Who can ignore power of money? But when it’s utility extends to almost shrieking out loudly through headlines, pictures and other tools of media to let practically the whole world specifically know about what uses its being put to, one is compelled to deliberate on what does this really imply? Yes, this refers to nature of three-day pre-wedding bash of Mukesh Ambani’s son Anant with Radhika Merchant, held recently at Jamnagar in Gujarat (March 1-3). Definitely, even if this celebration wasn’t held, Ambani would have remained listed among the richest persons of the world. Name of Ambanis keeps surfacing in news for some reason or other, even referring to possible cost of Nita Ambani’s purse, mobile or whatever. They are hardly out of media-world for long. To a degree, this isn’t surprising. Considering the nature of their business empire, in all probability, they have their media personnel as well as team to ensure what about them should be in news, when and so forth. To a degree, this is understood. Communication boom has contributed significantly to media coverage being viewed as significant by practically one and all desirous of certain issues, their own images, views, campaign and other such measures being considered as “important” because of their appearing in the media-world. What an ironical nexus, power-game involving power of money and that of media. This nexus- that displayed by Ambanis’ pre-wedding-bash extends to political world also. Well, who doesn’t know about it?
So what does one understand with money being literally used to exercise all possible “strategies” by Ambanis and their probably basking in the glory of having succeeded tremendously in having had their way? Be it Jamnagar airport being converted into an international airport for 10 days, of course in collaboration with government- being provided with Custom, Immigration and Quarantine (CIQ) facilities. Well, Ambanis do know how to use their money to get what they want and desire. If money had been used without national and international celebrities being invited, certainly, media coverage would have been theirs, but may have received little attention. All “celebrities” weren’t simply invited to participate in celebrations but as reports indicate, they were “paid” to perform there. And they did. It isn’t without reason that “news” about Rihanna being paid 54/74 crore rupees ($5 to $9 million) to perform is doing rounds. Interestingly, Ambanis didn’t care for her being in wrong books of the government for having earlier displayed her support for Indian farmers’ protest. And the same government had probably no option but to close its eyes to Rihanna performing at the Ambanis’ “show” and also receiving great media coverage.
Well, Rihanna’s show mattered more for Ambanis as it added greater sensationalism to her being there, performing and of course taking the lead in receiving media coverage for the same, leaving behind international as well as national celebrities. Think seriously, about the importance held not just by her performance but also media coverage of the same. Not to be ignored are her photos with Ambanis. Certainly, Bollywood stars and international dignitaries have also received coverage but Rihanna is far ahead of all. Yes, if Ambanis didn’t have command over the right political pulse and control of needed communication moves, in all probability, their “grand” show would neither have been possible nor would it have figured in national as well as international media in an almost grandiose way. Ambanis have certainly gone overboard in their extremely grandiloquent display of what’s at their “command” in these celebrations. But this apparently is a part of their show.
What can’t be missed is the nature of “headlines” probably deliberately manufactured/sponsored focusing on Anant. Of course, with him being the to-be-bridegroom, this shouldn’t be assumed as astonishing. The same may be said about his expensive watch- worth millions. But millions/crores matter little for this family with cost of their dresses, jewels and all figuring in millions/crores. Perhaps, a key agenda of this show was to let Anant be in “limelight” for as long as possible. Perhaps.
Timing of the whole show close to Indian parliamentary polls cannot be missed. Money does talk and as suggested earlier, in certain ways has the power to make use of the needed political power and media-world at its “command.” Here, it’s not the question of pulling strings and/or using contacts. Ambanis apparently don’t need to do this. And their pre-wedding celebration has displayed this in more ways than one. They know their money matters a lot for some during electoral season. From this angle, the timing was probably viewed just as perfect for this show. Little concern seems to be displayed for a parliamentary bill opposing lavish wedding celebrations. Well, if this stand is voiced, wedding is scheduled for July, these were pre-wedding celebrations. Nevertheless, there is no denying, Ambanis have lavishly announced the command held by them to world at large. Of course, this message has reached even poor and not so wealthy Indians. Interestingly, critical response of Indians at large describing these celebrations as “vulgar,” “obscene,” “disgusting” show of money, its “wastage” and so forth together with comparison of Ambanis with Ratan Tata and Azim Premji only shows even money has its limitations. Tata and Premji are among richest Indians who are also known for their philanthropic work. Money can buy/command reins of politics, media-coverage and a lot more but can certainly not control/stifle democratic criticism!
Nilofar Suhrawardy is a senior journalist and writer with specialization in communication studies and nuclear diplomacy. She has come out with several books. These include:– Modi’s Victory, A Lesson for the Congress…? (2019); Arab Spring, Not Just a Mirage! (2019), Image and Substance, Modi’s First Year in Office (2015) and Ayodhya Without the Communal Stamp, In the Name of Indian Secularism (2006).
