In standard Indian ‘political‘ iconography, size matters. Whether in electoral posters and billboards, or general announcements of schemes, occasions or events, the hierarchy of the size of pictures of the personages depicted is as carefully thought out as the hemlines of a Versace or Ritu Kumar summer collection. The Big Enchilada – whether CM or PM – forms an integral part of the imagery no matter what the occasion. Congratulating an Olympic medal-winning athlete? It’s not the picture of the winning hero at the centre of the celebratory poster but that of the primus inter pares. So, the real contest is about who will be the accompanying dish(es) to go with the main course. This is where many backstage machinations take place for – who will be the biggest ‘planet’ on display next to the ‘Sun’?
Having the divine and benevolent presence of the supreme leader is also a show of loyalty and devotion integral to the marketing of an institution or individual. A coaching centre celebrating its top rankers? Having the smaller photo of the owner next to a larger image of the ‘universal deliverer’ has a logic of its own. It may no longer be a surprise if, soon, a wedding announcement or even one announcing a death is accompanied by the ‘good wishes’ and visage of One Who Oversees All in the realms she or he governs (read: rules).
