PM in this ad, PM in that ad, so Vajpayee says enough is enough

If any photographs are to be carried, a sample would have to be first sent to the PMO. If they meet the yet unspecified criterion, they would be approved by the secretary to the Prime Minister. Prabhat Kumar’s note hints that the use of the Prime Minister’s photograph need not imply endorsement of the subject matter contained in the advertisement.

The directive (DO No1/47/7/2000-cab) that has baffled the bureaucrats was issued on July 31 and is now doing the rounds in several departments. The Cabinet Secretary’s memo states, “The Prime Minister has directed that henceforth before putting his photograph in any such advertisements, the Ministry/departments… will obtain prior approval from the secretary to the Prime Minister giving details of proposed release including test photographs.”

“It has been noticed that the ministries, departments, autonomous or statutory organisations attached to various ministries or departments often come out with advertisements in the media giving publicity to their programmes or projects or important events in which the photograph of the Prime Minister is displayed,” the letter says. “This display implies the Prime Minister’s support/personal association with the objectives.”

Says a senior official of the Directorate of Audio Visual Publicity (DAVP): “Certain advertisement campaigns like the one released for the Kargil anniversary may have a lot of emotional appeal but could have done without the Prime Minister’s photograph. The Prime Minister cannot endorse everything and anything put out by a Government department.”

On reason why Vajpayee’s is the most sought-after face is that it gives instant credibility to the advertisement. “For instance, Vajpayee’s photograph is used in many projects of public sector undertaking which is not really necessary. But that brings some value to the advertisement which otherwise would have been unimpressive,” says the DAVP official.

A senior bureaucrat of the PMO has another reason on why the directive was necessary. “Very often advertisements are issued and the reason given is the desire to use the Prime Minister’s photograph. This has gone up in the last few years because of bifurcation and the increase in the number of ministries.”

The directive from the Cabinet Secretary concludes the note in a rather tough tone: “You (secretaries) may please bring the Prime Minister’s direction to the notice of all concerned for strict compliance.”