Insensitive ads in Gujarat

Is anybody reading between the lines of the new Gujarat Tourism ad starring Amitabh Bachchan? The super star is seen at the Somnath Temple, mouthing dialogues about how invaders marched into India and tried to destroy our culture and identity. But identity, he tells us, is not so easily erased. The Somnath Temple stands tall, mirroring the resilient national identity, he thunders in his trademark baritone.

All very well. The temple is an architectural marvel, a historic landmark and a sacred site for Hindus.  Nobody is arguing with that. The rub lies elsewhere. India is a secular republic (of course, the powers that be in Gujarat have an infamous record of honouring this) and the Constitution clearly states that citizens of all faiths and religions are held on an equal footing. Mr Bachchan’s ad, and especially the lines that he so theatrically delivers, violate this basic Constitutional premise.

There are several places of worship scattered over the length and breadth of Gujarat. When a government agency commissions an advertisement for a place of worship considered sacred by people of a particular religion, the choice privileges one section of the community. The ‘Fragrance of Gujarat’ ads, a series of clips starring Amitabh Bachchan have no intention of promoting any other place of worship in the state. There are ads promoting the desert of Kutch and one in praise of the Asiatic Lion, we are told.

The true believer knows where god resides. Those who believe in organized religion are also well aware of the existence of places of worship which their faith venerates. An advertisement for the same, though a lucrative opportunity for those who star in them, are a redundant exercise. Godhra is our collective shame. Let’s not rub salt on barely healed wounds.

Mr Bachchan will endorse anything, as long as he is paid to do so. Broadcasters should pull the plug on this ad and ensure more of its ilk does not pollute the air waves.

 

Vineetha Mokkil 

New Delhi

October, 8, 2010