Idea ‘Nahin Baneinge Ullu’ TV advertisement senses India’s mood

If you watch a lot of TV, then the new Idea TV advertisement — ‘Nahin Banenge Ullu’, from Idea’s ‘No Ullu Banaoing’ series of TVCs, must have caught your attention. The TV advertisement may or may not be interesting to you, but it does sense India’s mood right now.

The TV advertisement is picturised as a chorus singing some Public Service message or patriotic song. Very similar to those, Doordarshan used to air in late 80s and early 90s. Sensing perfectly, how young India is keen to get rid off all the evils present in the country, the lyrics of the anthem dream of an utopia (Ideal World) where there will be no thief, manipulator, corrupt, fraud, work shirker , impersonator etc. The way in which the chorus sings the song emphatically tells everyone that bad people and bad practices will not be tolerated any more. May be, Idea is trying to gain from Modi effect.

 

That said, the dream of an Utopia is an effective weapon in the hands of the politicians whenever and wherever they want to distract people’s attention from more meaty issues. In his book , One Life Is Not Enough, Natwar Singh remembers the days of emergency and the early days of the Morarji Desai led Janata Dal Government. Whenever Indira Gandhi used to ask Sanjay Gandhi and his coterie about the on-ground effects of Emergency; Sanjay used to portray the effects as great — the trains are running on time, people are reaching offices in time etc. Not surprisingly, Congress lost the subsequent election. The Janata Dal Government which also tried to win people by the aura of discipline and punctuality, could remain in power just for 2 years.

The point which I want to make here is simple. Discipline in Offices, Punctuality of Trains etc. are important, but are not that important to find place in Newspapers, TV Channels etc. They are INSIGNIFICANT issues to attract the attention of PM or his office. If PM starts micromanaging such trivial issues, then who will take care of issues which need his office’s attention. Important issues like Price rise, inflation, jobs, economic growth etc.

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