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<ul><li>Like humans, do brands also straddle between Mrityu and <keyword id="12853" type="General" weightage="20" keywordseo="moksha" source="Orion">Moksha</keyword>? Find out in this 2 part article series by <keyword id="9324569" type="General" weightage="20" keywordseo="shashwat-das" source="Orion">Shashwat Das</keyword>, Founder, <keyword id="7465777" type="General" weightage="20" keywordseo="almond-branding" source="Orion">Almond Branding</keyword>.</li><li>In the second part of his column, he shares how brands can resurrect themselves.</li></ul>Before fighting the real battle at Kurukshetra, Arjun had to fight another battle that was raging in his mind. Thankfully, he had Lord Krishna on his side to help him win that battle. This is how the Bhagvad Gita was born. But when I read the Gita, the preaching of Chapter 2 left two crucial questions in my mind: <ol><li><a href="https://www.businessinsider.in/advertising/brands/article/why-do-brands-die/articleshow/87309993.cms" data-type="tilCustomLink">Why do brands die and</a></li><li>How can brands become immortality or achieve Moksha?</li></ol>After much search and interactions with experts, I did find the answer to the first question, but the answer for the second one had still eluded me! So I continued my quest for the second question the same way as I did for the first one and was fortunate to get an answer for this question too! Here is a curated list of ‘Dos” that might help brands to attain Moksha. <ol><li>Become a part of your customers life</li></ol>Breaking things is quite common in our homes, especially if you have kids around. One of the most common things in every Indian household is a small tube of FeviKwik. It comes in handy when you have to stick something. Besides its innovative packaging, FeviKwik is appreciated for its fast action and usability over multiple surfaces. This versatility makes the brand irreplaceable. Can you name three alternatives to Fevikwik? Never mind, because even I can’t! FeviKwik has moved beyond being a simple product to becoming an integral part of everyday life. 2. Become a fable Amul butter was launched way back in the year 1955. Since then, Amul has become synonymous with butter in India. You go to any restaurant and order for a Pav-Bhaji. Chances are that the waiter would ask you “With Amul butter or with ordinary butter?” The brand Amul butter has achieved such a status that not only does it create product differentiation but can even get you a premium over ordinary butter! Brands should strive to reach that stage where the user feels that the brand adds real tangible value. Since its launch, Amul butter is probably witnessing the third generation of grocery decision makers, but even today, no grocery list is complete without it. With such a strong fan-following, Amul butter has truly achieved brand Moksha! 3. Keep innovating There was a time when chocolate was considered as kid’s product. This not only restricted the market size but also consumption opportunities too! But Cadbury’s challenged this belief and innovated itself in two ways. First, it broke the myth that chocolate is meant for kids alone by positioning it as the ‘real taste of life’. This broke the age barrier. Second, it created new avenues for consumption by saying “kuch meetha ho jaye”. This multiplied the consumption avenues for Cadburys. Today, Cadbury’s is not only relished by the entire family but is also competing against traditional Mithai’s when it comes to gifting. Cadbury’s did not discover chocolate, but it innovated the occasions when chocolate can be consumed and widened the customer age group. It even introduced a lot of product innovations too. Bournville, Silk, Choclairs, Gems, and the list goes on. Infact, today Cadbury’s has reached such a stage where no matter what the age-group or the occasion, there is always a chocolate for you! So as long as you are allowed to eat chocolate (from the health perspective) or if you are celebrating an occasion, Cadbury’s will always top your wish list! 4. Extend your brand, but don’t dilute your identity India first started using Dettol as the main component of their first-aid kit. For many years Dettol was the only anti-septic liquid known to Indians. Sensing stagnation, Dettol decided to spread itself to other categories. But while doing so, it took care of not diluting its anti-septic identity. It first became an anti-septic soap, then a hand-wash, a floor-cleaner and now it is a general disinfectant that can be added to water to be used over any surface! Everything about Dettol is new, but its identity as an anti-septic has remained unchanged. Infact it has become stronger with every product category added. Now with multi-category presence and a stronger identity than ever, Dettol is on its way to Moksha! 