Jul 10, 2004 10:30 AM
6544 Views
(Updated Jul 10, 2004 10:30 AM)
India Shining? you could not miss it anywhere. It played the song till the elections were called and more till the last day it could be played on. It was true that the campaign characterized the whole mood of the nation. There was an upbeat mood for the ruling party and it leashed cleverly crafted India shining campaign. For those of you, it was also beamed to the international audiences- read NRIs and more so as an investment destination abroad.
Now the elections are over, a new government in place but the fantastic campaign has been given a not so decent burial. This makes me think if it was an idea of good advertising trying to sell a bad product. May be yes and sometimes no. Nevertheless the charm of this campaign should have been taken to its posterity, irrespective of the political affiliations since that was a reality to some extent.
Now to the real political mishap. All those who saw the ad were only literates and they constitute a real low percentage of voters on the D-day. And the guy in our village is little bothered why it should be shining or whining he is only looking at his field and if anything is shining there or not. He surely believes cell phones are handy and are a great means of communication but unfortunately, that is not the end all. If tax advances were repaid it meant only 1.5 crore of the100 crore were getting benefited by the idea.
The way the creator-the political party treated this ad was pretty disgusting. They should have had the courtesy to really thank the ad for it could salvage some pride for them and India as a whole.
Anyway we had a feel good factor for free and thank the ad for that.
