Hadith Literature Essays

Hadith Literature Essays Hadith Literature Essay Hadith Literature Essay Introduction Hadithliterature is a aggregation of Islamic Traditions which are considered by Muslims to be descriptions of the words and workss of the Prophet Muhummad, so hence a fancied Tradition is a composing which does non reflect the true words and workss of Muhummad but is falsely ascribed to the Prophet however. Islamic and Western beginnings both hold that an tremendous sum of counterfeit was committed during the creative activity of Hadith literature, with Ibn Hanbal doing the claim that fictions occur in the Hadith to such a great extent that these Hagiographas have been more affected by counterfeit than any other subdivision of literature. The sheer bulk of the fancied Traditions are believed to hold been introduced toHadithliterature by the storytellers themselves, through hammering the statements and invented ironss of transmittal from Muhummad to themselves from their ain imaginativeness to add legitimacy to theirHadith. The presence of false histories of the workss and words of Mu hummad is non allowable to Muslims, [ 1 ] so hence traditional and modern Muslim bookmans have made assorted efforts to place the fanciedHadithliterature and take them from the cannon. : Purposes of the Undertaking The primary purpose of this research undertaking is to analyze the extent to which the phenomenon of fiction occurs inHadithliterature and the ways in which Muslim bookmans have responded to this phenomenon. This undertaking besides aims to analyze the differences in sentiments between Muslim bookmans and Western bookmans that have arisen during treatments of counterfeit in Hadith literature. Through dividing my focal point into these two wide classs of analysis I am taking to analyze the possible influence of personal spiritual beliefs on the ways in which spiritual texts are analysed. This will be achieved by analyzing the differences between how Muslim bookmans have chosen to analyze this issue and how this compares and contrasts to the ways in which Western bookmans analyse the really same texts. Significance of the Undertaking The significance of this research undertaking is highlighted by the really being of voluminous sums of literature which explores the subject ofHadithcounterfeit, which serves as an index of the importance that this issue holds to both Muslim and Western bookmans. [ 2 ] This research is alone because it attempts to give a holistic history of fiction in theHadithliterature by every bit analyzing the different attacks that are taken by Muslim and Western bookmans and pulling decisions based upon a balanced attack which considers both point of views. Personal Motivation My personal motive for chosing this subject is a desire to derive a deeper and more sophisticated cognition and apprehension of the Koran. I am motivated to put my focal point onHadithliterature due to the fact that these traditions are cardinal to understanding how Muhummad related to his followings and behaved in mundane life and are hence an built-in componant of understanding Islam and the Koran in general. I am motivated to analyze this subject from both Western and Muslim positions because I am seeking to derive a holistic apprehension of the subject that can merely be gained through equal attending to literature developed by bookmans from both universes. Methodology The methodological analysis that I will use to analyze the extent to which counterfeits occur in Hadith literature and the ways in which Muslim bookmans have responded to this phenomenon will imply separate scrutinies of these issues from a Western position and from a Muslim position. I will carry on a reappraisal of literature written by non-Muslims who have an academic background within the Western educational context and besides coincident reappraisal of Muslim scholar’s Hagiographas on the same subjects. This research proposal will get down its treatment of the extent of fiction inHadithliterature by researching some of the point of views contained within the Hagiographas on this subject that have been presented by Western writers. The sentiment of these bookmans on this sacredly pertinent subject is important because unlike bookmans composing from a Muslim position, these writers presumptively view theHadithliterature without the prejudice that can perchance originate fro m a desire to warrant bing dogmatic spiritual beliefs. This statement does non presume that Western writers have approached this subject in an indifferent and scientific mode, but it is of import in any balanced research undertaking to see decisions reached by bookmans who approach the subject from different positions and who have different purposes and ends when carry oning their research. After an geographic expedition of some typical Western scholarly sentiments on the subject of the extent of fiction inHadithliterature, this research proposal will research the literature which expresses the point of views espoused by bookmans who write on this subject from a Muslim position. Due to the fact that these bookmans are composing on this subject from within the Islamic spiritual tradition, these bookmans presumptively view theHadithliterature as texts that are imbued with personal spiritual significance and hence have a position on this affair that widely differs from what that expressed by Western bookmans. While Muslim bookmans have engaged in a drawn-out argument about the extent to which