No laughing matter: Funny antics to woo customers is a serious biz

Time of India

2 days ago

As loudspeakers blaze with humourous loudspeaker announcements, weekly bazaars of Lucknow come alive with vibrant energy and buzz.
No big budget ad campaigns, flashy hoardings or aggressive marketing works in these weekly markets.
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Just a couple of witty lines – some impromptu, others crafted with care –are enough to do the trick for vendors.
Resorting to clever marketing to attract customers, vendors create an entertaining atmosphere, bringing smiles to the faces of customers.
'Komal ki mummy ko machchar se bacha lo, Komal ke papa bole main nahi bachaunga, Buddh Bazaar jaunga, paneer ke bhature khaunga, wahan se samaan layunga', shouts a vendor to attract crowd.
Many traders, who come to Lucknow all the way from Kanpur's Parade Ground to set up makeshift shops in these weekly markets like Buddh Bazaar at Gole Market and Ravivari Bazaar in Nakhas –engage their children to leverage social media for local reach and implement local SEO like location-based keywords to the titles to boost visibility in search results.
Zafar Siddiqui, a trader, reaches out to some of his regular customers through his Facebook and Instagram accounts to update them about latest stock.
In the absence of any marketing budget, these weekly markets showcase a delightful blend of commerce and community spirit. Sellers perch atop wooden crates, arranging their colourful wares whil calling out to shoppers. The narrow pathways bustle with activity as people navigate through stalls selling everything from fresh produce to household items.
The creative sales pitches, often incorporating local jokes and playful banter, echoes through the marketplace.
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One might hear a fruit seller comparing his oranges to precious gems, or a clothes merchant crafting impromptu rhymes about his collection. These personal touches make shopping a memorable experience.
Throughout the day, these makeshift markets create a unique symphony – the clinking of scales weighing goods, the rustling of plastic bags, and the constant hum of conversations. Food stalls add their own chorus with sizzling pans and the aroma of local delicacies wafting through the air.
As evening approaches, the energy shifts. Vendors begin offering better deals, eager to clear their stock. The loudspeaker announcements become more creative and urgent, sometimes causing bursts of laughter among shoppers.
The setting sun casts long shadows across the market, signalling the gradual wind-down of another successful market day. These announcements frequently generate diverse reactions with peculiar accents and speech patterns causing amusement among the crowd.
As soon as the names of Shabana and Kareena echo, a group of buyers starts shouting, 'Kaun hai jisne mujhe palat ke nahi dekha?' (a popular dialogue from Bollywood movie 'Kabhi Khushi Kabhie Gham').
The moment a trader shows a young customer, Salma, an Anarkali suit, another shopkeeper breaks into a playful rendition of 'Salma Ko mil gaya balma', a catchy tune from the 1986 Bollywood film 'Palay Khan', starring Jackie Shroff and Poonam Dhillon.
As her children weave through the crowd, fascinated by the sights and sounds, Mamata Sharma, another buyer, stops to chat with familiar vendors, exchanging news and neighbourhood updates. The bazaar serves as more than just a marketplace; it's a weekly social gathering where community bonds strengthen.
'I have been coming to the weekly market at Aminabad with my mother every Thursday since I was 10. I have forged a personal bond with the traders and don't mind engaging in the banter.
From mother-in-laws and husbands to neighbours, these traders use all to woo women customers,' says Sharma.
Bahraich's Saumya Gupta, an employee in a life insurance employee in Lucknow, who is a regular at Buddh Bazaar, says: 'The informal nature of these markets encourages haggling, adding another layer of interaction between buyers and sellers. The art of negotiation here isn't just about prices; it's seasoned with humour and goodwill.
Vendors often throw in extra items or special deals, building loyal customer relationships.
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These weekly bazaars preserve a traditional way of shopping that modern retail can't replicate. They offer affordable options for everyday needs while maintaining a personal touch. The vendors' wit and wisdom, passed down through generations, keep these markets relevant and appealing to both young and old.
The charm lies in its unpredictability. Each week brings a new set of vendors, new products, and fresh conversations. This ever-changing nature, combined with the consistent warmth of community interaction, ensures these bazaars remain vibrant hubs of local life.