Thursday, January 8, 2015

Why Sarkari Names Suck.

There’s this person I know who spouts MBA style jargon every day. He seriously thinks it’s cool to speak in acronyms. He reduces everything to an alphanumeric mantra. If it’s 5Ts (Talent, Tradition, Tourism, Trade, Technology) one day, the very next day, he would get rapturous about the 3Ds (Democracy, Demography, Demand) and the 3Ss (Skill, Scale, Speed). By the way, NITI (National Institution for Transforming India) is his latest obsession.

By now, you would have realised that the person I am alluding to is NaMo. Despite being an outstanding communicator with a visible penchant for wordsmithery, he’s been less than impressive with the nomenclature of his pet government schemes.

The man who gave us the very catchy RSVP (Rahul, Sonia, Vadra, Priyanka) has somehow picked unexciting lemons like ‘Pradhan Mantri Jan Dhan Yojana’, ‘Saansad Adarsh Gram Yojana’, and ‘Swachh Bharat Abhiyaan’ for programs with the remarkable potential to transform the face of India.

Perhaps Modi picked the bad habit from previous governments that have been guilty of burying life altering concepts with mind numbing names. Mahatma Gandhi National Rural Employment Guarantee Act (MNREGA) is a telling example. Here’s a scheme that ensures 100 days of paid work to every villager, and they go and give it a pedestrian label that feels as long as Warnakulasuriya Patabendige Ushantha Joseph Chaminda Vaas! Even soaps, detergents and mediocre shampoos that do far lesser have far more impactful names.

The problem really lies in using words that have no connection with the masses. When was the last time you heard anyone using ‘Shram’ for ‘labour’, ‘Krishi' for ‘agriculture’, ‘Protsahan’ for ‘stimulus’ and ‘Pravasi’ for ‘NRI’? You need to either be a black belt from Hindi Prachar Sabha or a newscaster from Doordarshan to dabble in such gobbledegook.

So, why, oh why, should the very savvy Narendra Modi choose an ‘Apprentice Protsahan Yojana’ or a ‘Swavlamban Abhiyaan’? Why not take a cue from his pal Jayalalithaa who preferred ‘Amma Canteen’ over something as banal as ‘Mukhya Mantri Antyodaya Anna Surakasha Bhojanalay’! Yes, she overdid it with Amma Cement and what not, but at least she applied the pithy principles of branding and kept it simple and smart. Time to think KISS, Modi!