Creating happiness?

‘Ye hai ek chhote se gaaon ki chhoti si bindu’ says the television commercial introducing a smiling innocent girl. Frequently seen on primetime, this advertisement allures with its earthy music and soothing visuals. It shows the world around playful Bindu which includes her brothers, her school and her “naya khilona” which runs on electricity as the voice over describes a computer. Aanganwadis for 1.25 lakh children, mid-day meals for 2.5 lakh children, computer education for 10 lakh students, health care for 22 lakh people the advertisement claims, and you begin to wonder who this good Samaritan is? A circular logo in orange and blue appears, with words in chunky font – Vedanta, creating happiness.

Ad –

Vedanta, a name creating headlines not so long ago for not so happy reasons. The UK based firm allegedly wanted to oust the tribals of Niyamgiri forests of Orissa, for bauxite mining. The initial clearance given to the $1.7 billion project was cancelled in 2010 by the Ministry of Environment and Forests headed by Jairam Ramesh. Revelations and recommendations of the Saxena Forest Advisory Committee report had led to the cancellation of clearances, which were granted in principle earlier. The Saxena Report highlighted strongly the price that nature and people would have to pay for this project.

The cancellation order can be seen here – http://moef.nic.in/downloads/public-information/Vedanta-24082010.pdf

The order was in line with the recommendations of the NK Saxena committee, which categorically listed down the ecological and human costs of the Vedanta project. It would disturb the wildlife at adjacent Niyamgiri sanctuary which is home to four-horned antelope, barking deer, spotted deer and a rare reptile called Gecko. Not just over 1 lakh trees would be chopped for mining, but the grasslands would be destroyed, which are the breeding grounds for the deer. The 7 square kilometer of hill-top would be razed which will impact water supply, says the committee report. It would affect the Dongaria Kondh tribe who are dependent on forest produce and cultivate lands. As Vedanta violated Forest Rights Act, Forest Conservation Act and Environment Protection Act, the report had put its final words against Vedanta.

It also said that Vedanta violated Forest Rights Act, Forest Conservation Act and Environment Protection Act. The report put its final words against Vedanta.

This short video will explain more than the report.

Not all commercials sell products. The Vedanta commercial isn’t trying to sell you a product that you and I will walk into a store and buy. Some commercials sell ideas, some try to establish credibility. Some try to buy respectability by paying big bucks for prime time. Not all succeed. If Vedanta is creating happiness, as it claims, wonder for whom? Media buyers and channels for sure!

Image Source [http://www.flickr.com/photos/renaissancechambara/2288556895/sizes/l/in/photostream/]