Is Bharat Nirman India Shining part two?

Discussion in 'Politics & Society' started by Ray, May 19, 2013.

  1. Ray

    Ray The Chairman Defence Professionals Moderator

    Joined:
    Apr 17, 2009
    Messages:
    43,118
    Likes Received:
    23,545
    Location:
    Somewhere
    Is Bharat Nirman India Shining part two?

    Arati R Jerath

    If catchy slogans could win elections, the NDA's "India Shining" refrain should have reaped the BJP-led coalition a whirlwind in the 2004 Lok Sabha polls. It didn't . India Shining was felled by the humble Aam Aadmi and to the BJP's shock, a Congress-led front rode to power that year on a wave of disenchantment with saffron triumphalism. Media generated hyperbole proved to be no match for an old-fashioned ground-level campaign by the other side.

    The mind boggles therefore at the Congress's decision to go down the same disastrous path as the BJP with a pre-election multi-media ad blitz to showcase its "achievements" of the past nine years in government. In a studied bid to avoid the chutzpah of India Shining, the Congress has chosen the more prosaic catchphrase of Bharat Nirman. But, with due apologies to Shakespeare for paraphrasing, does a rose by any other name smell any different?

    Comparisons are inevitable and the similarities undeniable. If India Shining was a marketing slogan intended to hard-sell the optimism of an economy on the upswing, Bharat Nirman is an attempt to restore the feel good factor of the 9% growth story from UPA 1. The BJP hired leading ad agency Grey Worldwide to design its campaign. The Congress has opted for top names from Bollywood, roping in Parineeta director Pradeep Sarkar for a short film and lyricist and nominated Rajya Sabha MP Javed Akhtar to pen the campaign's signature song: "Meelo hum aa gaye, meelo hamein jaana hai (we have come a long way but we have a long way to go yet)."

    The most telling irony is that both spin out the same narrative, underlining the disturbing lag in basic socio-economic parameters. The government may have changed but the problems clearly haven't . Both campaigns highlight the same issues. The 60-second video made by the Vajpayee government boasted of the steps it had taken to boost the economy , stabilize prices, expand road and telecom networks , create health infrastructure and promote basic free education. The Manmohan Singh government makes similar claims plus one more, that of restoring "social cohesion" , a reference to the 2002 communal violence that scorched Gujarat.

    Significantly, L K Advani was to acknowledge later that the India Shining slogan was "inappropriate" for an election campaign. In hindsight, many in the BJP realized that the tone and tenor were arrogant and insensitive and that it glossed over prevailing social and economic inequities that the NDA government had failed to address.

    The Congress is in grave danger of falling into the same trap. Bharat Nirman may not have the brashness of India Shining but the campaign is a pathetic attempt to sweep the controversies of the past three years under the carpet. A slick film and a lyrical jingle cannot erase the stench from various corruption scandals or make up for non-performance as food prices rise and the economy slows down.

    Communication is indeed an essential part of politics but can politics be packaged and sold like toothpaste? Surely ad gurus and image-makers are no substitute for grassroots political workers who are in touch with people. Politicians seem to have forgotten that voters decide the issues in an election, not governments or opposition parties. They would do well to put their ear to the ground and listen to the rumblings of a discerning electorate.

    There is another interesting twist to the current discourse. The India Shining campaign was launched well before the Lok Sabha polls were due. There was nothing political about it, NDA leaders insisted. It was simply meant to attract international investment. The BJP then went on to advance the election by six months and the rest is history.

    The noises from the Congress are much the same. Elections are one year away, I&B minister Manish Tewari told the media, insisting that Bharat Nirman is simply an attempt to bring an "appropriate perspective" to the people about the UPA government. But with the Congress hell bent on traveling the same road as the BJP, it is difficult to shake off the feeling that the recently launched campaign could well be a precursor to an early general election.

    Is Bharat Nirman India Shining part two? by Paint it Black : Arati R Jerath's blog-The Times Of India

    *************************************************

    I am sure Manish Tiwari would be livid about this criticism of the pure magic being spun by the Congress!

