Dainik Jagran: Fifty per cent in cash, but route it through some agency, says Manager

Dainik Jagran: Fifty per cent in cash, but route it through some agency, says Manager

cobrapost |
May 25, 2018

The Group proposed 2 crore and 8–9 lakh with taxes for a three-month saffron campaign

Vaibhav Gupta, Sr. Manager (Ad Sales, Radio City), Chandigarh; Mayank Shrivastav, Sr. Marketing Manager and Anurag Gupta, General Manager, Dainik Jagran, Dehardun; Anil Reddy, Sales Manager, Radio City, Hyderabad; Rajesh Kumar Mahasha, Advertising Manager, and Rajneesh, Dainik Jagran, Kangra, Himachal; Manoj Walia, General Manager (Marketing), Dainik Jagran, Delhi; Ravi Kumar Pandey, Associate Vice President (Marketing), Dainik Jagran, Noida; Anil Gupta, Regional Sales Head, Radio City, Delhi


With four million copies sold every day, Dainik Jagran is undoubtedly one of the largest Hindi dailies. Published simultaneously from nine major cities, with separate editions coming out from Uttarakhand, Haryana, Bihar, Jharkhand, Punjab, Jammu, Himachal Pradesh and West Bengal, the newspaper has grown into a diversified group. In Part One of Operation 136, we had exposed Sanjay Pratap Singh, who works with the paper as area manager for Bihar. Singh had not only agreed to run our agenda in his newspaper by deploying his creative team to create suitable advertorials but had also agreed to work to help make West Bengal a Hindutva bastion employing all tricks of the trade. He had said: “Haan hum kar denge aap nishchint rahiye. Hum aapko Bengal ka bhi yahin se release kar denge … theek hai. Toh usase kya hoga? Hum jo aapko bolenge wo wahan par log likh ke article bhi de denge hum aapko time to time news bhi dete rahenge (Yes, we will support you, don’t worry. I will release your ad from here itself … okay. What will happen? If you tell us they will write and publish articles for you. We will also publish your news from time to time).”

He was not only willing to deploy a large network of people he knows well to carry out all kinds of dirty jobs for his client but also agreed to run a slander campaign in his paper targeting Mamata Banerjee government: “Mamata Banerjee tarnish ho? Sabse pehle toh apne jo stronghold hain jo Hindu holds hain wahan pe aapke log ghoomein wahan ke social life mein mix karein wahan pe dheere dheere dekhiye sara khel perception ka hai aaj ek player top player hota hai kal neeche chala jaata hai aur perception rehta hai usmein media kya karta hai un cheejon ko reassess karti hai … barhaati hai aur sath-sath articles likhna ye sab cheej mein logon ko rally wally in sab cheej mein logon ko involve karna (Mamata Banerjee is tarnished? First, your people should roam around areas which are Hindu strongholds. They should gradually mix in the local social life. You see the whole game is all about perception. Suppose, someone is a top player today, tomorrow he may go down and there is certain perception about him. What media does is it reassesses those things … yes promotes [that perception], and then writing articles along with that, involving people in rallies and all such activities).”

While Sharma’s encounter with Singh was quite unique in its character that gave a peek into a mind that is no less criminal, the interactions that the senior journalist had with other senior officials to the ranks of regional head and vice president of Dainik Jagran and Radio City are no less revealing.

For instance, while agreeing to run the malicious campaign in both the print and the radio, Vaibhav Gupta, who not only works as senior sales manager for Jagran’s Radio City but also doubles up for the newspaper, at Chandigarh, is ready to facilitate half the payment in cash employing a third party.

