Tag Archives: Purani Jeans

HAPPY RANDOM MARKETING OPPORTUNITY TO YOU!

(Note: This is my Hindustan Times column dated 2nd Aug 2015.)

Today we celebrate Friendship Day in India, and by ‘we’, I mean teenagers and people who watch Bindass TV un-ironically. The concept of Friendship Day was first promoted in 1930 by Joyce Hall, the founder of Hallmark Cards. This was followed by McDonald’s promoting Cholesterol and Self-Loathing Day. According to noted historian Mr. Wikipedia, the Friendship Day fad ended in the US by the ‘40s but much like Bryan Adams, it did well in Asia despite being dead.

The concept lived on thanks largely to the efforts of an organisation in Paraguay called – and this is true – the World Friendship Crusade, who introduced the concept of World Friendship Day in 1958. Their plan was to turn the world into a giant Black Or White music video. Maybe it’s just me, but calling it a ‘crusade’ probably wasn’t the best idea. That word stands for friendship in the same way Bombay stands for green open spaces.

A World Friendship Crusade just sounds like a bunch of savages galloping from village to village, forcing people to tie friendship bands around their wrists while singing Purani Jeans. In fact, you can make the nicest, most innocuous thing sound fierce and warlike if you add the word ‘crusade’ to it. If you want to appear extra manly, don’t tell people about your first kiss – tell them how you went on a Hormonal Tongue Crusade.

The World Friendship Crusade continued to pester lobby the United Nations until 2011, when the UN General Assembly declared 30th July to be International Friendship Day. And people wonder why nobody respects the UN. It’s hard to, when you see them spending time on a concept that’s already covered by the most competent authority of all – Bollywood.

Bollywood is the place that first taught us that ‘ek ladka aur ladki kabhi dost nahin ho sakte’ unless the ladka and ladki are actors being interviewed by people whose idea of journalism is ‘tell na who u making sexytime with’. Classic Bollywood is how I learnt to make friends, especially with the opposite sex. The basic procedure went like this:

  1. Be the college stud.
  2. Wear jeans, jean jackets, jean shirts and jean banyans.
  3. Spot the new admission. She’ll be the pretty one in a frock that looks like a Monginis cake threw up on her.
  4. Make a move only to get rejected because The Song hasn’t happened yet.
  5. Chase her around with your mawaali friends while singing about her nakhra, which is all just code for ‘Y U NO LET ME TOUCH’
  6. The girl smiles and eventually gives in to the creepy denim gorilla.
  7. Stockholm Syndrome complete.

Of course, it wasn’t all bad. There were other lessons I learnt i.e. celebrate Friendship Day by losing to your tomboy friend at basketball and then marrying her when she gets hot.

It was pop culture like this that led to students cutting up perfectly good ribbons and turning them into friendship bands. When I say students, I mostly mean girls, who expressed love with meticulously crafted bands and handmade cards involving six types of glitter. Meanwhile, the boys stabbed each other with dividers.

This isn’t to say that boys aren’t civilised. As a kid, I once handed over a card to a guy friend on Friendship Day. It wasn’t handmade because that would be weird and as an ode to our manliness, it featured a commode and some pun about poop. Who’s immature now, huh??

Friendships work differently now, especially in frenetic, stressed-out cities like Mumbai. The older you get, the harder it becomes to make friends, mostly because there’s no time and everyone thinks everyone else is weird. The loneliness eventually leads people to take extreme steps, like arranged marriage.

You do end up accumulating a lot of acquaintances though. It’s easy to mix the two up, but an acquaintance is someone you bump into at bars and make small talk about football with, whereas a friend is someone you can get embarrassingly drunk around, trusting him or her to not turn your stupidity into a viral video. Consider yourself lucky if you have more than a handful of these around. Keep in touch and if you’re feeling extra nice, grab yourself a divider.