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A Brief Spell Of Spring 2

Continued from here

The phone never rang unless it was to announce someone's death. Its loud piercing shriek broke through the thick afternoon listlessness. Vatsala raised herself from the chair resting both her hands on the handle, her knees protesting under the strain. She must remember to call Dr. Rajaram for a check-up – perhaps tomorrow, if she can remember it. Now, who could be calling them at this godforsaken hour? She mentally lined up all the possible relatives who could have died and creased her forehead in preparation for the impending bad news. “Hello?”, she said tentatively. Answering the phone always reminded her of opening a handwritten letter – the envelope held such promise. “Hello?”, she repeated, her eagerness mounting. “Vatsala akka, is that you?” “Yes, it's me. And you are...” “Akka, naan thaan. Srividya. Lalli oda thangai. Saroja oda ponnu...America-lendhu phone pannaren.” “Yaaru? Srividya-va? How are you? I am fine, I am fine, thank you”, blurted Vat…

Tasteless Promotions - A Contest

Recently, I came across a promotion by an Indian radio station. They were giving away pepper sprays for free in the wake of Delhi gang-rape incident and subsequent gang-rape of a journalist in Mumbai. The pepper sprays had been very catchily rebranded Mirchi Spray. The radio station is called Mirchi, pepper is Mirchi and therefore - Mirchi spray!

Women across the country were shocked by what had happened, turning hysterical and were keen to protect themselves from potential assaults. And who comes to their aid? Mirchi Spray! A woman's friend and ever-reliable in a world full of callous, brutal rapists. Mirchi spray - always at hand to protect the most vulnerable. What perfect brand synergy! Mirchi would be seen as caring, empowering and this was an ideal opportunity to promote its values.

It was as if the gods of marketing had themselves designed these gang-rapes so brands such as Radio Mirchi could piggy back on it to add more sheen to their halo. As if they hadn't been expl…

A Brief Spell Of Spring

It would have to be கத்திரிக்காய் again, sighed Vatsala. The புடலங்காய் and the பாவக்காய் were in season and would have made an excellent curry for their lunch that afternoon. But no, Rajeshwari had ruled thaத புடலங்காய் caused her to suffer from wind and பாவக்காய் was just not bitter enough these days. So it would have to be கத்திரிக்காய் yet again. There was no point suggesting anything to her. Once Raji had made up her mind, that was it. She would not be budged. And that's how it has always been between them.
Rajeshwari would decide which channel played on tv, what colour the living room wall should be painted (copper sulphate blue) and how much to pay for the கத்திரிக்காய் that they were going to eat later that morning. The sisters had been coming to the vegetable market every day for the last 50 years but Raji would never tire of talking the price down by another 50 paisa. 
இருக்கட்டுமே, pleaded Vatsala feebly, it is only small amount. How much profit do you think she is g…