fabricated Hagiographas permeateHadithliterature, as a generalization it can be said that Muslim bookmans hold that there is more historical truth in the word pictures of the words and behaviors of Muhummad so Western critics are willing to profess. This phenomenon can be partially at tributed to the fact that these Hagiographas have immense religious and spiritual significance to Muslim bookmans, summed up by M. M. Azami when he stated that theHadithof the Prophet is the 2nd chief beginning of Islamic jurisprudence, valid forever, and the life of the Prophet is a theoretical account which ought to be followed by Muslims irrespective of clip and topographic point. For this ground, the Companions, even in the life of the Prophet, began to spread the cognition of theSunnahand they were ordered by the Prophet to make so [ 3 ] . From this statement entirely we can see that through the lens of spiritual significance, as opposed to the scientific and historic lens of Western writers, texts gain an importance in a sacredly important mode and hence needfully keep truth to the reader as a affair of religion. This research proposal will so research some of the relevant literature on the assorted ways that Muslim bookmans are thought to see the extent to which fictions occu r in Hadith literature. This research proposal will so travel its focal point from a treatment of the extent to which fictions occur inHadithliterature to a treatment of the ways in which Muslim bookmans attempted to extinguish fictions from this literature. Once once more, Western bookmans who have written on this issue have differing sentiments to the bookmans from a Muslim background. Due to this obvious fact this research undertaking will discourse the ways in which Muslim bookmans responded to this phenomenon through their assorted methods which were designed to extinguish fictions fromHadithliterature. Following this geographic expedition of the efforts that have been made to extinguish fictions I will discourse the assorted unfavorable judgments that have been directed by Western bookmans towards these methods and the diehards who implemented them. Despite the fact that considerable attempt has been invested by Muslim bookmans in finding whichHadithTraditions are counterfeits and which are accurate, the methods employed by Muslim bookmans have been widely criticised by Western writers on the subject. Looking at the subject from the point of view of a Muslim bookman who believes that Islam was established by an infallible prophesier, it is wholly plausible that Muhummad would hold foreseen the hereafter development of Islam and the centrality of the Hadith to the Islamic people and hence have taken stairss to guarantee the truth of theHadithliterature. To a Western bookman nevertheless, this is a much less scientifically plausible state of affairs than Muhummad moving in a mode that was non witting of the signifier that Islam would finally take. Unlike Muslim bookmans, Western writers have no spiritual jussive mood to happen truth in theHadithliterature and hence have a basically different attack to the spiritual tradition as a whole. With this critical point in head, this research undertaking will eventually analyze some unfavorable judgments aimed towards the methods through which Muslim bookmans attempted to place counterfeits withinHadithliterature. Literature Review There has been a important sum of attending given to the subject of the extent of fiction inHadithliterature by bookmans in the Western universe, but it is widely acknowledged that the first bookman who explored this subject from a Western position was Gustav Weil in 1848 [ 4 ] . In the sentiment of Weil, the extent of the presence of fiction inHadithliterature is so terrible that really small acceptance should be lent to the genuineness of theHadithliterature, as the sheer bulk can non be flatly proven to be true histories of the life and workss of Muhummad [ 5 ] . Western bookmans since Weil have by and large supported his decisions sing the extent that fiction occurs inHadithliterature. For illustration, the German bookman Ignaz Goldziher was another Western advocate of this point of view. The chapter researching the fiction ofHadithliterature in his book Muslim Studies’ reached the decision that no portion of theHadithcan be flatly proven to be the reliable vocalizations o f Muhummad or even a dependable description of the manner in which he behaved [ 6 ] . In the position of Goldziher, theHadithis simply a aggregation of fictions which arose from the societal and historical development of Islam that occurred in the first two centuries after Muhummad, and hence theHadithcan non be considered to incorporate any accurate word pictures of the life of Muhummad whatsoever. If the point of views of these Western writers are taken to be accurate, one can reason that theHadithliterature is so prevailing with fictions and inaccuracies that it is impossible to find if the literature contains any historical truth at all. While there is no argument among Muslim authors that fictions are present inHadithliterature, there is nevertheless dissensions that revolve around the extent to which they occur and when these fictions originated. For illustration, in his book entitled The Authenticity of the Tradition Literature’ , Juynboll stated that All Muslim theologists agree on the fact that counterfeit of traditions has occurred on a bit by bit increasing graduated table from the center of the first century