Saturday, February 28, 2009

Pink Chaddi Campaign- Who’s Representation of Whom???

Pink Chaddi Campaign- you all must have seen or read about it. After such a needless and excess media-coverage, its impossible for anyone to be unaware of it. Sri Ram Nene getting loads of pink chaddis on Valentine Day was talk of the country few days ago.
This entire episode raises many concerns. To me, the entire campaign looks like an immature idea of some self- appointed guardians of human race, who without even getting close to the reality claims to know the best. It is a perfect example of we can transform a serous matter into sensational news.
Relevance of this campaign has raised many doubts. What was its impact? Apart from providing good juicy stories, has it done anything else? And the most important of all the questions, Is the amount of media coverage it received justified?
The campaign’s objective was visibly positive. The amount of coverage it attracted shows its success in publicizing itself. But the coverage seems to have focused more on the amount of pink- chaddis sold and on who sent it to whom, rather on the seriousness of the issue it addressed. The fault is not entirely of media, there were many loopholes on the part of campaign which resulted this.
Selection of an undergarment as a symbol to represent the support for Valentines Day is out of my understanding. How does chaddi serves the purpose of representing all the liberal section of the society which supports freedom of expression?
The campaign I suppose was to fight against the extremism and narrow-mindedness in the society. This could have been done with any other symbol representing the pureness of love. However, by connecting an undergarment to the issue of Valentine, our so called crusaders have themselves attached sexual connotation to the whole concept of celebrating Valentine Day, which is not the only meaning of the Day (however for some it can be). Even the colour pink seems to be only because of some special liking for the shade instead of any thought- out reason.
The limitation of the campaign only to internet and use of only English doesn’t make it a mass campaign, contrary to popular belief of most of the media. Instead it restricted itself to a particular net-literate section of people.
Sending chaddis to people and embarrassing them doesn’t seem to help the issue in any way. Girls, Couples were still beaten up, without any of these campaigners coming forward to fight for them.


  1. hmm..good one..and i completely agree wid your confusion for chaddi being the symbol of freedom..wen in contrary it actually restricts!!but the neo liberal feminists or whatever doent seem to be bothered to look at the implications or read into symbols wid freudien eyes!(reason he was an anti feminist!)looks like feminism seems to be hot and not cool!

  2. Thanx a lot Amrutha....
    Being a supporter of feminism I wish feminism to be hot and not cool!!! But with these kind of campaigns coming up in the name of neo-liberal feminism, I don't see it happening any time soon....

  3. nice one. your question raised on the symbol is absolutely justified! i think those facebook girls seeks more publicity than the Ram Sene group by putting 'pink chaddi' in their campaign.

  4. Thanks al lot:)
    Ya thats true...sometimes I feel some of them aredoing this for sole purpose of publicity...

  5. I do agree with you..
    I have been thinking on the same lines..
    good job..