Why does adult franchise suddenly sound like election porn today? Because Bollywood buddies Karan Johar , Aamir Khan, Rakyesh Mehra, Prasoon Joshi and others now want to make you believe that casting your vote is the most arousing political act for all consenting young adults over 18 years, of cerebral machismo and hardihood.
On the eve of general elections to the 15th Lok Sabha, as the gigantic, electoral machine rolls out yet another great drama of mass democracy, out leaps Aamir Khan — self-conscious superstar (not to be confused with conscience) from your television screen, poking his head at you, and tch-tching for not prudently exercising your franchise.
The three-part series shows a fresh-faced, clean-shaven un-Gajini Aamir testily asking parents if they would hand over their daughters to grooms without crosschecking every detail of the suitor’s background.
So why hand over the country to people without checking out their antecedents, he asks. In another video, Aamir alludes to an indecent proposal when he berates the unwashed masses for selling their vote for a bottle of hooch, television set, a sari etc. As if the poor are so gullible and stupid. Doesn’t Aamir know that the last 62 years have shown it is the masses that have always voted cleverly and shrewdly, to kick out every dictatorial, fascist and inefficient government out of power? And what’s wrong in getting a goody bag at the time? Bizarrely, adman and Bollywood scriptwriter Prasoon Joshi, who brought smalltown to the big city, shows similar scorn when he scripts another video where a plump, cross housewife chides the veggie vendor for cheating her with bruised and rotten tomatoes. It’s an image everyone understands, says Joshi or some such thing. As if choosing tomatoes is like choosing a leader. The ‘King of Kitsch’, Karan Johar is yet to release his series starring AB junior to Kareena Kapoor to himself among others, in a music video, perhaps in a We are the World Hollywood-type promo, to say their bit about youths-for- votes. But so startled was Johar by the ready eagerness of Bolly A-listers to participate in the videos that he now excitedly declares he has discovered a new passion — to produce informative public broadcast quickies.
Call it the Big O or the Obama effect, but it seems elections are now groovy after the Blackberry US President turned on a whole nation through messaging, Twittering and Facebook. Our copycat Bollywood citizenry was certainly not going to be left behind and Khan and pals got set to plunge into their vote campaign through a techno blitz of ad films, prints ads, Internet and mobile communication. But unlike the US prez, who stood for elections and fought a tough and invigorating campaign to come to office, there is a big difference here. Bollywood is not about to leap into political activism, it is about jumping into the lucrative brand wagon. They had sniffed a mega opportunity — of expanding their brand image as ‘Citizen Bollywood’.
Imagine adding the new aspect of ‘good citizen’ to the already pulsating and paying image of the brand Aamir Khan. Okay, the poor star did take a beating earlier when he wanted to become citizen Aamir — remember when he had to back off from endorsing the Narmada Bachao Andolan after being reminded he is a brand ambassador for a cola giant, that plunders precious groundwater? But there’s no harm in trying again, right? And asking the youth to vote today is safe, risk-free and environmentally friendly. You are not endorsing any political party, politician or even ideology, that is all too deep and demanding; instead look concerned and passionate and appeal to a whole new, wide and diverse public, and cash in on it later.
After this, even sun-dried farmers will look silly on Krishi Darshan, you will now have sun-kissed Aamir Khan on the joys of harvesting.
As for Karan Johar, NRIs are a yawn and it’s time to zoom the lens away from the non-resident spread from Birmingham to New Jersey, to the residents of Bharat, in Borivili and Bulandshahr. Let’s talk to the aam aadmi, baby, and the possibilities are limitless. For a self-confessed fashionista and designer worshipper, luxury brands can piggy- back on Karan, now director saab-television anchor-lifestyle guru-social messenger all rolled into one brand, to the public. After all, they now trust him to be a good, socially conscious citizen. Somehow it has a more trusting, altruistic ring to it rather than just be ‘Kitsch King’ from Malabar Hill.
Political activism is not about finding that G-spot where celebs enhance their brand and earn more money, and it is much more than asking people to turn out on voting day and stamp on the ballot paper.
Elections in this country have seen a healthy high in voter participation, and it does not seem as if voters are about to disappear into the political wasteland. Unfortunately there is no nice way of saying this but activism demands courage, commitment and a deep understanding of the ills that plague us, from poverty, inequality and violence, among others. How about making a beginning with your city’s civic polls? It’s not glamorous but that’s where problems begin, at the bottom.
We may all be afflicted by a profound sense of political malaise around us but indignation is hardly a qualification to pronounce on society’s ills. Really, are the Bolly biggies saying anything relevant? Why are they shying away from endorsing a political party, leader or ideology that is in the election maidan? Now that requires some deep thinking and a ‘coming out’ right? Instead of exhorting the public to check a candidate’s antecedent, why not exhort them to check what each political party stands for and then choose the right party to vote? Bollywood has spent its time caricaturising and demonising politics and politicians, that they are up to their eyeballs in sleaze, but hey, how do you figure all this by checking out their bio-data? Surely, it’s time to take a stand and endorse a party. The rest is all fluff stuff.
In this decade of relentless trivialisation, gimmicky stars have hit a new level of attention-grabbing silliness. As the Obama campaign revealed, genuine and modern electoral empowerment of the public requires more than online and television pronouncements. It was, as a commentator said, a triumph of sheer hands-on hard work by selfless, determined and passionate activists. It’s gritty, hardy and grimy out there, political engagement is not about cutesy indignation and pique.
Sorry Karan and Aamir, politics will never be cuddly
About the author:
Vrinda Gopinath is a freelance journalist
