How much does packaging count?

How do you like your neta types - in desi garb or in western wear?

About400 yea rs ago in RIJmeo andJuliet, Shakespeare ,vrote the well-known line " arose by any other name would smell as sweet" A major reason for the immortalil)' of Shakespeare's works is the insights they portray on human values and his deep understanding of human behaviour. The words above are spoken in a famous passage by Juliet where s he infers that no matter what Romeo's name, be would still remain the same person.

Put another way, you can't ju dge a book b y its cover.

Yet in the political sphere anyway, it would seem that the cover is more important than the content! It's the paclq1ging that counts How politicians dres s in the public arena matters, as public judgement will be based on what the public sees

When the Cultural Revolution came to China, many forms of traditional culrnre were thrown ove1·board. Chairman Mao made famous his blue jacket, that was worn by the masses. But come the end of the Cultural Revolution, die Mao jacket was abandoned and instead d1e universally accepted western style of dress was adopted by the political elite. So n ow we have the entire Chinese leadership dressing in dark suits, white shirts and plain , us uall y red, neckties.

Today we see most male world leaders dress in suits and ties. The white sh.in, dark suit and tie has become something of a uniform.

Most countries have their national dress i n which they would have considerable pride, so it's interesting d1at their leaders would be prepared to abandon the national dress and conform to the modern uniform of suits and ties.

The question is whether the adoption of this western style of dres s has been as d1.e result of a calculated decision.

By dressing in a uniform manner an impress ion is given of having something in common, not being too different, of shared thinking and common goals. Being in harmony con.Id lead to smoother di scourse, better understanding and mnmally beneficial outcomes. Weighing up the pros and cons, leaders must conclude chat d1ere is a net gain in sacr ificing meir traditional dress.

Yet there are a few notable exceptions to the rule, Indian Prime Minister Manmohan Singh being one of chem. In his

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September 2013 visit to die White House he dressed, elegantly it has to be said, in an achkan and not a suit. Contrast d1is to Paki stani Prime Minister Nawaz Sharif's visit to the White House a mond1 later, where he was dressed in a s uit with a tie almost die same colo ur as that worn by US President Ba.rack Obama. Perhaps d1ere was nothing in it and di e dress was a matter of personal choice. Or had Sha rif seen d1e light and come to the conclusion chat conformity does bestow certain advantages, or at the very least, removes a point of difference?

On a national level in India, we have the paradoxical situation of politicians believing chat d1ey sho uld be seen in nati o nal dres s, preferabl y in khadi. Yer the public i s used co seeing their supersta r male cric keting and Bollywoo d heroe s dressed in s nappy wes cern clothes. Blanket TV coverage and the widespread availa1Jility of the internet means d1ar d1e public is always well informed about the latest fashions and style of dress. Kmtas and c1chka11s are a throwback to the post-independence days. The country is in the 2 1" cenntry w ith more than 50% of the population under 25 Perhaps politicians will r ecognise tl1is and move w ith me times. Or it might be the next generation of politic ians who will have the courage to give up th e achk,111 for a suit?

Perceptions in life are everything, and first impressions count. How will you dress for your job interview? Or for diat first date widi someone new? T o meet prospective in- laws? And which car should you drive? Is it the content d1ar matters, or is it tl1e cover?

By dressing in a uniform manner an impression is given of having something in common, not being too different, of shared thinking and common goals

On a national level in India, we have the paradoxical situation of politicians believing that they should be seen in national dress, preferably in khadi

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