Jatukam: sense and sensibility

Marketing gurus said earlier this year that those involved with the making of Jatukam Ramathep should be honoured for their excellent job. The market value of this talisman has skyrocketed despite the absence of any evidence that supports the existence of the Hindu god.
But a research study recently showed that the talisman started to experience a drop in market value in June when it was estimated that nearly 1,000 editions had been produced.

Indeed, I don't quite believe it. Despite the nearly 1,000 editions, I think there are not enough Jatukham for everyone. One of my friends are still happy to pay over Bt30,000 for her favourite edition.

But convincing me of the saturated market was the increasing creativity required in marketing the new editions.

TITV last weekend aired some scenes at temples where new editions of Jatukham were being produced. Each edition needs a new marketing scheme to make sure that the public knows of its supernatural power and will scramble for one of the talismans. The more they know of the power, the higher the success of the new edition. At one temple, the abbot sliced a blade on the back of a halfnaked man, as if to show that he could be saved from harm through the power of Jatukam.

I don't believe that slicing other men, no matter if the men are willing or not, is among the 227 rules that monks are bound to honour.

More interesting was an interview with an official from the Religious Affairs Department. Asked whether the department would do anything with the temples or abbots involved in such horrible marketing schemes, the official was reluctant to make an outright statement. He simply said that the department will look into monks’ discipline to see if they violated any rules. In conclusion, it would take time to see what they can do with monks involved in crazy marketing campaigns.

Bolder was the Consumer Protection Board. Daily News reported on Monday that the board has received over 100 complaints about Jatukam in the past few months. Initially, the board set out to protect consumers with a regulation that bans words “luck”, “rich” and “invulnerable” in advertisements as these words could not be proven. Without those words, the talisman may not attract buyers.

Failing to follow the rules, the makers are liable to fines of Bt30,000 or sixmonths imprisonment or both. Meanwhile, media that runs such advertisements would be subject to half of the penalties.

On the same day, when the Buddhist Lent started, many newspapers ran Jatukam advertisements. Two editions are named “Ruay Jing” (Really Rich) and “Mee Tae Ruay” (Richness Only). Needless to say, they violate the Consumer Protection Board’s rule.

What can be said? The fine may be too low or the makers may not yet be informed of the fine. Whatever, if the rule is really enforced, the board would only become richer and richer.

Not until people realise their own power in changing their destiny will this stop. New editions would certainly come onto the market with bolder and bolder advertising tags. Though they are selling for less money, it seems the products are still wanted, more than ever amid the obscure situation inside our Kingdom.

http://blog.nationmultimedia.com/lin