Every passing year, for the past few years, Holi has turned a damper squib than the previous years. Plummeting rapidly is the excitement, the planning and the sheer joy associated with it. At one level, given that this used to be amongst the two or three biggest festivals for most of India (except in the south), it is indeed shocking. But at another level, it is to be expected. And there are several reasons for that.
Unlike Diwali, Holi doesnt have any linked in commercial aspects. Indians dont buy new clothes for Holi. Houses dont get re-painted and neither do durable purchases happen around the time. No gifting of sweets, dry fruits, chocolates or sundry items happens either. Houses are not decorated for the occassion. Sadly, Holi therefore, lacks relevance for manufacturers and marketeers. Consquently, no advertiser worth his salt (except Parachute hair oil) uses the occassion to sell his products or build hype around it. In the current context, lower hype leads to lower visibility, lower energy, lower consumer desire and therefore a feeling of "whats the loss - if avoided ?." The zing is gone and its not a "must do" anymore.
The relatively weaker religious significance of Holi (as compared to Diwali) is also unfortunately responsible for its fading sheen.
Worse its timing usually coincides with examination season.With every passing year enhancing the "getting hyper quotient" amongst succeeding generation of parents, we have young parents worrying about their kids catching a cold, if drenched in water. Not sitting in judgement here, but it really saddens my heart.
Some of the other reasons seem to be increasingly nuclear families and absence of large posse of friends and family -who are in the same unabashed mood of celebration that you would like to be in and which is so critical for a festival like this. Somehow, your real friends never seem to be with you and there is always a smoke screen with those who are with you.
An increasing number of people also have decided that they dislike this festival, not necessarily for any concrete reason. Some dont like being touched or coloured. Proliferation of prudes and stand-offish-ness, for a celebration that can be such a source of joy - is annoying.
Even bollywood - the barometer of Indian cultural trends - has stopped eulogising Holi now. "Hori khele raghuveera awadh mein" from i think "baghban" -was a good 6-7 years ago. Also, gone are the wild parties at RK Studios and Bachchan's mansion.
It is therefore almost destined that some years down the road, Valentines day, Mothers and Fathers day celebrations would be bigger and more colourful than our own festivals like Holi, unless 4-5 Indian corporates can find reason enough to latch onto this festival and promote it over a continuous period of 8-10 years.
Else, while some of us would continue to live with sparkling & colourful memories of family and friendly bonding over Gulal, buckets of coloured water, gubbarre, gujiya and thandai, the evolving generation would be too busy with their blackberrys, presentations or sundry other colourless activities to bother anyways. "Tollees of friends spreading cheer, goodwill and creating everlasting memories of bonhomie" seem headed for extinction.
We risk loosing a source of joy, togetherness, bonding and a lifetime of memories. That to me is reason enough to try and lead the change. I am as guilty of not being in the forefront and not celebrating it with as much zest in the last few years. But i do see my mistake.really.
From now on, i am clear. I will plan for, play and celebrate it like never before. That, i guess is the only way to preserve it for my children.
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