Brand Awareness

Yeh lekh kisi ko neecha dikhaane ke liye nahin hai. Iska maksad kisi ki bhaavnaaon ko thes pahunchaane ka nahin hai. Haan, soch par chot pahunche toh zaroor batayiega.

Aap kapde toh pehanate hi honge? Lekh padh rahe hain toh insaan hi honge, insaan hain toh kapde pehanana laazmi hai, kam se kam is mausam mein toh hai hi. Nahin pehanate toh bhi padh sakte hain. Aur nakli pehanate hain toh zaroor padhen.

Aapke saath hua hai pehle kabhi? Kahin kisi mehfil mein ghuse aur naam ki jagah sunaai pade, "Aa gaye mannequin! Tommy, Nike, Adidas, Zara, CK, FCUK, Springfield, Oliver..."

Jis din ek mannequin par yeh sab ek saath dikhein, maanavjaati ki sabse badi jeet hogi. Moje, baniyaan, chaddi sab dikh raha hai usse aapka. Udhar X-ray machine ijaad karne vaale ki rooh kaanp uthi hai.


Aur phir suniye unki smart shopping ke anginat kisse. "Isi colour ka muffler maine 30 rupaiye mein khareeda. Isse better fitting ki jeans Palika mein milti hai. Aur yeh shirt ka design 4 din mein out ho jaayega, kaahe itna kharcha karte ho iss par?"

Iske peeche videshi taaqat ka haath hai dost.

Brand. ISI ke baad yeh doosra shabd hoga jisse aadhe Hindustan ka khoon khaul uthata hai. ISI ne toh sirf chand jagahon par chot pahunchaayi hai, brand culture ala capitalism toh desh ke kone-kone ko sadiyon se deemak ki tarah chaate ja raha hai.

Agra se bypass kar raha har aadmi bin kaaran 30 km andar jaakar 'Panchchi Petha' se petha khareedta hai. Agra se guzre bina Panchchi ka petha liye? Mohalle vaale kya bolenge. Raaste mein 40 nakli dukaanen padti hain, lekin gaadi sirf asli 'Panchhi Petha' par rukti hai. Umeed karta hun aapne kabhi yeh bevkoofi nahin ki.


Lucknow mein Diwali ke din poore kumbhe ke laundon ko gharvaale subah 6 baje uthate hain aur laat maar ke Chappan Bhog bhejate hain. Tyohaar mein apna yogdaan dene ke liye launde line lagakar subah-savere neend se jhoojhante-jhoonjhate tainaat ho jaate hain.

December ki sard raat mein bachcha do chheekhein zyaada maar de, toh baap monkey cap pehan agal-bagal ke doctor chhod meelon door se bhi family doctor ko uthaane scooter par nikal padta hai.

Bijnaur se 26 km door Lallanpur mein jab ek budhiya PCO se bahar nikal kar poore gaanv ke saamne chhaati faad ke cheekhati hai, "Humaar bitua ka TATA mein ho gaya" toh uski hansi mein capitalism dahaade maar raha hota hai.

Kahin ke pethon ka charm, kisi baap ka bete ke liye pagalpan, kisi Ma ka budhaape mein ghode ki tarah chhalaangen maarna... sab brand culture hai.

Brand culture/capitalism ke aur bhi khaufnaak nateeje hain. Gaanv-dehaat mein basi anginat kapde-jooton ki unregistered factoriyon mein jo 10-10 saal ke launde machinon mein ghuse rehte hain, chaupat kar rahi hain brands unka future. Desi sharaab ke bahaane zehar bech rahe logon ka desh ki jansankhya kam karne ka maksad-e-khuda napaak kar rahi hain brands. Gali-mohalle ke chor-uchakke jo Palika, Nakhkhaas sareekhi jagahon par aapko 'maal' bechate hain, unki kala ka mazaak uda rahi hain brands.

Is tabaahi ko rokane ka waqt aa gaya hai, aye socialism ke rakhvaalon. Brand ka B silent karke har capitalist ke muh par taala lagaane ka waqt aa gaya hai.