5. Freshen up the message but don’t forget the messenger There was a time in India when you just had two means of communication – Mass Media (TV, print &amp; outdoor) and Point-of-Sale. But today, newer and more powerful options like digital media have emerged. Most brands focus on getting their digital inputs (SEO, Social Media presence etc.) right and ignore the fact that even media channels have their own important place in the process of communication. While their messages keep evolving with changing customer sensibilities, most brands still fail to unleash the full potential of the emerging new media channels. The belief that appealing message will work wonders was OK till the choice of media channels, the messenger, was limited. But the moment new messengers were added, new brands emerged out of nowhere and today are appealing the might of older established brands. Every messenger (channel) has its own requirement, e.g. Twitter takes just 280 characters, whereas YouTube can take a video of much longer length than conventional TV commercial. The better brands use these channels, the better connect thy can create with their customers thus going a step closer to Moksha. 6. Keep appealing to your customer’s eye There was a time when the world’s largest selling biscuit, Parle-G, sported a butter packaging and an infant on its pack. This visual identity has become so deeply entrenched with Indian consumers that most ‘me-too’ biscuit brands that were launched in the country sported a kid on their wrappers. Realising this shortcoming and to remain relevant to the times, Parle-G shifted to a plastic sheet wrapper and even replaced the kid with a caricature. However, apart from these two changes, the visual identity of Parle-G has remained unchanged by &amp; large. But, not changing with times is a liberty only legacy brands can afford! Today, remaining relevant to the sensibilities of the customers is a must for every brand. With evolving customer behaviour and thinking, brands too have to change. Earlier you could see the salt inside Tata Salt, today you don’t. Earlier Nirma was a simple semi-transparent pillow pack, but today it is a lot more colourful. Even some of the biscuit brands of Britannia keep on evolving their visual identity in order to remain relevant to the customer’s sensibilities. While the biscuit inside remains the same, the outer visual identity of the brand keeps evolving! 7. Be an active contributor to the society Besides helping you with your everyday life, brands aspire to emulate your personality. Eventually, brands want to become you. They want to appeal to your “Do-Good” spirit as they know that this is one hidden facet of your personality. For instance, a brand like the house of Tata spends a lot of resources, monetary or otherwise, on social activities which may not give it a direct benefit. But people remember and appreciate such philanthropic efforts made by brands that not only make their lives easier, but also that of the society at large too. They even show their appreciation by endorsing such brands. Even P&amp;G brands like Ariel make such attempts to give back to the society. Brands that think beyond achieving their own sales targets are not only remembered and consumed by the current generation, but are also appreciated by the next ones. If a brand was a person, normally it would die a natural death after some years of existence. But unlike us humans, brands don’t have a physical form and hence can theoretically become immortal. There are ways and means of achieving immortality or Moksha. The association of colour Red with danger is immortal and so is that of White with Peace. A smiling face always puts you at ease over a frowning one. Or, lullabies are always sung before going to sleep instead of rock &amp; roll! These things have achieved Moksha. So, if you want your brand to achieve Moksha then better start working right now as it might be too late tomorrow! <div type="Article" hostid="261" msid="87309993" title="Why do brands die?" mstype="2" mssubtype="0"></div>

