Good morning, India: Brand Jayalalithaa

Imagine newspaper readers in Kolkata waking up to see Tamil Nadu Chief Minister Jayalalithaa's picture and achievements on their front pages, instead of Mamata Didi! Well, politicians in the South are known for their cult status. Special occasions call for larger than life celebration. So as Tamil Nadu Chief Minister Jayalalithaa completed one year in office, her Public Relations Department went on an overdrive with front page advertisements in almost all national dailies.

Most newspapers in the country both national English dailies as well as Tamil papers, except the ones owned by DMK members, looked very similar this morning. The caption: "One Year Of Achievements. Hundred Years Leap Forward ", said it all.

Inserted by the Tamil Nadu Department of Information and Public Relations, each power jacket advertisement is said to have cost upto Rs. 1.5 crore. Sources say a budget of Rs. 25 crore was earmarked to promote brand 'Jayalalithaa'.

AIADMK leaders say despite inheriting a one lakh crore rupee debt, and with little help from the Centre, the fact that their government has been able to fulfill its election promises is an achievement worth publicising in this manner. They also point out that several government functions have been conducted via video conferencing saving a lot of money.

The publicity blitzkrieg wasn't restricted to newspapers. The entire route from Jayalalithaa's Poes Garden residence to the Secretariat was dotted with hoardings hailing her achievements - free gold, mixies, grinders, cows, goats and laptops. Harping on the power shortage Tamil Nadu is reeling under, DMK Chief Karunanidhi was at his caustic best with his report card for the Govt: "There has been darkness for one year. We are waiting for the dawn."

Taking a dig at the DMK on the last day of the current assembly session today, Jayalalithaa hit back: "We thank those who praise us, criticise us and also those in the Opposition who think their role is only to find fault and not give credit where it is due."

So is the pan India brand promotion a strategic move in keeping with Jayalalithaa's national political aspirations, ahead of the 2014 general election? With friends across the political spectrum - from BJP leaders to other Chief Ministers like Naveen Patnaik and Left leaders like Prakash Karat, Amma is clearly looking to play a decisive role in 2014. Today's advertisements are perhaps just a prelude to her gameplan.