The Pink Side of Technology


Obsessed. That’s one word that pretty much defines people when the 14th of February comes around.

It seemed like Cupid itself had painted the country in red this year. It seemed like every shop had dangling hearts and a “Valentines” theme. Huge underground parties were planned with, let’s just say, morally questionable stuff on the agenda.

Hosts on popular TV shows were wearing red. I’ll give you one try as to what the topic of the day was. Yeah. You guessed it.

Cars were filled with heart shaped balloons. Universities were a swarm of red clothed ladies and black laden guys.

I don’t remember Valentines Day being such a big deal even 5 years back. So what has changed? What has contributed to the exponential rise of its popularity?

I believe it’s a combination of many things. But most of all, technology.

It has played a big part in the rise in popularity of Valentines Day. Countless targeted advertisements spring up near the 14th. Mobile companies reduce their call rates and slash prices on texts as well as introduce new packages just for this occasion.

This ease of communication, while being good, has got our youth hooked.

You no longer have to search for the perfect gift; you can just browse online, select it, and get it delivered. All in a few clicks from the comfort of your home.

Restaurants have special deals for couples and so on. The thing is, we have been led to believe that Valentines is “the” day for everything romantic.

How much you care about someone is judged according to how special you make this day.

So basically, if you take part, you’re contributing to its popularity. And if you don’t take part, you’re risking the wrath of your significant other. Both hands tied one might say.

Valentines is not just an occasion anymore, it’s a phenomenon. It is the second most profitable time of the year for the card companies. Flower and chocolate sales suddenly spike too. Shop keepers and vendors take full advantage of this popularity and increase prices of items that can be given as gifts etc.

A gentleman came up to my car and tried to sell me a rose for a hundred rupees, would you believe it?

I’ve never been much of a fan of Valentines Day, mostly because how it has commercialized love. Also I can’t stand is how smug everyone with a date becomes on this day. The “I’m in a relationship and you’re not” routine single people have to endure makes me want to puke honestly.

Personally, I don’t see the value of a gift given on this day. Buying something of your own accord is much better than being compelled to buy something because it is expected. The worst thing is that, an notion that if we don’t declare our love on Valentines Day then we don’t love our partner, has been hardwired into us. I won’t even begin to explain how wrong that is.

In my opinion, a dire need to stem the fervor with which this day is celebrated is required. Agreed love should be celebrated, but with a little less red and a bit more moderation.

Note: The sarcasm in the article has nothing to do with the fact that the author was single on Valentines Day this year.

Talal is the Editor in Chief at ProPakistani. Reach out at [email protected]