Akshaya Tritiya

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"Happy Realisation Day"
 
The project requires me to take historic facts and communicate them in an illustrated manner, hence I chose Greeting Cards as my form for it is a product of the kind of marketing I am criticising. 
 
Holidays have lost their appeal, their significance and their meaning because advertisers have weaved a story of their products along with the actual history of the holiday to sell their products. 
I aim at decoding the "ugly truth" of what these holidays have actually become. 

Starring: The Industrialist
 
Hindus believe in the theory of "mahurats" or auspicious timings in every step in life - be it to begin a new venture or making an important purchase. Akshaya Tritiya is one such momentous occasion, which is considered one of the most auspicious days of the Hindu Calendar. It is believed that any meaningful activity started on this day would be fruitful. But, along the years, marketers took advantage people’s nativity and, like global-warming, they slowing began attacking the purpose and significance of this day. And so gold started being bought by the people in heaps, so much so, that in one year India’s gold sales were the highest on the world. Soon, advertising of gold wasn’t the only thing Indian consumers “fell for”. Cars, kitchen equipment, furniture, etc. all started their campaigns on Akshaya Tritiya. 
So, to you I say Happy Akshaya Tritiya, may the “good luck” you buy today fill up the pockets of the industrialists!

Mimicked a pop up style form typical greeting cards and added a twist

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