This is one of those strange elections, lacking a theme and unfolding with a sense of drift. It is different from 2004 on the sensory side. The Bharatiya Janata Party (BJP) under Atal Bihari Vajpayee joined battle 15 years ago with great confidence in message and victory. When the numbers came in many in the media and middle class were taken aback by the BJP’s defeat despite, or perhaps because of, ‘India Shining’. That particular message and campaign seemed so inspirational and winning that it seemed a done deal.
In 2019, this is not so. Others have observed the negative thrust of the ruling party’s campaign. We can quibble about this but it is indisputable that it lacks the flavour of 2014. So what exactly is missing for most people? It offers no magic solutions this time.
The promises are subdued, the slogans more banal — ‘Phir ek baar Modi Sarkar’ can be read as a plea, or an anodyne statement. You could even read it with a question mark at the end instead of the missing exclamation point.
It is not inspirational, doesn’t give hope and it makes no promise of improvement. Importantly, it does not refer to performance. The most charitable thing one can say is that it rhymes in a kindergarten way.
You could perhaps see it as an expression of confidence: That the slogan tells the voter that the era 2014-2019 is what you wanted, and so get ready for five more years of it.
But none of the other stuff validates this: The prime minister says he is still the challenger, meaning he is still not the system, which he’s convinced remains hostile to him. But the system is what the citizen engages with and is interested in. The more I think of it the more the slogan appears to me to be a sign that the BJP has concluded that the voter would be put off if told that under Narendra Modi, India was shining.
This brings me to the opposition, which is arguably running a more positive campaign than the government. The primary weapon Rahul Gandhi is taking to war is the targeted basic income scheme called NYAY. It is Rs 6,000 a month which is substantial enough to make many vote for it. What might stop them? Questions of credibility. Not the credibility of the idea and its deliverability but the question first about whether Mr Gandhi can win enough seats nationally to be in the position to implement the scheme. This will be his biggest issue and I wonder if he has thought about how to deal with it.
In 2019, this is not so. Others have observed the negative thrust of the ruling party’s campaign. We can quibble about this but it is indisputable that it lacks the flavour of 2014. So what exactly is missing for most people? It offers no magic solutions this time.
The promises are subdued, the slogans more banal — ‘Phir ek baar Modi Sarkar’ can be read as a plea, or an anodyne statement. You could even read it with a question mark at the end instead of the missing exclamation point.
It is not inspirational, doesn’t give hope and it makes no promise of improvement. Importantly, it does not refer to performance. The most charitable thing one can say is that it rhymes in a kindergarten way.
You could perhaps see it as an expression of confidence: That the slogan tells the voter that the era 2014-2019 is what you wanted, and so get ready for five more years of it.
But none of the other stuff validates this: The prime minister says he is still the challenger, meaning he is still not the system, which he’s convinced remains hostile to him. But the system is what the citizen engages with and is interested in. The more I think of it the more the slogan appears to me to be a sign that the BJP has concluded that the voter would be put off if told that under Narendra Modi, India was shining.
This brings me to the opposition, which is arguably running a more positive campaign than the government. The primary weapon Rahul Gandhi is taking to war is the targeted basic income scheme called NYAY. It is Rs 6,000 a month which is substantial enough to make many vote for it. What might stop them? Questions of credibility. Not the credibility of the idea and its deliverability but the question first about whether Mr Gandhi can win enough seats nationally to be in the position to implement the scheme. This will be his biggest issue and I wonder if he has thought about how to deal with it.
Illustration: Binay Sinha
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of www.business-standard.com or the Business Standard newspaper