As Pushp Sharma met Vaibhav in Jagran’s office, he briefed him on the first two important points of his agenda. After running our Hindutva agenda, he tells Vaibhav, we would like our rivals to be thrashed to dent their image in public, using their nicknames like Pappu. Vaibhav is quick to understand what his client the journalist is looking for. “Everybody knows [who] you are … targeting,” says Vaibhav. You got it right, the journalist tells him, while saying that nobody has any patent rights on nicknames. Appreciating, Vaibhav again says: “I mean … would say targeting the rivals in [a] sophisticated [way].” Yes, this is what I am telling you. As they discuss how the campaign should be placed in their various verticals, Vaibhav says: “I would say premium position … Premium position toh hum aapko teenon verticals mein de sakte hain, talking about print, FM, digital also. FM mein what we can do ad break start hot hai. Very first ad would be yours only. So that talking about the trend would not say saari add breaks ko har koi sunta hai lekin ek do ad toh saare hee sun lete hain (I would say premium position … We can provide you premium position in all our three verticals, [I am] talking about print, FM, digital also. In FM, what we can do is when the ad breaks start, very first ad would be yours only, so that … talking about the trend, I would not say all ad breaks are listened to by all listeners but they sure listen to one or two of those ads).” The journalist met Vaibhav some days later and asked him about the budget Vaibhav had quoted in his proposal for the first three months of the campaign. “Ye three months ka jo maine aapko propose kiya with taxes 2 crore 8 lakh nine lakh (For the [first] three months I have proposed [a budget] of 2 crore and 8–9 lakh with taxes),” informs Vaibhav. Would our campaign run on your FM Radio? The journalist asks him. “FM and jo maine aapko digital ka diya tha that is also again 18 percent ([Yes] FM and the price I had quoted for digital that is also again 18 percent),” replies Vaibhav. What about agenda? The journalist asks him again. Have you discussed with your bosses all what I had told you the other day? Yes, he has informed not only his superiors but also his team members there. He tells us: “Maine print ad jo aapne mujhe sample radio ka diya tha apne bosses ko bhi suna diya tha if we can carry this or not aur wo maine yahan par bhi apna sabko suna diya tha. This is the message which is going to be floated … Majorly it is about Hindutva only, indirectly  targeting the opposition in this case targeting the state government only (I have [discussed] print ad [and] I have also played the sample radio [jingle] you had given me for my bosses [asking them] if we can carry this or not, and I have also got it played here for all our team. This is the message which is going to be floated … Majority it is about Hindutva, indirectly targeting the opposition; in this case, targeting the state government only).” So, were they all comfortable with my agenda? The journalist is curious to know. We hear him say a crisp “Haan (Yes).”

It was now clear that the entire senior management and his team members had agreed to play the nefarious agenda for money, and it was time the money part was discussed with him. What about the mode of payment? The journalist asks. Have you checked it with your bosses? “Paise ka maine check kiya tha. I mean what is your comfortable mode of payment ([Yes] I had checked about the payment. I mean what is your comfortable mode of payment)?” asks Vaibhav. Cash, he is told. Now it is our turn to be shocked as Vaibhav makes a revelation. Listen to him as he informs us: “Cash haan hum le lenge but we will be routing it through some agency, direct toh hum le nahi sakte we will be routing haan lekin wo kar lenge apne level par (Yes, we will accept [payment in] cash, but we will be routing it through some agency as we cannot accept it direct. We will be routing it, but we will manage it at our level).” You mean you can accept 50 percent payment in cash? The journalist asks again, to know if there is something more to it. Yes, there is certainly, as Vaibhav explains it further how the whole transaction will materialize turning the cash into white. Here is what he tells us: “Wo hum kar sakte hain kyonki humein toh by cheque hee aayega payment but we will route it through other sources. Agencies hoti hain trade partners hote hain toh hum unke through route karte hain (We can do that because we will receive [the payment] by cheque only, but we will route it through other sources. There are agencies, then we have trade partners, so we route it [cash] through them). ” You mean you have surrogate partners for this kind of routing cash money? The journalist is curious to know. Vaibhav explains us again: “Surrogate partner jitney bhi hote hain unke through karaa lete hain in-house usase humara saara ka saara … ([Yes] Through all our surrogate partners we do all our money in-house converted …).” You mean it is safe, asks the journalist. “Nahi nahi humare ko matlab billing saari white mein dikhani hai toh apne level par usko adjust karenge jaise karenge (No, no. I mean we have to show billing completely in white, so we will have to adjust it at our level whatever it takes),” he says. You mean there are ways? Yes, there are. “There are ways that we can accommodate,” he tells us.

