India Shining

BJP's slogan

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This article is part of
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Atal Bihari Vajpayee

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Prime Minister of India

* Early political career
* Electoral history
* Death and state funeral
* Awards and honours
* Eponyms
* Good Governance Day

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Premiership

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* General elections

* 1996
* 1998
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* 2004
* India Shining
* Union Council of Ministers
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* Eleventh
* Twelfth
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National policy

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Legislations

* POTA
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Treaties and accords

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Missions and agencies

* Pokhran-II

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Controversies

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Gallery: Picture, Sound, Video

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India Shining, India Rising (Hindi: भारत उदय) was a marketing slogan referring to the overall feeling of economic optimism in India in 2004. The slogan was popularised by the then-ruling Bharatiya Janata Party (BJP) for the 2004 Indian general elections. The slogan is initially developed as a 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.[1][2] The government spent an estimated 20 million USD of government funds on national television advertisements and newspaper ads featuring the "India Shining" slogan.[3]

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.[4][5][6]

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."[7][8]

## Controversy

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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. 5 billion for the advertisements campaign during 2004 Parliament elections.[9][10]

The India Shining slogan drew criticism from various columnists[11][12][13] and political critics of the ruling National Democratic Alliance government[14][15] 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 national elections, a move criticised 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.[2][16][17]

## See also

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* Achhe din aane waale hain

## References

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1. ^ "I would have done the same campaign for the Congress". Mid-Day. 15 February 2004. Archived from the original on 8 March 2007. Retrieved 14 September 2006.
2. ^ a b "The Man Behind the 'India Shining' Slogan". Rediff. 2 April 2004. Retrieved 13 September 2006.
3. ^ Perry, Alex (16 February 2004). "Subcontinental Divide". TIME Asia. Archived from the original on 12 January 2005. Retrieved 13 September 2006.
4. ^ "The Meaning of Verdict 2004". The Hindu. 14 May 2004. Archived from the original on 29 June 2004. Retrieved 13 September 2006.
5. ^ Biswas, Soutik (13 May 2004). "How India's elections were won and lost". BBC. Retrieved 13 September 2006.
6. ^ "India shines through Verdict 2004". The Hindu. 14 May 2004. Archived from the original on 24 December 2007. Retrieved 13 September 2006.
7. ^ "BJP admits 'India Shining' error". BBC. 28 May 2004. Retrieved 13 September 2006.
8. ^ "India Shining backfired: Advani". The Times of India. 29 May 2004. Archived from the original on 27 December 2005. Retrieved 13 September 2006.
9. ^ http://www.rediff.com/money/2004/feb/21guest.htm India shining has Mr Joshi worried.
10. ^ http://www.indiatogether.org/2004/feb/edt-shining.htm Govt shining, Media mining.
11. ^ "Not So Shining, Really". Outlook India. 2 February 2004. Retrieved 13 September 2006.
12. ^ "India shines as women grapple with darkness". The Times of India. 4 February 2004. Retrieved 13 September 2006.
13. ^ "The Battle Lines". Frontline. 27 February 2004. Retrieved 13 September 2006.
14. ^ "Sonia questions 'India shining' slogan". The Hindu. Chennai, India. 25 January 2004. Archived from the original on 13 March 2004. Retrieved 14 September 2006.
15. ^ "BJP's 'India shining' campaign eyewash: Congress". The Hindu. 17 February 2004. Archived from the original on 26 January 2005. Retrieved 14 September 2006.
16. ^ "A campaign that lost sheen". The Hindu. Chennai, India. 3 August 2004. Archived from the original on 13 October 2004. Retrieved 13 September 2006.
17. ^ "India Shining...Feel Good vs Fail Good". India Infoline. 10 February 2004. Archived from the original on 11 July 2006. Retrieved 13 September 2006.

