Independence Day - A Marketer's Perspective
Greetings!!
A few days ago, I had a heated discussion with one of my friends. The issue being debated was simple. She seems to think Independence Day should not be celebrated because it reminds us of a time when we were dependent and enslaved, and bad memories are best forgotten. She has a point. Around this time of the year, the old forwards you started receiving five years ago begin to resurface, and you are reminded of the horrors that our grandparents and their parents must have faced under the British. But then, she’s not entirely correct in the way she thinks. This issue is very similar to thinking of the glass as half empty. The truth is, it’s also half full. That’s when I got this idea to write a few thoughts on how the Independence Day(s) have been marketed over the years.
Remember, we discussed how the American Marketing Association (AMA) once defined marketing as “the performance of business activities that direct the flow of goods and services from producers to consumers” in 1935. For over 50 years, business researchers and practitioners have agreed with this definition. However, things began to change in 1985 when they redefined marketing to include many more dimensions. In 1985, the AMA defined marketing as the “process of planning and executing the conception, pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals.” Note that the AMA did not limit themselves to activities pertaining to just goods and services but also explicitly added ‘ideas’ to the list of items that could involve marketing. The current definition of marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. While this definition does not explicitly include ideas in the text, it does implicitly account for in spirit as something that can be created, communicated and exchanged.
This is perhaps best exemplified in the idea of Independence Day. Think about it this way, Independence Day today is marketed to be the day that reminds us both of the sufferings of the past and the possibilities of a future. And doing both can help the nation.
In his speech from the Red Fort, the Indian prime minister stated, "When dreams are big, the hard work is equally strenuous. We need to be inspired by the Sankalp and determination of our freedom fighters who dreamt of a free India. I urge the youth to dedicate the next 25 years of their lives for the development of the nation. We will work towards even the development of the entire humanity. That is the strength of India."
As students of marketing, you should read between the lines here. The prime minister is trying to market his vision of what India should be and how one should go about it.
He also said, "In coming years, we’ve to focus on Panchpran- First, to move forward with bigger resolves and resolve of developed India; Second, erase all traces of servitude; Third, be proud of our legacy; Fourth, strength of unity and fifth, duties of citizens which includes the Prime Minister and Chief Ministers.”
In essence, marketing the idea of what independence should entail in the years to come. Such nation-building is, in fact, the responsibility of leadership in any country. If you were to look into how governments promote soft power (providing grants, presidential visits, wishing each other on key dates etc.), tourism (branding the country, making it easy for tourists to enter and exit etc.), or business (entering into free trade agreements, strategic partnerships, etc.) you may be able to appreciate how marketing permeates into multiple domains.
The prime minister also said, “India is the mother of democracy, adding, "India has seen a lot of ups and downs in the last 75 years. There have been sorrows as well as achievements in these years. We faced natural calamities, wars and other problems. But unity in diversity became our guiding power”.
As an idea, Independence Day does provide us with opportunities to build unity and a shared sense of identity and brotherhood - something I feel is the need of the hour. This is precisely the reason we get patriotic movies releasing this time of the year, flags across streets, tri-colour everywhere (even in sweets and idlis), ethnic wear, music and so many other things that remind us that despite everything that separates us, we are One.
Have a great week ahead.
Jai Hind!