When Sharma visited Jagran’s Dehradun office, he found Sr. Marketing Manager Mayank Shrivastav and his boss General Manager Anurag Gupta quite willing to run his invidious media campaign in their paper, both print and digital. Here, the journalist first met Mayank and briefed him on his agenda. As he found Mayank agreeable, he asked him to note down all important points, and while he reiterated those points including polarization of the poll scenario and digital promotion of firebrand Hindutva leaders, Mayank followed suit word for word while noting down those points. For instance, when the journalist tells him that after the Hindutva phase will follow the semi-political phase, Mayank replies in agreement: “Semi-political.” After the semi-political phase will come the polarization phase, he tells Mayank. “Humm,” utters Mayank. Coming back to the digital promotion of firebrand Hindutva leaders like Mohan Bhagwat, Uma Bharati, Vinay Katiyar and Rajju Bhaiya, he asks him to run their videos on their digital platform.

The next point on my agenda is thrashing political rivals. Referring to the Pappu jingle that he has already played for him, the journalist asks him how they would be able to carry that in the paper. Yes, they can do it certainly.

Mayank explains how they can do it: “Print mein innovative creative aap bana sakte hain (You can make innovative creative for the print).” You mean as a cartoon caricature? The journalist asks again. “Yes,” replies Mayank. His colleague adds: “Amul wala … (That of Amul …).” Complements Mayank: “Caricature aap bana sakte hain ([That way] You can make the caricature).” He further explains how this idea can work for them: “Uspe best idea jo diya isane Amul ka current affair mein jo chal raha hai usmein relate karke aap bana sakte ho toh wo zaldi recall ho jaata hai (The best idea on the lines of Amul that he [his colleague] has given us, if you can create caricatures by relating current affairs [in a similar way], it has a quick recall value).” Well, when I say thrashing our political rivals, the journalist explains him who such caricatures will target, they include the Congress, the Janata Dal, the Samajwadi Party and the Bahujan Samaj Party. “Yahan par toh Congress hee milegi mostly toh (Here you will find mostly the Congress [as rival]),” Mayank chips in, making it clear to us that the agenda has been driven home well.

After settling how the agenda will be run in their paper, it was necessary to talk money. So, Mayank took the journalist to meet his boss Anurag Gupta to discuss this part of the deal in detail. The journalist had quoted a budget of Rs. 1.5 crore for Jagran to run this campaign. Saying that he would like to make some part of the payment by cheque or RTGS, the journalist tells him that the rest will be paid by other means. “[You mean]In cash,” the general manager is prompt to ask. Yes, he is told. “That is not an issue. Koi diqqat nahi hai (That is not an issue. There is no problem).” So out of Rs. 1.50 crore that we would pay for this campaign, the journalist asks him, what percentage will you be able to take in cash? Turning to his boss, Mayank says: “Usmein Sir ka point ye bhi hai ki bill kum ka hee chahiye hoga (There Sir [referring to the journalist] has another point that he should be issued bill for a lesser amount).” We will pay you 50 percent by RTGS. The rest will be in cash, suggests their client the journalist. Charge the GST accordingly. This is what we had come to understand earlier. Mayank says: “Theek hai (It is fine).” Assures his boss: “Chaliye dekh lenge wo toh once it takes forward, we will see (Don’t worry, we will see that. Once it takes forward, we will see).”

Sharma’s next stopover was Hyderabad where he met Anil Reddy who works with Jagran’s Radio City as its sales manager. While briefing him on his agenda, point by point, Sharma also played the Pappu jingles for him. He tells Reddy that the promotion of Hindutva has to be done using preachings of Shrimad Bhagwad Gita and nowhere should the name of our Sangathan be used as sponsor of the campaign. Package it in such a way so that we both are on a safer side. Says Reddy in agreement: “Yes, yes … We are on a safer side.” You got it!

