The Brand Amma - Social Work or Self Promotion

J Jayalalithaa, the actress turned Chief minister of Tamil Nadu was given the nickname "Amma" by her followers comparing to or assuming her Amma (Mother). But, she developed this nickname to be the biggest brand in Tamil Nadu, the “Amma brand”. Despite having no market value of this brand, it has a very significant value for the people of Tamil Nadu, especially the poor and the have-nots. For them, she is the goddess who is not only filling their hungry stomach but also providing them almost all basic items necessary for living a decent life (including some luxurious items too).

After becoming CM, the major work Jayalalithaa's government has done is providing subsidy and freebies to the people. For instance, subsidized cheap food at canteen, packaged water, pharmacy bill, cement, free rice, free mixer grinder, spectacles, mobiles, laptops, bicycles, etc. all under brand "Amma" and at the price no other shopkeepers, manufacturers or the e-commerce companies can dare to give or if they do we have every right to call them "fools". In other words, the brand "Amma" is all about subsidy!

So, is this the right way of running a state? Why shouldn't Tamil Nadu then become model state for development like the Gujarat model and let Jayalalithaa to expand her brand "Amma" to the national and to the global level? The answer is a big "no" because this may appear as a social work but if we look it more closely, we'll find that this is nothing but an abuse of power for self promotion to remain in power forever.

If she continue to give subsidies in this manner, people will definitely choose her leadership because we know Indians love subsidies. Also, when you've a hungry stomach, you cannot think or decide clearly what is right and what is not. And seriously, why would anyone deny taking this fantastic services of brand "Amma"?

There are charges of corruption against her government and she was also nabbed in the Disproportionate asset case. But, nothing made her weak as she didn't lose trust of the people who elected her and it's all thanks to the brand Amma.

So, how does she compensate the massive subsidy and freebies she offers to the people of Tamil Nadu? Any guess? The answer may be injurious to health!

As election is underway, opposition parties are trying to devalue the Amma brand. The principle opposition party cannot make corruption an issue in this election because people haven't forget the 2G scam yet and if they did, Amma will remind them once again.

As Jayalalithaa provides services of "Amma" not just during elections but 24/7, the Election Commission cannot question her integrity. If EC somehow manage to ban the services during election, then more and more people will come out voting for AIADMK to make Jayalalithaa chief minister once again or to avail services of brand "Amma". In a nutshell, by creating the brand "Amma", Jayalalithaa is ruling the hearts of people and the state of Tamil Nadu.

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