How can brands achieve moksha?

<ul><li>Like Humans, do brands also straddle between <keyword id="1339547" type="General" weightage="20" keywordseo="mrityu" source="Orion">Mrityu</keyword> and <keyword id="12853" type="General" weightage="20" keywordseo="moksha" source="Orion">Moksha</keyword>? Find out in this 2 part article series by <keyword id="9324569" type="General" weightage="20" keywordseo="shashwat-das" source="Orion">Shashwat Das</keyword>, Founder, <keyword id="7465777" type="General" weightage="20" keywordseo="almond-branding" source="Orion">Almond Branding</keyword>.</li><li>He shares how a few preachings of the Bhagavad Gita are applicable to brands as well.</li></ul>The other day, I came across an interesting insight from the Bhagavad Gita. In its Chapter 2, the Gita says that unlike a human body, the soul is immortal. While the human body may die of death or disease, the soul inside never dies. It simply gets in to new clothes (body) and continues its journey. This made me think whether this preaching of the Gita is applicable to brands as well? I started looking around for examples where brands have either died completely or have risen from the dead or the brink of death to emerge stronger in a new avatar. I did find a number of brands which have died their natural death, but more than that, I found that the number of brands that have reinvigorated themselves is far higher. Also, most of these re-born brands are even doing much better than before! So, just like the mighty Arjun who went to Lord Krishna for answers, I too went to Lord Google and started searching for answers to my questions. I had just two questions: <ol><li>Why do brands die and </li><li>How should a dying or a dead brand revive itself? </li></ol>In this article let us answer the first question first? Why do brands die? After much research and my interaction with many practicing experts I found the answers to these crucial questions. So, why do brands die in the first place? There are many reasons for this. But the main ones are: <ul><li>Being stagnant</li></ul>They say that rolling stones gather no moss. This is true for brands too. Brands that do not keep them updated to conditions around them become stagnated start to lose their charisma. Customers always like to connect with brands who are their own personality. If brands do not make an effort to emulate the customer’s personality or atleast lead a customer towards achieving one, then death is certain. There are many examples in India where brands remained stagnated and died without even realising what hit them. Remember brands like HMT, Campa Cola or Ambassador cars? These brands did not anticipate the changes happening around them and more importantly, even after knowing it refused to change thus leading to their death. Avoiding stagnation becomes more critical when we realise that most of them were market leaders once upon a time! <ul><li>Being disconnected with its customers</li></ul>Every brand has to evolve with its customers. Brands that realise the changes occurring in customer sensibilities in time and adapt themselves to these changes not only survive, but often thrive. Take the brand Lifebuoy. From being a mere bathing soap that had a very rustic look, Lifebuoy is today positioned as a health soap. There were times when Lifebuoy was used by people only to clean themselves after toiling in fields and dirt. But not anymore, Lifebuoy is much more than that today. It is a health-cum-beauty soap. Another brand that has remained connected with its customers is Pepsi. Pepsi keeps reinventing its brand identity every few years. Being a global brand, Pepsi looks for universally common themes and incorporates them into its visual identity elements. <ul><li>Misplaced value equation</li></ul>Customers buy a particular brand because that brand balances their value equation completely. To some, value is in terms of money while to some it is functional benefit and to some it is emotional benefit. But the moment a brand fails to balance this equation, things start going bad for a brand. Look at what happened to brands like shopclues.com. Once considered as a unicorn material, shopclues.com does not even appear in the customer’s consideration set today. Or for that matter MTNL. Once considered as the lifeline of Mumbai &amp; Delhi, the Millennials or the Gen-Z customers don’t even know about MTNL. <ul><li>Deliberate Decision</li></ul>While some deaths are a part of their own doing, sometimes it is forced on them. There was a time in India when GoldSpot, Limca and Citra ruled the carbonated fizzy drinks market. When Coca Cola wanted to re-enter India with its own set of brands that competed head-on with these three, it simply bought the out and quietly killed them. While some old-timers still remember these brands, the feeling is only nostalgic. To kill them was a deliberate decision of the brand owner. The same happened with Uncle Chips, once a leader in the potato chips market. Lays took over the brand and quietly killed it replacing it with its flagship. Today, Uncle Chips is half-dead. Half dead because, Lays uses Uncle Chips to kill competition in areas where Lays is weaker or absent. Once the field is clear, Lays takes over the market. Uncle Chips is now a mercenary! <ul><li>Failed resurrection</li></ul>There have been instances in the past when a brand was taken over with an intention to make it even bigger instead of killing it. Binaca and Hamam were once popular brands in the toothpaste and bathing soap category before they were sold. The intention of the new owner was to make them even bigger. But for reasons unknown, these brands collapsed even after multiple attempts to revive &amp; resuscitate them. <ul><li>Premature Death</li></ul>Death does not differentiate between infants, young adults or adults. It just happens! Remember Tata Nano, the great Indian car? The Nano is a classic example of a great brand died which died as an infant. While the product was flawless and perfectly placed on the value equation, its positioning proved to be its undoing! Nobody wanted to buy a car that shouted out loud “you couldn’t afford to buy a bigger car” every time one used it! Here was a car which had everything going right for it, but just failed in managing the perceptions right. Another example is of the soap brand LeSancy. It probably had the best value equation – the longest lasting soap! But then this strongest point proved to be its nemesis. Beyond a point, its long-lasting nature proved too much for the customers who were habituated to change/replace their soaps much frequently. Just like in life, there are exceptions to each of the situations mentioned, but this is by and large the case. The reasons can be many, but the fact remains that brand health is very fragile. Even minor accident may lead to their untimely death. Hence it is important to conduct regular health-checks, get vaccinated and keep the brand’s immunity at high to avoid any sudden surprises. But just like death is certain in our world, resurrection/revival is just round the corner for every brand, provided they make it to that corner! For every dying brand there are 100’s other who undergo a transformation and make a comeback with a bang. While some brands like Coca-Cola don’t disturb their visual identity but keep doing contemporary things, there are brands like Pepsi which revamp almost everything. We will see about such forever young brands in the next article. Hence, the route to achieving brand moksha is to avoid getting trapped in any of the above mentioned situations. And more importantly, if unfortunately your brand is caught in one, then the faster it gets out of it the better. Or else death is certain!

