I never liked school. Apart from the mental strain of having to STUDY, I disliked the atmosphere in which school happened. "Back To School" meant the 1st day was on a rainy day in June. This was compounded by the agony of having to trudge through water bodies (the school bus was discontinued after 7th grade, and since home was just 3 kms away, and since there was no private transport - the pater used to take the family rolls to work - walking to and from school was the only ambulation possible). The only saving grace was that school started at 11 a.m. so a lie-in, leisurely breakfast and a snack on the go was the general schedule. But all in all it was a dreary, dystopian situation that did the most to make me look back on school days with a shudder, even today.
But Back To School those days simply meant buying new school books, getting a couple of uniforms altered (my waist line ballooned in tandem with my height) and getting on with it.
I was first introduced to the Back To School "event" in france, where "la rentrée" (1st week of September) was a spectacle that almost put the migration of wildebeest across the South African veldt in the shade. It meant the return of people to normal routines after the summer holidays, and hordes of pink-faced children, pink-lipped college goers and sunburnt parents returned to school / college / work, grumbling quietly under their breath. Roads were jammed, the métro suddenly became packed and the slightly laid back summer attitude revved into high gear.
"Back To School" as a high-profile marketing concept was shoved under my nose in Dubai. Every brand, dick and harry here developed a halo over their heads and spoke reverently of "Back To School" like it was a divine event. It was the time of new product launches, promotions, events and generally anything to show that Dubai was FULL again, after being emptied out during the summer holidays.
But Back To School those days simply meant buying new school books, getting a couple of uniforms altered (my waist line ballooned in tandem with my height) and getting on with it.
I was first introduced to the Back To School "event" in france, where "la rentrée" (1st week of September) was a spectacle that almost put the migration of wildebeest across the South African veldt in the shade. It meant the return of people to normal routines after the summer holidays, and hordes of pink-faced children, pink-lipped college goers and sunburnt parents returned to school / college / work, grumbling quietly under their breath. Roads were jammed, the métro suddenly became packed and the slightly laid back summer attitude revved into high gear.
"Back To School" as a high-profile marketing concept was shoved under my nose in Dubai. Every brand, dick and harry here developed a halo over their heads and spoke reverently of "Back To School" like it was a divine event. It was the time of new product launches, promotions, events and generally anything to show that Dubai was FULL again, after being emptied out during the summer holidays.
Mind you, this was not really the 1st day of school, since the new year usually starts for most schools in April. The long summer break thus came after the 1st semester. But the hiatus of the summer break meant that the economy also took a break, and companies had to do something to bounce back.
Today, Back To School has become more a marketing than a scholastic exercise. From pens to tablets, backpacks to laptop cases, water bottles (with USBs if you please) to offers on anything that isn't nailed down, its all #backtoschool!! Hapless parents watch stupefied as schools become consumer outlets, malls sprout academia, and students have the last laugh as the newest toys are offered up to their insatiable appetites for "new'!!
Back To School is now truly A Thing!
Today, Back To School has become more a marketing than a scholastic exercise. From pens to tablets, backpacks to laptop cases, water bottles (with USBs if you please) to offers on anything that isn't nailed down, its all #backtoschool!! Hapless parents watch stupefied as schools become consumer outlets, malls sprout academia, and students have the last laugh as the newest toys are offered up to their insatiable appetites for "new'!!
Back To School is now truly A Thing!
