Tell me a story

“Oh, I thought you’d forgotten!”

“How can I, mom? I just got 20 per cent off of bread on Mother’s Day sale.”

My mother thought I’d forgotten about Mother’s Day because I didn’t wish her on Sunday. It came up when I mentioned it, with the flyaway tone it deserves, in a conversation two days later.

Every street corner has a flyer or a billboard reminding us about this celebratory day. Everywhere I look, there’re roses and pinkish red ribbons cajoling people to splurge, guilting them into buying things their mothers may never even enjoy.

But that’s just the tradition of Mother’s Day. Each year during this time, storefronts and in-stores promote maternity, maternal thankfulness, love, and forever gratitude.

What a story, huh?

Storytelling is now an unmistakeable chapter in marketing books. Almost every marketer I know understands its value, speaks about it, and in public forums vouches for it. But this “trend” came about only in the last three to five years. Before that, no one spoke as much about the great tactic that’s storytelling and its role in marketing and sales.

And yet, for years, we’ve been falling prey to some of the most wonderful storytelling the retail industry has ever divulged.

Yes, I’m saying Mother’s Day is a story. And a well-said one too.

In most of Asia, children live with their parents until they get married or go off to work in a different city. However, in most of the western world, children move out of their parents’ far sooner—sometimes as early as fifteen years. That is an excellent market for the Mother’s Day story. You know how it goes: the child takes one day off from their personal life to meet with their mother, praise her, thank her, and show her how much they love her. It’s the perfect story—with the right blend of care- and guilt-inducing narrative, the story can survive generations, as we see it has. The best part? As the Asian culture adapted to westernisation, more Asian children experience it too.

In a sense, the grand narrative of being there for your mother, at least one day of the year, has become such a relatable matter for so many of us that we give in to without second thoughts.

With today’s tech growth, we don’t need one day of the year to bond with our mother. Heck, I moved to Australia a month ago, and I still call my mom twice every day. I don’t always want to—when you’re talking to your mom that often, you run out of things to talk about much sooner than you’d imagine—but I still make time to call her. She would freak out otherwise, but it’s also a nice way to acknowledge her and what she means to me.

I’m not the only one either. A lot of people I know have regular interactions with their parents. But even they follow Mother’s Day ritual because it’s just so baked into our minds, and—gosh what would people think about them if they don’t?

That’s how compelling this story is. It’s so haunting that you can’t get away from it without going through with it. And like a vicious cycle, as people fuelled the tradition every year, we’ve ended up with a generation of mothers who’re accustomed to expecting the $100 wine bottle (which they know was on sale for $89.95) as proof of their children’s love.

As a marketer, I appreciate the mastery of the storytelling. But as a child, it just makes me a monster who’s so obsessed with work that she couldn’t even send her mother a card on Mother’s Day.

Oh, well.

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To the other side

North pedastrian gateway - State Capitol of Texas in Austin
North pedastrian gateway – State Capitol of Texas in Austin

Through the gates of hell

goes every mom in labour

gateway to heaven

Somewhere above Australia

Vision

Clouding the vision

as a view from the airplane

the craving for love

Love yo’self

Self-love training. Pfft.

Don’t they know forcing it only invokes hatred? Like mother did.


A few days ago, I came across a challenge—write a story about love in 14 words. Since half the world is celebrating Valentine’s Day today, thought I might post it here. What 14-word love stories can you come up with?

East and West

“You know what, Mildred? I can’t wait for Kevin to leave for college. I mean, I love the kid, but to be honest, Rick and I haven’t had the house to ourselves in almost 20 years.”

“It’d be nice to be alone with each other again.”

“Oh, yeah,” Mildred agreed her mouth full of Julia’s fresh-baked blueberry muffin. “I get it, Jules. You and Kevin need some time off. The kids are grown up now, they have their own lives to take care of.”

“You two should go on a second honeymoon or some’n,” She added as an afterthought.

“What are you watching, Raj?”

“It’s this new American sitcom, Ma—Rick & Julia. Everyone in college is talking about it.”

“Ok. Here—drink this juice. Do you want anything to eat?” Mrs Patil asked as she cleared up Raj’s empty breakfast plate.

“Nah.”

“Alright. I’m just in the kitchen chatting with Geetha aunty. Let me know if you want anything.”

“Ok.”

“So… how’s it like having Raj back home?” Mrs Patil’s neighbour asked as she entered the kitchen.

“Oh, Geetha! It’s wonderful! I was so bored and Raj’s father doesn’t come home until dinner time—he’s always busy with his business. I was starting to feel depressed.”

“Oh, I wish Raj had a longer holiday,” she stopped chopping onions and turned to face Mrs. Geetha, “with him around, it’s like my life’s got purpose again.”

“I’m making his favourite biriyani today,” she announced without apparent reason her eyes beaming with joy.