Why do brands die?

A trip to the holy city of <a href="http://www.businessinsider.in/LED-bulbs-to-replace-over-36000-conventional-streetlights-in-Varanasi/articleshow/47601053.cms">Varanasi</a>, considered the spiritual capital of India is sacred for <a href="http://www.businessinsider.in/searchresult.cms?query=hindus">Hindus</a> for a variety of reasons. Pilgrims pour in from all corners of the country to take a dip in the <a href="http://www.businessinsider.in/searchresult.cms?query=ganga">Ganges</a> and wash off their sins or to perform the last rites of their loved ones. 
 However, there’s another reason a few thousand devotees throng <keyword id="6357203" type="COMPANY" weightage="80" keywordseo="Varanasi">Varanasi</keyword>. It is to enroll themselves in ‘<keyword id="3045732" type="UNKNOWN" weightage="80" keywordseo="Mukti-Bhavan">Mukti Bhavan</keyword>’ or Salvation House and attain <keyword id="12853" type="COMPANY" weightage="80" keywordseo="Moksha">moksha</keyword>, which will free them from the cycle of life and <keyword id="6355784" type="PERSON" weightage="80" keywordseo="death">death</keyword>. 
 
In order to attain this salvation, they wait to die in this charity-run hostel. 
 
 
 
The 12-r​oom hostel which exists specially for people who wish to die, also boasts of a temple and an additional quarter for its priests. However, not every guest has all the time in the world. 
 
All they have is two weeks. To die. Or they’re asked to move on to make way for others. 
 
In some situations, a guest’s stay can be extended if the 61-year old hostel manager Bhariavi Nath Shukla thinks that the person is about to die. He also claims to be able to predict when someone will die. 
 
Once checked in, guests are bereft of their names. Their new identity becomes a number. 
 
As of 2014, over 14,000 people had made use of the services of this hostel to breathe their last. 
 
The story of every person in each of the rooms of the hostel is as starkly different from each other, as it is similar. While covering this intriguing story last year, Danish Siddiqui met an assortment of people from diverse backgrounds, all united in their desire to attain moksha at Mukti Bhavan. 
 
The hostel got its guest number 14,578 in the form of Munna Kuvar, a 105 year old widow who had traveled in a jeep for five hours to get to the hostel. Her husband had died at the exact same place, and Kuvar had decided it was her time to replicate that. 
 
 
 
Another room housed 82-year old Kishore Pandey from a small village in Eastern India. He was flanked by three of his daughters who have decided to perform his last rites, defying the old old norm of sons being the ones entrusted with performing a father's last rites. 
 
