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Atithi Devo Bhava: A Graceful Mark

“Atithi Devo Bhava” has become a very famous phrase from the past few years. It means “The guest is equivalent to god”, and has now become a code of conduct for Hindu society today. This whole phrase states that no matter who you are and where you come from, you will be treated with all honor and respect in India. It, therefore, shows the kindness of Indian society.

In India, there are five formalities which are practiced while welcoming guest-

1)    Fragrance

Putting a good fragrance in the rooms or stay of the guest, will put them in a good mood, and is one of the important things for a first-time impression.

2)    Lamp

Before the evolution of electricity, lamps were used for visibility, so that the body language and expression could be clear between host and guest.

 3)    Eatables

Fruits and sweets which are made of milk are served to the guests.

 4)    Rice

One of the highest forms of welcoming in Hindu families is by making paste of vermilion and applying tilak on the forehead of the guest along with placing rice on it.

 5) Flower Offering

Offering flowers is a good gesture at the time guests are leaving as it shows the good time spent with them.

Big B of the Bollywood industry, Amitabh Bachchan has become the brand ambassador of the Indian Tourism campaign “Atithi Devo Bhava”. Big B was chosen by the Prime Minister, Narendra Modi himself for this position.

In a recent advertisement of Bikaji, it is shown how Mr. Bachchan is waiting for his Diwali sweets to come, as Diwali is the festival of sweets and spreading happiness. So when a couple comes and wishes him Diwali, he seems to be looking for something and when their driver arrives with the sweets, saying the couple forgot the sweets in the car, Amit Ji went and hugged the driver, wishing him Happy Diwali.

This advertisement is one example that shows how everyone should be treated with respect and care. Especially when someone is working for us, leaving their family at festivals like Diwali, we should at least not lose our humanity for them.

But these days brands sometimes show very shameful advertisements related to humanity. Today marketers have lost their sight of showing the actual informative data, instead, they show reckless data. This seriously affects privacy along with the fundamental quality of advertising. 

 

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