hamean pata nahian hai ki jine se pahale aur marane ke bad hamara kya hota hai ? yah bhi kuchh nishchit pata nahian hai ham kis lok se ate haian aur kis lok ko jate haian, lekin itana avashy nishchit hai ki ham jis lok mean rah rahe haian, ise ‘ihalok’ kahate the. ap is 'the' se chauanke hoange ? karan yah hai ki pahale yah 'ihalok' tha aur ab yah 'vijnapan-lok' hai aur apako 'upabhokta' ka chola pahanakar is vijnapan-lok mean rahana hai. vijnapan ejensiyaan hamari chitragupt haian aur unake dvara likha gaya jivan hi ham jite haian.
jaise netaoan ko ham votar aur vakiloan ko ham klaiant dikhaee dete haian, vaise hi vijnapan ejeansiyoan aur vikreta ko ham grahak aur upabhokta dikhaee dete haian. harek dukanadar marane se pahale apani aulad ko vasiyat ke sath sath ek nasihat bhi dekar marata hai-
"mere bachchoan hamesha dhyan rakhana ki maut aur grahak ka kya pata kab a jaye."
jab ham grahak banakar kisi dukan par jate haian to dukanadar jo hamase bahut achchha vyavahar karata hai usaka matalab ap laga sakate haian ki vo hamean apane bap ki nasihat ke hisab se hamean 'kya' samajh raha hota hai.
khair...
ek upabhokta yooanhi upabhokta nahian banata, balki use pahale grahak banane ka sankalp karake 'vijnapan-lok' mean apani jagah banani p dati hai. hazaroan vijnapanoan se guzar kar, grahak banate hi log use upabhokta banane ka mishan shuroo kar dete haian. kitana bhi chalak grahak ho, use bechara aur masoom upabhokta banana hi p data hai.
jab ap grahak hote haian, tab to ap adar ke patr hote haian, log apako hathoan-hath lete haian-
"yas sar ! kॅn aee hॅlp yoo ?" jaisi batean sunane ko milati haian.
jab upabhokta ban jate haian yane ki ap 'saman' kharid chuke hote haian aur koee shikayat lekar dukan par vapas jate haian, to phir apako jo sunane ko milata hai, vah ye hai-
"ek minat bhaee... zara grahak ko bhi to dekh looan... apane hamari sh aaup se hi li thi kya ?... ye to sarvis sentar par dikhaiye... ab kam nahian kar rahi to ham kya karean, hamare ghar mean to banati nahian... garanti to kampani deti hai bhaiya ! kampani mean dikhaie..."
kya har upabhokta masoom aur bechara hota hai ? nahian, kuchh aise bhi haian jinhoanne is sach ko badal diya hai ki upabhokta nira bhoandoo hi hota hai. isake lie kaun-kaun si paiantarebazi se guzarana hota hai, yah vahi bata sakate haian jinhoanne kanzyoomar kort mean apana asthaee nivas bana liya ho.
jab itani afat hai to upabhokta banana hi kyoan ? lekin nahian, jab 21vian sadi mean galati se janm le hi liya hai to phir upabhokta banana hi ek aisi ghatana hai, jo hamare nasib mean har hal mean bar-bar lagatar ghatani hi hai.
ek yatra par gaya to flait mean saman gum ho gaya aur socha ki kuchh zaroorat ki chizean kharid li jaean...
"kahaan ja rahe ho ?" dost ne poochha
"zara kuchh chizean kharid laooan, jaise toothabrash, pest shॅmpoo vagaira..."
"thaharo, maian sath chalata hooan. tumhare bas ka nahian hai."
"kya matalab ki mere bas ka nahian hai ? ye bhi koee aisa saman hai, jise kharidane ke lie koee khasiyat chahie... huanh ?" maianne ak d kar kaha
"aisa hai bhaiya ! tum bazar-vazar to jate ho nahian... tumhean pata hi nahian hai ki duniya mean kya chal raha hai ?"
"vah ! maian 'bharatakosh' chala raha hooan aur mujhe ye nahian pata ki duniya mean kya chal raha hai ?" maian aur zyada ak d gaya
"tumhari marzi..."
maian bahut atmavishvas ke sath pas ki dukan par pahuancha aur yah sochane laga ki kis tarah ki mudra aur hav-bhav ka pradarshan karooan ki dukanadar mujhe ek bahut anubhavi grahak man le...vo bat alag hai ki asal mean asamanjas ki halat aisi thi, jaisi ki nyootan ki pe d se seb tapakane ke bad rahi hogi. maian yah sab soch hi raha tha ki dukanadar ne poochh liya-
"haan sar ! kya chahie ?"
"zara ek toothapest dena"
"kaun sa ?"
"koee bhi..."
"sm aaul ya larj"
"chhota de do"
"kaun sa floraid vala ya n aaurmal ?"
"n aaurmal"
"jhag vala ya narmal"
"n aaurmal"
"sensativ daantoan ke lie ya n aaurmal daantoan ke lie ?"
"n aaurmal daantoan ke lie"
"s aault vala ya n aaurmal ?"
"n aaurmal"
"shugar fri ya n aaurmal ?"
"n aaurmal"
"o. ke."
"ek toothabrash bhi de do"
"kaun sa ?"
"koee bhi..."
"kaun sa s aauft, midiyam ya hard ?"
"midiyam"
"aneevin brisals vala ya n aaurmal ?"
"n aaurmal"
"vid tang klinar ya narmal ?"
