Should Big B's polio ad be banned?

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Megastar Amitabh Bachchan's public service message against polio – titled Do Boond Jeewan Ki - is at the centre of a roaring controversy.

Just ahead of Uttar Pradesh Assembly elections, the Election Commission has said the campaign is a “surrogate advertising” for the ruling Samajwadi Party.

Many believe that Bachchans’ proximity to the Samajwadi Party – especially their bonhomie with UP Chief Minister Mulayam Singh Yadav and party General Secretary Amar Singh – could influence voters.

Shockingly, Uttar Pradesh accounts for the maximum number of polio cases reported from across India. In 2006, the state reported over 481 polio cases – that’s 90 per cent of total cases in Indian. The state has reported four cases of polio in 2007; only second to Bihar's seven and banning the awareness campaign could affect the polio eradication campaign

So, just why should a public service ad, directing at the eradication of pulse polio and featuring Amitabh Bachchan be banned?

This was one of the topic of discussion on CNN-IBN show Face the Nation conducted by Rajdeep Sardesai.

On the expert panel to discuss the controversial EC directive were Samajwadi Party General Secretary, Amar Singh and former chief election commissioner, T S Krishnamurthy.

“When the code of conduct comes into force after the announcement of elections, the advertisements have to follow certain principles. In fact, we have had similar experiences in the previous elections as well. Amitabh Bachchan has been associated with Samajwadi Party advertisements earlier and obviously as a party associative, if he comes in a government advertisement, there could be objection,” said Krishnamurthy, indicating that Bachchan should have avoided it since public funds are involved in the adverstising.

Ad mad: The Big debate

However, Bachchan has never said that he is a Samajwadi Party person. So should there be no distinction between the ad where he is promoting the SP and an ad where he is seen to be working on a social service campaign?

“During the last parliamentary elections, Krishnamachary Srikkanth said he would campaign for BJP and, at the same time, wanted to appear for cricket commentary on television too. We told him he could not do it on Doordarshan if he is campaigning for a party. So, he issued a statement saying he will not be a member of any party and only then was he allowed to do commentary. This being the case, the correct procedure is that these advertisements be screened. The SC judgement that ads during the election period have to be screened by the chief electoral officer in association with one or two members,” Krishnamurthy said.

He also suggested that it was better that such ads are avoided by celebrities during the poll period, but also made clear that “neutral persons” were allowed to campaign for such causes.

However, given the state of polio in Uttar Pradesh, should EC not take a more holistic view of the situation and let Bachchan campaign?

“I am not saying it should be banned. All I am saying is that it should go through a screening committee as directed by SC,” Krishnamurthy said.

Star talk: Ban celebs?

Should there be a blanket ban on all celebrity advertising involving government funds during election times, considering that public money is involved?

Krishnamurthy said that the EC had been taking a consistent stand that government ads should not contain pictures of any person associated with the ruling party.

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“The only exception we have given is to the prime minister, particularly in reference to the various international and national conferences. It would be in fitness of things that these ads are regulated,” he said.

Will the ban also extend to Amitabh Bachchan films, till elections are on in UP?

“I did not say that. Only where government funds are involved, such things should be avoided,” Krishnamurthy made clear.

But were government funds used in the pulse polio advertisement? “Pulse polio ad is not done by state government. This is done by Unicef and and Union Health Ministry. It was also sponsored by USAIDS. I don’t know the nitty-gritty,” said Amar Singh.

Many critics are of the belief that all Bachchan ads are, in a way, surrogate advertising for Samajwadi Party.

‘People are mad’

Amar Singh remained on the defensive on the issue. “They have gone mad and I don’t have to reply to such madness. As far as Mr Bachchan is concerned, he is the brand ambassador of UP and he is simply quoting the Nation Crime Bureau report prepared by Union Home Ministry. EC had subsequently told TV channels not to telecast it, but a committee was formed and it cleared the ad. We have the (clearance) certificate for airing the ad. He is not saying ‘vote for Samajwadi Party or Amar Singh’, he is simply saying that crime is less in UP,” he retorted.

But at the end of the ad, there is SP’s cycle symbol that can be seen. So what’s wrong in saying that?

“I am honest and direct man and I replied to your aggression. Mr Krishnamurthy just said that any government sponsored ad cannot be aired, so UP government cannot fund it. The message is not electoral, it’s for the state of UP,” said Amar Singh.

Amar Singh also said if Bachchan had a problem with the advertising , he would have raised it. “His wife is a Samajwadi leader and an MP. She will complain openly. But most certainly, Mr Bachchan is not in politics and is the brand ambassador of UP. He is simply clarifying the wrong notion about the state,” Amar Singh said, adding that he was not in the know about the amount of money being spent on the campaigning.

He said he would not prefer to give any “off-the-cuff” remark. “Anything I say today will be judged. So I have to be very careful. Don’t worry Rajdeep, you are not an income tax official. All the money is being paid through cheques and is legitimate. I know the system is watching and scrutinising,” he said.

Target Bachchans?

While Samajwadi Party alleges “conspiracy” to target them, is the system really being unfair to the Bachchans and the party?

“No I would say that the ads aired during the time the code of conduct is in force, particluary the party and government ads, must be regulated. If committee clears the ad, I see no reason why we should interfere,” said Krishnamurthy.

There was another controversy that surfaced on Monday, involving former prime minister V P Singh and the Samajwadi Party. There were allegations that the SP was tracking Singh’s movements and had deployed police for the purpose.

“I don’t think he is that important that he should be tracked. He is a free citizen and is free to go wherever. To reply to Mr Krishnamurthy, the ad starring Mr Bachchan has been approved by the steering committee and is not being sponsored by UP government, concluded Amar Singh.

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