The word “Vorfreude” has been playing on my mind for quite some days now. The noun “Die Vorfreude” is a German word that combines the words “vor” (before) and “Freude” (joy). It means “pre-joy” or “joyous anticipation.” That’s an intense emotion that you feel as you wait for something to happen.
The occasion, perhaps a particularly memorable one, or for something you’ve been looking forward to the experience, maybe a particularly memorable one, or for something you’ve been looking forward to seeking or anticipating for a long time.
As I have stated, it is a state of ‘joyful expectancy’. ” Vorfreude” is most commonly associated with the joy of anticipating the arrival of Christmas. “Vorfreude” is sometimes described as youthful anticipation because youngsters are virtually usually overawed by the desire and longing for the day after Christmas. They anticipate it.
Santa stuffs their stockings, and they eagerly await the goods being open and shared. They are envious of the time they have. Family time is spent together, and they anticipate the different rites and rituals with bated breath from the midnight Mass through the turkey carving. Before the actual daybreak of Christmas, the delight and anticipation produce a warm glow of happiness.
But, it’s important to note that this pleasant anticipation isn’t just about excitement, Tension, impatience, and curiosity are also included. The Advent calendar was created to make the days leading up to Christmas easier for youngsters; an Advent calendar, an actual day-by-day countdown to the big day – is frequently used to pass the time.
Christmas may not be as big or universal in India as in the United States. Diwali, on the other hand, is unquestionably one of them. Even with the Festival of Lights, there is still a lot of work. The greatest joy comes from anticipating something in the days leading up to D-day. In all of life’s small and large events, the family must do so to truly ‘celebrate’ Diwali. First, let’s look at the Advent calendar.
First and foremost, what is Advent? It was derived from the Adventus, a Latin word that means “arrival” or “coming.” Advent is the season when the world commemorates Jesus Christ’s birth. The Advent season runs concurrently with Epiphany, Lent, Easter, and Pentecost. The liturgical year, or church calendar, includes the Advent season. It has been practised in many Christian traditions for over 1,500 years.
Advent is widely observed in many Christian traditions, even in those that do not follow the church calendar. Advent is a season that begins on the fourth Sunday before Christmas Day and ends on December 25. It is meant to be a time for Christians to prepare their hearts for the coming of Christ.
Advent is characterised by themes of self-reflection, expectation, hope, and, finally, joyful celebration of the Savior’s arrival. These motifs have a dual meaning: they first help us remember Christ’s birth, and then they encourage us as we wait for his second coming.
Accurate calendars with cut-out windows and stunning artwork are available starting in late October, and many significant businesses release special Advent collections. Diwali is no exception.
We, too, have our Advent traditions. In the East, excitement and festivities are sparked by Durga Puja. In the West, Navaratri will soon follow. Ramlila is celebrated in several parts of the North, followed by Dussehra. Mysore Dussehra is marked by a great deal of merriment and pomp. Dhanteras, Naraka Chaturdashi, Lakshmi Puja, Balipratipad Bhaubeej, and even Chhoti Diwali are all part of Diwali. Varanasi has hosted its own Deep Deepavali or Dev Deepavali — the Festival of the Gods’ Lights in recent years.
As a result, we may make an Indian Advent calendar and match brand offerings to each day. The question is whether Indian firms engage in enough foreplay before the arrival of big festivals when sales are expected to be at their highest. Festival advertising used to be viewed as campaigns about 20-25 years ago – teaser, pre-launch, build-up, unveiling, offer(s), baits, etc., the ‘hurry while supplies last’ notifications, and even post-festival deals on or residual inventory.
Unfortunately, these days it’s generally just a one-off social media video to show how ‘woke’ you are as a brand, some standard Diwali deals, and that’s it. After Diwali, the formal complaint is that the festival season should have been better.
I’m inclined to ask such brand owners: but did you work hard enough to excite the client, romance the customer, build anticipation, and kindle ‘vorfreude’?
Edited By- Kritika Kashyap
Published By- Saloni Agarwal
