by Richie Lasrado, Daijiworld.com, Mangalore - Pics Dayanand Kukkaje
Mangalore, Sep 10: There seems to be a new trend in the marketing strategy of the business sector in town.
It appears to have become fashionable and a matter of prestige for business houses to get some glamour thrown in whenever a new outlet or business establishment is inaugurated.
Not that this a totally new concept. Film stars have graced different occasions. Sports meets, Kambalas (buffalo races) etc. have been turned into a crowded affair by roping in celluloid celebrities to be present.
Cricketers like Syed Kirmani and Rahul Dravid have been here to open a shop each.
Aashitha, Seema, Maanya and Kavya
But a new path was broken in the city by Alukkas Jewellers last year when their outlet opened and they got four young and up-and-coming stars Aashitha Crasta, Seema, Maanya and Kavya Madhavan to be present on the occasion. The crowds were just unmanageable and the security and the police had a tough time in bringing the situation under control. It created traffic jams since the location was the arterial road leading to the Light House Hill.
Vast crowds at the inauguration of Alukkas
The four stars also addressed a media meet a short while before the inauguration and that gave them good exposure through the media.
Mohan Lal greets his fans at Malabar Gold's inauguration
Crowds in the neighbouring building trying to catch a glimpse of Mohan Lal
It was followed, a few months ago, by the inauguration of Malabar Gold outlet on Falnir Road at the Avery Junction, which was inaugurated by Mollywood hero Mohan Lal.
Suresh Gopi, while in Mangalore, seen with Ramachandra Mijar of Udayavani and others at Sona Bazar
Around the same time, Malayalam action hero Suresh Gopi's visit was arranged by 'Sona Bazar'.
On Saturday September 9, when 'Jewel House' opened their outlet on Hampankatta street where Hotel Dewar functioned earlier, the cynosure of all eyes was their brand ambassador and a successful model Aakanksha.
Aakanksha the model at the inauguration of Jewel House
Incidentally, Aakanksha was Miss India Middle East 2002, Miss India Beautiful Eyes 2005, Miss India Oman 2005 and is currently the reigning Himalaya Herbal Telelife Face of the Yeat 2006.
It is not for inauguration alone. To boost their sales, to attract more crowds and to make their name to be remembered by the public, visits of models and stars are arranged by these establishments.
Priya at Alukkas Jewellers
Model Priya attracted sizeable crowds when she turned up at Alukkas Jewellers a few months ago.
Durga Shetty at the SDM college event
Speaking of glamour potential, actress Durga Shetty created a flutter at the SDM College's intercollegiate fest 'Samskriti' on Saturday, September 9. Durga is also a successful entrepreneur in the city.
The trend is likely to catch up on a larger scale. The citizens may have to be prepared to go through more traffic jams and commotions in shopping areas more often than earlier.
More the Merrier...