of the Higra onwards, until such writers as Bukhari, Muslim and others had compiled their about unflawed aggregations ; by making so they gave the tradition literature its decidedly sound signifier. [ 7 ] However, another Muslim bookman, A §-eidd?q Bash?r Na §r claimed that Juynboll’s sentiment is prevailing with bias, reasoning that Juynboll concluded this position from the statements of theologists and that the original Traditionists did non keep this position. Na §r argues that the most likely day of the month of the outgrowth of fictions in the Hadith literature is the center of the first century [ 8 ] . InNa §r’sposition there is dependable historical grounds that can be used to presume that the fiction began during the Caliphate of gt ; Uthm?n or even gt ; Al? who died in 40 A.H.. [ 9 ] Other Muslim bookmans argue that fictions began to emerge while Muhummad was still alive. For illustration, to back up this position that fiction began during the life-time of the Prophet. Aumad Am?n often quoted Tradition which reads, Who intentionally lies about me, he will seek himself a topographic point in Hell. [ 10 ] Am?n understood this Tradition to connote that the counterfeit took topographic point at the clip of the Prophet and this tradition was uttered in response to an incident in which some words were attributed to the Prophet but he was non responsible for them. [ 11 ] Other Muslim bookmans choose to reason against the Western statements that no truth can be attributed toHadithliterature by indicating that that the truth position ofHadithliterature is merely expressed in likely footings. Wael Hallaq is a advocate of this line of logical thinking, reasoning that the early and mediaeval Muslim bookmans acknowledged that theHadith’struthfulness can non of all time be known apodictically [ 12 ] . Hallaq pointed out that theHadithare separated into theMutawatirwhich figure less than a twelve and are provably true, and theAhadwhich are merely thought to be likely true [ 13 ] . Since the majority of theHadithHagiographas autumn into the latter class they can non be capable to the Western historical unfavorable judgments that authors such as Weir and Goldziher subject them to. While the above Muslim writers chose to put their focal point upon when fictions began to happen in theHadithliterature, other bookmans such as the Pakistani bookman Fazlur Ra hman deny the strong presence of fictions withinHadithliterature. In his book Islamic Methodology in History’,Fazlur argues that in line with the Arabic tradition of passing down verse forms, expressions, and statements of their Judgess and tribal leaders, there is no uncertainty that the workss and stating of person they considered to be the Prophet of God would be narrated every bit accurately as possible [ 14 ] . Rahman argues that the rejection of this natural phenomenon is equivalent to a grave unreason, a wickedness against history [ 15 ] . Despite the fact that Rahman argues that theHadithcompetently covers Muhummad’s behavior, he does profess that it besides contains extra stuff such as asides, analogies, and new thoughts, but that these add-ons are non needfully pure fictions based upon falsenesss. So while Muslim bookmans do reason about the extent to which fictions have occurred inHadithliterature and when they began to happen, it is clear that they are much less critical of the pervasion of fictions withinHadithliterature than Western bookmans. TheHadithliterature was originally transmitted from one individual to another through unwritten agencies. When they were recorded in the written word they were by and large accompanied by a series of links between the people who originally transmitted the narratives or cognition contained within theHadith. This concatenation of transmittal, referred to as theisnad, was closely studied by the medieval and traditional Muslim bookmans who sought to find whichHadithswere falsified and which were a true word picture of the life and behavior of Muhummad. For aHadithto be considered echt it had to hold an unbrokenisnadconcatenation with no spreads in the transmittal and the personal unity of the people quoted in theseisnadswas of tantamount importance in finding if theHadithwas to be considered dependable. [ 16 ] This close appraisal of theisnadscame to be known as the Science of the Hadith’ which was unusually sophisticated and at one phase was divided up into 200 sub-fields of ques tion [ 17 ] . In add-on to the close appraisal of the attach toingisnadof each piece ofHadithliterature, Muslim scholars besides note that thematn, or the content, of eachHadithis besides of import. On the footing of the methods of unfavorable judgment developed by Muslim critics, there were legion rules for the unfavorable judgment ofmatnthat were utilised in finding the possible fiction of each personHadith. For illustration, the Traditions incorporating disproportionately high wagess for undistinguished good workss or disproportionately terrible penalties for ordinary wickednesss must be rejected ; the Traditions incorporating the excellence and congratulationss of individuals, folks and peculiar topographic points should be rejected ; the Traditions which contain elaborate prognostications of the future events with day of the months must be rejected ; and the Traditions containing such comments of the Prophet as may non be in maintaining with his prophetical place, or such looks as may non be suited to him, should be rejected. [ 18 ] This method was