Judge Not A Mag By Its Cover

It was a balmy spring afternoon in Rome when Malvika Singh, the Grand Dame of Delhi, called me to say I was on the cover of Outlook in “august company”. For a moment, I rattled my head to think what possibly could have enthused the venerable Vinod Mehta to put me on the cover. I hate cricket and so was not involved with IPL; nor had I been flirting with the Maoists or fortunate enough to write a tome on water and dams. The penny dropped when she told me I had been labelled a dealmaker. Was I one because most people in today’s times of instant gratification can’t distinguish between PR, lobbying and brand marketing?

I returned to India earlier this week and when Vinod called me to say he’d attend my birthday dinner, I took it upon myself to protest my mug on the cover, and Vinod, being as gracious as he is, offered to carry this rebuttal. So this is what it is. I have no moral right to cast judgement on lobbying or the sleaze that is often associated with it. I can and must only speak for myself. The same Malvika (the publisher of Seminar) reminded me that in the 15 years she has known me, I’ve never sought an introduction to anyone for anything in this country, leave alone Delhi. Yes, there have been many a time that one has stated both in print and on television what one feels with candour, but surely that doesn’t make me a lobbyist. Outlook mentioned my television appearances: of the several hundred that I’ve made, almost 95 per cent have had to do with affairs far removed from the corporate world.

I am a brand consultant to some of India’s (and the world’s) finest companies and my work and advice is restricted to their brands, to enhancing consumer awareness and preference and helping them leverage their brands so that there is greater traction between brand and consumer. This is based on science and not suitcases. And it has nothing to do with governments or policy but only with the consumer. What has also not been mentioned is that I worked for free and created Bhagidari, the citizen-government initiative for the Delhi government which won the UN award in 2009.

On my part, I have never entered any ministerial office; nor have I ever seen what a bureaucrat’s lair looks like. I have never carried bags or suitcases full of wads of money with shady brokers, some of whom are now dead.

In a society that is increasingly being driven by agendas, to have an opinion and a voice that is independent and genuinely free is viewed with grave suspicion. But then we gladly overlook the nexuses that exist in India today. The nexus between the media, and the politician; between industry and the media, and so on. In a country where murky deals and abysmal behaviour are the order of the day, it is easy to tar everyone with the same brush and this is what I detest and wish to protest against. We have created an India where cabinet ministers can be fugitives from the law; where they can demand equity stakes and not just cash as a bribe; where a man of Manmohan Singh’s integrity is willing to sup with an A.Raja and where the entire system is riddled with corruption, even whilst buying bullet-proof vests for our bravehearts! This is the India we live in, so why are we surprised that lobbying happens?

What Outlook did by highlighting the issue was commendable, but apart from some of us being sullied for no darn reason, will the real culprits ever suffer? Will anyone know DMK as anything but Delhi Money for Karunanidhi (again, something I said when the election verdict was announced) or will political alliances reign supreme while corruption eats away at the heart of governance?

In today’s India, we wear borrowed cloaks of honesty and transparency. If this government can honour a Sant Chatwal, if the present UPA can seek (and get) the support of the likes of Shibu Soren, and if corruption is now a way of life in our polity and economic environment, let’s not miss the woods for the trees. I could suggest an entire rogue’s gallery to Vinod to feature on the next Outlook cover. The political establishment, in many ways, is the fountainhead of corruption. So while they are free to tap phones, will they at least listen to their inner voice and stem the rot?

And will the ever-respected Vinod Mehta please at least use a decent photograph of mine the next time he puts me on the cover of Outlook for winning the weightlifting title at the 2010 Commonwealth Games? Almost as audacious a thought as calling me a dealmaker!

(Suhel Seth is managing partner, Counselage.)