The new photo-op
It’s the kind of publicity that we aren’t sure what to make of, or to what extent one is going to have to bear with. What began years ago by an English news TV channel as an fascinating window into the life and times of our brave jawans, where a popular face played visitor, has now been reduced to an all-too predictable and carefully staged show for celebs, big, small and the nobodys too.

Particularly after the recent unrest at the border, we noticed how PRs went into overdrive to push for mentions of visits by their respective celeb clients to India’s armed forces stations. Most of these visits were near the national border. Noble gesture or sheer desperation to stay in the limelight, we’re giving it a double thumbs-down.