Image credit: Indiatimes, Danish Siddiqui

This Varanasi hostel lets people check-in to die

<keyword id="604591" type="General" weightage="20" keywordseo="Alleppey" source="Orion">Alleppey</keyword>, famously known as the "Venice of the East," draws hordes of tourists every year, all eager to traverse its enchanting backwaters. While the serene houseboat rides and lush paddy fields are undoubtedly mesmerizing, Alleppey has more to offer beyond its popular attractions. Delve deeper, and you'll uncover lesser-known treasures that promise unique experiences and authentic encounters with the essence of Kerala's culture and heritage. Pathiramanal Island Tucked away in the middle of Vembanad Lake, Pathiramanal Island remains an unexplored gem waiting to be discovered. Accessible only by boat, this tranquil island is a haven for bird watchers, boasting a diverse range of migratory birds. Wander through its dense foliage, spot exotic avian species, and relish the untouched beauty of nature away from the tourist crowds. Punnapra Beach While Alleppey's beaches may not be as renowned as those in neighboring regions, Punnapra Beach offers a serene escape from the bustling city life. Far from the tourist radar, this pristine stretch of golden sands is perfect for a leisurely stroll or a quiet picnic. Watch local fishermen at work, soak in breathtaking sunsets, and unwind amidst the soothing sound of waves crashing against the shore. Krishnapuram Palace Step back in time at Krishnapuram Palace, a lesser-known architectural marvel steeped in history. Tucked away in Kayamkulam, about 47 kilometers from Alleppey, this 18th-century palace boasts exquisite Kerala-style architecture and houses a remarkable collection of ancient artifacts, paintings, and sculptures. Don't miss the palace's most prized possession – the Gajendra Moksha mural, renowned for its intricate craftsmanship and vibrant colors. Ambalapuzha Temple Embark on a spiritual journey to Ambalapuzha Temple, a sacred site dedicated to Lord Krishna located just 14 kilometers from Alleppey. While the temple's architecture is impressive in its own right, it's best known for its delectable prasadam – the famous Ambalapuzha Palpayasam. Savor this divine offering, a sweet rice porridge believed to be the favorite of Lord Krishna, and immerse yourself in the temple's serene ambiance. Marari Beach For those seeking a tranquil retreat, Marari Beach offers a serene alternative to Alleppey's bustling backwaters. Located just a short drive away from the city center, this pristine beach exudes tranquility with its swaying palm trees, soft sands, and azure waters. Indulge in rejuvenating Ayurvedic massages, try your hand at traditional fishing with the locals, or simply unwind in a hammock and soak in the serenity of this hidden coastal gem. <keyword id="20608815" type="General" weightage="20" keywordseo="kuttanad" source="keywords">Kuttanad</keyword> Explore the picturesque countryside of Kuttanad, often referred to as the "Rice Bowl of Kerala." Venture off the beaten path and meander through the labyrinthine network of canals, rivers, and lush greenery that characterize this idyllic region. Marvel at the sight of vibrant paddy fields, coconut groves, and quaint villages dotted along the waterways, offering a glimpse into the rustic charm of rural Kerala life. Mannarasala Sree Nagaraja Temple Delve into the mystical realm of Mannarasala Sree Nagaraja Temple, a unique pilgrimage site dedicated to serpent worship. Nestled amidst dense forests in Haripad, about 30 kilometers from Alleppey, this ancient temple is shrouded in myth and legend. Witness rituals dedicated to the serpent deity, explore the temple's serene surroundings, and experience the spiritual aura that pervades this sacred sanctuary. While Alleppey's backwaters may steal the spotlight, the region's lesser-known attractions offer a wealth of experiences waiting to be uncovered. From tranquil beaches and historic palaces to sacred temples and idyllic countryside, each hidden gem adds a layer of depth to Alleppey's cultural tapestry. So, venture off the beaten path, explore with an open heart, and let Alleppey unveil its secrets, one enchanting discovery at a time. Note: The article is based on content generated by AI models like Bard and Chatgpt. SEE ALSO: <a href="https://www.businessinsider.in/travel/india/webstories/top-10-places-to-visit-in-alleppey/slidelist/108479028.cms" data-type="tilCustomLink" target="_blank">Top 10 places to visit in Alleppey</a>

