Sugar price rise hits BJP ad film

In poll season, rising sugar prices are obviously helping the opposition BJP in its campaign against the Congress. But it has also hit their ad campaign in a manner the BJP never expected. The party had to shoot the ad film many times as the sugar prices kept on increasing, reports Shekhar Iyer.

In poll season, rising sugar prices are obviously helping the opposition BJP in its campaign against the Congress. But it has also hit their ad campaign in a manner the BJP never expected.

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When the party managers commissioned a film to highlight the price-rise, sugar was selling at Rs 28 a kg. The film was shot duly saying so. But by the time the film got the Election Commission’s clearance, the price of sugar had risen to Rs 30. Parts of the film had to be redone!

But even before it could be released BJP leaders from some states pointed out that sugar in their regions was selling at Rs 36 a kg, and the film was playing down the extent of the crisis.

“We finally decided not to quote any specific price in the film,” said Sidharth Nath Singh, who is in charge of the ad campaign. “In our print campaign we will quote prices, since the body copy of a print ad can be changed every day if needed.”

Meanwhile, releasing sugar import related facts and figures, BJP spokesperson Prakash Javadekar, alleged that the UPA government had permitted a Rs 400 crore sugar scam in return for funds from traders to finance its electioneering.

“Even though there is sugar shortage and its price is shooting up, sugar exports have not been banned,” he said.