However, from time immemorial, it has been used by smart people, to manipulate the masses. Every walk of life: politics, marketing, culture, society, have seen instances where the religious sentiment has been adopted in order to unify people in a common direction, and for a common cause.
This is not necessarily bad, if the cause is worth it. But sometimes, it could be called plain manipulation.
Marketing around the world has been showing a marked change in the attitude that it is potraying. There seemed to be an era, where marketers around the world were completely oblivious to the fact that religion could be used successfully in marketing their brand.
However, they soon awoke, and began to use faith to sell their product. The first example of a gigantic success in this direction was the Mel Gibson movie "The passion of Christ". In some time, there were clever entrepreneurs across the world who took advantage of this religious sentiment, and tried to push their product.
To be frank, this has been too little, and way too late. None of these products are capturing the imagination of the masses, and none of these are proving to be high sellers. There are many reasons for this. Most importantly, religion is no longer a powerful force in our society. Hate crimes, religious politics, caste based crimes, and of course, media, have ensured that people do not think highly of their weekly visit to the religious places anymore.
Also, religion just does not seem to make sense to a lot of people around the world. I'm an Indian, a Christian, and for long, I have wondered why my religion is so complicated. I have wondered why my religion will only try to give me long and convoluted stories, when all I'm looking for, is a simple answer. Hindus have wondered why their religion won't grow up with the times. Muslims have wondered how their religion gets misinterpreted and misused so easily, and so often.
The stage seems to be set for a new form of marketing. A form where religion is now the enemy, and religion is now the force that divides.
Enter irreverence marketing. This is by no means a new phenomenon. One of the biggest brands in the history of mankind, Nike, has been built on the basic premise of irreverence. The tagline "Just do it" says it all. However, in time, they became the establishment, by leading the market. This required a mindset shift, and they have managed well.
Ever heard of a brand called "Cheap Monday Jeans"? A Swedish brand, its logo is a "skull with a cross turned upside down on its forehead." Founder Bjorn Atldax says, "It is an active statement against Christianity. I'm not a Satanist myself, but I have a great dislike for organized religion."
Atldax insists he has a purpose beyond selling denim: to make young people question Christianity, which he called a "force of evil" that had sparked wars throughout history.
Sweden lets him sell his brand peacefully, but other religious states might just have a problem. As of now, though, he is laughing all the way to the bank, after creating one of the fastest growing brands in Sweden.
Closer home, in Hong Kong, a new furniture store brand is making good use of irreverence. The brand name: "G.O.D". No, don't be shocked. G.O.D stands for "Goods of desire", and the owner hopes to make a luxury brand for the Hong Kong customer, a brand far removed from the traditional images of the dragons and skyscrapers one might associate with Hong Kong. But a store called GOD? Irreverence at its best.
Will the iconoclast please raise his hand?
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