Editor’s Yo! Note #403 – Happy Lupercalia! Ok, Valentine’s Day

Lupercalia was the Roman festival of fertility conducted between 13th and 15th February. Apparently it was a time for men to hit on women. With the hides of newly sacrificed animals. Clothes entirely optional, of course. Fun, fun, fun, eh? Thanks to Hallmark’s marketing adventure of 1913 you no longer need to slaughter Rover or Kitty (or beat up women) and a simple card will suffice to express your love. (Cue for those who haven’t sent their loved ones a token to call Ferns n’ Petals and order that pink teddy.)

Back in college Valentine’s Day was disguised as Rose Day, and positioned as a day to celebrate friendship. Since then of course Valentine’s has made its way into the world’s holiday calendar, despite resistance from traditionalists. A day to celebrate friendship is a fine thing and should be encouraged in this era of nuclear families and friends-like-family. I was horrified when the 9 year old wanted to buy red roses to take to school. Until I understood that it was for her teachers. (Oh, the problems of a mother who hears Valentines and sees Lupercalia).

Brands are jumping into the uncharted waters of V-Day. Borosil with its #firstvalentine campaign celebrates the first Valentine’s Day after the reading down of Section 377 in 2018 and decriminalisation of consensual gay relationships. Read the review by Suma Nair. The Man Company has dealt with “unconventional” romance. And of course, every flower, chocolate and hospitality company has a special offer. The Paul Writer office celebrated with Ferrero Rocher’s special gift pack. Valentine’s Day is a $20 billion business in the US, plenty of headroom here in India. 86% of singles surveyed by BharatMatrimony said they plan to celebrate Valentine’s Day after marriage.

We’re catching our breath after the Bengaluru Brand Summit and gearing up for the Delhi/NCR Brand Summit, co-hosted with Adobe, which promises to be just as exciting with speakers such as Karan Kumar, Chief Brand & Marketing Officer, Fabindia, Himanshu Khanna, India Country Manager, Sitecore, Bhaskar Bose, Country Director, Meltwater India, Madhukar Uniyal, Sales Consulting Director, Oracle Marketing Cloud India and Sridhar Narayan, Digital Leader, Adobe India. Our partners for this Summit are Category sponsor – Meltwater, Media Partner – The Hindu Business Line, Associate Partner – Sitecore. To register or nominate your brand for the Hot 50, please email me.

Work is also afoot for the Digi 100 APAC for which applications are now open. It’s like the Digi 100 which we did for India but on a much larger canvas where you vie for recognition at the APAC level.

On this auspicious occasion we are also inaugurating our new mailing tool from Kenscio. If you’re seeing this email it has clearly worked 🙂 I apologise up front if we messed up during the migration and you really don’t want these newsletters. You can unsubscribe or email me and I’ll take you off.

Upcoming event:
Delhi/NCR Brand Summit

Previous Issues:

7th February 2019 | Issue #402 | Will we go back to drinking Campa Cola?

31st January 2019 | Issue #401 | Chanda And The Business Of Morals

24th January 2019 | Issue #400 | It’s my quadricentennial, so ignore Priyanka for 5 minutes

17th January 2019 | Issue #399 | The Hardik And Gillette Story

10th January 2019 | Issue #398 | Will Hrithik Pay Extra for his Birthday Cake?

4th January 2019 | Issue #397 | Becoming Michelle and Scaling Intimacy

27th December 2018 | Issue #396 | Find The Change Within You in 2019

20th December 2018 | Issue #395 | Spoiler Alert for Santa Believers

13th December 2018 | Issue #394 | Mukesh owns Antilia, Jio and superlatives

6th December 2018 | Issue #393 | How to do PR. Unless you’re Deepika.

29th November 2018 | Issue #392 | The real meaning of powerful and influential

22nd November 2018 | Issue #391 | Can Chatbots Help You Get A Raise?

15th November 2018 | Issue #390 | Script your own story. Stan Lee did.

9th November 2018 | Issue #389 | Happy hedgehog to you

6th November 2018 | Issue #388 | Happy Diwali from Down Under

25th October 2018 | Issue #387 | How to rock like Freddie

18th October 2018 | Issue #386 | My Paranoia About AI

11th October 2018 | Issue #385 | AI and HBD to Amitabh Bachchan

04th October 2018 | Issue #384 | Opera Houses Are not Just For Singing

27th September 2018 | Issue #383 | Shweta Bachchan and the Ethics of Identity

20th September | Issue #382 |58th Most Valuable Brand is (you’ll never guess)

14th September | Issue #381 | What Moved Nike’s Soul ( and Patanjali’s cheese )

6th September | Issue #380 | Can You Do It Like Nike?

30th August | Issue #379 | Virat Is Retiring!

16th August | Issue #377 | Steve, I Need To Break The Habit

9th August | Issue #376 | Were The Luddites Right?

2nd August | Issue #375 | Suhana and Tim – What’s In A Name?

19th July | Issue #373 | Kylie Beats Salman Khan With Lipstick

12th July | Issue #372 | Happy Employees are Overrated

6th July | Issue #371 | You Can Trust Kung-Fu Panda, Right?

28th June, 2018 | Issue #370 | Deepi – Why Bring Back Tipping?

21st June, 2018 | Issue #369 | What Can Virat Learn From Prague?

14th June, 2018 | Issue #368 | Virat and I Took An Uber

7th June, 2018 | Issue #367 | Has Dabbu Uncle Danced Into Your Heart Yet?

31st May, 2018 | Issue #366 | Kimbho To You

24th May, 2018 | Issue #365 | Priyanka and the Mickey Mouse Tie

17th May, 2018 | Issue #364 | Are You Putting Lipstick on a Pig?

10th May, 2018 | Issue #363 | Sachin and Binny can go play. Seriously.

22nd February, 2018 | Issue # 352 | Virat, Where’s my Money?

16th November, 2017 | Issue #339 |Could you do a Da Vinci?

9th November, 2017 | Issue #338 | What Twinkle, Aditya and Sindhu said

2nd November, 2017 | Issue #337 | Is your career more like Shahrukh or Aamir?

26th October, 2017 | Issue #336 | Nerolac rocks it like Oprah