POLITICISING THE MARKET

                                               

In democracy, since there is freedom of expression, people are free to use any legal method to publicise their views and political ideologies. Whether it is a corporate house or a political party, the product or thought is associated with a celebrity or something very much in currency. During 1960s, in India in general and West Bengal in particular, sarees, bangles, readymade blouses and other such items were being named after leading popular  filmi heroes or blockbuster movies. Even superstars of Bllywood were not only called in to election campaigns but also offered tickets to try luck at the hustings.

With the advent of the 20^th century, the trend has changed drastically. Instead of cinema actors, now popular political leaders are themselves in demand. Even the markets have come forward to encash this new avenue. They are bringing items of daily use in the market, named after political leaders, high in the public estimation. About a couple of years ago, in Patna, on the eve of Diwali and Holi, ‘pichkaris’ and crackers in the pavement stalls were displaying names of political heavyweights. Some crackers were marketed bearing names of Nitish and Lalu. Once Lalu joked, while Lalu crackers produced deafening sound, Nitish crackers just fused and became dumb.

On the occasion of the impending General Election, this propaganda appears to have gained a new height. For last one year, Modi and Rahul face- masks are seen in a large number in the crowd. Even the supporters of Anna and AAP are putting on white Gandhi caps with some identifying literature. Modi- half sleeve kurta is also emerging as a new fashion statement like JP-cut ‘bandi’. His abbreviated name, NaMo is also getting wide currency. For that matter, RaGa for Rahul could not match its counterpart.

To cap these all, even in the ‘satta-bazar, the stake holders are betting on these leading PM prospects. However, the NaMo rate is reported to be higher. To cap these all, according to a TV channel news, a particular hotel is serving thalis named after them. While Raga thali costs Rs. 90/-, the NaMo thali is available on a higher price of Rs. 120/-. Is not it an interesting trend in Indian politics?