whatever it takes...

Recent trends to conserve IT [Indian Tradition]'s culture of love:

• warning shop keepers not to sell cards and gifts in the name of Valentine Day.
• [failing which] Encourage the burning of Valentine Day cards.
• Taboo the word Valentine.
• Present - um, insist on - the option of celebrating lover's day in the name of current heartthrobs actors, Abhishek-Aishwarya rather than resort to a foreign name of St. Valentine to express love [I did not make this up!]
• Erect billboard advertisements asking young lovers not to hold hands
• [my personal favourite] photograph couples caught expressing their love in cinemas, cafes and shopping malls and hand the pictures to their parents.

read all about the practices in resistence at http://news.bbc.co.uk/2/hi/business/6358531.stm