Indians like free stuff. We get a high when we acquire something that we didn’t have to pay for. If we see the word FREE we get in line – we may not need it, want it, or even know what the fuck it is but if it is free we will take it and add it to our collection of free gizmos, gadgets, thingamabobs and other junk. All of us have little treasure troves of crap that we examine on a yearly basis and 9 out of 10 times hang on to ‘just in case’.
This basic instinct that lies deep within my people is why I believe the marketing concept of ‘free sampling’ that works efficiently in other countries takes a little longer at home. Millions of years ago when I was in college a maxi-pad company brought us their wonderfully dry, perfumed product. In an effort to get us to switch from our favored brand of heavily padded protection they embarked on a sampling campaign. They wisely set up little distribution stations at the main gates of women’s college campuses so that every student would get her free maxi-pad. The distribution stations were administered by young women who enthusiastically handed out the samples.
Free sample, free sample. They chirped.
Within ten minutes they were out of their free samples because unsurprisingly every citizen of the city who happened to be going by – men, women of every age and children had demanded their free sample. On hearing the word ‘free’ they had materialized like bees to the honey pot. The Maxi-pad company had to pack up and come back the next day with a lot more free samples.
Free samples is why we all love living in America. And no one loves them more than my husband. He is a marathon runner and his favorite part of the race is not the end, it is pre-race registration. The Whities go in register, BUY a few things and leave. He goes in to the tent empty handed and emerges several hours later with every imaginable free sample. We have sachets of washing powder we don’t use, vials of Vaseline we don’t need, magazines we don’t read. Protein in every form – protein bars, protein powders, protein liquids, protein gels, and countless other items that will remain in our care well past their expiry date. The man cannot enter a grocery store without having a full meal. He will ingest anything free including a variety of food items he hates.
Beyond samples there is other free stuff. My dad likes the free stuff you get on aircrafts. He will take the free ear plugs with him because you never know when they’ll come in handy. My mother houses countless eye masks, mini-toiletry bags and mini-toiletries that are being saved ‘for when guests come’. And father-in-law and son-in-law are united in their enthusiastic distaste for American airlines.
The cheap bastards they don’t give you anything, can you believe it? Even Air-India, AIR- INDIA is better than that!
It’s the same with hotel rooms. The house-keeping staff probably thinks that we do nothing but bathe, shampoo and moisturize all day long. You see Indians have a really big problem with hotel rooms. We do not believe in them the way most people do not believe in Santa Claus and so we go out of our way to avoid them by taking holidays in cities where we have a relative or friend who can’t say no. But every now and then we are forced by circumstance to stay in a hotel and in those rare situations we attempt to get our money’s worth by cleaning the place out as many times a day as they will let us.
Our love for all things free extends itself to corporate ‘gifts’. If you work for a company that gives out free T-shirts with the company logo emblazoned across it your Indian colleague’s entire family is probably draped in them. We try and get hold of as many as we can and then generously gift them to our near and dear. You see with corporate gifts the benefit is two-fold. It’s free and it’s a matter of pride that a loved one works for a company that can afford these extravagances. Any Indian worth his or her salt will own several of these things.
On that note I am off to brew myself a cup of tea that I will then drink out of my free mug courtesy of Citibank’s Sixteenth Annual Latin America Conference March 26-28, 2008. Cheers!