Aadi Frenzy

Crowds mill the corner at Pannagal Park in Chennai, India. The traffic crawls, stopping intermittently for the pedestrians, who choose to cross the street at random, weaving their way through traffic. Enormous banners hang on storefronts with pictures of models in attractive clothing. Window displays are a study in color and design. TV ads have already promised potentially unimaginable discounts on clothing and goods. The psychology of the individual is whipped up to a near frenzy. If the discounts are not availed off, a near catastrophe would well prevail.

It is the Tamil month of Aadi in Chennai. The focus is on prepping the fields and sowing. Festivals and weddings at this time would be a unwanted distraction. It is considered an inauspicious month for festivities and therefore, traditionally, a slow month for businesses.

A brilliant marketing strategy - a mad dash for discounted goods is the frenzied result. Loads of shoppers, throng the streets, with full shopping bags in their arms. To avoid the rush, shoppers arrive earlier and earlier to a level that, it matters not if its morning or night on the Street.

Insane traffic jams are the result. A lone policeman waves his baton in attempts to control the traffic. He is easily able to walk in and out of the crawling traffic. He aims a blow at an auto-driver who tries to a take a short cut. The auto, falls back in line, at least for the time being.

Progress; Thy name is Commercialization!