    Surely something had to be done to fool the public and throw wool over their eyes so that they are left rubbing their eyes and not seeing the scams and skulduggery that has been the mantra of the UPAII

    The slogan Congress ka Hath Jagannath will no longer wash!
     
    Last edited: May 19, 2013
  2.  
  3. sayareakd

    sayareakd Moderator Moderator

    Joined:
    Feb 17, 2009
    Messages:
    15,625
    Likes Received:
    11,703
    It will go Indian shining way............. no doubt about it, nothing their to make and feel good.
     
  4. Ray

    Ray The Chairman Defence Professionals Moderator

    Joined:
    Apr 17, 2009
    Messages:
    43,118
    Likes Received:
    23,545
    Location:
    Somewhere
    Congress' Bharat Nirman is not like BJP's India Shining sloganeering'


    Shakeel Ahmed, Congress spokesperson who wears many hats like AICC in-charge of Jharkhand, West Bengal and Andaman & Nicobar, as well as CWC member, believes corruption matters in politics and governance as the BJP lost power in three states due to corruption. In a candid interview with Prakash Kumar of Deccan Herald, ahead of UPA II completing the fourth year in office, he says this trend indicates the pro-Congress mood.of the people. Excerpts:

    UPA II was marked by charges of scams and corruption. Will Prime Minister Manmohan Singh and Sonia Gandhi be able to provide image rebuilding governance in the last lap?It is the duty of any incumbent government to dispel misgivings created by the Opposition. People’s mood is clear if you go by the results of recent state assembly polls.

    The BJP lost Uttarakhand due to charges of corruption against its Chief Minister Ramesh Pokhriyal Nishank. It also lost Himachal Pradesh due to corruption.

    More recently it lost Karnataka, again because of large scale corruption. Altogether 13 ministers and MLAs, including a Chief Minister, were jailed. People of this country know the truth. That’s why they punished the BJP for their acts of omission and commission in those states where they were in power.

    Series of scams and cases of corruption have been exposed under UPA II. Will lead partner Congress’ fate be the same as BJP’s in 2014 LS elections?

    Whenever corruption charges were levelled against any Congress leader, the party has taken a very firm stand against them. Suresh Kalmadi became chairman of the organising committee of the Commonwealth Games not on Congress or UPA government nomination. He was appointed because of his election as the president of Indian Olympic Association for last 15 years. As soon as charges were levelled against him, he was asked to relinquish the post of secretary of parliamentary party of Congress. There was no connection between that post and the organisation of CWG.

    Recently, Ashwani Kumar resigned from the Cabinet due to Supreme Court strictures against the CBI for allowing him to be a part of its meeting..Kumar put in his papers even though the court passed no strictures against him. In the case of Bansal, his nephew was arrested by the CBI for taking bribe but he resigned. The CBI says they have not yet found any evidence against Bansal. So, it is for the people of this country to see what Congress does to its leaders facing charges and what the BJP did In Karnataka, You must have seen the photograph of Sushma Swaraj blessing the mining scam-accused Reddy brothers. People of this country are mature after participating in electoral politics for more than 65 years. I don’t think Congress will face any problem. Runaway inflation has hit Congress’ Aam Aadmi image. How will you fight Lok Sabha polls?

    No party would like people to get angry with it due to price rise and inflation. It does not help politically. People will not vote for them. I saw yesterday, food inflation is the lowest in last three years at this juncture. There has been global economic crisis. In spite of all these difficulties, we have not raised prices of essential commodities. We have more than doubled minimum support price for food commodities when in power. It was Rs 600 for paddy, now it is more than Rs 1200. It was Rs 550 for wheat, now it is more than Rs 1100. Farmers will understand that we stand by them. UPA chairperson Sonia Gandhi always says we should extend all possible help to Aam Aadmi. BJP is trying to misguide the people though we are much ahead in economic growth in comparison with other countries of our region. People will see through it..
    Is that the reason your government has come out with the publicity blitzkrieg titled ‘Bharat Nirman’?

