Ghanaians are said to be commencing the celebrations of the Christmas festivities too late, this is according to Afi Amoro, Chief Executive Officer (CEO) for Jandel Limited, the name behind the decoration and lighting up of the Independence Avenue Street to the Children’s Park in Accra.
The development, according to her gives a short window for the euphoria as well as prevents the country from maximising the potential economic value that the Christmas brand presents.
She is, therefore, calling for the need to consider the social and economic value that the birth of Christ presents in addition to its religious significance in order to package that brand well to create wealth for all. The incorporation of the social, economic and religious values is expected to bring greater bonding and joy in the country, create job opportunities for people as well as a season to reflect on the deeds of the Saviour.
Speaking exclusively to News Ghana late Thursday, Madam Amoro said, “Over the years, Christmas has changed in its format so to speak. Yes, it is about religion, but it is also about social celebration and also about economic value. I have been looking holistically at the three values and studying the whole concept in Ghana and discovered that people are not leveraging on this brand and they are starting celebrations of this a little too late in my opinion. For instance last year, the Christmas lighting of buildings and all that came up around 21st, 22nd that is a very short window for euphoria for people to pick up and go with that flow.”
The Jandel CEO emphasized that certain non-religious and non-Christian countries are so much immersed in the celebration of Christmas because of the numerous economic benefits hence have packaged the festivities much better of which their various countries are deriving so much.
“I have done case studies and surprisingly, non-religious countries or I will say people or countries that are not attached to that phenomenon of Christ birth are the ones celebrating Christmas the most. I have seen fantastic decorations all over the city of Moscow, I’ve seen in Dubai, I’ve seen in Amman in Jordan. These are Muslim countries, why are they into the celebration? They are not celebrating Christmas, they are lurching on for the economic value and this is where I am driving towards,” she said.
Her outfit, she observed decided to take advantage of the opportunity […]
