Every Ramadan, I like to observe what the latest commercial craze is and the tactics businesses use to attract new customers.
In an era of social media, a time when posting selfies is the world’s most popular “social” activity (oh, the irony of that) and where study after study shows a growing trend towards self-absorption, it comes as no surprise that this Ramadan it is all about #me.There is a list of popular hashtags compiled by news outlets and research centres, and #me features prominently.
There have been several studies looking at how when viewing group photographs, most of us never look at the complete picture, rather we just zoom in on ourselves in the photo.
This Ramadan, picking up on the #me trend, Vimto, an English cordial that is a traditional drink at iftar, is giving its customers the option to have their name printed on the label.
So I thought to myself, do I need Vimto to be called anything else, say Rymto, for me to like it? Sure it is funny and could be a great gift, but what does it say about our changing tastes and needs?
Coca-Cola and Nutella (how does Rymella sound?) and many other companies allow you to put your name on their products.
One forms an attachment to something that has been personalised, and while nothing has changed in the product itself, your perception of it has. Mind you, if you live with many other people, it is a good idea to have your name on that Nutella jar as often it is eaten up quick by some other female member in the house.
A funny example of how far we have gone is how I know a few people who wear their name everywhere – from bracelets to necklaces to handbags to even a car licence plate.
One time a friend and I were walking through a mall in Dubai and a few men called out her name.
“Wow! How did they know my name?” she giggled.
I just gave her my sarcastic trade mark Garfield cat look at the massive necklace around her neck, which spans her chest with her name spelt out in 18-carat gold to remind her how.We both laughed at how silly it all looks at the end of the day to have one’s name on everything. But it sure could help break ice if you were at a big gathering and someone wanted to talk to you and says, so you are so and so, looking down at the name printed or carved.
I have been guilty of this myself. I tailored my abayas in Saudi all the time, and one time I asked the tailor to put my name across my back in big purple glittery material.
He looked at me and said: “You want everyone to call out to you when you walk about like some pet?”
That did it for me. However, I still put an R. I couldn’t fully let go of somehow putting my name on something I owned. I like #me as much as anyone else.
We put other people’s names (even pets) as tattoos, print them out on clothes and other belongings, as it is an expression of love for them. Nothing wrong with loving oneself, but it’s good to include others as well.
The written word is powerful. It is not a coincidence that so many self help books recommend “writing down” what is important to oneself and what is one grateful for as part of healing.
But whatever the case, whether I will be drinking Rymto or Vimto this Ramadan, it is a month for oneself, to focus on the inner self and reach a new sense of harmony and peace.
Ramadan Mubarak everyone. May it be a blessed time for you, and all your loved ones.
rghazal@thenational.ae
On Twitter: @arabianmau
