Tuesday, July 28, 2009


“Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need.” ~From the movie Fight Club, based on the novel by Chuck Palahniuk. These lines, delivered by Brad Pitt are legendary !!

Contemplating a little , one clearly understands the extent to which marketers hold the world at ransom. The Devil of Indulgence , they exort the savings from the poor man who toils day in and day out ,sweating it out so that he can afford the new designer suit from Armani , his son gets the Nike he craves for and his daughter can show off the latest killer jeans , while his wife can boast of her new Louis vuitton hand bag to her friends while gulping down Coke and KFC’s finger licking good munchies.. Man o Man – Feels like Brands have totally taken over !

Ah, so the devil in me will show his face through my profession, wow what a sense of fulfillment! .. feels like having gulped down a keg of German beer at October fest for free!!

The more I think about Demand side economics ,the perverse Keynes model, the more satisfaction I feel about being into marketing .A strange kind of divine feeling ,a feeling that somewhere in the midst of all these economists, who make monetary policies, fight about inflation and unemployment – I am their God.. Oops Devil!!.!! Yeah , I m not exaggerating –alright maybe a little exaggeration – after all I m into marketing! Coming to think of it , the single most important thing that has been sustaining India’s growth at almost 8% in the recent times is CONSUMPTION. About 60% of the GDP is contributed to by Consumption. The economic reasoning is that consumption creates Aggregate demand which in turn causes the invisible hand to work towards generating more output – i.e ,more investments or in Solow’s terms ,more growth. The responsibility of luring people into consumption ,in being the Satan in luring people into indulgence – yeah that’s my job , the devil in me is actually responsible for the recent growths that India has witnessed ,Not that I want to snatch the credits out of RBI ,the numerous economists struggling between Monetary and Fiscal policies, but hey no one can underplay my role.

Not that I want to undermine the blessings bestowed by the 100 million Gods in India , but for now , as they say .. Let us give the devil his due- Credit for propelling the growth.

The Money supply in India has risen dramatically. With more M1 comes more spending power according to the theory that the aggregate demand for money remains constant over time.More spending for consumption means ,that more services to cater to and more needs to serve- It is me who recognizes avenues where you can spend the excess M1 that the growth of output and the central bank keeps showering on us from time to time .It is me who tempts you into reducing the real demand to hold money L(I,Y) , by lowering interest rates citing competition !! (Price lowering strategy!).

Yeah, I channelize money that could otherwise be wasted as savings, into consumption, thus propping up output and hence incomes. I make you put a higher value on the present value of money- and enhance your choices in spending it.

But hey – hold on I m the devil!! Just as I lured poor Adam into eating the apple ,so I lure you into corrupt financial practices as some desperate finance specialists argue-But amazing how much power I wield ,even in terms of accumulating investments for Capital production , that I advertise ,compete and offer lucrative loans at sharp interest rates .Now little did people realize that high returns means high risks. And lo! While I projected growth in the banks business in terms of market shares and profit margins(after all that is what creates sales revenues),and as I kept employing more salesmen to bug you to buy innovative products and showered more credit all over you to get you to indulge into consumption.. the bank kept accumulating toxic loans ,which would soon go bust and take the whole economy with it , gulping the poor finance professionals with it , while I stand tall and argued that advertising spends need to increase now ,because what the economy needs again is higher consumption !!! The devil rules!!

Yeah , maybe I do not possess the power to enrich your souls , But I can certainly lure you into indulgence and materialism and lead to economic growth.

So beware ,cause “ There s a devil waiting outside your door..”- Metallica

Contributed by: S.G.S.Pavan ( Marketing, 2008-10)

1 comment:

Venky said...

hey..nice post regarding the devil of consumption. however consumption cant be seen as an individual entity. In this interconnected world, behind every indulgent, consumption devil, there is a uncool conservative saver saving his hard earned buck...in your terms, god needs the devil to be proclaimed god and devil needs god in order to make him sound villainous