The media blitz unveiled by the government touches themes of development and empowerment without offering specific numbers or data as the outreach aims to counter the doom and gloom scenarios painted by the opposition.
The short 45- to 90-second clips often present a conversation where optimists prevail over naysayers with one of the protagonists declaring “India is winning” as he rounds off a discussion over whether people are better off. The sequence sees a cynical train traveller asking whether his fellow passengers are “all speaking for the government” and the answer seeks to dilute the impression that the cast is mouthing official propaganda.
The scripting reflects the government’s concern that its programmes are being drowned by shrill politics that invariably cast it in poor light whether with regard to Chinese intrusion or the CBI’s report on Coalgate.
There is a growing concern that the ruling coalition’s “narrative” finds no space in the public discourse and the media campaign can be one way of drawing attention to strides in adult education, rural standards and healthcare.
“This campaign tells stories of individuals, who are experiencing change,” minister of state for information and broadcasting Manish Tewari said.
A young boy, who invents a robot advises a visitor that with enhanced access to quality education there is no need to travel abroad to become an entrepreneur. “You might as well ask your son to come back, the recession in the West is worsening,” he says.
Although the government does not see a connection, Gujarat chief minister Narendra Modi’s attacks on the UPA for “non-governance” poses a challenge as the rhetoric seems to gain traction in the light of continuing corruption-related controversies.
“This campaign puts a focus on the issues that get knocked off the table in the midst of a din,” Tewari added. The campaign is to roll out in three phases with the first installment budgeted at around Rs 18 crore. This will be followed by a feedback and impact analysis to fine-tune the message.
The government denied an electoral calculation saying polls are nearly a year away, and the Congress will launch a political campaign as they draw closer. The government had a right to try and enhance awareness about its programmes.
A woman proudly signing her name for wages and a young Muslim girl who ticks off an official for trying to hoodwink her father of benefits intended for minorities are examples of “empowerment” the UPA has sought to promote.
The question is whether the grassroots experience tilts in favour of beneficiaries or the grasping officials depicted in the campaign.
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