Aggressive Advertisements & The Silent Sparkle of Akshaya Tritiya

 

Aggressive Advertisements & The Silent Sparkle of Akshaya Tritiya
By Ashok Karan | Text and Photos | ashokkaran.blogspot.com

This morning, as I opened the newspaper, I was struck by a flood of dazzling advertisements — page after page filled with glamorous models adorned in heavy gold ornaments. Leading brands like Kalyan Jewellers, Tanishq, and Tribhovandas Bhimji Zaveri had taken over entire pages in celebration of Akshaya Tritiya.

At first, I was puzzled. What kind of festival is this? I hadn’t seen any large gatherings, no public celebrations, no idols or pandals, and no cultural processions. Just a quiet city and a loud message: Buy Gold.

Curious, I read more about this festival. Akshaya Tritiya — also known as Akha Teej — is one of the most sacred days in the Hindu calendar. Celebrated on the third day of the bright half of the Vaisakha month, it is considered an exceptionally auspicious time for initiating new ventures, making investments, or purchasing assets — particularly gold. This festival holds significance across several states including Maharashtra, West Bengal, Uttar Pradesh, Bihar, Odisha, and Jharkhand.

Traditionally, families observe this day by worshiping deities, preparing delicacies like Puran Poli and Aamras, and spending time together at home. It is revered by both Hindus and Jains as a day of lasting prosperity. The term Akshaya means "never diminishing" — symbolizing wealth and success that endures a lifetime.

Gold, in this context, is not just a metal. It is seen as a blessing — a symbol of prosperity, closely linked to Goddess Lakshmi, the deity of wealth, who is believed to have been born on this day. Hence, buying gold, no matter the cost, is considered to invoke her blessings.

As expected, gold prices soar during this period. According to newspaper reports, the price of 24-carat gold jumped from ₹78,950 per 10 grams at the end of 2024 to over ₹1,00,000 per 10 grams this year. Mr. Pankaj Arora, President of the Indian Goldsmith Sangh, estimated that business worth ₹16,000 crore would be transacted during Akshaya Tritiya alone, with around 12 tons of gold being sold. Silver prices, too, spiked by ₹3,500 per kilogram.

Despite its quiet, domestic nature, Akshaya Tritiya is far from a low-impact festival — especially for businesses. The boom is driven not only by faith and tradition but also by highly strategic marketing campaigns that deeply influence consumer behavior. Some argue that it is these aggressive advertisements that awaken consumer desire and prompt even the hesitant to invest — shifting wealth from common households into the coffers of big businesses.

Interestingly, the traditional concept of buying gold is also evolving. Today, consumers have options like:

• Digital Gold – Purchased online, securely stored, and convertible into physical gold.
• Gold ETFs (Exchange-Traded Funds) – Traded on stock exchanges.
• Sovereign Gold Bonds – Issued by the Reserve Bank of India with interest benefits.

In contrast to the grand public festivals, Akshaya Tritiya is celebrated quietly — but with deep intention. It is a personal, family-centered occasion focused on prosperity, growth, and future security.

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In Pictures:
📸 Aggressive full-page advertisements in leading newspapers
📸 Shoppers lining up at prominent jewelry stores across the city

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