Controversy
There has been controversy over the India Shining advertisements as whether the governments, States or Centre are not permitted to use taxpayer’s money to promote any political gain. The BJP government has spent an approximate cost of Rs. 500 crores for the advertisements campaign during 2004 Parliament elections.
The India Shining slogan drew criticism from various columnists and political critics of the ruling National Democratic Alliance government for glossing over a variety of social problems, including poverty and social inequality.
The slogan was then used as a central theme in the BJP's campaign for the 2004-05 national elections, a move criticized by the BJP's political opponents, who felt that public money was being used for partisan purposes. In response, the Indian Election Commission banned the slogan's broadcast until after the elections, although BJP politicians continued to use the slogan in other contexts.
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