Valentine’s day in India is an interesting phenomenon these days. The well manicured hands of western capitalism have extended their reach here into the wallets and purses of the Indian populi. Whether it’s either a teeny bopper announcing his/her advent into adulthood or 20-somethings finding their way around post-adolescence or older fogeys proving youngness at heart through western rituals, V-day offers the perfect opportunity for all to flaunt some moves on the dance floors of society. Ok, first off, I must admit that I’m not a fan of V-day. I’ve been playing along, reluctantly all these years. It’s now time to speak up.

The evolution of V-day from its 12th century pagan origins (as the Roman fertility festival of Lupercalia) through its Christianization by the semi-heroic figure of St. Valentine (who secretly and illegally married off lovers and paid with his head) into its modern avatar of a blockbuster Hallmark holiday is mind boggling. What and who did the trick?

I’d point the finger squarely at the printing press, a lady named Esther Howard and the US postal service. It is amazing how far a few printed words carried by a postman can go – literally and figuratively. Esther Howard printed the first V-day card in 1840. Today, over a billion V-day cards are sold annually, and the fairer sex will be culpable for over 85% of them. With ubiquitous email and mobile phones, the menace has extended into the electronic domain where telephone networks and the internet will groan and grunt under the weight of over tens of millions of emails and SMSes that are expected to be launched globally on February 14. India alone will account for over a million of these missives. The commercialization of V-day has gone to extremes. Raise your hand if you have experienced nausea at the sight of “Be Mine” overstuffed teddies wearing the most ridiculous sweaters on a store shelf. What’s wrong with all this, you ask? Nothing really wrong except that this indicates an inexplicable dependency on a single day to express flowering emotions or rejuvenate a withering romance – as the case may be. Does romance really need a day or time? If you’ve been waiting to make a romantic move on V-day, trust me buddy, you’re not moving fast enough. If you’re looking to turn a failing romance around with chocolates and roses, it may be a case of too little, too late. For the rest who are doing just fine, why all this fuss? That too, why in February?

I’ll admit that I have a grouse with V-day in February. February has many highlights. V-day does not need to be one of them. As a February-born, I’ve resented having to share the spotlight with V-day and its dilution of February as truly the month of romance. February is the perfect of months. It is the second month. And, it is the shortest month. We enter February adjusted to the new year, brimming with a real sense of the possibilities for the future. February drives away the winter blues and delivers us into spring in a graceful and expeditious manner. It is the perfect month for romance. I am talking about good old fashioned romance where simple things matter. What’s to complain about February? Nothing really, except V-day. Just as we grow comfortable and confident comes along the cacophony of non-stop commercialism, with its squeaky pitch of red and pink rising to a crescendo, aided by profit seeking marketeers and abetted by the population at large. I’ve long felt this to be disturbing. V-day, if at all needed (and, the jury’s still out on this), should be banished to the third quarter of the year (say between end of summer and diwali). This will have its practical benefits. By Q3, most folks will know where they stand romantically. And, the money can be spent wisely on real opportunities rather than on speculative hit-or-miss deals. Think about it.

And, oh yeah – one more thing. Those of you guys who who are into crazy expressions of love on valentine’s day like sky diving or walking across the niagara, just remember (write this down) that you’re making the rest of us guys look bad. And it’s not like you’re coming out looking like a genius either. It’s a bad deal all the way around for us guys. And ladies, please remember that sitting on the couch and watching ‘Seinfeld’ reruns is one way of expressing love.

Le cœur a ses raisons, que la raison ne connaît point. 

Translation: The heart has its reasons, of which reason knows nothing. Trust a French guy – Blaise Pascal – to put matters related to the heart in perspective.

Whatever you do, please don’t give romance the pink slip.  Happy Valentine’s Day!

I wrote the original version of this article in 2004, and reproducing it unchanged in 2012 here on what ho!.

If you liked this, you’ll also enjoy reading For Better or For Worse  and Till Death Do Us Part