Fairs and Festivals are like the ornaments on the soul of India. A vast range of fairs and festivals are celebrated here, ranging from those of national eves, to those of cultural eves like Holi, Diwali, Eid, Rakshabandhan, and many more, without any differentiation of caste, creed, sex, race, etc.
With the changing times, these festivals are also changing in terms of the ways they are celebrated and the values which they hold. Though the basic legendary story behind the celebration of any such eve remains the same but the generation gap can very well be noticed over here. Oldies still stuck to the traditional ways of the celebration whereas, the youth blends liveliness to the event along with their innovative ideas of having unlimited fun.
One more aspect of such events which is very common nowadays is the “commercialization of these events”.
The advertisement industry mould their advertising message in terms of the upcoming event and in this way they try to be an integral part of people’s life, by showing that they also don’t lag behind in celebrating such fiestas.
For ex. On this holi, the tagline of Fanta went like this, “Holi k rang, Fanta k sang.”
Not only this, the celebrities, in order to endorse or promote their upcoming movie, go and mingle with common people, in their celebrations so that the movie can get a good feedback.
Recently Ali Zafar and Aditi Rao, the stars of “London Paris Newyork” were seen playing Holi with the stars of the small screen to promote their film.
This commercialization gets mixed views from public.
Shweta Srivastava, a student thinks that, “We live in an advertisement age so there is nothing bad in this kind of commercialization.”
Whereas, Ravi Kumar a shopkeeper has a view that, “Festivals are sacred, and hold a very valued position, as they are a symbol of one’s culture so they must not be made commercialized like this.”
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