When you wish someone prosperity, isn't it for a lifetime? It doesnt seem so for marketers as usual. Five years ago, a common man in the city was unaware of an auspicious day called Akshaya Tritiya. Maybe people seeing star calenders knew about it and did whatever they did on those days. But suddenly, this day has become so conspicuous, unignorable and synonymous to buy gold on this auspicious day for prosperity with every jeweller advertising it. So I ask again: Does the prosperity the gold (supposedly) brings expire in one year and new gold have to be bought every year?