India Shining?

India Shining campaign as it turned out to be is a clear example of incurring wrath of people with over-exposure.

In retrospect, the ‘India Shining’ campaign launched by the Atal Bihari Vajpayee led National Democratic Alliance (NDA) Government turned out as the biggest flops of the year. The advertisement campaign, launched in February to show case India’s growth and achievements of the NDA-government, peaked out much before the general elections and people voted out the NDA with a vengeance.

Buoyed by India’s economic growth and positive outlook for the year the India Shining campaign launched at a cost of Rs 70 crore dwelt about the changes in the lives of urban population. The campaign that flooded the electronic and print media however, failed to strike a chord with the electorate, who seem to have voted with a vengeance against the NDA. India Shining campaign as it turned out to be is a clear example of incurring wrath of people with over-exposure.
- Prakash Pillai