Features: Magazine | Literary Review | Life | Metro Plus | Open Page | Education Plus | Book Review | Business | SciTech | Entertainment | Young World | Property Plus | Quest | Folio |

Language of Love

Sets the mood to show how much you care for those whom you love

ATTRACTION Cupid strikes Photo: K.R. Deepak

Just look around and you will find "Love" to be very much on window-display of mini and mega departmental stores, bouquet and gift shops, bakeries and restaurants.

A phenomenon that was relatively unknown till about a decade ago has gripped not only urban youths in megapolises and metros but there seems to be no escape even for those considered to be uninfected by the love-bug and associated materialism in smaller cities and towns like Madurai.

The Valentine-Day hype has actually become hyper over the years. A whole new rapidly proliferating industry is unabashedly marketing love as never before.

Love may be tough but there is no dearth of people wanting to jump on to the lovewagon for what is now come to be known as the annual love festival or the St.Valentine's Week culminating in practically a lover's holiday on February 14.

New culture

Purists may dub it as a decadent influence of Western culture and religious activists make take to the streets protesting this insult to Indian culture - like it has been having in the recent years - but such actions are sporadic and really don't seem to be enjoying mass support.

With both proponents and opponents of St.Valentine's Day celebrations undeterred in their respective attempts, one finds it is actually the youths who are fast learning to embrace the occasion whole-heartedly. Or what else explains the new culture of giving fancy gifts and declaring or dedicating love quite openly through radio and commercial TV channel programmes, print advertisements, e-mails and SMS or simply a date? The concept of love has taken the shape of a heart and the city's fascination for the over drive is no less.

Red roses strung in heart-shaped bouquets or heart shaped red balloons, chocolates and cakes, mood candles to soft toys, perfumes and watches, heart-shaped photo frames, love mugs and lovey-dovey book or frame of quotations and a bizarre range of decorative items all vie for space on shop racks.

"The idea is to add fire to everything and make the day different. When the world celebrates love and when we celebrate so many other occasions like the world, then why not this," asks a defiant Shalini, II Year Fatima College student. She definitely belongs to the growing band of modern day youth not shy of communicating or expressing true feelings. But why the sunrise generation alone? Even grandparents are smitten by the "love in the air" feeling. "There are people in our lives whom we always take for granted. They need to know they are truly loved. I am celebrating four decades of togetherness with my wife," says a retired professional and a management guru, V.Ramaswamy, while picking up a card.

Universal recognition

"Conjuring up the right mood and showing your appreciation for another is the quintessential element of V-day celebrations. A home party or an outing at a nice restaurant, not necessarily with your boy or girlfriend but family members, relatives and other friends can be described as a universal recognition and gift of love," points out Suhasini, a young play school teacher.

But it is also true that Valentine's Day has fast replaced the traditional celebrations of love. People now find indigenous ways to express love, which is no longer conveyed anonymously to the person you admire. Commercial intervention and market forces have helped love turn bold.

"Sometimes so high is the expectation that if you are single, the day is a nightmare in anticipation," says N.Sugandhi, working at an Internet Café Centre. She perhaps underlines how with more money and imagination people now realize how much the relationships are worth and really know how to celebrate it.

Splendid feeling

Nobody wants a grand testament to love in these modern times but to know that someone, somewhere indeed loves and cares for you is a splendid feeling.

When the industry is helping to let sentiments flow freely from the heart, consumers are also willing to lay down wads of cash to make the most of the occasion. But one can also be romantic without spending.

For, there is the option of cyber love. The innocent and platonic value of net affair is a great allure for the youngsters.

Sending virtual flowers free of cost adds to the unbridled feeling. It is basically the novelty of things we love to do and things we do for love that should and marks the day. Once this is clear, the question of corrupting minds does not arise.

SOMA BASU

Printer friendly page  
Send this article to Friends by E-Mail