besides applied in order to do cross comparings between theHadiths. For illustration, theHadithsof different pupils of the same bookman were compared in order to turn up inaccuracies and falsenesss. In add-on to this method, the statements of a individual bookman at different times were compared. This method of unfavorable judgment was applied to look into whether the sender added something to the Hadith or it remained the same as he transmitted it before. Finally, harmonizing to theMuuaddith?n, the information gained from books is more reliable and accurate than what is based on one’s memory. The German bookman Ignaz Goldziher was among the first of Western writers to knock the methods of the traditional Muslim bookmans in placing forgedHadithliterature. Goldziher criticised these bookmans for puting their primary focal point when look intoing counterfeits on the accompanyingisnad( concatenation of transmittal ) and paying less attending to thematn( content ) of theHadithtradition. When theisnadis the primary standards for placing counterfeits, argues Goldziher, of import incompatibilities in the content ofHadithliterature are frequently unmarked [ 19 ] . One of the important hints for Western bookmans that aHadithTradition is deceitful is through placing mentions attributed to Muhummad refering events which could merely hold taken topographic point after the decease of Muhummad. Western bookmans make the premise that this occurs due to the fact that possibly people wanted to do their ain doctrinal place more legitimate by imputing it straight to Muhummad. For illustratio n, when Western bookmans see aHadiththat says When a Prophet was still among us, we compared no work forces with Abu Bakr and, after him, with Umar, and so Uthman. We made no differentiation between the staying Companions, ( Abu Dawud ) they point out that this is a direct mention to the split between the Shiites and Sunni Muslims which occurred long after the decease of Mohummad. Therefore, in the eyes of Western bookmans, thematnof thisHadithis historically inaccurate and it must be considered a counterfeit [ 20 ] . From this illustration it becomes clear that from a Western point of view aHadithmust be capable to strict scientific and historical standards, but from a Muslim point of view it must run into wholly different standards which are chiefly based upon the personal unity and honestness of the people mentioned in the concatenation of transmittal. This is merely one illustration of the divide that separates the two ways of analyzing spiritual texts for truth. From the literature reviews explored in this research undertaking it has become clear that there is undeniable grounds in support of the impression that a great manyHadithTradition came into being from mere fictions of the life, words, and workss of the Prophet Muhummad. However, these Traditions were sifted out and set under probe through textual unfavorable judgment by Traditional Muslim bookmans who devised vigorous standards for sorting the Traditions harmonizing to the nature of thematnand theisnadof each peculiar piece of literature. Despite these great attempts to place fictions, Western writers have been really critical about the historical and scientific truth of these methods. From a Western position the honestness and personal unity of the people quoted in theisnadof each peculiarHadithis non sufficient grounds to propose historical truth in theHadith, which has been the primary tool of probe employed by Muslim bookmans to place counterfeits. To Western bookmans the survey of thematnis of greater importance, and even if thematncontains no incompatibilities, absurdnesss, or inaccuracies, Western bookmans remain firm in their point of view that these standards entirely can non be sufficient for labeling literature as historically accurate. One ground to account for this can possibly be found in the fact that these bookmans have no spiritual jussive mood to happen truth in these Hagiographas, and whether they be proven to be fact or fiction has no consequence on their personal or spiritual lives. Regardless of the grounds which underlie this disagreement in sentiment between Western and Muslim bookmans, the divide in sentiments is prevailing with important ideological differences in the attack to the spiritual tradition of Islam as a whole and is non likely to be reconciled with the debut of any longer rigorous analytical standards ofHadithtexts. Mentions As-Siba`i, Mustafa.1961,As-Sunnah Washington Makanatuha fi at-Tashri` al-Islami. Cairo: Dar al-`Urubah. Azimi, M. M. , 1977,Surveies in Hadith Methodology and Literature, Indianapolis: American Trust Publications. Fazlur, R. 1965,Islamic Methodology in History, Pakistan: Central Institute of Islamic Research. Garden, K. 2005,The Koran and Hadith, Middle East Institute, Viewed April 22neodymium2006, lt ; www.mideasti.org/articles/doc395.pdf gt ; Goldziher, I. 1967,Muslim Surveies, London: George Allen A ; Unwin LTD. Hallaq, W. B. 1999, The Authenticity of Prophetic Hadith: A Psuedo-Problem, ’ inStudia Islamic, Vol. 89, pgs. Juynboll, G. H. A. , 1969,The Authenticity of the Tradition Literature, Leiden: E. J. Brill. Nasr, A. , 1992,Dabit Ar-Riwayah `inda Al-Muhaddithin.Rottenstone: Dar ash-Shuruq. Shabbir, M. 1982,The Authority and Authenticity of Hadith as a Beginning of Islamic Law,New Delhi: Kitab Bhavan. Zubayr Siddiqi M. , 1961,Hadith Literature: Its Origin, Development and Special Features, Calcutta: Calcutta University Press.

