His name starts with “G”, yet
around a billion people believe in the fact that everything starts with him. You
may see Indian streets even without roads laid, but not without a Ganesh
temple. Almost all kinds of organizations invariably have a Ganesh temple in
their premises. The reason being so simple, Ganesh is ready to sit even under a
tree unlike Lord Vishnu who needs space to lie down or Lord Lakshmi who needs a
lot of ornaments.
The first super hero of any Indian
child, for a simple fact that he was smart enough to cheat his sibling and grab
a mango. Mischief his inherent quality and eating his predominant hobby makes
him get closer to a common man compared to other focussed and fit Gods.
It is interesting to analyse how “Ganesh”
has evolved as a super brand that everyone loves, not taking into consideration
the zillions of sub categories in Hinduism. It is quite evident that the twist
specifying Ganesh written on the top of all answer sheets help over a millions
pass exams every year!!!
I was going through an article
called “Most Important brand characteristics of Gen Y”. And here comes my rationale
behind me calling “Ganesh” a super brand.
1. Has his own style:
Of course, a huge tummy, smartness in getting things
done, the most intellectual of all Gods and a lot more adding to the fact that
he is stylish that Rajnikanth.
2. Makes me feel happy:
The first thing anyone could recollect about Ganesh temples
is the variety of prashad or offerings. The rich ghee and cashew filled limited
tasty food would make anyone happy.
3. Is up-to-date:
Ganesh with cricket bats, kicking football during the
respective world cups, even missiles during war times is a normal scene in the
sub-continent. He is so flexible to endorse any product, that too free of cost
and hence is always up-to-date.
4. Has a clean reputation:
No black marks in the whole of his mythological
career, at least Ram was suspicious about Sita, Krishna made all tricky
strategies wheras Ganesh remaining clean and is more promising of delivering
results to his devotees.
5. Is real/authentic:
Belief and blind belief is extensive in Ganesh’s case and
is way ahead of others. I have rarely heard stories of his dad or brother’s
idols drinking milk, but every six months some or the other Ganesh idol drinks
milk and created hype. People blindly believe that he is real.
6. Is something I can identify with:
Here, all credits to the one who had designed such a
brand. Really hats off to our mythology, the way of relating things in a
flawless way. As we all know an elephant has great strength, has a superb
memory and is a peace loving creature unless anyone troubles it, Ganesh does
all these too. The moment he knows the world has trouble, he loses temper.
7. Is clear and simple:
No complex ideas like the Gita, does not need highly
complex rituals of hymns. Simplest of all Gods, an idol made of sand, bananas
being a reasonable offering, moreover a four liner hymn and four sit-ups ensure
miracle.
These characteristics have ensured that he stays in
the hearts and homes of around a billion people. Established as the biggest
organization, with even more branches than government offices or even CCDs for
that matter. All he needs it a tree with some branches for shade and people with
belief.
Not sure if Nano proves to be a people’s car, but any
brand trying to become a people’s brand must learn from the success story of
Lord Ganesh!!!
Happy Ganesh Chaturthi!!!
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