"narmal"
maian usake saval ke javab b di hi laparavahi se dene ka abhinay kar raha tha ki kahian ye raz n khul jay ki maianne kabhi aisi chizoan ki kharidari nahian ki. maianne kharidadari jari rakhate hue kaha-
"ek shॅmpoo bhi dena"
"kaun sa ?"
"koee bhi..."
"draee heyar ke lie ya narmal"
"kaun-kaun se haian ?"
itana kahate hi vo muskura gaya aur b de apanepan se bola-
"sar! ap kabhi bazar nahian jate haian na... naukar hi karate hoange kharidadari... apake bal bahut s aauft haian, apako maian apane hisab se hi shॅmpoo deta hooan..."
meri sari hek di hava ho gee thi. maianne palatakar dekha to mere mitravar kh de muskura rahe the.
"ho gee sh aaupiang chaudhari sa'b... ab chalean..."
vapas pahuanche to ti.vi par vijnapan chal raha tha...
'vitamin e aur ke yukt... protin se bharapoor... '
maianne samajha, koee svasthy se sanbandhit khane ki davaee hai, vo nikala shॅmpoo...
"ye to shॅmpoo ka vijnapan tha ?... aisa laga jaise koee svasthyavardhak davaee hai... khane ke lie... ?" maianne kaha
"ganjoan ke shahar mean kangha aur aandhoan ke shahar mean shisha bechana hi vijnapan ka mool mantr hai" mitr ne faramaya
aie vapas chalate haian...
ek ladake ne kuchh sal pahale ek mashahoor toothapest kanpani mean sanpark kiya aur kaha- "yadi ap mujhe munafe ka uchit pratishat dene ko taiyar haian, to maian bina kharch apake toothapest ki bikri ko 15 se 25 pratishat tak badha sakata hooan." bat tay ho gee aur kamishan ka pratishat bhi, tab l dake ne kampani valoan se kaha-
"ap apane toothapest ki tyoob ke chhed ko b da kar dijie... bikri badh jaegi."
sirf itana hi karane se, us toothapest ki bikri ratoan-rat dedh guni badh gee. aj se qarib 25 sal pahale toothapest ki tyoob ka chhed aj ke muqabale mushkil se adha hi hota tha.
d aauktar ki kya ray rahati hai in utpadoan ke sanbandh mean-
"d aauktar sa'b ! kaun sa toothapest istemal karana chahie mujhe ?"
"agar apake daant svasth haian, to jis kisi toothapest ka svad apako pasand ho, vahi istemal karean"
"aur agar kuchh g dab d hai, to ?"
yadi daantoan mean kuchh kharabi hai, to d aauktar aisa toothapest likhate haian, jo sirf davaee ki dukanoan par hi milata hai.
ab ' toothabrash'
"d aauktar sa'b ! kaun sa toothabrash istemal karana chahie mujhe ?"
"jo ki apako suvidhajanak lage."
ab shॅmpoo
"d aauktar sa'b ! kaun sa shॅmpoo istemal karana chahie mujhe ?"
"jisaki khushboo apako pasand ho..."
ye tha d aauktar ka javab aur yadi apako baloan se sanbandhit koee samasya hai, to d aauktar apako aisa shॅmpoo ya davaee dega jo sirf davaee ki dukan par hi milegi.
thik isi tarah ki bat aur bhi bahut se utpadoan ke sanbandh mean hai, jinake ki ham vijnapan dekhate-dekhate bich mean tho di bahut film ya siriyal bhi dekh lete haian.
samanyat: deli sop ya 'sop opera ' (sahi hai 'sop aaupra ') adi hi kaha jata hai, in vijnapanoan se 'grasit' dharavahikoan ko, inaki shuruat tab huee jab sabun kampani ne aise natakoan ko prayojit karana shuroo kiya. ye rahi hogi, qarib 1950 ke asapas ki bat, jab amarika mean yah shurooat huee. 'aaupra' shabd laitin bhasha ke shabd 'aaupas' se bana hai, jisaka arth hai 'koee kary', visheshakar sangit adi se sanbandhit aur is shabd ko sanskrit shabd upay, upakram ya upasa adi se bhi jo da ja sakata hai.
sabun ka vijnapan to shuroo-shuroo mean eni besent, ravindranath taigor aur chakravarti rajagopalachari ne bhi kiya. ye vijnapan svaraj ko dhyan mean rakhate hue the aur g aaudarej kampani ke sabun ke the. guru ravindranath ne akhabar mean yah vijnapan diya- "I know of no foreign soap better than Godrej, and I have made it a point to use Godrej soaps." bad mean anek netaoan vijnapan die, jaise jayaprakash narayan ne 'nim toothapest' ki vakalat ki, to ti.en. sheshan ne 'saphal' ki sabziyoan ki...
khair...
bad mean halat kuchh badal ge, rajy sabha aur lok sabha ke saansad jo film ke kshetr se ae haian, sabhi vijnapanoan mean bhag lete haian, jisaki dalil ye hai ki ve yah vijnapan ek kalakar ki haisiyat se kar rahe haian n ki saansad ki. kya ye mumakin hai ki ek hi vyakti, ek sath do vyaktiyoan ki tarah vyavahar kare. aise mean kuchh utsahi saansad sar thanda rakhane se lekar ghutane thik karane tak ka tel bechate haian, pani saf karane ke filtar se lekar ianvartar tak ke vijnapan karate haian. dalil ye hai ki ye unaka pesha hai. mere vichar se jinhean vijnapan dene haian, unhean jan pratinidhi nahian hona chahie aur jo jan pratinidhi haian, unhean vyavasayik vijnapan nahian dene chahie...
is saptah itana hi... agale saptah kuchh aur...
-adity chaudhari
sansthapak evan pradhan sampadak
