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"Thursday pay-day": Unlike most of us who get our pay in the last week or the first week of every month, the unskilled workers in rural India get their pays on a weekly basis on the Thursday of every week. On the same day there is a weekly flea market. This is a brief attempt at capturing this consumer journey and also includes interview with one such Thursday-consumer. This strategic provocation has huge implications on marketing and even on communication which leads to conversion & purchase. For those who are targeting the huge bottom of the pyramid volumes in India, it is time to re-think brand activation and even communication. Even for Media is it good to do your communication scheduling for wednesdays?.