‘Main Bhi Chowkidar’ is an Opportunity for Opposition to Strike Back at Modi

Narendra Modi is a master of social media marketing. He has cleverly turned around Congress president Rahul Gandhi’s “Chowkidar Chor Hai” catch line (The watchman is a thief) to “Main Bhi Chowkidar” (I’m also a watchman) in his favour. He has the ability to mix emotional appeal with his image to woo the electorate.

In 2014, Modi’s campaign revolved around the ‘Chaiwala’ (tea-maker) image. Unauthenticated stories of him selling tea on railway platforms were sold to people. His party, the Bharatiya Janata Party (BJP) arranged “Chai Pe Charcha” (discussions over tea) with different sections of society. And, of course, Congress leader Mani Shankar Aiyar helped him by ridiculing the chaiwala story.

Modi, it seems, is always on the lookout for verbal exchanges with elites, which strengthens his image of being the poor man’s hero. BJP’s understanding of what appeals to the masses, along with their resources to micro-manage the narrative on social media, has helped him set the agenda so far.

But 2019 is not 2014. Modi is aware of it more than anybody else. This time around, he is not the outsider, but the establishment. He wants to project the image of a strong leader, especially after Pulwama and Balakot. BJP has already tried to exploit the two incidents by using, or misusing, images of the Army and Wing Commander Abhinandan on their posters. But now that Model Code of Conduct is in place, and Modi needs a new trick to amplify his rhetoric.

By inviting people to participate in the ‘Main Bhi Chowkidar’ campaign, Modi meant to do precisely that. BJP Minister Ravishankar Prasad claimed this was a ‘people’s movement’. But it remained limited to BJP ministers and supporters. Not a single National Democratic Alliance ally has endorsed it. However, it has definitely energised Modi’s supporters, but I am not sure if it resonated among the electorate.

Some BJP insiders tell us that the ‘Main Bhi Chowkidar’ campaign was Modi’s own brainchild. If true, it suggests that he has taken Rahul Gandhi’s campaign of ‘Chowkidar Chor Hai’ seriously. There were doubts about whether that campaign would help Congress, but if Modi thought he had to counter it, means it made him uncomfortable.

The review petition on the Rafale aircraft deal is in Supreme Court, which has raised several doubts on the Modi government‘s role. But the Prime Minister has hit back at Rahul, with subtle reference to the air strikes in Balakot. The perception war on social media is about the Opposition harping on corruption through their slogan, while alongside Modi reminds people of his ‘strong’ leadership.

If Modi succeeds in diverting this election campaign into a battle of images or a hashtag war, all the important issues about governance will take a backseat. A highly emotional election is what Modi wants. It is a tried and tested turf for him and his team.

In fact, Rahul Gandhi should have taken Modi’s ‘Main Bhi Chowkidar’ campaign as a big compliment. The Prime Minister had responded to his attacks for the first time. Instead of ridiculing the campaign, the Opposition should have built up on it. Modi had unknowingly thrown an opportunity before them to grill the chowkidar.

There are several questions the chowkidar needs to answer. From national security, agrarian crisis, unemployment, economic policies, attacks on minorities, insecurities of Other Backward Classes-Dalits-Adivasis to the weakening of democratic institutions. If the Prime Minister claims to be a strong chowkidar, he is answerable for his failed promises in the past five years. It is the job of Opposition parties to make him. ‘Main Bhi Chowkidar’ is an opportunity for the Opposition to do what Modi did to them in 2014.

Unfortunately, the Opposition has been defensive since Balakot, and has still not recovered. Modi has money, muscle and media with him. But with little imagination, hard work and communication skills, the Opposition could have given him a tough time.

Modi and BJP want this election to be Modi versus Rahul. It is convenient for them to make it presidential. The media, too, is interested in the image war, not real issues. Last week, news television picked up the ‘Main Bhi Chowkidar’ campaign from social media and spent ample prime time space on it. Modi wants this, as he does not have much to speak on when it comes to governance. He can easily take on Rahul Gandhi or Mamta Banerjee or Mayawati personally and ridicule them, rather than answer the unemployed youth or angry farmers. This is a clever trap by a demagogue looking to set a favourable election agenda. It is now up to the Opposition to prove that Indian elections are not limited to social media hashtags.