The second point of our agenda is to thrash political rivals, the journalist tells Reddy, on the lines of those jingles in an innovative way. “Okay,” says Reddy. Smelling a good business opportunity, Reddy comes straight to discussing business. As Reddy says, “Toh hum log ek kaam karte hain Swamiji we can play Hindi jingle also we can change Hindi jingle which is also direct of Hindi jingle (So, let us do it this way Swamiji. [Either] We can play Hindi jingles [or] also we can change Hindi jingle which is [sic] direct [adaptation] of Hindi jingle).” This is exactly we want, replies the journalist encouragingly. In the same breath he tells us: “We direct conversation also we do it and now getting to commercial parts and all. We need to know how many days and all, generally we do. I will tell you this is not for political rate.”

What Reddy is trying to explain is that they will do what is being asked for and now he wants to discuss the commercial part of the deal, which is natural for any manager worth his or her salt. During the 2014 elections, Reddy tells us, the rate of commercials on Radio City was Rs. 600 per second. But they can do it for Rs. 550 per second this time around. Whatever you would charge is fine with us, the journalist tells him in turn. But there is a rider. You will not show this deal on paper. You can show it is being done for a social cause. Agreeing, Reddy says: “Free kind of publicity, just to logon ko jaagruk karne ke liye (Free kind of publicity, just to make people aware).” We can make payment through some third party, the journalist tells him. “Samajh mein aa gaya understood (I got it, understood).” Is that clear to you, asks the journalist. “Understood,” Reddy says again.

Tell me if you can adjust some cash against this payment? “Cash? Yes, will take for sure,” Reddy informs us. Are you sure, the journalist wants to make sure. “Yes, yes,” we hear him say. “Now ye aapke points the aur ye jo jingles hain … forward kar denge aur uske oopar ye major rahega paisa jo aap denge isi ka denge (Now, these were your points and then there are these jingles … [yes] forward them to us and this [promotion of Hindutva] will be the major [thrust]. Whatever payment you will make it will be against this only).” No, we will show the payment on paper only against this phase, the journalist explains. We will pay you for the campaign against political rivals but we will not make it on paper. “Paper par nahi ayega that come other way … Okay (You mean, it will not be made through papers. That [will] come [some other way] … Okay).”

The deal between the parties has been settled for Rs. 1.20 crore for the first six months. Now, after these six months, the journalist tells him, they will take it forward if everything works out well. Suddenly, Reddy asks the journalist whether his organization gets donation by cheque or not. Understanding well why he has raised the issue, the journalist tells him to see if they can adjust 50 percent of payment in cash. “Aise kar sakte hain ([Yes] We can do this way),” Reddy is happy to agree.

Before closing the interview with Reddy, the journalist asks him if he was clear about what is looking for from his radio station. Here, Reddy begins to reiterate all points of the agenda one by one. It is interesting to listen to what he is saying next: “I am very much clear… one is Hindutva ka packaging hona hai aur jo bhi packaging karoonga that and with Shrimad Bhagwad Gita Prachar Samiti ke through hee jana hai … sangathan ko nahi ana hai. Number 2 in funny or humorous way creative’s banaana … political rivals ko thrash karna hai (I am very much clear … one is the Hindutva’s packaging and whatever packaging will be done and that will go through the Shrimad Bhagwad Gita Prachar Samiti only … Sangathan need not be mentioned. No. 2 we have to make creatives in a funny or humorous way … [to] thrash political rivals).”

Satisfied that his agenda has been driven home fully, the journalist asks him to unearth scams indulged in by those rivals. We are working on an agenda and if need be run the agenda in such a way that there is communal tension as this would help us garner more votes. Endorsing what his client the journalist is asking for, Reddy says: “It’s a agenda okay … okay, okay aur jingles par aap kuchh ghatiya baat nahi kar rahe to be very frank jo baat hai wahi kar rahe hain (It’s a[n] agenda okay … okay, okay, and you are saying nothing bad in those jingles. To be very frank, you are telling what is a fact).” So, when we organize any event, the journalist tells him next, you can cover that as well. As if in a cue, Reddy promptly interjects: “Yahan par le gaye RJ aayega (Here, our RJ will go there).” Yes, you are right, the journalist tells him. There should be RJ mentions about our agenda in their programmes. Agreeing, Reddy reiterates what the journalist is asking for: “Beech beech mein mentions hoga (There will be [RJ] mentions in between [their programmes]).” Then, you can always invite any noted pracharak on your radio if he is coming to town. Agreeing, Reddy says in an appreciating manner: “Mere ko toh bada study karke aapne (I see you have done a thorough study).”

