How ICC World Cup has been utilised for branding Gujarat model

With Ahmedabad all set to host the grand finale of ICC World Cup 2023 between India and Australia on Sunday (November 19), the occasion is being used to the hilt for rebranding the Gujarat model.

A huge replica of the ICC World Cup was put up at the Sardar Vallabhbhai International Airport in Ahmedabad for the past month. Just next to it is a massive pillar adorned with stills of Rann of Kutch, a desert in the westernmost district of the state that says, “Aao lo khushbu Gujarat ki” (Come experience the smell of Gujarat). Another pillar painted in saffron has “Garvi Gujarat” (Proud Gujarat) written on it. Kiosks have been put up at the airport suggesting tourist places to the visitors that they can explore during the matches.

Notably, the World Cup trophy, in a symbolic move, was taken for a state tour before reaching the BCCI office, with the chosen location of the official photoshoot being the Statue of Unity, Prime Minister Narendra Modi’s pet project in Narmada district. As the tournament ends tomorrow, the trophy was taken to Adalaj Stepwell, a UNESCO heritage site in Gandhinagar district, for its final photo shoot with the team captains.

Promoting tourism

“Gujarat tourism had a concrete plan in place to utilise the occasion in Ahmedabad as a trial run for promote the state’s tourism. Insights gained will guide adjustments for the Vibrant Gujarat Global Summit (VGGS) and Kite Festival in January. The World Cup will become a testing ground for us as a pre-event to Vibrant Gujarat, scheduled in January 2024, around the International Kite Festival,” said an official of the state tourism department.

In March, before an India vs Australia Test match at Ahmedabad’s Narendra Modi Stadium, a stage was set up for a pre-match ceremony marking 75 years of India-Australia cricket. Modi and his Australian counterpart Anthony Albanese first took a lap of the stadium, waving at spectators in a golf cart modified to look like a golden chariot. They then made their way to the dais to listen to speeches and watch a performance before the Test could start. Modi was presented with a picture of himself in the Narendra Modi Stadium.

The prime minister will be in attendance on Sunday once again at the Narendra Modi Stadium which underwent an abrupt name change a couple of years ago. “From the re-naming of the stadium from Sardar Vallabhbhai Stadium to the choice of venues, Modi has made sure that this World Cup is much more than just cricket. The occasion has been used by the PM to showcase his home state and Gujarat model. Apart from the stadium, a lot of money has been spent to beautify Ahmedabad. Roads were freshly painted, and water in Sabarmati has been at an all-time high level, even during rains. The cricket captains dined in the cruise ship that was recently inaugurated over the Sabarmati,” said Manishi Jani, a city-based political analyst.

“While cricket has always been closely linked with politics in India, this World Cup season, the BJP has not even tried to be discreet about its political moves surrounding the matches,” he added.

“Jai Shree Ram Radha Ram”, a song from a Hindi movie, was played by the authorities during the match between India and Pakistan at the Motera stadium which drew criticism. Political observers felt that it was a strategic move during the match with Pakistan as the spectators chanted ‘Jai Shree Ram’ along with the song in the stadium.

Political play at work

At the outset of the tournament, the Gujarat BJP had offered free tickets to around 40,000 women across Ahmedabad for the opening match of the World Cup match between England and New Zealand at the Narendra Modi Stadium. “The party’s local leaders distributed free tickets and coupons for complimentary food and tea to mobilise women to pack the stands. “We got these tickets from the top to mark the passage of women’s reservation bill in the Parliament,” said Wadhawan, a local BJP leader in Ahmedabad.

Former India cricketer Kirti Azad, who was also a BJP MP before leaving the party to join the Trinamool Congress, said, “There is nothing wrong with having a politician [in cricket administration], but the problem is when they start using the game as a tool for their means.”

“If you look at other countries, rarely do you see examples of large sporting events taking place in Tier 2 cities. If the Champions League final is hosted by England, it will be at Wembley in London almost invariably. In Germany, it would be Munich or Berlin. On top of that, Gujarat has the reputation of being a “dry” state. I’m not sure how fans can rejoice after victory. Totally disappointed by the choice. Clearly political play at work,” he added.