Tuesday, 28 June, 2022
HomeOpinion'Achhe Din of 2014' have still not been unpacked and we already...

‘Achhe Din of 2014’ have still not been unpacked and we already have ‘Achhe Din of 2022’

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Let us not allow facts and outcomes get in the way of our ability to believe in ‘Achhe Din 2014‘. Instead, we should look back and marvel at how nicely the promise was packaged and how happy it made us.

The ‘Achhe Din of 2014’ deserves the award for the best packaged scheme in India until now.

One example is how it promised to clean all the rivers of India, starting with the Ganga. No one knew if there was even a time-bound blueprint to clean Ganga and how it will work. But who cared back then. Our dear Narendra Modi just had to declare that he is “Ganga Maiya ka beta” and, of course, everybody believed that a son would tear apart mountains to take care of his dear mother. Four years and Rs 3,000 crore later, the Ganga river continues to be dirty.

But let us not allow facts and outcomes get in the way of our ability to believe. Instead, we should look back and marvel at how nicely the promise was packaged and how happy it made us.

In fact, Achhe Din was overflowing with such similar amazingly packaged gifts. All black money will be bought back from the Swiss banks within 100 days. All criminal politicians will be punished in fast-track courts within one year. Such was the magic of the gift-wrapped ‘Achhe Din 2014’ that people have still not bothered to open it and look inside.

It was like that golden coloured, special edition of potato chips packet, sprinkled with exotic Himalayan herbs that you buy and keep on your shelf to eat in future. You keep adoring the attractive package, you dream about opening it and tasting its mouth-watering pleasure. But you’re so engrossed in the day dreams that you haven’t woken up to actually try it.

But a handful of people did open it and found it was full of fluff and air with no golden chips inside. And they were dismissed as negative naysayers.

Most people preferred to remain in the mesmerised state.

Then came another attraction to distract them — another advertisement from the potato chips company. This time it was a brand new diamond edition of the chips in the market, which promised to make you lose your belly fat thanks to the ayurvedic gau mutra mix inside the potato chips. It was called ‘New India 2022’.

This was groundbreaking. The advertisement for the diamond edition of the chips was brilliant and published in all major newspapers every second day for months. Those who had actually opened the golden edition earlier, tried to warn people. Open the golden edition packets first, they said. But their voice was buried soon enough, because the majority argued:

‘Do you know a better alternative to losing fat? We have no option but to buy this diamond edition!’

The rational minority advised them about other legitimate ways to lose fat, like exercising or eating healthy. But that takes too much effort and time, because it is easier to go and buy the wonderful diamond chips and immerse oneself in belief.

Healthcare for 50 crore people, yet no blueprint on where the money will come from. Housing for all by 2022, yet no progress report on how much has been done so far. Farmers’ incomes will double by 2022, yet no detailed explanation on how it will be achieved. Where will the money come from for this? New India is Achhe Din Dobara. It is the diamond edition of the potato chips pack.

Meanwhile, your golden edition pack is collecting dust in the farthest corner of the top shelf in your kitchen. Maybe now they are scared it may contain a pakoda instead.

Dhruv Rathee is an activist and YouTuber.

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17 COMMENTS

  1. Sweet promises were made before people and people taken those promises on face value,throned present government in power.No promises were fulfilled in last 47 months except promises.Commoners are not given anything but corporates got benefits in reduction of taxes and employees in the form of enhanced DA.Only common sense required to understand when DA hiked rupee slides proportionately which moves price up.As nothing is done in last 47 months expect any thing in remaining 13 months is like mirage.

  2. IT IS MUCH EASIER TO FOOL THE PEOPLE THAN TO UNFOOL THEM! While marching towards 2019 general elections, it is better for the “ruling BJP elite” to remember the fate of ‘India Shining’ campaign of yester-years. This slogan, popularised by the then ruling BJP for the 2004 general elections, only contributed to the subsequent defeat of the Atal Bihari Vajpayee government!

  3. Mass hypnosis possible during time of
    despair . Human psychology of emotion doesn’t follow logic . This situation has happened to other civilizations in the past . They have learnt from it how to react in future .
    In the backdrop of 2014 when Congress
    was drowned in severe corruption charges and scams people were searching for alternative and they believed in what Modiji promised . After 4 years of BJP rule voters feel although not much has been done still they are undecided as to which party they can vote for . Appears the Nation is in a fix to decide it’s next Government .
    ,

    • This is the high time that”Acchhe-Din” should be explained, because lot of good work done but people/intellectuals talk of, that only which suit them but the public needs Modi Govt.’s sense of achievement duely vocubularised. Today’s every activity needs a showmanship which should be put forth promptly in clear& certain terms.

  4. Well written.What about Make in India, Start up India, skilled India and lot more such Jumlas.Opposition cannot take advantage of these nonsense due to the negative approach of Media houses controlled by Modi loyalists.

  5. These golden and diamond editions reveals fortunate or unfortunate truth that these manufacturers know what we people want . But why these manufacturers are cheating the consumers by providing undesirable faulty products if they know what they are ought to provide . Is it because they think that the beguiling and pernicious “saffron edition” can still overwhelm the golden and diamond edition to the extent that consumers forget to even open and taste them .

  6. Dhruv, please make us understand what did PM mean by Aache Din, was there any definition, if not than what is your interpredation of Aache Din. Are you expecting Gove to serve Aache Din on a platter, just pick them and enjoy Aache Din.

  7. we are a professional ad agency and do our work with sincerity. But let me tell you out of twenty you have picked what you think is not delivered (it may be slow). There are many out of package that are doing good too…btw who will your party of choice next elections..

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