Rang-ghar wronged!

The iconic Rang-ghar, the first amphitheatre or pavilion of Asia, which was built in 1744, is in the media headlines again, and for the wrong reason. A Punjab-based liquor company has used an image of the Rang-ghar in an advertisement with the objective of selling whisky. While the issue kicked up a furor in the media, the Archaeological Survey of India (ASI), which is the official custodian of the historic monument belonging to the Ahom era, has done well by pulling up the liquor company for unauthorised use of the iconic Rang-ghar monument in an advertisement intended to boost the sale of a particular brand of whisky it bottles and markets in India. The Rang-ghar is a centrally protected heritage site and monument that holds deep historical and cultural significance in Assam. The Archaeological Survey’s prompt reaction, which came in the form of a strong objection to depicting the Rang-ghar for promoting an alcoholic beverage, has also described the act as “inappropriate and disrespectful.” The ASI has also reminded the liquor company that Rang Ghar is not merely an architectural landmark but a symbol of Assam’s cultural and historical legacy. Associating such a revered structure with alcohol promotion has definitely hurt the sentiments of the local populace. It is important to note that the ASI has directed the liquor company, Oasis Group, to immediately remove the advertisement featuring the Rang-ghar from all platforms, including social media, digital media, print, and any other forms of publicity. The ASI has also done well by warning the company against future usage of images of any ASI-protected monument without prior authorisation, calling it a violation of the ASI’s guidelines. The ASI urged the company to respond promptly and confirm the removal of the disputed content at the earliest.