If someone falls in love again, it must not shock us. It’s natural to fall in love again. It is only a polite reminder of who we are. We, humans, were never built for emotional stillness; we are for movement, curiosity, attraction and renewal. Yet every time love changes direction in our lives, we react as if some sacred rule has been broken. That, someone must be at fault and must be blamed, someone must have been wronged and must be consoled, and one of the two sides ( or three) must be declared guilty. The truth, in many cases, could be far simpler and less dramatic. We must realise that Humans, with the understanding of logic and reason, can be the most irrational, and that their mind does not work linearly, nor does the heart.
Psychology would tell us that love is not one single feeling. Desire, attraction, and attachment are distinct forces that do not always move together. A person may feel deeply connected to one partner and still feel drawn to another. Not because the earlier love was false, but because the brain does not switch off one circuit before switching on the next. At times, there is a mismatch between status, choices, likings and life goals.
Osho often said love is alive only when it is flowing; the moment you try to freeze it into permanence, it becomes duty, fear or habit. We want certainty, but life keeps offering change.
We cling to the myth of permanent loyalty because it feels emotionally safe. One love forever. One choice forever. One promise forever. Interdependence. But human relationships are not contracts; they are stories. Stories evolve, surprise us, contradict us and sometimes restart from the beginning.
People fall in love at eighteen, at forty, at seventy, sometimes when they thought they were done with love altogether. It does not mean the earlier love was a lie. It only means life refused to stay where we left it.
This is exactly where our understanding of traditional marketing makes its biggest mistake. Brands expect consumer loyalty to be like a signed agreement, while consumers are consumers, they are humans.
People do fall in love with brands emotionally, irrationally, passionately. They defend, recommend, and stay with them for years. Some even get possessive about their choices. And then, suddenly, they notice something new. A new product, a new experience, a new idea, a new story and the equation gets challenged. The shift begins quietly. Not always because the old brand failed, but because the mind is wired to respond to freshness.
When this happens, brands react like heartbroken lovers. They start asking, “What did we do wrong?” Why did the segment leave us? Where did we lose them? But sometimes the answer is uncomfortable and unexplained; nothing went wrong. You, unfortunately, are simply not the current focus. Attention has shifted. Curiosity moved. Desire recalibrated.
The market, like the heart, does not stay in one place forever. Not being chosen today does not mean you are not loved. It may only mean the consumer has moved ahead.
Instead of behaving like abandoned partners, brands need to behave like manchala aashiqs, restless lovers who never lose their ability to fall in love again. The kind who can fall in love many times, sometimes even with the same person, without bitterness, without self-pity.
They are not in love with one outcome; they are in love with the very idea of love. They know rejection, one-sided endings, and misunderstandings are possible. Yet they remain open, curious, alive and live in their purposeful confidence of success.
That is the attitude brands need today. Not wounded ego, but endless appetite. Not fear of losing, but readiness to begin again. A manchala aashiq does not stop living because one story ended. He expands his world, meets new people, revisits old connections, and creates new memories. He lives in the present moment, never taking affection for granted, never assuming loyalty is permanent. Never even assuming that he has found true love or that the other party loves him. He is assured of his own belief and world. He knows love survives only when it keeps moving.
Markets work the same way. Consumers change, generations change, contexts change. A brand that was ignored yesterday can become the obsession of tomorrow, if it still has the courage to show up with energy, relevance and emotion. Fresh audiences are always arriving, new communities are always forming, and new chances to fall in love are always waiting. The only brands that die are the ones that start believing love once earned will last forever or on breakup end up depressed.
Osho said love should be a meeting, not a prison. The same is true for brands. Every purchase is a meeting. Every preference is temporary unless you make it meaningful again. The brand that survives will be the one that lives like a manchala aashiq — always ready, always curious, always expanding, always wanting to know what will attract his target and what he must do to woo her. He is always willing to risk another heartbreak instead of not approaching the centre of attraction, for there is always a chance, another chance. Because in the end, whether in relationships or in markets, nothing stays alive unless it is ready to fall in love again.
One must Always Be Ready to Woo, Lose, and Woo Again
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