When Your Passion become Your Life

“बने पुजारी प्रेमी साकी, गंगाजल पावन हाला,
रहे फेरता अविरत गति से मधु के प्यालों की माला'
'और लिये जा, और पीये जा', इसी मंत्र का जाप करे'
मैं शिव की प्रतिमा बन बैठूं, मंदिर हो यह मधुशाला।।१९।”

~Madhushala, Harivansh Rai Bacchan

Q ki, Life Lambi he ni badi bhi honi chaiyae

these are the line from latest reliance finance company.

“because, life should not just be long, it should be big”.

Reliance has added “big” as its brand. Whether it it is big street, big cinemas, big flicks, big tv etc etc;  all its media and entertainment brand constitute of big. When I first thought about it; it seem to be so simple to me. In India big means better. Selling Big was so simplistically correct. Idiot proof !

Big though does not constitute quantity but it does appeal to mass. After all what democracy is all about. If you have big support, bigger than your opponent you win. Democracy make big necessarily right.

so making big a brand necessaryily make it Reliance Right, isn’t it? It is not high on quality, but hey it is big. Isn’t it what reliance denotes, Power of scale!

however there could be a different view other than looking all this as a cheap marketing propaganda.

What if big really denotes the will power of human to achieve something which is impossible. What if it denotes not the gloomy present but the fantastic future where one wants to be.

What if, big denotes all the human greed, all the human endeavour that has made what we are.

What if, big denotes dhiru bhai ‘s vision of being number 1,2 or 3 in a given segment or to close the business.  What if Big was the word that drive Jack welsh to become the leader he is known today.

What if Big is a philosophy and not a instinct. I think, but then I never have think big myself.