A Challenge to an Ad World – A Case Study

When I was working on my previous Article “Time-pass Crazy Q&A”, an idea had crept into my mind to write an independent post on the subject titled here. The roots of the idea go deep to a Gujarati Weekly Magazine ‘Chakram’ (Crazy Guy), now known as ‘Chandan’ (Sandalwood). Now-a-days, I am not in touch with the said Magazine; but when it was in its flourishing times, a regular post of Q&A was being published under the Heading “Ajab Savaalo-naa Gajab Javaabo” (Wonderful Answers to Astonishing Questions). This very thing had inspired me to write down a specimen post on Crazy Q&A.

But, now I come to the track of my subject and give a very cute surprise to my Readers that ‘Chakram/Chandan’ is the only a Weekly Magazine without Advertisements even today. In July, 2005 ‘Chakram/Chandan’ had celebrated its 30th Anniversary as an ad-free publication. The Limca Book of Records noted its achievement of completing 30 years as an ad-free publication of a Magazine. If we go to the brief past of the Magazine, it is observed that it was first published in our India’s Independence year 1947 from Ahmedabad by Noormohammad Jussabhai well-known as Mr. N. J. Golibar. His son Mr. H. N. Golibar took the charge of the Magazine in 1971. During the initial tenure of Mr. N. J. Golibar and for further more 5 years, the Magazine had published some ads; but from 1976 to till date no ads have been published in this Magazine. I have marked the following positive aspects in the backgrounds of its achievement:-

 

Customary celebrations of birthdays

Click here to read in Gujarati

Today is 7th July and it is my birthday. Before proceeding further, I would like to clarify that this Article is intended to be a universal piece of work. My birthday is nothing more than simply the stimulation to the subject of my today’s post. In term of English grammar, the word ‘my’ is a possessive pronoun used as an adjective to the noun ‘birthday’. If stress is put on ‘my’, it will be understood that it is not the birthday of anybody else but only mine. But, it is not so. I am not the sole proprietor of this day. Innumerable people, living or deceased would have born on this day and many will take birth in future also.

Initial word of my title shows that the individual birthdays celebrated throughout the world are customary and are merely as the demonstration or exposition of own financial worthiness and social status. Parties and birthdays are like thunder and lightening connected with each other. Where there are Birthday celebrations, there will be the parties. Birthday party arranged at home or expensive hotel carries the only concept of enjoyment together with the members of the family and friends in a joyous mood. But, it is a matter of worth-thinking whether this traditional celebration has the only goal of eating, drinking-dancing (western culture) and many other -ings. I won’t discourage my Readers as I know that such celebrations in our life have some psychological benefits. Hero of the party feels that he or she is noticed by others and at least for a single day people take care of him or her. Kids feel that they are loved by others. Loneliness, if felt on ordinary days, vanishes on this auspicious day.