Archies announces desi V-Day, unveils plans to corner emerging market

Sunday, 08 February 2009 21:42

Written by essbee, onion uttapam news

As the country  gears up to face another protest-marred, February the fourteenth, Archies Limited has announced plans for alternate Valentine's Day celebrations to be called 'Vasant Utsav' day, in view of the expected semi-violent protests by rowdies belonging to culture-vulture departments of the hindutva brigade. The company today at a press conference held at Mangalore unveiled its plans for capturing the emerging 'Vasant Utsav' greeting cards and gift articles market.

"Looking at the considerable demand arising from certain sections of the society of the need to have a desi version of Valentine's Day, we are pleased to announce that our company is launching an alternate version of V-Day which will provide Indians an opportunity to celebrate the day of love, 100 per cent desi-style, free from underlying feelings of subconscious guilt associated with celebrating  festivities imported from the west." said Anil Moolchandani, CEO of Archies Ltd, speaking to reporters in front of a backdrop of a Radha-Krishna painting which will also be featured in the new line of greeting cards to be produced by the company for the emerging greeting card market. "By launching Indian version of Valentine's Day before any Sena or Dal from the stable of Hindutva brigade, we are giving ourselves a head start in our plans to capture the maximum pie of the exciting new emerging market"

Moolchandani said that the company plans to expand its product range by including peacock feathers, flutes, miniature jhoolas (swings), radhakrishna idols, crystalware, paintings, posters and special Vasant Utsav mushy songs CD collections. "With the launching of our new range of traditional Indian art products which we will be marketing by tying them up with Vasant Utsav celebrations, we are hoping to convert a small, niche market into a mass market"

The company has absolutely no plans to stop or reduce production of its regular 'Valentine Day' products, revealed Moolchandani. "We are expecting rise in the sales of our regular V-Day products on the assumption that Minister for Women Development Renuka Chowdary will start a 'Buy V-Day products Andolan' to counter SRS chief's Muthalik's plans to disrupt Valentine Day celebrations. We are also counting on widespread anger of the youth of the country against the activities of Sri Ram Sena to result in protest buying of regular V-Day products."

"But at the same time, we are also aware of the disgust a large section of our society has towards the perceived commodification of love and commercialization of this day. To cater to this group, we are introducing anti-valentine cards and gift items through which rebellious youngsters can protest against vulgar marketing and commercialization of love"

Moolchandani denied rumors that the company was also planning to introduce 'Singles Day' to cater to the large section of dateless, loverless youth. "Until we find some ingenious way of commercializing singles day, there is no point in having a day dedicated entirely to singles."

Meanwhile, Sri Ram Sena chief Pramod Muthalik has welcomed the decision to launch Vasant Utsav celebrations by Archies. "Our ancient culture and values will be saved from further damage. Couples indulging in immoral acts under the garb of Valentine's Day will now be able to do indulge in similar acts in a moral way. Our activists will go around with flowers on February 14. If we come across couples being together in public and expressing their love using Vasant Utsav gift articles, we will shower them with flower petals and bless them."

But Muthalik warned that those couples who will be found celebrating the day by expressing love using Valentine Day cards or gifts won't be spared and will be married off in the nearest temple.

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