By Japan K Pathak, Ahmedabad, 29 January 2012

In a talk with DeshGujarat, a source in Gujarat Congress today threw light over the background of party’s two-page color advertisement, that has now become infamous for its section of content that praises Modi. Read on the background of this advertisement:

-The advertisement was not published in newspaper. In fact it was not meant for that, because newspapers are circulated among all classes. But this advertisement was for particular class, a

specific segment. It was published on a broadsheet newspaper size color paper, and was inserted as ‘pull out’ into the newspapers of specific areas through early morning vendors.

-The advertisement was targeted to serve the educated urban middle class people in the areas that traditionally always back BJP.

-Knowing that naked attack on Modi, or just praising Congress party, or denying development, or denying Modi’s role completely in development would not work in these educated, middle-class pro-BJP urban localities, the content of the advertisement was created in objective way. So, no denial to Gujarat’s development, no denial to Modi’s role in it, but to highlighting Congress’s role to in the development was the message. With pure motive of intrusion in BJP’s committed urban middle class vote-bank, the objectivity was shown by praising the contribution of all in Gujarat’s glory, including the contribution of BJP Chief Ministers.

-One of the main headline in the advertisement was telling that Gujarat’s development is not because of a one single person. Then there was

some related text, followed by description of achievements of all Chief Ministers of Gujarat including Congress and BJP Chief Ministers. One of the headings was ‘ travel to the decades of

development.’ The anchor heading was ‘Gujarat, developing from the beginning’. Another headline was this: ‘Gujarat has been always on the height of economic development, this is not

recent phenomena.’ One heading was ‘Matrubhumi of great people Gujarat’, one more was ‘Real shine of Gujaratis is their inner strength.’

-The advertisement mentioned contributions of the legends of Gujarat from past centuries with their photographs.

-The only motive of the advertisement was to make educated, pro-BJP voters realized about the fact that Congress Chief Ministers too contributed in development of Gujarat, they too built dams, they too initiated mega projects, they too served the state. And Gujarat’s glory is not only because of the Chief Ministers but also because of the contribution of many other legends who shined in various areas like business, literature etc.

-The party thought that while 95% space may describe achievements and contribution of Congress Chief Ministers, 5% space could be given to present BJP Chief Minister. Ultimate goal would be only to convince the readers that Congress also did a great job in its time for development of the state.

-Take this example: The advertisement provided an opportunity to know the fact that Congress Chief Ministers built Narmada dam from foundation to 110 meter, and Modi built (just) 110-121 meter part. Both was mentioned in the literature to allow readers to decide whose contribution was greater in Narmada cause. Against major achievements of Congress Chief Ministers, Modi’s achievements were narrated as organizing Navratri festival, Kankaria carnival, kite festival, Vibrant Gujarat summit. He was shown as an event organizer. Modi’s organizational skill was admired in the advertisement. Creation of a separate ministry of biotechnology is not a big deal, but Congress advertisement mentioned that as Modi’s achievement skipping many other actually major achievements.

-Do understand that this advertisement was limited to specific class of people, and specific areas. However media pulled out only Modi part of the ad and spread it across the nation. The trouble started here for the Congress party. The first report on ‘Congress praising Modi’ was published in Dainik Jagran whose correspondent is stationed in Ahmedabad. Later other media persons followed this story.

-This because the party wants to play another card in rural, loyal and grey pockets highlighting that Modi’s development is not inclusive, it is not real, it is only for few people.

Concluding point is that in this era of overreached media, it’s difficult to give one pill to one area and another pill to another area. Look at this example: Couple of years back Chief Minister Narendra Modi was addressing a public meeting in remote area of Surendranagar district of Saurashtra. In this rural belt where rain was delayed for significant time, Modi said that it was the sin of Congress government responsible for lacking of rain. He said the centre was planning to break the Ram setu, and this sinful act was responsible for no rain. He added that God was not happy with centre’s decision to break Ram setu. In response to this, people applauded Modi. Though Modi’s such statement was relevant to rural religious audience of remote village of Surendranagar, the TV cameras present there brought this piece of statement to the drawing rooms of educated urban homes within an hour. For urban people, Modi’s this statement was completely irrelevant. Irony was that, soon after this statement, within a span of a week or so, there was heavy rain all over the state, including Surendranagar district.

Photo of the advertisement in question

Though it is believed that the decision to circulate this literature was collective, a single person whose name is discussed as responsible person for this piece of advertisement is Siddharth Patel.

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