Live-In Relationships ~ New Kid on the block?

A rush of chilliness ran down my spine when he asked me if I wanted to move in with him. I stood there, dazzled and confused at the same time. Did I hear it right? Or maybe he meant something else? A sense of delight was slowly chipping in but I kept a blank face on, holding my ground, waiting for him to come again. As startled as I was, I didn’t want to give that away. I slowly moved towards him pretending as if I haven’t heard him in the first instance. “Sorry,” I said. “I guess I couldn’t hear you”, gently sliding that strand of hair that was covering my left eye while the right lay glued at him, catching every last bit of reaction I could gather. He, for once hesitated, and then mustering up his voice said again, “Do you wanna Move in with me?”. And there I could see him turning pale as if he had seen a ghost. While I, on the other hand, was trying to control my laughter on looking at his face which was showing signs of uncertainty and fear. I leaned towards him wrapping my hands around his shoulders, staring him in the eye and said, “I thought you would never ask.” and that was our moment, A moment to cherish. While the sun was setting down, giving way to the moon, the sea met the horizon, crimson redness scattering all around as if it’s giving an approval for us to be together.


But it was a day later when reality struck. LIVE-IN was supposedly a huge deal for people around. I couldn’t understand why. I mean, It’s me who is the one who will be impacted and it’s everyone else around who are feeling the heat. Why so? Well maybe because it’s their job to judge! But then I don’t know what makes them judge it anyway. Two grown-up individuals who like each other decide to live together under one roof. Where in this world does that sound Corrupted? And yet, It’s frowned upon. It’s easy to judge others but then judging someone on the basis of a preconceived bias which is all but positive might be termed as a jerk move. (Oh Damn. Are the moral police reading this? :3)

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Let’s get into some statistics while we are talking about this to make it a solid research supported account about the new kid on the block, and most importantly, one who is here to stay, Live-in Relationship! The National Institute of Child Health and Human Development reports that more than half (54 percent) of all first marriages between 1990 and 1994 began with unmarried cohabitation. This said I guess more than half of the people can’t be that wrong. Eh?

BUT BUT BUT, There always has to be a but. Isn’t it? 😂

Live-In comes with its own share of problems and downfalls. Let’s me try to lay that down too :

  • Living together is considered to be more stressful than being married.
  • Just over 50% of couples who have lived-in ever get married.
  • Couples who lived together before marriage tend to divorce early in their marriage.
  • Compared to married individuals, those cohabiting have higher levels of depression and substance abuse.

Should that stop us from getting into one? Naah. We are the Millennials. We love to live dangerously. But then again completely ignoring the fact and the noticed patterns would be a foolish move. It’s always the decision of the couple. What can be done is put in the rationality of thoughts about your motivation for living together.
Is it just out of convenience?
Is it to spend more time together?
Are you uncertain about the relationship and want to make a more informed decision?
Or, is it just a prelude to marriage?
What’s need to be Kept in mind is that couples who live together seem to have the most successful outcomes when they have already made a clear commitment to each other.
Let me try to draw a line to this now for two reasons.
One, He is getting bored and I can’t see him wait on me while I am glued to my screen.
Two, The first reason is important enough. 😉

Last but not the least guys. Whether you choose to live under the same roof or miles apart. Distance is never a problem when you love someone. It’s always about priorities and if you could make the person of your life your priority. Then trust me, all these statistics and research would be of no use at all.

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Marketing 101 – How 5 Brands Made The Most of Virushka Wedding

Unless you have been living under a rock, you would be aware that the most talked-about lovebirds Virat Kohli and Anushka Sharma, or “Virushka”, got married last week in a well-tried-but-not-really hush-hush ceremony in Tuscany, Italy. Since it was attended only by close family and relatives only, the duo has also been partying and having multiple receptions in order to make EVERYONE, including the PM himself, revel in the moment.

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The festivities might have been completed for now, with the Indian skipper leaving for one of his most challenging conquests to South Africa, with lady-love and now-missus in tow.

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Amidst all this media and public frenzy, some marketers found the perfect way to cash in on the popularity and get some of their limelight with their quirky wishes and messages for the glam couple. Here are 5 such brands whose marketing teams are getting a nice raise for sure, this year!

1) Amul

The usual suspects. Amul is known for its witty and hilarious posters that they conjure up in no time, related to any current affair. Couldn’t leave out the Marriage of the Decade, could they?

2) Fevicol

When it comes to making unbreakable bonds, how could India’s most popular adhesive brand stay away, right? No surprises that Fevicol got into the act. Hopefully, the marriage will last as long as strong as some of their products. And even more!

3) Fevikwik

Two jokes in one tweet! That’s just as quick as the product the brand dishes out! In fact, the relationship seemed tailor-made for a Feviwik reference – with their instant connection after just one TV commercial together, and then staying strong right after. And bang on target did their marketing team nail it with this tweet!

4) Baskin Robbins

Virat is known to murder opposition bowlers and break millions of their fans’ hearts since nearly a decade. Anushka too, has had her own moments of slaying audiences with her performances. As a union too, the duo continued the massacre, this time by breaking a billion hearts who realized their dream girl/boy is now someone else’s ‘property’. And what soothes a broken heart better than some good ol’ icecream?

And now for the best one…

5) Durex

Marriage… babies… still a better love story in India than Twilight! And where there are babies, can a condom brand be far away? The cheekiness of the tweet was lapped up by the twitterati, who went berzerk at the subtle, tongue-in-cheek humour. Here’s hoping the only thing left unsafe now, is the opposition bowlers and box office records! 😉

And a note to all students of marketing – THIS, is how you build a brand! Making the most of even the most unrelated of events, even those that are not likely to add to your sales figures in the near future. Trust the power of the now-enhanced goodwill to help you paint a picture of your brand more favourable than your competitors. Get that edge over the rest. Always be on the lookout!

Class dismissed.