In order to cover as many offices as possible and to see if the streak of agenda-driven journalism ran across the group, Pushp Sharma visited Jagran’s office at Kangra in Himachal. Here he met Marketing Manager Rajesh Kumar Mahasha and his colleague Rajneesh. As he began to discuss the first item on his agenda, that is, Hindutva, Rajneesh asks: “Aapke paas ye proposal banaya hai kya hai (Do have a proposal of this ready with you)?” No, the journalist tells him. I usually discuss our agenda point-wise and move forward only when there is consensus around them with the other party. So, the Hindutva agenda will be the first phase of this campaign which will run for the first three months, up to March 2018. As the journalist tells him the real objective behind this campaign, he moves on to discuss the mode of payment with them. You see, the journalist tells them, most of the donations we get in cash. It would be better if you could accept payment in cash. “Cash mein koi diqqat nahi hai wo kaise bhi aap kar sakte hain (There is no problem with cash, and you can pay the way you want),” says Rajneesh. Assures Mahasha, “Kar sakte hain wo koi nahi hai aisi problem (You can pay in cash. There is no problem as such).” That settled, the journalist hopes they will promote our vision with regard to 2019 elections. Says Rajesh categorically leaving no doubt:  “Iska karenge iska ek baar na rate discuss karke (We will do it but let us discuss the rate first).”

Now, knowing that the Hindutva agenda would be taken care of, the journalist pushes the envelope as he asks them to dilute stories which are against the BJP, its leaders and their kin. Such stories can always be given in inner pages. “Theek hai (All right),” says Mahasha. You can even publish something else to divert the attention of the readers, suggests the journalist. What the journalist is suggesting is not new as most of the Indian media houses of late have been adopting such diversionary tactics so that people seldom get a true picture of government failure on various issues. Well, Jagran is already doing that, Mahasha tells us. What he reveals is quite telling: “Aap dekhte honge ki akhbaar mein BJP ke paksh mein hee hota hai kabhi bhi usmein koi doosara nahi aata aap dekhte honge. Balki humare jo owner hain Sanjay Gupta ji unka khud ka Sunday ko aata hai ussi ke oopar wo bhi ussi ke oopar adharit hota hai ki usmein Modiji highlight hon … yaani daily main dekhta rehta hoon ye hai toh office se chala hua hai yahan bhi aise hee rakhte hain hum Himachal mein bhi same ussi pattern ke oopar ab akhbaar hai humein news toh publish karni padegi opposition kee bhi karni padegi nahi toh log bhi pasand nahi karte iss karke ye hai (You must have noticed our newspaper always takes BJP’s favour. You must have seen nothing else is covered there in the paper except the party. Then, our owner Sanjay Gupta himself writes a column on every Sunday which mainly strives to highlight Modiji … I mean I observe this daily here. This [policy] is run from our [head] office. Here in Himachal also we follow the same pattern. Since it is a newspaper, we have to publish opposition news as well. Otherwise, readers wouldn’t like it. This is how things are).” His colleague tells us this is how the paper strikes a balance. Rajesh makes another revelation: “Kiska zyada karna hai kiska kum karna hai, wo toh kar lete hain hum (Which party has to be given more coverage and which has to be given less space, we manage all that).”

When support the BJP is the stated policy of Dainik Jagran, can we expect the paper to be neutral in its approach? Unlikely!

