Surprised with the title of this post??
You should be and we will tell you why.
You might have noticed it if you are driving on National Highway 4 in India.
Between Hubli and Belgaum in the state of Karnataka in South India, you see this village. All the walls of the houses in the village are painted with Airtel ( A leading Telecom Service provider in India) colours and logo!
Once upon a time, there used to be tradition in this part of Karnataka to paint the walls with traditional colourful patterns known as "Chittara". These were geometrical patterns of Rangoli. Each house had a distinct colourful facade and each family took pride in creating unique patterns.
Globalisation and crass commercialisation hasn't left these houses and has wiped out a long standing tradition in a village. Marketeers want to make use of every opportunity to build their brand. For few dimes, the villagers want to give up their tradition and culture.
The result is a village.
Airtel village! That's how we have named it!
Monochromatic, dull and lifeless.
Check out these pictures....... Click on them to see them in original size.
Next time when you are driving on this highway make sure you notice this. You may also find Vodafone villages in some parts of India as well!!
For more interesting posts under "Road Trip Vignettes" series, please click on the link below.
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