Doordarshan, the autonomous public broadcaster, recently unveiled its new logo in a promotional video for DD News, its English news channel. The video showcased the logo and stated, “While our values remain the same, we are now available in a new avatar. Get ready for a news journey like never before…Experience the all-new DD News.”
The new logo was met with criticism on social media, with many users noting that it appeared saffron in colour and questioning the timing of the change, which coincided with upcoming elections. Jawhar Sircar, the former CEO of Doordarshan’s parent organization, expressed his disappointment in an X post, stating, “National broadcaster Doordarshan colors its historic flagship logo in saffron! As its ex-CEO, I have been watching its saffronisation with alarm and feel – it’s not Prasar Bharati any more – it’s Prachar Bharati.”
Sircar, who served as the CEO of Prasar Bharati, the statutory body overseeing Doordarshan and All India Radio, from 2012 to 2016, further expressed reservation in a video, calling the choice of saffron for the branding “inappropriate” and suggesting it to be violating the Model Code of Conduct, which imposes restrictions before elections to ensure fairness.
In contrast, Gaurav Dwivedi, the current boss of Prasar Bharati, defended the logo change, stating that the decision was guided by visual aesthetics and branding. He also clarified that the colour of the logo was orange, not saffron. Dwivedi mentioned that the channel had not only updated its logo but also enhanced its overall appearance, including new lighting and equipment.
It is worth noting that “Saffron” is a colour associated with Hindu nationalism and the ruling party in India, while “orange” is a distinct and different colour.
