“Romance is a very strong motivation, and a day like Valentine’s Day gives a reason to demonstrate it. Marketing people are very clever in using it to their advantage. Though such days keep the cash registers ringing, they do make people express their emotions,” says ad guru Prahlad Kakkar.
A respondent on our Facebook page, Rajneesh Batra says, “For a country which is being ‘blatantly conned’ for over 50 years, what’s the big deal if people are ‘lovingly conned’ for a day?” Communications guru Piyush Pandey adds, “In today’s hectic day and age, there is obviously a need to celebrate these occasions, and brands capitalise on this collective psyche. The youth is happily being a part of it and consuming what’s being offered.”Brands, on their part, defend by saying that their gifts are planned according to demand and it’s not the other way round. “The demand is so high that we are running out of stock," says Youhan, spokesperson for gift firm Archies. Nidhi Bhageria of Celeste Chocolates says, “It’s not a marketing gimmick. People need these special days.”