India Shining
Encyclopedia
India Shining was a marketing slogan referring to the overall feeling of economic optimism in India
in 2004. The slogan was popularized by the then-ruling Bharatiya Janata Party
(BJP) for the 2004 Indian general elections
.
The slogan was initially developed as part of an Indian government campaign intended to promote India internationally. Advertising firm Grey Worldwide
won the campaign account in 2003; the slogan and the associated campaign was developed by national creative director Prathap Suthan
, in consultation with Finance Minister Jaswant Singh
. The government spent an estimated $20 million USD of government funds on national television advertisements and newspaper ads featuring the "India Shining" slogan.
Some editorials also suggested that the India Shining campaign was one of the causes for the subsequent defeat of the Atal Bihari Vajpayee
government in the 2004 parliamentary elections, particularly in urban areas, the target audience of the campaign.
The negative assessment of the India Shining campaign was echoed after the election by former Deputy Prime Minister L.K. Advani
, who described it as "valid," but "inappropriate for our election campaign... By making them verbal icons of our election campaign, we gave our political opponents an opportunity to highlight other aspects of India's contemporary reality... which questioned our claim."
The India Shining slogan drew criticism from various columnists and political critics of the ruling National Democratic Alliance
government for glossing over a variety of social problems, including poverty and social inequality.
The slogan was then used as a central theme in the BJP's campaign for the 2004-05 national elections, a move criticized by the BJP's political opponents, who felt that public money was being used for partisan purposes. In response, the Indian Election Commission banned the slogan's broadcast until after the elections, although BJP politicians continued to use the slogan in other contexts.
are "Incredible India" but Dharavi
is not. Similarly Taj Mahal
is part of "Incredible India" but the city of Agra
in general is not Incredible India.
Incredible India is an abstract term for an India without problems, and a country which has not yet westernized itself. Most of Indian television, being repackaged American programming, is again not "Incredible India".
"Incredible India" also refers to the state of mind in which most modern or attempting-to-be-modern Indians consider themselves -- Incredible India is without corruption, is an emerging superpower, and is a world player respected and loved everywhere.
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
in 2004. The slogan was popularized by the then-ruling Bharatiya Janata Party
Bharatiya Janata Party
The Bharatiya Janata Party ,; translation: Indian People's Party) is one of the two major political parties in India, the other being the Indian National Congress. Established in 1980, it is India's second largest political party in terms of representation in the parliament...
(BJP) for the 2004 Indian general elections
Indian general election, 2004
Legislative elections were held in India in four phases between April 20 and May 10, 2004. Over 670 million people were eligible to vote, electing 543 members of the 14th Lok Sabha...
.
The slogan was initially developed as part of an Indian government campaign intended to promote India internationally. Advertising firm Grey Worldwide
Grey Global Group
Grey Group is a global advertising and marketing agency, whose slogan is providing solutions - with headquarters in New York City, and 432 offices in 96 countries, operating in 154 cities — organized into four geographical units: North America; Europe, Middle East & Africa, Asia-Pacific and Latin...
won the campaign account in 2003; the slogan and the associated campaign was developed by national creative director Prathap Suthan
Prathap Suthan
Prathap Suthan , known in Indian advertising industry circles as Pat, is the Founder and Chief Explorer of The Advisory - a brand consultancy and creative boutique based out of New Delhi. Suthan is also, concurrently, the Chief Creative Officer for iYogi. A Gurgaon based IT services company that...
, in consultation with Finance Minister Jaswant Singh
Jaswant Singh
- Career :He is one of the few Indian politicians to have been the Minister for Defence, Finance and External Affairs.He started the new government of Vajpayee, which lasted its full term, as the External Affairs Minister and later on switched his ministry to Finance with Yashwant Sinha...
. The government spent an estimated $20 million USD of government funds on national television advertisements and newspaper ads featuring the "India Shining" slogan.
Some editorials also suggested that the India Shining campaign was one of the causes for the subsequent defeat of the Atal Bihari Vajpayee
Atal Bihari Vajpayee
Atal Bihari Vajpayee is an Indian statesman who served as the tenth Prime Minister of India three times – first for a brief term of 13 days in 1996, and then for two terms from 1998 to 2004. After his first brief period as Prime Minister in 1996, Vajpayee headed a coalition government from...
government in the 2004 parliamentary elections, particularly in urban areas, the target audience of the campaign.
The negative assessment of the India Shining campaign was echoed after the election by former Deputy Prime Minister L.K. Advani
Lal Krishna Advani
Lal Kishanchand Advani known as Lal Krishna Advani is a Veteran Indian politician. A former president of the Bharatiya Janata Party , which is currently the major opposition party in the Indian Parliament. He also served as a Deputy Prime Minister of India from 2002 to 2004...
, who described it as "valid," but "inappropriate for our election campaign... By making them verbal icons of our election campaign, we gave our political opponents an opportunity to highlight other aspects of India's contemporary reality... which questioned our claim."
Controversy
There has been controversy over the India Shining advertisements as whether the governments, States or Centre are not permitted to use taxpayer’s money to promote any political gain. The BJP government has spent an approximate cost of Rs. 500 crores for the advertisements campaign during 2004 Parliament elections.The India Shining slogan drew criticism from various columnists and political critics of the ruling National Democratic Alliance
National Democratic Alliance (India)
The National Democratic Alliance is a centre-right coalition of political parties in India. At the time of its formation in 1998, it was led by the Bharatiya Janata Party and had thirteen constituent parties. Its convenor is Sharad Yadav, and its honorary chairman is former prime minister Atal...
government for glossing over a variety of social problems, including poverty and social inequality.
The slogan was then used as a central theme in the BJP's campaign for the 2004-05 national elections, a move criticized by the BJP's political opponents, who felt that public money was being used for partisan purposes. In response, the Indian Election Commission banned the slogan's broadcast until after the elections, although BJP politicians continued to use the slogan in other contexts.
Incredible India
Technically the phrase "Incredible India" refers to the aspects of India which demonstrate its rich culture heritage, places of historical interest, and traditional way of life to foreign tourists. For example Elephanta CavesElephanta Caves
The Elephanta Caves are a network of sculpted caves located on Elephanta Island, or Gharapuri in Mumbai Harbour, to the east of the city of Mumbai in the Indian state of Maharashtra...
are "Incredible India" but Dharavi
Dharavi
Dharavi is a slum and administrative ward, over parts of Sion, Bandra, Kurla and Kalina suburbs of Mumbai, India. It is sandwiched between Mahim in the west and Sion in the east, and spread over an area of 175 hectares, or...
is not. Similarly Taj Mahal
Taj Mahal
The Taj Mahal is a white Marble mausoleum located in Agra, India. It was built by Mughal emperor Shah Jahan in memory of his third wife, Mumtaz Mahal...
is part of "Incredible India" but the city of Agra
Agra
Agra a.k.a. Akbarabad is a city on the banks of the river Yamuna in the northern state of Uttar Pradesh, India, west of state capital, Lucknow and south from national capital New Delhi. With a population of 1,686,976 , it is one of the most populous cities in Uttar Pradesh and the 19th most...
in general is not Incredible India.
Incredible India is an abstract term for an India without problems, and a country which has not yet westernized itself. Most of Indian television, being repackaged American programming, is again not "Incredible India".
"Incredible India" also refers to the state of mind in which most modern or attempting-to-be-modern Indians consider themselves -- Incredible India is without corruption, is an emerging superpower, and is a world player respected and loved everywhere.