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Sangh Parivar (RSS Family of Organisations)

Organisations|

| Foundation|

* Rashtriya Swayamsevak Sangh

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Political party|

* Bharatiya Janata Party (1980-present)
* Bharatiya Jana Sangh (1951-1977)
* Akhil Bharatiya Ram Rajya Parishad (1948-1971)

Religion-specific wings|

* Vishva Hindu Parishad
* Bajrang Dal
* Durga Vahini
* Muslim Rashtriya Manch
* Rashtriya Sikh Sangat
* Hindu Jagarana Vedike
* Dharm Jagaran Samiti
* Hindu Rashtra Sena

Strata and trade-based wings|

* Farmers wing: Bharatiya Kisan Sangh
* Rashtra Sevika Samiti
* Hindu Swayamsevak Sangh
* Akhil Bharatiya Vidyarthi Parishad
* Bharatiya Mazdoor Sangh
* National Hindu Students' Forum

NGOs and social welfare:|

* Vidya Bharati
* Ekal Vidyalaya
* Seva Bharati
* Vivekananda Kendra
* Bharat Vikas Parishad
* Vanavasi Kalyan Ashram
* Friends of Tribals Society
* Bharat Lok Shiksha Parishad
* India Development and Relief Fund

Think tank affiliates|

* India Foundation
* India Policy Foundation
* Swadeshi Jagaran Manch
* Syama Prasad Mookerjee Research Foundation
* Vivekananda International Foundation
* Akhil Bharatiya Itihas Sankalan Yojana

Project specific|

* Ram Janmabhoomi Nyas
* Sabarimala Ayyappa Seva Samajam

Region specific|

* Hindu Munnani
* Hindu Aikya Vedi

News and communication|

* Organiser
* Panchjanya
* Vishwa Samvad Kendra

Others|

* Samskrita Bharati
* Kreeda Bharati
* Central Hindu Military Education Society

Sarsanghchalaks|

| Present|

* Mohan Bhagwat (2009–present)

|

Past|

* K. S. Sudarshan (2000–2009)
* Rajendra Singh (1994–2000)
* Madhukar Dattatraya Deoras (1973–1994)
* M. S. Golwalkar (1940–1973)
* Laxman Vasudev Paranjape (1930–1931)
* K. B. Hedgewar (1925–1930 and 1931–1940)

Other major figures|

| Head of state|

* Atal Bihari Vajpayee (Prime Minister of India)
* Lal Krishna Advani (Deputy Prime Minister of India)
* Narendra Modi (Prime Minister of India)
* Ram Nath Kovind (President of India)
* Venkaiah Naidu (Vice President of India)

|

Freedom fighters|

* Balkrishna Shivram Moonje
* Vinayak Damodar Savarkar

Senior affiliates|

* Ashok Singhal
* Babasaheb Apte
* Bal Thackeray
* Chinmayananda Saraswati
* Eknath Ranade
* Prabhakar Balwant Dani
* Praveen Togadia
* Ram Madhav
* Ramchandra Das Paramhans
* S. S. Apte
* Suresh Joshi
* Sambhaji Bhide

Activists|

* Giriraj Kishore
* K. N. Govindacharya
* Madhukar Rao Bhagwat
* Swami Karpatri

Authors|

| Present|

* Bibliography
* Arun Shourie
* David Frawley
* D. P. Agrawal
* Dilip Kumar Chakrabarti
* François Gautier
* Koenraad Elst
* Michel Danino
* Rajiv Malhotra
* Ram Gopal
* Subhash Kak
* Suresh Chavhanke

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Past|

* Balraj Madhok
* Dharampal
* Girilal Jain
* K. D. Sethna
* K. S. Lal
* N. S. Rajaram
* Raj Krishna
* Rajiv Dixit
* Ram Swarup
* Sita Ram Goel
* Swaraj Prakash Gupta

Philosophy|

* Cultural Hinduism
* Bharat Mata
* Hindu nationalism
* Hindutva
* Greater India
* Akhand Bharat
* Indianisation
* Indian influence on Southeast Asia
* Indosphere
* Mandala
* Sanskritisation
* Integral humanism
* Equality without appeasement
* Anti-minoritarianism
* Sarva Dharma Sama Bhava
* Vasudhaiva Kutumbakam
* Dharma-Dhamma unity
* Unity of Indian-origin religions: Hinduism
* Buddhism
* Jainism
* Sikhism

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