BJP's Advertising Spree: Has Modi Government Failed in Highlighting Achievements?
Since the rise of the Narendra Modi-led Bharatiya Janata Party (BJP) to power in India, a key tactic has been a massive advertising and propaganda campaign. Critics argue that despite substantial spending on advertising, the government has failed to effectively communicate its achievements. This essay delves into the advertising strategies employed by the current administration and examines if they have lived up to expectations.
Advertising as a Dominant Strategy
The Indian government under the BJP has deployed a barrage of advertising efforts to highlight its achievements. According to official data, a staggering ?50 billion ($635 million) has been allocated solely for advertising. However, the question remains: has this significant investment translated into public perception of success?
Ministries and departments have spent a hefty portion of their budgets on advertising. For instance, the Beti Bachao Beti Padhao scheme, which was meant to promote girl child education, saw only 25% of its allocated budget (?56 crore) invested in actual implementation. Instead, a significant 75% was consumed by advertising. This pattern is consistent across various government initiatives, suggesting a heavy reliance on advertising over practical outcomes.
The pervasive image of Narendra Modi is evident in every nook and corner of India. From billboards and posters to websites and social media, the BJP has leveraged every available medium. This total branding effort includes the bombardment of advertisements in the form of: Posters and banners Flyers and hoardings Websites and media coverage Print media and magazines Cut-outs and 3D paintings Wall hangings and key chains T-Shirts and other branded merchandise However, a glaring absence in this campaign is the lack of advertisements related to critical measures like Demonetization. A blunder, perhaps, but more likely an oversight given the controversial nature of such decisions.
The Role of Media and Public Perception
Public perception of the Modi government's achievements is significantly influenced by the media landscape. Critics argue that most of the media houses, journalists, academic writers, NGO owners, and social workers have a strong bias against the BJP and Rashtriya Swayamsevak Sangh (RSS).
This bias is often evident in the way certain events are covered. For example, in the Kathua rape case, where a Muslim girl was reportedly violated, journalists and activists immediately blamed the BJP and Narendra Modi. In contrast, when a similar incident occurred in UP, involving a Muslim, no such large-scale campaign ensued. This pattern is consistent across various other instances, suggesting a double standard in media coverage.
On issues like triple talaq, the Sabarimala verdict, and the practices at Ashram Bapu, media reporting selectively targets BJP and Modi, neglecting the perspectives and rights of Hindu individuals and traditions. Recently, when Nuns were allegedly raped in Jalandhar and Kerala, minimal media attention and support were provided to these victims.
This media bias underscores the challenge faced by the BJP in shaping public perception. Despite the extensive advertising campaign, the narrative often remains skewed due to the pervasivemedia opposition.
Conclusion
While the BJP's advertising strategy has been robust and comprehensive, its effectiveness in communicating genuine achievements remains questionable. The heavy reliance on advertising over implementation has not garnered positive public perception, as evidenced by critical media coverage.
The success of any electoral campaign ultimately hinges on the government's ability to deliver tangible results. As the Modi government continues its tenure, it must find a balanced approach that combines assertive advertising with robust implementation of policies, to truly resonate with the people of India.
Keywords: BJP advertising, Modi government achievements, media bias, advertising strategies, electoral effectiveness