Marketing Mamata

The pugnacious Mamata Banerjee is the product of the 4 Ps of marketing - product, people, placement and most importantly packaging.

She was a bit player trying to stay relevant when the 43 year old broke away from the Congress to form the TMC on her own. She then went on to package herself as the rebel and saviour of regressive Bengal on the wave of Singur and Nandigram.

O'Brien, who joined team Trinamool in 2004, provided Mamata's campaign with a credible voice that people could empathise with. Others like theatre personality Bratya Basu and artist Shuvaprasanna lent added power to that voice.

Understanding the need of sensational journalism, Mamata - led TMC took over Channel 10 and had round the clock news supporting her everyday moves and motives. Channels like News Time, which is originally owned by congress leader in Assam also did extensive campaign for her. Anchor of Kolkata TV is still visible in most party hosted events. Before 2011 independent papers like Bartaman & those from ABP group also started glorifying her for Singur demonstration.

Slowly but surely  the two central theme of "poriborton" and "ma-mati-manush" caught on and other news channels and newspapers took up the cause. It was the most happening event. People were swept up in the euphoria of the moment. Supporting Mamata was the in-thing as it was with the Obama campaign. Now Bartaman & ABP group are campaigning against her. So party from topmost position to bottom has become furious against them.

It brings to the forefront the fault lines of sensational journalism. So while every news channel and newspaper is focusing on Sarada scam, it is critical to remember that there are other important events being swept under the carpet. The flight of industry from Bengal and the ticking time bomb of jobless Bengal. It is also important to focus on the increase in violent crimes such as 100 violent clashes that takes place in Bengal every month. The rise in crime under Mamata Banerjee is the most untold of all stories. Similarly, degradation of the social fabric due to the appeasement of minority communities is another story that is losing traction as a consequence of sensational journalism. It is also important to remember immigration issues and the danger of exporting and importing terrorism from Indian soil as a consequence of failed policies. Rape has almost become a daily event. It has become so regular that people miss stories from story lines nowadays.

Where does the branding of Mamata Banerjee end? She is an empty product that has been hyped as an alternative. She is crumbling before our very eyes. She has failed to delivery in every aspect of governance and policy. 

It is very important to remember the broader dialogue and issues that affect everyday life of everyday men and women in the state. It is high time we reclaim the prime time and tell our stories and set our agenda not the agendas of the powerful and well fed.