Monday, September 5, 2011

Birthday Cake

It's the one thing we used to wait with bated breath for.
In the earlier days, my father  would drive home with a white paper box carefully balanced on the cushioned rear seat of the Amby. With the Digboi Stores cursive logo proudly perched on the packet.
We would crowd around the table, mother, father, the help, some early bird friends, as my mother gently opened the white box and revealed the pink iced roses and the all important letterings in sugar- Happy Birthday.

Birthday cakes have the ability of lifting the occasion to a high.
Even when there is no party or do.

In fact, during the latter years, when we moved towns, our birthdays were signalled by a cake from Diamond Bakery in Guwahati and a gift from mother. And maybe some friends in school.

But we never felt short changed. So long as the cake was there, all was well.

Birthday cakes at work now are about singing, smashing, laughing and uploading on FB and Twitter.

Shows how important rituals are in life.
In adding a meaning or significance to an otherwise regular day.
Injects an "occasion" even when there may be  none.
Adds magic to when there is one.

Holds true for brands as well.
It is not easy to make a brand a ritual.
Needs to have strong relevance and a connect that goes beyond product usage and consumption.
But once it gets into that mould, it is there to stay.

Coming back to the birthday cake, it will always be the best way to show a person that we care.

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