A few summers ago, I remember consuming extra calories from sugar candies or purchasing random things just because the store went out of enough change. Today, the street hawker at your doorstep will tell you “Paytm Karo” or show you his UPI barcode. Imagine those days when people would physically carry a large amount of cash while traveling or going shopping. There was a time when people used to have secret pockets to keep all those extra cash. Cash was replaced by cards and now, you need nothing but your mobile phone. “It is necessity and not pleasure that compels us.” ― Dante Alighieri, Inferno . Who can understand this better than an Indian who had spent hours in long queues outside ATM to finally realize that he still can’t buy two packets of milk and bread with a 2000 rupee note? Consumers randomly purchased items to get their 2000-rupee notes exchanged. Paytm was the simplest answer to all the problems of demonetization and became an overnight star. I...
Nestle India rolled out a marketing drive in January 2013 to mark the 25th anniversary of its instant noodles brand, Maggi. ‘Me & Meri Maggi’, the campaign was supposed to celebrate the consumers’ bond with the brand Maggi. Years down the lane, If I recall My best Maggi memory or to be honest and precise the best food I ever had. It was eating Maggi at a high altitude of 13,050 ft, and at a temperature that I don’t remember but it was cold enough to freeze My hand whenever I tried to take off the gloves for a selfie. Though we rented a snowsuit from a shop that falls on the way between Manali and Rohtang Pass, we didn’t get any gloves with it neither we thought they were required. But with the increase in altitude and decrease in temperature, we soon realized our mistake. Thankfully we were not the only people to make this mistake as I assumed when I started seeing women selling gloves some few miles away from the pass. The price depends on your bargaining skills but to warn ...