Arsenic Contamination in Drinking Water Lack of Awareness

Lack of Awareness in Khulna Division Arsenic is treated by World Health Organization as the largest mass poisoning of a population in history in Bangladesh (WHO, 2002). Arsenic poisoning through drinking water results pigmentation of skin; enlargement of kidney, liver and lungs; failure of kidney and liver; jaundice etc. Finally it can even forward to death causing cancer of skin, lungs and bladder. In Khulna division, the administrative region of south-west Bangladesh is facing the problem as critical public health issue at present due to lack of awareness. In this area, about 16 million people from different 10 districts are under high risk of arsenic poisoning (BBS, a, 2011). In the Goal 7 of MDG, a target has been set for Bangladesh to achieve Halve, by 2015, the proportion of people without sustainable access to safe drinking water (BBS, b. 2010). For fighting against the prevailing arsenic disaster it is highly need to raise awareness and expedite education to the people of the area. Government agencies and several NGOs are working in this area for mitigation of this problem by sensitization, advocating, educating for alternative safe water sources etc. Even though, the awareness level is not pleasing at all. In Table-1, data from Multiple Indicator Cluster Survey is showing the proportion of arsenic contamination and having awareness in Khulna division scrutinizes the argument. In Khulna division, as per WHO standard.

Social Stratification and Social Inequality Essay

Social Stratification and Social Inequality - Essay Example As compared to America, Japan is a much more patriarchal society which means that culturally, it would be difficult to find women as head or corporations or even on the directorial board of a company. Chieko (2001) reports that the position of women in the workforce is less than forty percent which is far lower than international standards. Women are seen to be fulfilling their duties in traditional roles rather than modern roles which are more acceptable in America. A quick examination for the American Fortune 500 list of companies shows that in 2003, women held 14% of board seats in various companies while they only had a 10% representation back in 1995. One in ten companies on the same list had 25% or more women on the boards (Lockwood, 2005). On the other hand, when it comes to Japan, the Asian Human Rights Commission (2001, Pg. 1) reports that, â€Å"The equality of men and women has not been fully achieved in practice, for the traditional concept that the woman is to stay at home is still deeply rooted†. Even when the women get to work, they face issues which are similar to the ones faced by American women workers. Of course the American women have some recourse in terms of legal action against sexual harassment at work but Japan has no law against sexual harassment. The Japanese government knows that there is a problem with sexual harassment since their own survey has shown that half of women working in Japan have faced sexual harassment. Some reports place the figure as high as 70% of women having faced sexual harassment since the majority do not report it (Asian Human Rights Commission, 2001). Perhaps the most significant problem for women in Japan comes from the way some Japanese laws may be structured to work against women. For example, if a woman reports that she was raped, she may have to prove with physical evidence that she resisted the rape. Other factors, such as the courts considering physical violence to be a natural

Management Essay Example | Topics and Well Written Essays - 1250 words - 4

Management - Essay Example These problems are usually referred to as public information resource management or sometimes as knowledge management. According to Henry (2011, p. 155), this is â€Å"the collection, administration, and use of social and organizational data, including the development of policies and procedures for information resources and systems, for the purpose of forming and delivering public policy.† Public managers play a key role in the management of public information resources in that they assure well and operational information systems that provide critical knowledge that is used in developing strategies that ensure organizational success (Henry, 2011, p. 155). The management of resources entails the collection, administration, and the use of social and organizational data. This includes the development of policies and procedures for information resources and systems, for the purpose of forming and delivering public policy (Henry, 2011, p. 155). Henry (2011, p. 157) asserts that the use of information technology has been embraced by public bodies in information management in that it possesses a higher rate of success. This is partly due to the fact that it is more inclusive as it encourages participation of the persons affected by the particular information that is to be managed (Henry, 2011, p. 158). For successful public knowledge management, ... Thirdly, the organizational process should be the focus in the introduction and management of information resources (Henry, 2011, p. 163). Fourthly, Henry (2011, p. 164) asserts that there is need to develop strong skills among information resource managers to foster strong relationship between the managers and the rest of the organization and lastly, public policy decision making should always ensure that there is minimal risk in the management of information. However, Henry (2011, p. 164) argues that public information resource management faces numerous challenges. One challenge is the dilemma of sharing of private information via public information agencies. To cure this challenge, Henry (2011, p. 165) affirms that the government of the United States has enacted several legislations that protect individual citizens in regards the management of information. An example of such legislation is The Intelligence Reform and Terrorism Prevention Act of 2004 that created the Privacy and Ci vil Liberties Oversight Board which protects a citizen’s financial and other personal records from undue scrutiny by federal authorities or agencies (Henry, 2011, p. 166). Governments and other public agencies also fear what people may use with the information they gather. This is due to the risks associated with information technology such as cybercrime in the form of hacking, harrowing and humiliation (Henry, 2011, p. 167). To counteract this, the government and public agencies insist on certain standards in information management security. The measures include ensuring that there is compliance with standards, policies and the law, ensuring of the effectiveness of information security controls and the overall impact of the