    There is a lot of hulla baloo in the media on Bharat Nirman. It is not like BJP’s India Shining or Feel Good campaign. In fact, they were not programmes at all, just slogans coined by the BJP to misguide the people. Bharat Nirman is a complete programme. We made several commitments related to people’s welfare when we came to power. If not in total, we have been successful in fulfilling many of those commitments to a great extent. We are now taking it to the people through the media, our political apparatus and party cadres.

    'Congress' Bharat Nirman is not like BJP's India Shining sloganeering'

    *********************************************

    Any takers for Shakkel Ahmed's fairy tale?
     
  5. Ray

    Ray The Chairman Defence Professionals Moderator

    Joined:
    Apr 17, 2009
    Messages:
    43,118
    Likes Received:
    23,545
    Location:
    Somewhere
    ‘India Shining’ redux: Will UPA’s ‘Bharat Nirman’ campaign be its undoing?

    In its last year in office, the UPA 2’s ‘Bharat Nirman’ advertisement campaign seems rather similar to the NDA government’s ‘India Shining’ campaign before the 2004 elections. Like it was done at the time, this mega project will be funded by the government, and not by the ruling Congress party, at the tax payer’s expense. But while the NDA’s campaign met with a disastrous electoral consequence, the UPA’s top brass is optimistic about its prospects in the next general elections.

    Parts of the ad campaign, which were released on Tuesday, are meant to address the aspirations of middle class, by showing desi-developed robots, a growing network of metro railways in big cities, easier access to higher education, and other schemes. In the case of Delhi, the credit for the development of the metro rail is given to the Sheila Dikshit-led Congress government, but in the case of Bangalore and Chennai the advertisement gives credit to the UPA government at the Centre. The urban-centric advertisements will be balanced by showcasing UPA’s key populist pro-poor programmes and public delivery schemes.

    “The best part is that the ads don’t for a moment look like sarkari advertisements,” an enthusiastic Information and Broadcasting official boasted to Firstpost.

    Efforts were taken to ensure the advertisements did not look sarkari. After all, the government, as some reports claim, has spent about Rs 16 crore to produce the television advertisements which have been directed by film-maker Pradip Sarkar, who made the hit film Parineeta. The theme song, a jingle titled Meelon hum aa gaye, meelon hume jaana hai (We’ve come a long way, we have a long way to go)”, has been sung by the star singers Shaan and Sunidhi Chauhan. The advertisements composed as 45-90 second clips will roll out in three phases. Yesterday’s roll out was just the beginning.

    The I&B ministry official claimed that unlike the India Shining campaign of the NDA, the UPA’s ad campaign was “not an over statement, just a statement of facts of what the Congress-led government has achieved in last four years and that it is not the end of journey yet, and there are many miles to go.”

    Whether the official is merely playing along with the campaign or being guided by the hype around him in Shastri Bhawan and other power corridors in central Delhi is difficult to tell.

    A carefully constructed ‘India Shining’ advertisement campaign had boomeranged in the face of the NDA in 2004, and was blamed for generating cynicism among the electorate which punished it for its hyperbole and dethroned it from power.The Congress and other critics had also been rather successful in driving the message home that it was a completely wasteful expenditure by the Vajpayee government, which could have spent the same money, around Rs 150 crore, on developmental works.The election results perhaps proved that as compared to a media campaign, criticism through word of mouth traveled faster and worked more effectively.

    The UPA think-tank is not willing to buy the argument that their model of making people feel good about their nine-year-long regime will in any way be rebuffed by the people during the next elections. Responding to a query at campaign’s media preview, I&B Minister Manish Tewari said “This was not India Shining but the actual story of India that we are trying to present to you through these 12-13 ad spots.”

    Tewari added the tangible progress achieved in key sectors such as education, health, telecom, rural and urban infrastructure and basic civic amenities have led to a greater sense of confidence among the people, particularly the youth.

