THE brand police is back on Indian streets. Despite Indian police personnel suffering an image crisis thanks to day-to-day experiences of ordinary citizens, a newly set-up insurance company has put up huge hoardings along the roads of major Indian cities featuring two police officers. The message is to drive home a nationalistic feeling and connect to the audience that
comes first. India
While launching IndiaFirst Life Insurance, a joint venture among Bank of Baroda, Andhra Bank and UK-based Legal and General Group, advertising agency Mudra Connext has played up the fact that Indian police officers sacrifice their lives for the nation. Yes, several Bollywood movies have made outstanding police officers, or rather police inspectors, as central characters, but it’s rare to spot a company selling their products through “brand police”.
Yet, unlike Indian Army which has a highly nationalistic brand image, Indian police officers suffer from that. It’s not that Indian police officers are non-nationalists, or lack spirit, but their daily brush with common people creates a situation where police are feared, but not respected. Also, the sacrifice made by the police is often belittled by an image like teen molester cop SPS Rathore, which symbolizes arrogance, corruption and misuse of the system.
Many police officers often blame the media for bringing in a bad reputation to the police, but the fact is that the TRP-dependent
’s television would not have highlighted Rathore’s case so much if they find no audience for that! India
Indiafirst surely takes a well-designed risk in highlighting “brand police” to sell their products, but that could be the beginning of a changed image for Indian police. If not anything else, it should act like a morale booster for the IPS community to work on brand police more seriously.
a) Maoists attacked joint forces camp inb) The media personnel covering the Pune German Bakery blast accused the city police commissioner Satyapal Singh, a 1980 batch
West Bengal’s Sealdah area of West Midnapore District on Monday evening and killed 14 security personnel on the spot.