My Views: Jassi Jamboree

Jassi Jamboree (As appeared in Times Of India Editorial Page: Conversation with readers)

I agree the TIMES VIEW in the editorial section dated Sept the 2nd 2004, that we need to agree on official and national level that our icons or idols are changing, from the power-thirsty politicians to the glamorous television. And in that glamorous site, something as unglamorous as the character of Jassi definitely creates stir in the whole scenario. But still this doesn’t justify the recent attempt by the Indian postal service, to use Jassi as the main frame in the postage stamps. We can certainly smell commercialization here. Jassi Jaisi Koi Nahi is a series running currently on a popular television channel, and imprinting Jassi on something as popular as postage stamps certainly promotes the series, which is not the job for Postage. If Jassi is gaining some popularity by this surrogate advertisement, may be they should return some part of it back to the Govt. run tax-payers’ service of Indian Postage. Here all I want to suggest is that any Govt. run institution or service is not meant for promoting any product, brand, or any company. I hope that the Indian Postal Service keeps this in mind before taking any further steps on one of the most popular medium of communications.