Exploring Alleppey: Unveiling hidden gems beyond the backwaters

Diwali is celebrated as the festival heralding the victory of good over evil. Diwali is one notable festival that connects Indian together. In fact, along with the Hindus, Sikhs, Jains and Buddhists too have their own versions of Diwali. Hence there is something unique and grand about this festival. Diwali is also known by some other names. There are some interesting legends associated with these different names of Diwali. Here are a few interesting names and stories connected to Diwali that you might not have known. Some known legends Diwali is celebrated as the day of victory of good over the evil. There are three popular stories associated with Diwali for the Hindus. Hindus celebrate Diwali as the day of Rama’s return to Ayodhya after fourteen years of exile in the forest and a triumphant victory over the demon king Ravana. In some parts of India, Diwali marks the start of Mahabharata war. Hence in some regions, the scenes of Mahabharata are enacted on this day. This day also marks the victory of Krishna and his consort Satyabhama over the demon Narakasur. Bhau Beej In Goa, Karnataka and Maharashtra, Diwali is also known by the name Bhau Beej. In the northern parts of the nation, this version of Diwali is called by other names such as Bhai Tika, Bhathru Dwithiya, Bhai Dooj. A legend says that it was on this day that Yama, the god of death visited his sister Yamuna. Hence this day is also known by the name Yama Dwitiya. Yama is received on this day with some interesting offerings and pujas. Balipratipada During the incarnation of Vamana, the fourth descent of Vishnu on this earth, the Lord took the form of a small boy and subdued the demon Mahabali by asking for alms and measuring the three worlds by assuming a cosmic form. After this process of taking away the three worlds from the demon king, Mahabali was sent to the netherworlds on the day of Diwali known as Balipratipada. The day of Nirvana Jains celebrate Diwali in the name Dipalika or the splendor of lamps. It was on this day that Mahavir, the twenty fourth Tirtankar of Jainism attained Nirvana or Moksha in Pawanpuri of Bihar. In the text known as Harivamsha Purana written by Acharya Jinasena, he has mentioned that the Tirtankars decorated the Pavanagiri with lamps to celebrate the occasion. Swetambar Jains observe fasting for three days around this time. Congregational prayers and readings from Mahavira;s teachings are very popular on this day. For Jains, this day also marks the birth of a new year. Hence on this day, they greet others with the slogan ‘Nava Saal Mubarak’ which means Happy New Year. Diwali for the Sikhs Sikhs celebrate Diwali as Bandi Chhor Diwas meaning the day of liberation. It was on this day in 1619 that their sixth Guru Hargobind Singh was released from the prison of Jahangir. The festival that unites The most common theme of the different versions of Diwali is the triumph of good over evil. Hence Diwali is celebrated as the festival of lights by several communities in India. Lighting of lamps, feasts, prayers, pujas, charities, merriment and fireworks are some of the common characteristics of Diwali celebrations by the different communities.

Some lesser known facts about Diwali-- a festival that has many versions in  India

Drug maker <keyword id="167756" type="COMPANY" weightage="20" keywordseo="Glenmark-Pharmaceutical">Glenmark Pharmaceutical</keyword> Ltd has informed National Stock Exchange (<keyword id="6354646" type="CITY" weightage="20" keywordseo="NSE">NSE</keyword>) that their non executive director <keyword id="2615401" type="UNKNOWN" weightage="20" keywordseo="Hocine-Sidi-Said">Hocine Sidi-Said</keyword>, has put in his papers in the company. Hocine had resigned on November 25, 2014. 
 
Hocine has now joined Pharma International, a one of the leading generic pharmaceutical firm in Jordan, as the chief executive officer since November 2014. The company is backed by private equity and has a special focus on emerging markets. 
 
Hocine had also founded advisory and investment firm called Bio-nAbler in 2009. Previously, he has served other pharmaceutical majors such as Moksha8 and Pfizer and has nearly 25 years of experience across emerging markets. 
 
Hocine had joined Glenmark’s Board in December 2009. 
 