So far, Sharma had spoken to managers who were technically not that important in the hierarchy of the newspaper. It was in order, therefore, for him to discuss his agenda with senior management. A visit to Jagran’s Noida office gave him occasion to meet General Manager (Marketing) Manoj Walia and Associate Vice President (Marketing) Ravi Kumar Pandey. Telling him that the first point of his campaign would be Hindutva agenda, the journalist asks Walia to note down all points. When Walia refuses to do so, the journalist tells him that there are three main points. Seeking their support for packaging the campaign in an innovative way, he tells them that it is a lot easier to thrash political rivals such as Congress, the BSP and SP on radio as there are RJs who add their own twist to the tale. But doing so in print is tricky. Tell me how you can go about it, he asks them, so that our rivals are exposed, so are their scams, on a regular basis. Walia tells the journalist that they won’t be able to extend creative support as they don’t have required skills for the job. It is better to hire third party agencies adept in handling such a job. Walia then goes on to make a revelation why his newspaper establishment is close to the BJP: “Aap jante hee hain Dainik Jagran jo group hai wo thoda hum log support toh BJP ko karte hain usmein koi do rai nahi aur hum log jude hee hain unke saath purane samay se wahin se Rajya Sabha ke MP bante rahe hain yahan ke directors toh ye toh ek baat usmein main chah rah tha ki aap bataa rahe the aapko ki ye clear cut ho jayegi aapka agenda thoda creative ko daal diya attachment mein jaye iss type ka hum run karein maan lijiye quarter page quarter page aap samajhate hain (You know it well that Dainik Jagran as a group supports the BJP. There is no two opinions about it and we have been a supporter of the party for a long time as our directors have been elected as MPs to the Rajya Sabha from this party only. This is one thing. Now, I want to say that as you were telling me, it should be clear cut for us. Your agenda can find a place in the form of creatives in separate attachments, this type. We can run it, suppose quarter page. Hope you know what a quarter page is).” Yes I do, he is told. We would prefer jackets and we have set aside a budget of Rs. 20 crore for your paper.

“Okay,” say Walia promptly, unable to hide his happiness. In order to instill confidence in his client that they can do the job, Walia took the journalist to meet his boss Ravi Kumar Pandey. Reiterating his agenda before the associate vice president, the journalist seeks support for his campaign in all the three verticals of the group, print, radio and digital. Perfectly understanding what their client is looking for, Pandey says assuring: “Haan print humaara flagship hai ek baar print mein hum logon ek understanding par aa gaye ki ye advertisement, ye creative, ye advertorial toh mere ko nahi lagta ki digital mein ya radio mein kahin par bhi aise complication aayengi (Yes, print is our flagship. Once we arrive at an understanding for print with regard to advertisement, creatives and advertorial, then I don’t think any complication will arise there in case of digital and radio promotion).” Eureka!

Pandey further explains: “Haan jab hum print ko dimaag mein toh wo humare liye issue nahi hai. Humare aur aapke beech mein jitna mere ko samajh aa raha hai ya jo Chhatrapal Sahib ka abhi issue bhi hoga ye hoga ki the kind of advertorial he wants to go … give whether that can go as it is ya it needs certain modification … the kind of creatives could be he wants to get released that require certain modification (Yes, print is not an issue at all. Whatever I have understood after discussion between you and us or one issue that Chhatrapal Sahib [the journalist] must be having is the kind of advertorial he wants to go … give whether that can go as it is or it needs certain modification … the kind of creatives could be he wants to get released that require certain modification).” You got it right, the journalist tells them, he would definitely like some modifications in those creatives or advertisements. Maybe a slight tweaking here and there! “That ideology thing, I ask Chhatrapalji whenever,” says Walia, understanding well what kind of tweaking the client is expecting in the content. Interjecting, Pandey says he is willing to walk an extra mile as far as promoting the agenda is concerned. It is interesting to listen what Pandey is saying: “Iske andar main clear kar deta hoon aur main ek step aage jaakar as far as marketing, sales perspective is concerned obviously these are things getting revenue also as a revenue centre I don’t see  there would be large formal challenges. Challenge kahan par aayega when it goes completely against the organization guidelines and ethics … (I must make it clear and I will go one step extra as far as marketing, sales perspective is concerned. Obviously, these are things, getting revenue also. As a revenue centre, I don’t see there would be large formal challenges. Challenge will arise when it goes completely against the organization guidelines and ethics).” Ethics and Jagran? We wondered.

