The Making of Modi 2.0!

As the results of the much anticipated Lok Sabha elections in India unfold themselves this day, it is clear that Narendra Damodardas Modi is all set to occupy the Prime Minister’s chair of India once again. In this avatar of Modi 2.0, BJP is looking set to get a majority on its own and NDA as a pre poll alliance is expected to beat its 2014 tally! First things first. This is a remarkable feat for an incumbent to not just return but return with a better performance than the 1^st term and so kudos are in order!

As much as the return of Modi as the prime minister was expected to a large extent, the scale and the ease of this victory was not expected till some of the exit polls predicted so. What were we told all this while? “Demonetisation hurt jobs and the poor. GST is still hurting traders. There is agrarian crisis all over. Job creation has hit a historic low. Minority are living under increasing fear. Economy is not growing enough. And since 2014, the Idea of India has been threatened”. And much more. So, in spite of the fact this this government did perform in areas of infrastructure like roads, highways, railways…, asset building in rural areas, reaching electricity to the hinterland,…,… we were told that these were not enough to re-elect Modi again that too with a clear majority.

That being the case, what explains this massive victory? What is behind the making of Modi 2.0? I call it the story of “M”s!

M for Modi: – Let there be no doubt in anyone’s mind people on this. People have not voted for BJP or the NDA. They have unequivocally voted for Narendra Modi! States like Madhya Pradesh, Rajasthan which were lost by BJP are now being swept by them!  Modi has been seen as being earnest in his endeavour to fulfil promises he made. So, even if ALL the promises were not kept fully, people are being kind enough to give another chance. Programmes like Swachh Bharat Abhiyan, Demonetisation, Toilet construction, rural electrification and Ujwala Yojana… are being seen as sincere attempts in improving living conditions in India. Though some of the programmes like Demonetisation faltered, people were willing to forgive and forget!

M for Muscular leadership: I will have to narrate an anecdote here to elaborate this point. A day before polling in Mumbai, my 11 year old daughter’s friend asked my wife as to whom she would vote.  My wife asked why she wanted to know that. And her response left me stunned. “Aunty, I hope you will vote for Modi. Because only he can give a fitting response to Pakistan. India in the past never entered Pakistan and hit them. But under Modiji, humne ghuske maara”!  This was the impact a strong leader leaves in the minds of the young.  Critics may call it mindless belligerence when Modi decided to do a surgical strike and follow it up with an air strike. But people want their leaders to show spine in matters of their country’s defence.

M for Mission mode: This is the difference between Vajpayee/Advani era BJP and Modi/Shah BJP. During NDA-1, after forming the government and running a reasonably good one at that for 6 years, BJP did not do anything to widen their base. But the BJP under Modi/Shah is a different kettle of fish. After having won a decisive mandate in 2014, did they keep quiet? They got into “Mission mode” in North East and then later Bengal and the results are there to see. For BJP, if 2014 was UP story, 2019 is Bengal+UP story! In 2019, when it was facing the spectre of the SP-BSP-RJD gathbandan, BJP activated its “Mission mode” to target 300 on its own! This by targeting areas like Orissa, Bengal and North East.

M for Machinery: This is linked to the above. That is of having a plan and executing the plan through an effective machinery. The party machinery under the leadership of Amit Shah works relentlessly in expanding their base within India. Not just during election time. This also means that BJP will now target states like Telangana, Kerala and Tamil Nadu next probably for 2024!

M for last Mile Delivery: It is one thing to announce programs. It is one thing to have a strategy in the board room. It is another thing to ensure last Mile delivery. Whether it is Jan Dhan Yojana or Ujwala Yojana or other Yojanas, Modi Government’s track record on last mile delivery has certainly made a difference to people. This is what has made BJP and Modi to hold on to their leads even in the face of a combined opposition in states like UP.

M for Marketing: The word “Marketing” is often derided upon as if it is a bad word! As a marketing professional myself, I have resented it often. And I have said that Marketing is not a bad thing at all and is a critical element in a product’s success or failure. In political arena, for a leader or for a party, it is not just enough to perform. But it is important to be “seen as performing”! In that sense, BJP as a party and Modi as a leader are miles ahead in terms of marketing themselves.  Some would say that Modi’s success is all about just marketing! I tend to disagree. One should not forget the fundamental mantra that even great marketing cannot save a bad product!  One can write a separate blog on BJP’s marketing but turning the Chowkidar Chor hai slogan of Congress on its head as Main bhi Chowkidar campaign in its favour is one example of some great marketing by BJP!

M for Models: One reason for Modi in the 1^st place to earn credibility in 2014 was his famed “Gujarat model”. This credibility is important for people to take your promises seriously. And this is the problem with the opposition today. The main opposition party doesn’t have any credible model to point the people to! If today, the Congress promises “Nyay”, people are reluctant to take it seriously. Because, even in states which are ruled by Congress, they find it difficult to hold on. If Congress has to be taken seriously in future, they need to develop their own “models” which they can positively refer to.

I hear some of you saying that it is all just one “M” which is Modi! No victory is accomplished with one factor. It is usually a combination of factors. I believe that in the making of Modi 2.0, the mantras were the above so many “M”s! Now that Modi 2.0 has been accomplished, it is time to look ahead and focus on the agenda for Modi 2.0.  What should that be? Please look for my next post! For now, M for Mangal!

Pic Courtesy: Rediff