The controversy surrounding the quality and sourcing of ghee used in Tirumala temple offerings has become a major political issue in Andhra Pradesh.
The Telugu Desam Party-led alliance has been repeatedly targeting the YSR Congress Party and former chief minister Y S Jagan Mohan Reddy, branding him as anti-Hindu.
Although Jagan has no direct personal involvement in the alleged ghee adulteration issue, the opposition has attempted to politically link him to irregularities in the Tirumala Tirupati Devasthanams (TTD) during his tenure.
In the wake of this controversy, senior YSRCP leader and former MLA Chevireddy Bhaskar Reddy appears to have taken on the responsibility of projecting Jagan as a leader committed to Hindu traditions.
Amid sustained opposition attacks branding him as “anti-Hindu,” Chevireddy is said to have been tasked with building Jagan’s image as a leader who respects Hindu dharma, despite being a practising Christian.
Chevireddy, a close aide of Jagan, has reportedly spearheaded a coordinated communication effort aimed at highlighting Jagan’s engagement with Hindu religious practices.
A front-page jacket advertisement published in Sakshi newspaper on Thursday, reportedly under Chevireddy’s name, prominently showcased photographs of Jagan participating in various Hindu rituals, including temple visits, homams, and Panchanga Sravanam ceremonies.
The advertisement also listed initiatives undertaken during Jagan’s tenure that were projected as measures to protect and promote Hindu dharma.
It notably included select images featuring Jagan’s wife, Y S Bharati, in religious settings—an apparent attempt to strengthen the visual narrative of the family’s association with Hindu traditions.
Analysts say this campaign appears to be a calibrated effort to counter the growing perception, amplified by rivals, that Jagan—who is a practising Christian—lacks affinity with Hindu religious sentiments.
The opposition’s sustained messaging, particularly after the Tirupati ghee issue, has sought to reinforce the “anti-Hindu” tag, putting the YSRCP leadership on the defensive.
Sources say Chevireddy has effectively taken charge of restoring Jagan’s image, positioning him as a leader who, despite his personal faith, actively participates in and respects Hindu religious customs as part of his public and political life.