But when there is a problem there has to be a solution too. As Pandey says again to reassure us on this count as well: “Uske liye there is a team also for editorial also toh normal case par bhi challenge rehta hai humein toh kisi bhi advertisement ko lekar aaj bhi badi saari cheejein aati-jaati rehti hain toh there is a team of ourhaan haan advertorial, editorial, brand ke saath inke saath combine meeting ho jaati hai aur uske basis par we go ahead toh I don’t see there would be some such challenges and your requirement would be … in all these department or may be other vertical also. Once we receive communication for jaise Manojji ne kaha ye communication hai iske baad mein jo aapki expectation hai in terms of creatives ye saari cheejein clear kar dete hain we can immediately let’s say within 24 hours we are in position to get back to you ki haan theek hai this is … (There is a team for this also, for editorial also. So, in normal cases there are also challenges with regard to advertisement. Such things always happen. So, there is a team of our … Yes [we have a team of professionals]. These professionals do have a combined meeting with advertorial, editorial and brand teams and on the basis of that meeting we go ahead. So, I don’t see there would be some such challenges and your requirement would be … in all these departments or may be other verticals also. Once we receive communication for [a go ahead], for instance, Manojji says this is the communication [from you], after that whatever your expectations are in terms of creatives and all such things he makes clear to us, we can immediately let’s say within 24 hours we are in position to get back to you that it’s okay this is …).”

His explanation, though quite circuitous, is clear enough for even a layman to understand that the entire Jagran team will be at our service provided they get a communication for a formal contract from their client the journalist.

Like his other counterparts both in print and radio, Anil Gupta, regional sales head of radio city, Delhi, is ready to play ball. As the journalist discussed various points of his Hindutva agenda, Gupta tells us that although as a medium his radio station cannot promote what the prospective client is proposing, yet there are ways of doing it. The journalist has already played those jingles before him. “Radio as a medium cannot promote or … any policy and all but yes there are ways on FCT me encapsulate karke chala sakte hain waise kar sakte hain usko (Radio as a medium cannot promote or … any policy and all but yes there are ways. We can certainly run on FCT by encapsulating that way).” You mean, asks the journalist, by packaging it in the commercial?  Gupta goes on to explain how it would be done: “Haan waise kar lenge wo dikhayi waise de content hai par content ho na ho waisa kar lenge sunai de ki content mein jaa rahe hain lekin content na ho FCT bola abhi (Yes, we will do it that way. It should look as the content but if there is no content then we will do in such way that it should be heard in such a way that it is going with the content. But if there is no content then as I told you it will go as FCT).” What Gupta is trying to explain is that he would camouflage to make it sound as part of their programme, and if the content is not available, then it will go as a commercial. After discussing how he would run the campaign on various stations of Radio City under his command, Gupta reiterates what he has been asked to do. Look what he says: “Theek hai toh teesra Mohan Bhagwatji ke jo Dusshere wale speech hain encapsulate karke usse hum kaise chala sakte hain … Multiple jaise on air rahe ya digital platform ke oopar hai bas hum aapke content ko kaise advertorial wise not directly but advertorial wise content mein usko portray kar sakte hain. Fir aapne bataya kisi shlok ko lekar bhi hum ek ko bataya fir wahan se humne relate kar diya (All right. The third point is how we can run Mohan Bhagwatji’s speech on Dusshera by encapsulating it? … [Yes] Multiple [times] it is on air or runs on our digital platform. The question is how we can portray your content advertorial-wise not directly, but how we can portray advertorial wise. Then you told me that we can pick up any shloka [from the Gita] and can relate it [to the situation).”

Yes, you got it right, the journalist tells him. This is how you can connect those shlokas to politics in similar way to “So Sorry” on Aaj Tak. You can follow the same route, suggests the journalist. “Karenge karenge correct (We will do it. We will do it. Correct),” Gupta finally says. The meeting comes to an end after the client the journalist that he has set aside a budget of Rs. 20 crore for this campaign.

Dainik Jagran response:

We have received the response from Dainik Jagran Group to our detailed questionnaire. To read in full, please visit check here.

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