Bhubaneswar: The incumbent Biju Janata Dal (BJD) led by Naveen Patnaik lost power in Odisha after nearly 24 years of its rule and the victor BJP as unleashing a process of replacing a host of measures that were undertaken during the BJD regime, rather rapidly. After coming to power the BJP not only changed the direction of the state as per the vision of PM Narendra Modi but also in the process of gradually re-branding all the schemes related to the previous government.
The largest-scale shift has been the swapping of BJD’s Biju Swasthya Kalyan Yojana (BSKY) for the BJP’s Gopabandhu Jan Arogya Yojana (GJAY). The GJAY is a combination of a new health insurance system extracted from the central government’s new flagship public health insurance scheme, known as the Pradhan Mantri Jan Arogya Yojana, integrated with the BSKY.
More than 40 schemes run by BJD have been revamped by BJP
In July when the BJP led the Central Government came up with the budget, the opposition leader and the former Chief Minister Navein Patnaik pointed out that over 40 existing schemes of the Government were re-named. Not even the mid-day meal has been left untouched as has been changed to PM Poshan Yojana. The rebranding has affected several other schemes, such as:
Biju Swasthya Kalyan Yojana → Gopabandhu Jan Arogya Yojana
KALIA Yojana → CM Kisan
Ama Odisha Nabin Odisha → Vikasit Gaon Vikasit Odisha
Millet Mission → Shree Ann Abhiyan
Biju Setu Yojana → Setu Bandhana Yojana
LACCMI Bus will start → Mukhyamantri Bus Seva
Biju Pakka Ghar Yojana → Antyodaya Griha Yojana
catchphrase of Odisha brand: Make in Odisha → Utkarsh Utkal
Mamata Yojana → Pradhan Mantri Matru Vandana Yojana
A Shift in Colour: Green to Orange
Apart from renaming schemes, a new schoolfrontal brand building strategy being implemented By BJP government of Odisha, is a change in the Theomatic color of the state from Green, the colour representing the BJD rule to Orange being the colour of BJP. Buses, government offices, sign boards, school shirts, even milk pouches are being painted in saffron colors.
BJD leader Latika Pradhan who is now a former MLA said, “The new government is copying the BJP because they understand the schemes initiated by Naveen Patnaik were all effective.” But they are blind and deliberately planning to wipe out Even Biju Patnaik who is one of the greatest sons of Odisha.
BJP Defends the Rebranding
In as much as these criticisms were given, another BJP spokesperson Anil Biswal was quick to note that the party was not just a different colour but had some aspect that had made many improvements as it sought to provide for the people. They continue the same schemes as before and to claim that is all that has changed is dishonest. We have made some drastic changes to enhance services and not to mention three completely new and innovative schemes introduced by our government in first 100 days only,” he added.
While The Odisha is transforming itself with the ruling BJP waiting in the wings, the programmes initiated by BJD raised question marks over whether rebooting some of the schemes and projects similar to Congress or not, is an effort to reimagine the historical political context of the state. Whereas the opposition complains about the government’s attempts at rewriting history, the BJP says the changes are important for the state’s further development.