As published in the Volume 2(2)  of Ramjas Political Review Abstract Challenging the Neo-Marxist and Situationist construction of the ‘everyday’, where consumer is a one-dimensional persona – a passive recipient (consumer) of ‘high culture’ produced by the power elites – Michel de Certeau, through his theory of ‘tactics’ and ‘strategies’, flips the production-consumption rhetoric to interpret consumption as a creative act of production. Through ‘tactics’ of subversion, the hoi polloi...