Amar Ujala Dehradun, Uttarakhand, today has published a full page advertisement of Government of Jharkhand, wishing and inviting "Shiv Bhakts"(God devotees) to visit Shravani Mela (Fair) in Deodhar Jharkhand. At the left and right bottom of the ad are big photos of the Prime Minister Narendra Modi and the Jharkhand CM Raghubar Das respectively. On the top left and right are the tiny image of Pt. Deen Dayal Upadhyaya and the Uttarakhand Government logo.

The advertisement is problematic for many reasons.

One, devoting a full page advertisement in a newspaper circulated in Uttarakhand, of a fair taking place 1500 kms away is surprising. Obviously, no one will go on foot there; but even when some mode of transport is taken, still that logically doesn't mean a devotee will go there. He/she can offer prayers in a temple in his/her locality.

Two, if the Uttarakhand Government sees pilgrimage as a major source of jobs for Uttarakhand people, then why does it want to divert the pilgrims to some other state.

Three, and the strongest of the reasons is that why does Uttarakhand Government support the advertisement by getting the Uttarakhand Government logo printed on it?

The answer to this question, which I can think of: Is to link Prime minister Narendra Modi, Jharkhand Government and Uttarakhand Government with people's faith, which essentially may not be good for the people, as such artificial connections divert people's attention from more important issues. Instead of taking such a long route, the Uttarakhand Government could have got its own ad published. At least, the Uttarakhand CM's photo could be placed there (Only PM and state CM photos can feature in Govt ads).

To conclude, a full one page advertisement seems no more than yet another advertisement making use of people's faith. That apart, when Uttarakhand, Jharkhand and other states are reeling under the rain related damage to human lives, property; seeing such a full page ad skillfully placed in an Uttarakhand based newspaper is not tasteful.

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