A.S. Dulat’s new book, “The Chief Minister and the Spy”, has suddenly become the centre of attention. Political leaders are upset, the media is full of debates, and social media is buzzing. But if we take a step back, doesn’t it all seem too perfect?
The timing, the quotes, the reactions—it looks like a smart marketing strategy. Dulat may have just used the oldest trick in the book: stir up controversy, and the book will sell like hot cakes.
A.S. Dulat is no ordinary writer. He was the chief of R&AW, India’s top spy agency. He knows how to read situations and make moves that grab attention. He also knows Kashmir very well. So when he writes something about Farooq Abdullah and Article 370—two of the most sensitive topics in Kashmir—he knows what will happen next. People will react. Headlines will follow. And the book will become a bestseller.
The outrage was expected. Dr Farooq Abdullah immediately rejected Dulat’s remarks. He even quoted Queen Elizabeth’s famous line: “Recollections may vary.” That itself became another news headline. The National Conference called the book full of lies. Political rivals like the PDP and the JKPC jumped in and added fuel to the fire.
Some called NC “complicit” in the removal of Article 370. Others said Dulat had exposed the “real face” of the Abdullahs. But in the middle of all this noise, one thing is clear: the book is getting more attention than any ad campaign could ever bring.
This is where the marketing genius lies. Dulat didn’t need posters, hoardings, or fancy book trailers. He simply added a few spicy lines, and the entire political class gave him the best promotion possible. Every angry reaction, every TV debate, every tweet by a politician is like free publicity. And guess who is smiling behind the scenes? The publishers, the bookstores, and maybe even Dulat himself.
People love to read what’s trending, especially when it includes secrets, politics, and powerful names. Kashmiris want to know what was said about their leaders. People in Delhi want to know what was whispered behind closed doors.
Even international readers are curious because this is a behind-the-scenes peek into one of India’s most sensitive regions. The controversy has made the book more tempting than ever. It doesn’t even matter now whether what Dulat wrote is 100% accurate or not.
The “truth” becomes secondary when curiosity takes over. Readers want to judge for themselves. They want to underline quotes, debate over details, and share opinions online. Dulat’s book has become a topic of living-room discussions and newsroom panels. That’s the power of a well-timed controversy.
Some may say this was not planned. Maybe Dulat was just sharing his memories. But even if that’s true, he surely knew what the impact would be. A man who once handled intelligence for the nation can’t be unaware of how words can spark storms. Perhaps he knew that triggering a storm would help the book sail smoothly into every major bookstore—and people’s minds.
The political damage may be real. The National Conference now finds itself answering uncomfortable questions. Opponents are using the book as a weapon. But for the publishing world, this is golden. Controversy sells. And when the topic is as emotional as Kashmir and as powerful as Article 370, it sells faster than ever.
Even Dr Abdullah’s daughter took to social media to slam Dulat, calling him untrustworthy. But guess what? That only added more fuel to the fire. More people now want to know—what did Dulat really write? What truth—or half-truth-—is hiding in the pages?
Curiosity is a powerful force. And right now, Dulat’s book has become the centre of it. So in the end, whether you agree with Dulat or not, whether you support NC or not, one thing is certain: “The Chief Minister and the Spy” is flying off the shelves.
Maybe it was a spy-style operation to launch a bestseller. And it worked. Brilliantly.
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