Representational Image: Indiatimes.com

Indian
Pharma Major Glenmark Announces Hocine Sidi-Said’s Exit From Board

Call it irony but India’s famous Hindu festival of love '<keyword id="469225" type="UNKNOWN" weightage="100" keywordseo="Bhau-Beej">Bhau Beej</keyword>' also called '<keyword id="59958" type="UNKNOWN" weightage="100" keywordseo="Bhai-Dooj">Bhai Dooj</keyword>' has surprizingly coincided with Friday the 13th this year, what the West considers to be the most unlucky day of the year! 
 
Also known as Black Friday, it is more than just a date. It occurs when the 13th day of the month in the Gregorian (Christian) calendar falls on a Friday. The superstition around this day is thought to have come about during the middle ages. Some historians have claimed it was the day on which Eve bit the apple from the Tree of Knowledge. Others say Jesus was crucified on a Friday and ever since the day has been associated with general ill omen. Most years have just one or two Friday the 13ths. However interestingly, this year has seen three in total in the months of February, March and the last being today. 
 Today’s <keyword id="70509" type="UNKNOWN" weightage="100" keywordseo="Friday-the-13th">Friday the 13th</keyword> is also the fifth and last day of festival of lights – <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> - which falls on a new moon night and is celebrated by Hindus across the world as ‘Bhai Dooj’. The occasion sees sisters ceremonize their love by putting an auspicious tilak or a vermilion mark on the forehead of their brothers and perform an aarti by showing him the light of the holy flame as a mark of love and protection from evil forces. 
 
It is believed that on this day, Lord Krishna went to his sister Subhadra after slaying the Narakasura demon, who welcomed him with a holy lamp, flowers and sweets and put the holy protective spot on his forehead. Yet another belief behind the origin of Bhai Dooj is that when Mahavir, the founder of Jainism, attained moksha, his brother King Nandivardhan was distressed because he missed him and was comforted by his sister Sudarshana. Since then, women have been revered during Bhai Dooj as it is called in Northern India, Bhai Pota in West Bengal, Bhai Tika in Nepal. 
 
Both the significant events are rooted in historical beliefs, the stark difference being while one is a joyous day for brothers and sisters in one part of the world, it’s a haunted day where everything is meant to go wrong for the other. Notably, yhe next February, March and November Friday the 13th year will occur 11 years later in 2026. As India wishes each other a joyous <keyword id="3135499" type="UNKNOWN" weightage="20" keywordseo="Bhai-Dooj-2015">Bhai Dooj 2015</keyword>, here are some interesting tweets showing how our foreign brothers and sisters are cautioning each other to stay indoors on this ‘doomed’ day: 
<blockquote class="twitter-tweet" lang="en">
	
		Happy Friday the 13th <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> <a href="https://twitter.com/hashtag/JasonVoorhees?src=hash">#JasonVoorhees</a> Stay outta the woods... <a href="https://t.co/bI0X0e2sh2">pic.twitter.com/bI0X0e2sh2</a>
	— LK (@lordkayoss) <a href="https://twitter.com/lordkayoss/status/665081179440287744">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Be lucky! <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> 😱😱😱 <a href="https://t.co/DVriVVvsFZ">pic.twitter.com/DVriVVvsFZ</a>
	— UKHaunted ® (@UKHaunted) <a href="https://twitter.com/UKHaunted/status/665103134033846272">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Enjoy your Friday ... and be careful if you are gonna go outdoors this morning. It's windy outside! <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a>
	— Joseph J. Pratt (@pghjoseph) <a href="https://twitter.com/pghjoseph/status/665126470713479168">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Hayyyyyyy. <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> <a href="https://t.co/vgPmXW3Jy6">pic.twitter.com/vgPmXW3Jy6</a>
	— daniel (@onlydaddybirds) <a href="https://twitter.com/onlydaddybirds/status/665126422214676481">November 13, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Good morning. <a href="https://twitter.com/hashtag/FridayThe13th?src=hash">#FridayThe13th</a> flow. Week was already fukd up. Whats the worse that cld happen? 😤😤😤 <a href="https://twitter.com/hashtag/BringItOn?src=hash">#BringItOn</a>
	— PettyRock✌ (@iCurlBANGS) <a href="https://twitter.com/iCurlBANGS/status/665126087769198593">November 13, 2015</a></blockquote>

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