LSD :: Hallucinogens Drugs Essays

LSD Lysergic Acid Diethyl amide (LSD) has been implicated in a variety of studies to determine its potential for influence on certain neural activities. To date, little that can be certified as concrete fact has been found, though a number of theories with considerable support exist. Although dopamine, epinephrine, and norepinephrine may be implicated in some LSD studies, serotonin seems to be the main focus of scientific inquiry with respect to LSD. Leicht (1996), postulates four theories concerning serotonin (5-HT) pre- and post- synaptic transmitter sites and the potential for LSD to affect these sites, in particular. All of these theories point to the synaptic neuronal dendrites and terminal buttons as the main suspects with regard to LSD and its particular target area on the neurons themselves. After considerable dialogue which analyses studies by Aghajanian and colleagues, Leicht came to the conclusion that the evidence points toward certain types of activities on particular pre- and post-synaptic serotonergic neurons. The theories are as follows: 1: LSD Pre-synaptically inhibits 5-HT neurons. 2: LSD Post-synaptically antagonizes 5-HT2 receptors. 3: LSD Post-synaptically partially agonizes 5-HT receptors. 4: LSD Post-synaptically agonizes 5-HT receptors. Neural clusters in the Raphe Nuclei, which spread out from there, mainly into the frontal and prefrontal cortices have been identified as serotonergic. They are also auto-reactive, and LSD appears to inhibit the spontaneous firing of the neurons at that site, when the drug is systemically administrated. 5-HT2 receptors have been identified as pH dependent, while LSD molecules have been identified as pH independent. 5-HT2 receptors are connected to a second messenger system (phosphatidyloniitol, or PI). PI turnover has been found to be affected by 5-HT2 in an antagonistic fashion, but is stimulated by 5-HT. LSD, in micrometric doses, can inhibit 1000 times that amount of 5-HT, which supports theory #2, as well as supporting, partially, theory #3; when LSD is administered in a variety of doses, it apparently acts as a partial agonist. Though LSD and 5-HT are highly compatible, 5-HT is more effective at the serotonin receptor site, but LSD can compete with it at the 5-HT2 site. The conclusion is, â€Å"†¦since 5-HT is a more potent agonist than LSD, the effects of LSD would appear antagonistic.â€Å" Finally, for theory #4, Leicht cites Dr. Glennon’s explanation of LSD’s relationship with post-synaptic 5-HT receptors.

Brand Update: Cadbury Dairy Milk For Shubh Aarambh Essay

Cadbury’s Dairy Milk has recently launched a new campaign † Shubh Aarambh† ( meaning Auspicious Beginning ). The campaign is the refined version of the earlier Payday campaign which evoked mixed response from the Ad analysts and consumers. The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and also when one initiates a venture/activity. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that good things happen when one starts a venture on a positive note ( like sharing sweets). Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginning. While the previous PayDay campaign was a narrow interpretation of the occasion based positioning , Shubh Aarambh has given the brand a broad playing ground. In my opinion, the brand has hit upon a really great Big Idea. The concept is very much Indian and offers huge opportunity for creatives to weave great stories for the brand. Watch the launch ad here : Shubh Aarambh The concept also gels with the brand’s tagline † Kuchch Meetha Ho Jaye â€Å". The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign. Shubh Aarambh is a great idea for this great brand. It will be interesting to see how Dairy Milk milks this idea to the fullest.

Ch1 Comp Security - 2287 Words

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