“Sathya Sai Organization abhors campaigns and advertisements. It does not function for the sake of advertisement. It is only Love that should bind us as one. It is our service activity that will broadcast our ideals, not advertisements.” (from Sathya Sai Baba’s 1999 Yugadi Discourse).
Despite Sathya Sai Baba’s words, Sathya Sai Organisation (SSO) leaders exert increasing pressure on members to contribute to spreading news of the SSO via the media. That true service of mankind is a private concern between oneself and God is evidently no longer to be much observed.For example, photos of service work are frequently called for to mount exhibitions at the ashram for various festivals and conferences, or travelling showpieces of the SSO’s work! In 2000, each country was instructed by the leaders of the International SSO to “take action to project awareness” of Sathya Sai Baba by organising publication of articles, special supplements in the local press, talks, shows on local TV etc., in which Sathya Sai Baba’s service activity and his contributions to society were to be prominent.
Perhaps one should not be surprised at the Sathya Sai Organisation, for they are but following Sathya Sai Baba’s actual example! In discourse after discourse, however, Sathya Sai Baba himself praises to the skies the various projects for which bear his name (schools, colleges, hospitals, water scheme etc.), saying that no one does one thousandth of what he does and there is nothing like his free schools & hospitals anywhere else in the world! In his demonstrated ignorance of Western society, welfare state education and health, or of the world’s many charitable NGO’s and voluntary organisations, he claims that his projects are unique in human experience because they offer free education and free health services! Clearly, he follows a different ideal of publicity to what he preaches.
It is claimed that Sathya Sai Baba does much for the poor…
In the run up to his 70th birthday, one could actually see Sai Baba give away a number of hand-driven tricycles to cripples, and he presented so-so many sewing machines to needy job-seekers, and some 3-wheeler tempos to unemployed young men. He also married 70 poor couples, for whom all the necessary was provided. The film of this was distributed throughout the world. But Sai Baba teaches that ostentatious service is completely worthless, is just showing off and has no spiritual value whatever! Now, if I were to give away a number of things, I would not want it done to celebrate me, or the number of my years on earth. Sathya Sai says: ‘My Life is My Message?’, and then walks about figuratively naked among the crowds, while blind believers all say ‘See what a wonderful suit the Lord has!’ But, as a clear eye can see, it is only his ‘birthday suit’.
Rationalising advertising/publicity in the media
Some excerpts from a document circulated to groups and centres in 1985 by the Europe Group 1 Coordinating Committee show the peculiar self-contradiction that operated w.r.t. publicity in the Sathya Sai Organization generally:
“The question of public meetings with audiovisual aids (information-meetings) has been brought up time and time again by various centres and groups. We are all well aware that we are not to mission in any way, but rather to spread the Divine teachings through our example as an inspiration to others. However, rules are that we should conduct regular public meetings in our centres/groups… Such meetings should contain information on Sathya Sai Baba (who is He?), His teachings, the meaning of His miracles (inner significance), the Organisation (why an Organisation?) the activities and the work of the Organisation emphasizing Seva (esp. Group Community Sadhana), Bal Vikas and EHV.”
Then the text soon also declares:“When others arrange public meetings or in connection with radio/TV, we should not participate, if other religious organisations participate, as we want to avoid discussions and polarization. However, in connection with radio/TV and other public media, we may participate, if we have separate features, where the sterling worth of the teachings/message can be safeguarded beforehand.”
And later “…but we should be prepared to go to schools, companies/firms, public institutions & the like when requested and if this locally is considered right.”
In short, after lip service to the way Sai Baba would “spread the Divine teachings through our example as an inspiration to others”, something close to a carte blanche is given for spreading publicity. The above example is but one of many such subsequent attempts to rationalize the increasingly organized publicity for Sathya Sai Baba, the Sathya Sai Organisation etc.
Sathya Sai Baba Deceptions Exposed 