And even though Valentine’s day is a pretty new addition to the Indian market, it is really sad to see Indian television saturated with advertisements and sales related to Valentine’s day. We had heard about it when we were growing up, but there was no mention of the day on television before the liberalization of Indian economy in the early 1990s. Nor was it ever talked about in any Bollywood movie. But after the 1990s, it is almost imposed on the public. Quite sad because Bollywood (as I would assumed other film industries in India) celebrated all kinds of love. Songs and themes were dedicated to all kinds of love. Parent-child, student-teacher, guru-disciple, friends, siblings, fellow country men. Sometimes all different kinds of love were included in one movie or even one Bollywood song.