Bhubaneswar (The Fact Bureau, May 2, 2026): The recent launch of a new Television Commercial (TVC) campaign by Bharat Masala, one of Odisha’s leading spice brands, has landed in a pot of boiling controversy. What was intended to be a celebratory brand rollout has instead triggered a wave of resentment across the capital’s media fraternity, leading to allegations of favouritism, unethical branding practices, and a deliberate attempt to manipulate public perception.
The friction began when the company extended invitations for its high-profile Press Meet alleged to only a handful of selected media houses, pointedly ignoring several others. The exclusion is particularly glaring as many of the sidelined organizations are officially empanelled with the Information & Public Relations (I&PR) Department of the Government of Odisha.
A Divided Fourth Estate?
The move has raised serious questions among veteran journalists and industry observers about the company’s underlying motives. Many see this as a calculated strategy to create a “faction” within the Bhubaneswar media circle.
“By hand-picking a few outlets and ignoring the rest, the company is effectively trying to create a ‘VIP club’ of journalists,” said a senior journalist, requesting anonymity. “It looks like a move to reward those who play ball while silencing those who might ask the tough questions,” he added.
Questions are now being directed toward the concerned officials at Bharat Masala. Industry insiders are asking whether this alleged selective invitation list is the result of vested interests within the corporate communications team or a broader directive to bypass critical journalistic scrutiny.
Ethics at Stake?
The core of the controversy lies in the potential compromise of journalistic ethics. By allegedly restricting access to a “chosen few,” critics argue that Bharat Masala is attempting to ensure that coverage remains strictly promotional.
Filtered Narratives: There are allegations that the company wants coverage only from outlets that will “write only good things.”
Consumer Deception: Critics argue that if media houses are chosen based on their willingness to avoid critical reporting, the end consumer is being cheated of an honest, unbiased perspective.
The Consumer Trust Deficit
The fallout has moved beyond the newsroom and into the public sphere. Consumers are beginning to voice doubts about the brand’s transparency. The logic is simple- if a company is confident in its product, why fear a room full of diverse media voices?
“When a major brand like Bharat Masala sticks to a selected group for their campaigns, it creates a sense of ‘gatekeeping,'” says a consumer rights advocate. He claimed, “It puts a doubt in the minds of the public- is there something they are trying to hide? Are they afraid that an open press meet might lead to questions about quality, sourcing, or pricing that they aren’t ready to answer?”
As of now, Bharat Masala has not issued an official statement regarding the criteria used for the press invitations. However, the resentment brewing among the uninvited media houses, who represent a significant portion of the state’s viewership and readership, suggests that this PR move may have backfired. In an era where brand transparency is paramount, Bharat Masala’s alleged “selective” approach has not only alienated the media but has also seasoned its latest campaign with a bitter aftertaste of suspicion.