from the ONLY U.C.B. store in the South Extension market of New Delhi.I was thrilled with joy.My first ‘international’-branded-jersey-bought-from-India.
And then came the era of the magnificent Monuments called the Malls. And I thought the whole ‘Amrrika'(Read:America) walked on its feet and came settled here. And, we became spoilt for choices. Then onwards, the Uncle/Aunty/Didi/Bhaiya lost their hype,and the elevated standard of Gods was reduced to that of N.R.I.s.Yes!the realization sunk in that they are nothing but ‘normal’ human beings,JUST like us.
And now when the every second that passes becomes history, we haven fallen prey to these Brands. Not you?Alright,’I’ blatantly confess I have.Its an addiction, frankly put. And in order to ‘acquire’ all the ‘branded’ stuff, people are maddeningly driving to earn more,to achieve a ‘Status’, to own the ‘It’ car, to live an ‘opulent’ life, to own brands ‘ONLY’.And in this maddening drive to earn and strive and hoard, we forget that the most ‘needed’ Brand is LOVE. No ‘status’ would provide any happiness without sharing it with someone, no ‘It’ car would be fun to drive alone, no brand would please if worn to be out alone.
So, when you sleep today, just notice, what do you yearn more, the ‘It’ bag you’re itching to purchase or a wish ‘good night’ from some one you love?
And no, my love for ‘Brands’ shall never cease to end,I’m just clarifying that my Favorite Label is L.O.V.E.