12.12.12 : Much Ado About Nothing?


12.12.12 : Much Ado About Nothing?

So it is 12.12.12 and people are actually going mad about it. Delhites are planning to get married today considering the ‘uniqueness’ of the date. People have gone to the extent of planning their babies for this day. And like every Indian has an opposing view on everything –from politics to FDI to M.S Dhoni’s captainship- there are some naysayers here too who believe that this day being a Chaudas Amasvya, is an inauspicious day according to the Hindu almanac. To add to the hullabaloo, superstar Rajnikanth’s birthday too falls today 🙂
121212 meme

Even our e-commerce sector is not behind. So today we have what is called The Great Online Shopping Festival. If you happen to be one of those who have subscribed to mailers from some e-commerce sites, your inbox might have been deluged with #TGOSF mails by now. An initiative of Google India (aside: did they forget to dedicate a doodle to mark the occasion?), it is probably an attempt to replicate the US Cyber Monday phenomenon in India. From Facebook ads to dedicated landing pages, e-commerce sites have definitely gone that extra mile to create awareness around the event. Even banks have joined the bandwagon – HDFC have slashed the processing fee for personal loans to Rs.999/- for the day (How successful would #TGOSF attempt be is a different matter altogether…it might just end up being another marketing gimmick backed by huge investments!)

And there is a Chinese Yin-Yang angle attached to the date too. One is a yang number ruled by the sun and represents independence and individualism. Two is a yin number ruled by the moon and represents symmetry and balance. Combined, the number 12 is supposed to bring harmony. So much so for a date that is as innocent as any other date!

As the world has found another reason to go nuts about, is there any sane person who still believes that it is just another date. Or is the person yet to be born on 12.12.12 ?

[Guest article contributed by Shilpi Choudhury. Shilpi Choudhury is a writer at FusionCharts and blogs at http://shilpichoudhury.wordpress.com/]

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