Key Points
Prime Minister Narendra Modi recently said the next 25 years of Indias Independence would now be known as the Kartvya Kaalthe era of duty..
Used liberally and frequently by the BJP leaders and ministers, including in Union Budget speeches, the term Amrit Kaal was first used by PM Modi in the 75th Independence Day celebrations when he unveiled a new roadmap for the country for the next 25 years...
Apparently, given the current situation with Manipur riots, employment prospects, price rise, etc, observers believe the phrase Amrit Kaal had started giving the vibes/signals that it was not working, even being made fun ofsomething on the lines of the failed India Shining campaign launched by BJPs first Prime Minister Atal Bihari Vajpayee ahead of 2004 elections campaign...
Observers, in fact, term the 'India Shining' campaign as one of the worst political advertisement strategies in Indian political history and attribute it to be among the reasons for the failure of the then NDA government to return to power at the Centre...
While 'India Shining focused largely on the urban growth story, and neglected rural distress and backwardness, perhaps learning from Vajpayee's experience, the2009 'Bharat Nirman' campaign launched by the then UPA government was more successful...
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