    After a victory in Karnataka, the Congress is clearly on a high, but while making a broad generalisation about the youth the party’s leaders often tend to forget that it was the youth which formed core of the Anna Hazare campaign for the Lokpal, and the spontaneous protests at India Gate in the aftermath of Delhi gangrape case. The Congress is also hoping that these feel good ads will result in people forgetting about the sordid saga of former ministers Ashwini Kumar and Pawan Kumar Bansal, and various corruption scandals like 2G spectrum, Coalgate and others that have plagued the government.

    The campaign has also stolen the thunder from the official fourth anniversary function of the UPA 2, where the Prime Minister Manmohan Singh and UPA chairperson Sonia Gandhi will release their report card on the government’s functioning. The focus of the function will now be more on how strongly the Congress President backs the Prime Minister in hour of his personal crisis.

    Meanwhile, the BJP has already started questioning the UPA’s ads and the expenses incurred on them.

    “While the government has every right to tom-tom its achievement, it has no right to waste taxpayer’s money for making such false and misleading claims. The ad campaign will not wash away the sins of the UPA government,” BJP general secretary Murlidhar Rao said.

    Pointing to the new print advertisements, Rao said, “The UPA government has made an absurd claim in the advertisement. The caption of the advertisement says ‘Thanks to MGNREGA No bonded Labour anymore’. I am not able to comprehend how an eminent lawyer like Manish Tewari would forget that the bonded labour has been abolished in 1976 by the Bonded Labour System (Abolition) Act, 1976. As such I am at loss to understand where did this bonded labour come from, which UPA government supposedly freed through MNREGA. If the claim made in the advertisement is true then the government must furnish the numbers, which form the basis of the claim.”

    However, when asked what grounds the BJP had for criticising the Congress given they had taken the same route in 2004, a leader who preferred not be named said that the UPA was indulging in this campaign at its own peril if it could not learn from the most glaring pre-poll mistake of the NDA.

    The campaign has also sparked off doubts over whether the Congress would initiate the campaign a year ahead of elections or whether they are actually closer. It also raises the question whether the government will go through with an ordinance to push through with the Food Security Bill, no matter what toll it takes on the national exchequer.

    http://www.firstpost.com/politics/i...at-nirman-campaign-be-its-undoing-783571.html
     
  6. Ray

    Ray The Chairman Defence Professionals Moderator

    Joined:
    Apr 17, 2009
    Messages:
    43,118
    Likes Received:
    23,545
    Location:
    Somewhere
    I am no fan of any of the political parties or politicians since they have been most successful in their quest - letting down the nation, internationally and domestically.

    Falsehood and the attempt to give credence to that misguided Saddam Hussein's Scud Missile, Katju, in thinking that 90% of Indians are fools makes me see red.

    Is there any hope for us who believe in India?
     
  7. Payeng

    Payeng Daku Mongol Singh

    Joined:
    Mar 7, 2009
    Messages:
    2,521
    Likes Received:
    767
    Location:
    Neistan
    wtf India is new rising Super Power.
     
  8. JBH22

    JBH22 Senior Member Senior Member

    Joined:
    Jul 29, 2010
    Messages:
    3,620
    Likes Received:
    2,390
    UPA-3 tactic will be same give lollipops to everyone;

    1- Biryani and Booze to the leechers
    2- Quotas to minorities/caste etc
    3- Play the secular card harp how dangerous and communal Modi will be for the country.
    4- Deepen the fault lines of the society
    5- Project Amul Baba as the messiah of the poor (Same socialist crap sh1t)

    Please add something if I forgot
     
    lcatejas likes this.
  9. LordOfTheUnderworlds

    LordOfTheUnderworlds Regular Member

    Joined:
    Feb 9, 2013
    Messages:
    557
    Likes Received:
    407
    Location:
    Patal Lok
    whatever it is, Bharat Nirman sounds better. India Shining sounds like a cheap wannabe kala angrez phrase.
     

Share This Page