'GODMEN' talk even when they're quiet. Sometimes, they don't even need to talk-they sing, they dance, they perform. Sometimes, they just sit and gold dust falls. Babas are not just the new gods; they're the new heroes, directors, choreographers: dancing themselves and making others dance.
A few decades ago, such figures usually wore saffron robes, but now they're more specific, as if fulfilling both a Job Designation (JD) and creating their own brands. Compare this group to the superheroes in The Avengers universe whose 'JDs'-and costumes-make them unique. Or, like cartel members' tattoos, godmen's clothes-sometimes names-signify their essence and sharpen their identities.
Consider Gurmeet Ram Rahim Singh Insan, whose Dera Sacha Sauda (DSS) attracted many Dalits to the organisation. They joined it believing a non-Hindu organisation would liberate them from the tyranny of the caste system. And if they still harboured any doubt, then the word "Insan" resolved it all: a place for anyone and everyone. So, when it comes to babas, if the question is 'what's in a name?', then the answer is another question: How about everything?
Colour psychology, too, plays a crucial role. If filmmakers deploy it to elicit emotional responses-most notably evident in Krzysztof Kieślowski's Three Colours trilogy-then marketing professionals use it to distinguish brands and influence consumers. The spiritual screenwriters, babas, rely on it for similar ends: establishing personas, conveying messages, selling products. They also sell faith, or hope, in a country devoid of a sustained welfare state. When the government receded, creating a void, the babas stepped in, functioning as a protector, therapist, father, doctor, rehab, God. This space is as competitive as ever, compelling godmen to adopt creative means to stand out and build their brands.
This story is from the August 01, 2024 edition of Outlook.
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This story is from the August 01, 2024 edition of Outlook.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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