Abhijit Pachorkar, TAPMI

‘Guerrilla Marketing’ is very old and can be traced to our ancestors-Apes and to be specific- Gorillas. Hence the name Gorilla mara-mari. With the passage of time, it came to be known as ‘Guerrilla Marketing’! It was a type of marketing used by monkeys –colleagues of Chota Hanuman during the ‘Satya-Yuga’. As you all know, monkeys (Gorillas) are best imitators and attackers. They used to hide in trees and attack the trespassers carrying food who didn’t lend it to them. Similarly, in today’s ‘Kaliyug’, marketers intermittently attack consumers who enter the market with cash and don’t spend it purchasing their products/services. But as observed by revered Peter Duckling, Cotler, Jack Stout, All Lies and other great Gassing elements of Marketing, consumers are also becoming smarter and they too, now don’t carry cash. Instead they carry credit cards. In response to this change of preference, the marketers have started carrying the card reader/swipe machine and a young swine. They threaten the customers of swine flu and get their cards swiped.

Ultimately, who wins the war at the end is a matter of great concern.....Not for the marketer or consumer, but for the little swine because it will decide as to who will clear the swine’s shit and feed him!