MATChBOX India

October 2nd has been honored as the International Day of Non- Violence by United Nations General Assembly (UNGA) for celebrating birthday of Father of our nation Mohan Das Karamchand Gandhi. In India it is also famous as Dry-Day that is a day when alcohol should not be consumed or sold.

Ainak Pehne, Lathi Pakde Chalte The Woh Shaan Se Zaalim Kaape Thar Thar, Thar Thar, Sun Kar Unka Naam Re Kad Tha Unka Chota Sa Aur Sarpat Unki Chal Re Duble Se Patle Se The Woh, Chalte Seena Taan Ke Bande Mein Tha Dum, Vande Mataram…

Gandhi, our bapu is famous for his teachings and preaching on non- violence, unity, untouchability, satyagrah, fasting and more. He teaches new ways to fight a war. According to him a smile can make your enemy confuse.

Gandhigiri- a new fashion wave

His teachings are given a new dimension from the movie “lage raho munna bhai” i.e. Gandhigiri. From the movie youngsters get more connected to Gandhigiri. It started a new wave of silent fighting or ‘satyagrah’. The wave come in spotlight as a new fashion trend and soon it vanished like the one.

 Now-a-days the principles of Gandhiji are losing their real meaning. Youth of India don’t know even the first word of non-violence,consuming  liquor and smoking has become a cool factor among them. They started drinking, smoking, gambling to become a cool part of society and ended being an addict, who can’t breathe a single day without these not-necessary luxuries of life. Thanks to the Indian government for having a picture of Bapu on our currency note so that we remember who was he or else it will be as easy to forget him as we forget other leaders and freedom fighters.

Shastriji’s bday too

2nd October is not only Gandhi’s birthday but also birthday of Lal Bahadur Shastri our 2nd Prime Minister. A point to feel sad is that no-one remember his birthday but all celebrate a day off on the very occasion of Gandhi Jayanti. Shastriji gave the slogan of “Jai Jawaan, Jai Kisaan” i.e. both a soldier and a farmer is equally important for the growth of nation. He was very soft spoken and peace loving person. Shastri as Prime Minister continued Nehru's policies of non-alignment and Socialism. He became a national hero following the victory in the Indo-Pakistan War of 1965. The war was formally ended in the Tashkent Agreement of 10 January 1966; unfortunately he died the following day, still in Tashkent, of a heart attack.

A message to youth

Last but not the least let’s remember few quotes of Gandhiji that can be very useful for us in today’s life

First they ignore you, then they laugh at you, then they fight you, then you win

You must be the change you wish to see in the world.

Live as if you were to die tomorrow. Learn as if you were to live forever.

Where there is love there is life.

Nobody can hurt me without my permission.

The difference between what we do and what we are capable of doing would suffice to solve most of the world’s problem.

Happiness is when what you think, what you say, and what you do are in harmony.

The annual festival of Rakhshabandhan is meant to perpetuate the everlasting ties between brother and sister. The word “Rakhsha” signifies safety and Bandhan is an association announcing an abiding bond. In ancient times this bond of security was celebrated as a symbolic peace ambassador, where a queen used to send this anti-war thread to other kingdoms for ensuring the harmony, non-violence and security among the two Empires and it was carried out as a lifelong vow.

But, in today’s society only few girls have the pleasure to pursue their chase of dream beneath their brother’s safe wings. Others have to live separately from their family to spend a life they wish. In today’s scenario who will lock up their safety? Social Binding is the answer to this. Let’s make up our mind to save all ladies of our society. It might be a friend living separately from her family, a classmate in the hostel, a lady in the new city or a girl travelling daily in the bus. Let’s promise a calm shelter to them.

Let’s celebrate this Rakhi as an Event to cease the violence in society. Why only vow to protect one’s sister only, let’s pledge to protect the whole women population. This relation of protection is not limited to a brother-sister, but is an Event to Celebrate the Social Binding, which is very well executed in the new Idea advertisement. It can be among a Defense man and a citizen, a security guard and a little school girl, a bus driver and a daily traveler, and many more.

Let’s Honor them for helping us in the situation, let’s thank them for being our guide, let’s gratify them for the guarding, and let’s acknowledge them of their significance. Let us salute the bond of safety with everyone who immune our shelter from any mishap.

To save the sister with same blood in veins…

Is a ritual taught and in our mind it always remains…

  Why not pledge to save all ladies…?

Why not vow safety to all…?

Why it needed to be a brother…

Let us be a guard to each other…

United we stand, divided we fall…

But a thread of peace can save us all…

Sharing secrets, hiding mistakes

Playing pranks, dancing in rains

All it speaks is a bond so strong,

 Known as FRIENDSHIP and lasts long.

    Can you imagine your life without the person, with whom you share your outbursting emotions every day or a person who is always ready to lend his shoulder along with his PJ’s to cheer you up again?  Of course not. We all need a friend to rely upon, to believe on, to share the grief and to get mental relief. But maintaining this relation during the life’s ups and downs is this simple? No. Because, in life where it is difficult to find time to talk to oneself, it is almost impossible to steal the moments out of the busy schedule to talk to our dear ones.

  Friendship Day obviously is a granted opportunity to go back to the golden days when we dreamt of being with our childhood friends for the whole life and endows us with an easy path to celebrate that togetherness, to respect the differences and revise our life’s preferences.

But should this celebration be bounded to 24 hours? No, the frolic should go on. Each moment of life spent with friends should be made enjoyable enough to be treasured in the lasting frames of our hearts.

“ADVERTISING THE FRIENDSHIP”

Call it a way of creating reminiscences or socialization; the Advertising world is ADding spice of Friendship to its persuading advertisements to connect with the target audience emotionally.

 “Wherever You Go, the Network Follows which is Happy to Help (Vodafone) you Celebrate Small Occasions With Friends (Cadbury) and enjoy the Yummy Taste Of Friendship (KFC) with Your New Chataakedaar Company (Domino’s) to Cherish The Gift From Your Very Own (Titan Sonata)”.

Remember something? The above paragraph is dedicated to the latest advertisements creating a “Dosti Effect” on the minds of young as well as the aged consumers following the products.

Following the same,  Coca-Cola and Ogilvy & Mather Shanghai have come together to develop a new art and digital campaign that has a unique approach to “happiness creation” for the friendship experiment along with conducting different interesting activities all over the world.

Whether it is Airtel friendship campaign- “Jo Tera Hai Wo Mera Hai” and “Har Ek Friend Zaroori Hota Hai” or the Shine.com new marketing idea, “Yaar Tu God Hai”, Friendship is being celebrated as a unique bond in the movies, songs, stories, daily soaps and Advertisements.

These exploding and amazing communion examples have helped the audience win friends and influenced them to a great extent, as a result of which the advertisers are using this obvious human emotion of friendship to fulfill their commercial objectives.

When Advertising world is not left behind in celebrating the “Friendship Day” throughout the year, then why are you waiting?

Call an old friend today and make him feel special…plan a blasting “Friendship Day” with him and make a promise to take this bond beyond the limitations of a day so that you can cherish this Friendship throughout your life.