Cynicism and Joy of Giving Week

Cynicism and the Joy of Giving Week ? Sounds absurd does’nt it ? But why is it dificult to believe that the JGW will not have critics ? Is it because it is an idea that promotes altruism and so is to be considered universally and unconditionally acceptable? When one really thinks about the concept, there is much to commend. But this does not mean that there is nothing to criticise. Since we have been writing about the commendable features of the JGW concept, we should be fair enough to present the cynical viewpoint also.

In discussions with others about the Joy of Giving Week, one of the main areas of criticism is that the concept is being marketed as a brand. If giving is a part of our lives and is inherent, then why does a week have to be devoted to it, is the common refrain. Is the week more important than the giving, is another. Should we stop giving just because the week is over, is a third. And the ‘unkindest cut of all”, the celebrities need to build on their brand image and increase their ad value so they chip in for these causes, is the fourth. And so on….

It would be very easy for us to ignore these comments, for after all those who are critical are free to choose not to participate. However, since we are calling it a movement where every Indian from a ‘paanwallah to a billionaire’ can participate, it is essential to answer these queries and doubts.

Why is the Joy of Giving Week being marketed so aggressively. Simply because in order to transform the ‘ joy of giving’ into a national movement, in the shortest possible time, one needs to market the idea. What better way of doing this than through celebrities who are devoting their time and skills for the cause without any expectations and are not charging for their time. On the contrary, they are giving what they would be getting to participate in the week. (Shadow a CEO, Sachin auctioning his skills) are just a few of the examples that come to mind in this regard.

Does ‘giving’ have to stop when the week is over? Not at all, in fact we would like the movement to continue. The Joy of Giving Week, we hope, will provide momentum to the act of giving. And that, is its true purpose; to reconnect us with our inherent natue and remind us to share, to appreciate, to pause and thank, to proclaim “this is for you” and watch a smile light up the face. That is joy, the Joy of Giving.