The University Grants Commission has asked all universities and colleges in the country to set up selfie points with images of Prime Minister Narendra Modi in the background, the directive coming in the run-up to next summer’s general election.

The higher education regulator has nudged the campus authorities to encourage students and visitors to click selfies at these points and share them on media platforms, virtually turning them into unofficial campaigners of the BJP.

The idea is to create a buzz around what the UGC has described as “India’s achievements in various fields”, thus “fostering a sense of collective pride”.

Several academics accused the regulator of drafting academic institutions into a “cult-building” exercise they should “have nothing to do with”.

“There is a unique opportunity to harness the energy and enthusiasm of the youth, moulding their minds with inspiration drawn from India’s progress in diverse fields,” says a letter from UGC secretary Manish Joshi, sent to the vice-chancellors of all Indian universities and the principals of all the colleges on Friday.

This story was originally published in telegraphindia.com. Read the full story here .