While heart-shaped desserts and gold coins continue to be popular run-of-the-mill gifts, the market has made sure that technology doesn’t lag behind in being the ideal present.

On the occasion, ICICI Bank is coming out with specially-designed heart-shaped gold coins that would be available at their branches in the city.

These 5 gm coins cost anywhere between Rs 6,800-Rs 7,000.

“The response has been good, which is why we decided to bring out 5 gm coins this year instead of 2.5 gm ones last year,” said an official at the bank.

Sources say ICICI has already sold around 10,000 such coins all over the country in the past few days, a significant jump from the 2,500 coins it sold last year.

The market will go to any lengths to ensure customers are drawn to them like moths to a fireball.

Electronic items like HCL’s new laptop, MiLeap, and the Apple iPod Nano, have been released in their special variants, in shades of pink, to capture the mood of the season.

“Women have some innate inclination towards the colour pink, and combined with the utility of the product, a pink iPod is the perfect thing I can gift my fiancée this Valentine’s,” said Amartya Mallick, a 27-year-old executive with a private company in the city.

Joining the bandwagon for customising their services, in wake of Valentine’s Day, are telecom service providers in the city.

Realising the need for cheaper call rates during this season, Tata Indicom has slashed its call rates to 49 paise per minute.

“As communication forms one of the core needs of an individual, we are certain that this offer will gain acceptability among our subscribers,” said the regional head - east, and COO, Kolkata circle, Tata Teleservices Ltd, Sanjeev Khera.

Tata Indicomx is also giving away hampers to people taking up a new connection in the week ending February 15.