Jio ad using PM's image raises eyebrows; draws Opposition, Sena flak

On Friday morning, the image of Prime Minister Narendra Modi in a blue jacket below the blue Jio logo on front pages of national dailies raised eyebrows. The Reliance Jio advertisement saying "dedicated to realising our Prime Minister's Digital India vision for 1.2 billion Indians" sparked off criticism from the Opposition and BJP's ally Shiv Sena.

The full-page advertisement ends with the message "Come, be part of the Jio movement."

While twitter went abuzz over the unprecedented use of the Prime Minister's photograph, Opposition parties lost no time in reacting. However, the Prime Minister's Office decided to maintain a stoic silence on the ad, which was seen as promotion of the government's digital India vision.

The Congress demanded action against Reliance if it has failed to take permission from the PMO for using his photograph saying there were norms in place.

Even NDA partner Shiv Sena raised questions. "Why do the Public Sector Units not use his image? Let every Indian use his photograph then. Karlo duniya mutthi mein, par kiske mutthi mein? That is the question. This an Adani-Ambani government. How can they use PM for marketing their products," asked South Mumbai MP Arvind Sawant.

Delhi chief minister Arvind Kejriwal took a dig at Modi calling him "Mr Reliance" and saying he was "openly endorsing" the company's new telecom service. With the advertisement appearing on a day when there was a nationwide labour strike, he said "Modiji you keep modelling for Reliance ads, labourers across the country will teach you a lesson in 2019."

CPM general secretary Sitaram Yechury said, "PM is busy endorsing private telecom co., his govt to waive off bank loans of real estate firms, but no money for workers?"

While it was not known whether the company took the PMO's permission, information and broadcasting ministry sources said that in the case of government ads, there were strict guidelines on using the Prime Minister's photograph. A top official said a prior approval in writing from PMO was mandatory for a picture of the PM in an advertisement -- whether it belonged to a central government ministry, department or PSU.

"Also the design of the advertisement has to be submitted to PMO five days in advance," the official said adding that there may not be such rules in place for private organisations. The official said ideally rules for private companies should be more stringent than those for government.

Talking to dna, Shweta Purandare, secretary general of the Advertising Standards Council of India said rules stated that if any picture of any public figure was used in an advertisement, prior permission should be taken. "Else, the celebrity or the person in question can lodge a complaint against the organisation that has put up the advertisement," Purandare said.

"There are certain norms for displaying photo of PM in an advertisement. As a former Union minister, I am aware that prior permission has to be taken.... Had Reliance taken permission from PM or PMO. This is needed otherwise PM's photo would be on Cadbury or any chocolate. Such a permission has to be given after deep thought as the Prime Minister is not just an individual but an institution," Congress spokesperson Ajay Maken told reporters here.

Replying to a question, he said that the Prime Minister should proceed against the company if the photograph has been published without permission.