 "Anna, your timing's off: Why fast when Sachin's batting?")
This is the first time that Anna Hazare and Team Anna have got it wrong with the timing of a fast. 27-29 December is when Anna proposes to fast and 30 December – 1 January is when Anna Hazare has called for a jail bharo campaign by his supporters. The week beginning 26 December is perhaps the only one in the year when schools and colleges across the country are closed for the holidays. In large parts of the country, this is bang in the middle of the wedding season. On TV, there will be special programming targeting those on holiday. [caption id=“attachment_162281” align=“alignleft” width=“380” caption=“This time, Anna’s strategy is off the mark. PTI”]
[/caption] The India-Australia first Test is on from 26 December, and all cricket fans will be glued to their seats – and riveted to their TV sets – in anticipation of Sachin’s 100th century. Who would watch your fast if Sachin comes in to bat early on day two of the test – 27 December? This is the ultimate holiday season, when the weather is pleasant across the country. It’s the country’s favourite time to take a break from office; it’s the time Indians criss-cross the country to other cities to be with friends and families – and sometimes, just find some time for themselves. Is this the time, when someone in the family is getting married, you want to make a trek to Bandra-Kurla Complex and show your solidarity with Anna’s cause? Does anyone want to spend New Year’s eve behind bars (rather than in one!)? Does the average Indian, already tired by this marathon reality show playing out on TV, want to watch speaker after speaker discussing corruption as the family is discussing options for a long drive or lunch or a visit to a grandmother? It does not help when the government’s Lokpal bill, while certainly not mirroring Team Anna’s Jan Lokpal bill, is a far stronger bill than the version that the government first envisaged. While Team Anna might not feel their job is done, a lot of their supporters might feel that their job is done. This time, Anna’s strategy is off the mark. Push the fast to just beyond the school holidays and it could get the crowds in. Team Anna got it right by not dampening the mood during the Diwali weekend; how did they get it wrong this time? As the saying goes, ’tis the season to be jolly. Not depressed and worried.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.