Edinburgh Residents Confounded by Global Birthday Ads for Modi

Residents of Edinburgh have expressed confusion over unusual advertisements that recently appeared on local bus shelters, celebrating the birthday of Indian Prime Minister Narendra Modi. The ads, which also surfaced in cities such as New York, Amsterdam, and Brisbane, coincided with Modi’s birthday on September 17.

Global Reach with Local Impact

Despite Modi’s lack of any scheduled visits to Scotland or the UK in the near future, the advertisements have sparked discussions among residents. The campaign appears to be orchestrated by ExH Productions LLC, a company based in Dubai. Interestingly, the firm’s website domain was only registered in June 2023, raising questions about its credibility and the motives behind the campaign.

ExH Productions claims to have been operational since 2020, emphasizing its role in organizing “exceptional events on every continent.” However, its scant online presence, limited to a single page with minimal information, suggests a lack of transparency. The ads prominently state that they were “paid for” by ExH Productions, yet it remains unclear why a Dubai-based events company would invest significantly in worldwide birthday ads for Modi.

Community Reactions and Speculations

The birthday greetings displayed at Edinburgh bus stops read: “Warm birthday wishes to Prime Minister SH. Narendra Modi JI.” This unusual marketing effort has led some locals to speculate about its purpose. One resident noted on a community forum, “This poster is showing up all over the world. The ads are apparently paid for by ExH Productions, an ‘event organiser’ that markets itself on discretion.”

Another user humorously compared the campaign to the extravagant birthday wishes often seen in authoritarian states, saying, “Christ – the billionaires and big corporations in India have bought out full-page adverts in the newspapers to wish him a happy birthday. Syrian-North Korean vibes.”

The New York-based outlet Hellgate highlighted the peculiar nature of the advertisements, questioning why messages celebrating a leader known for his “ethnonationalist” policies would manifest so far from India. Modi’s tenure has been marked by serious controversies, including accusations of ethnic cleansing and a decline in democratic practices, which adds layers of complexity to the motives behind such public displays of support.

As the ads continue to provoke intrigue and discussion, the exact intent behind this global celebration remains shrouded in ambiguity. The community in Edinburgh, along with others across the globe, is left wondering about the significance of a birthday message from a foreign leader in their local context.