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 1st 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 1st 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

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Mahagad(bad)bandhan!

WhatsApp with all its inherent strengths and weaknesses can be a good source of humour. In particular, in the election season, meme factories are running at full capacity churning out humorous content day in and day out. Among this was a clip – a gem of a creative idea that was going viral on social media few days back. Unlike the usual edited video clips, this was an animation of a WhatsApp group conversation. And here’s the best part. The group was titled “Mahagathbandhan” and showed an imaginary chat among its members who were supposed to be part of the Mahagathbandhan! As this clip was trending on social media and doing the rounds on various WhatsApp groups, I am sure you would have seen it. If not, do check out the clip here!

The humour and sarcasm in this clip notwithstanding, it exposes the fallacies of the Mahagathbandhan being propped up in just 2.5 mins! The idea for this Mahagathbandhan, which is a spectacle for few and spectre for others, I guess, germinated in May last year after the Karnataka polls. After losing the majority, Congress in a very alert move, decided to support Janata Dal (S) though they fought against each other in the elections. This move deprived BJP of forming the government in Karnataka even though, they were the single largest party with just few seats short of majority.

In Indian politics, if you ask me of one sight which is downright repulsive, it is of leaders of political parties of all hue showing up on stage clutching their hands and raising them as a symbol of being together. No other visual can be as dubious as this. The swearing-in ceremony of H.Kumaraswamy Gowda provided the schadenfreude moment for all those parties opposed to the rise of BJP in the country. So, we saw leaders as diverse as Kejriwal to Stalin to Mamata to Chandrababu to Rahul Gandhi to Mayawati to Pinnarayi Vijayan to Akhilesh coming in person to grace the occasion. That stage with the majestic Vidhan Soudha as the back drop on the 23rd May last year, would have given seed to the idea of the Mahagathbandhan to all parties who wanted to stop Narendra Modi on his tracks!

As it is usually the case, showing off a possibility is easy and making it possible is the onerous task! Unlike in the past, where parties come together in a pre-poll alliance or at times cobble up a post poll set up, the Mahagathbandhan is an epitome of conflict of interests among its constituents. Held together by one single-minded purpose of keeping BJP or rather Narendra Modi away from another term, there are conflicts galore!

By definition, the proposed Mahagathbandhan is supposed to be a rainbow coalition of all parties outside of the NDA who have one common enemy. A rainbow with all its different colours presents a pleasing sight! But a rainbow coalition doesn’t! It is obvious on paper that if they all come together and fight the BJP/NDA, thanks to the arithmetic of vote shares and the possibility of transfer of votes, the Mahagathbandhan will pose a very stiff challenge to the BJP in seats where they got the benefit of a split opposition in 2014. And thereby, this is a sure shot and obvious formula/strategy to stop Modi from getting a 2nd term.  While it may seem simplistic, in reality nothing can be more complex than the coming together of the Mahagathbandhan! And here’s why!

Let us for the moment keep aside the historical tussles and conflicts the parties in the Mahagathbandhan, had among each other and just focus on the issues of today.

Starting from the capital, BJP took all the seats in Delhi in 2014. But in the assembly polls that followed, AAP’s broom literally swept Delhi dislodging Congress after a 15 year stint! Sections of the Delhi Congress are still not able to come to terms with the scenario of fighting with a party which was instrumental in not just defeating them in Delhi but also creating that “Anti-Corruption” atmosphere in the entire country in the run up to the 2014 polls. Kejriwal went to the extent of saying that AAP will take all the seats in Delhi without Congress’ help but they needed the Congress in Haryana!

In Kolkatta, where TMC is ruling supreme and BJP is emerging as a strong challenger, a tie up of TMC, the Left and the Congress may dent BJP’s hopes of winning 7-8 seats in WB this time.  But then, the Left cannot stand the TMC and it is unimaginable for the workers to come together and work for a common cause.  So when the Left and the Congress are in an alliance, it remains to be seen if this will affect the TMC or the BJP more!

While in Bengal, the Congress and the Left are in it together, in Kerala though, the numero uno enemy for the Left is the Congress led UDF! In fact, this fault line got exposed after Congress announced that Rahul Gandhi would contest from Wayanad in Kerala in addition to Amethi! CPI(M)’s Prakash Karat was among the 1st to criticise this decision! He went on to say that the Left will work to defeat Rahul Gandhi in Wayanad!

There are such inconsistencies all over. In Maharashtra, the Congress and NCP are together for a long time, but in Gujarat, they are not. In the recent assembly polls in Telangana, TDP and the Congress fought together in an alliance but that couldn’t prevent the TRS winning the state by a landslide! After that spectacular defeat, TDP is silent about its tie up with the Congress for the Lok Sabha polls and the Assembly polls in AP!

None of these confusions are more pronounced than in UP.  If BJP needs to be defeated in 2019, it should be defeated convincingly in UP. But even this overarching objective couldn’t stop BSP and SP from ditching the Congress for the Lok Sabha polls. So, finally that famous picture of Sonia Gandhi hugging Mayawati in glee during the swearing-in function of Kumaraswamy remained just a photo-op!

And one common theme which comes up as a predicament for all regional parties to be part of the Mahagathbandhan is their perception of Congress as a liability rather than an asset in the coalition! So, in all states where the regional parties are stronger than the Congress, they don’t want to have any truck with the Congress!

Now, I am sure that all these parties which are taking a stand based in their self-interests today, will have no hesitation in coming together and form a post poll Mahagathbandhan if they get an opportunity to take a shot at power! And one can imagine, with all the inherent conflicts and fault lines among themselves, the alliance can only run with confusion writ all over! As each and every coalition partner start pulling the cart based on their self-interests and not necessarily Nation’s interest, it is not difficult to visualise what will happen to governance!  What will start as a Mahagathbandhan will soon become a Mahagad(bad)bandhan! Don’t believe?  Check out what happened to governance between 1977 and 1980, when we had the 1st Mahagadbadbandhan of sorts!

Postscript: Title courtesy my friend and an avid political watcher, Mukund Sampath who called Mahagathbandhan as a possible Mahagad(bad)bandhan in one of our chatsand that prompted this post!

Toon courtesy: Satish Acharya

In #2019, no TINA but be wary of TAIL!

As 2018 winds down and we step in to 2019, for India, it is just not another new year. Mid of 2019 is when we will have the Lok Sabha polls that will determine if Narendra Modi will get another shot at being the Prime Minister. In my memory, I cannot recall of any individual who has come for so much scrutiny as an elected representative. And whose re-election is being discussed and debated so intensely in the country. First up, blame it all on the social media and its growing tentacles!

The fact that a government’s performance is coming up for such a rigorous appraisal itself, augurs well for our country. It should be like that. I only hope that this appraisal business isn’t selective and not just reserved for Modi Sarkar! If I think as to why this government has come under such a close assessment, I realise that it should blame itself for the same.

Did we have any other government in the past that

Set targets for itself on many fronts?

Which announced the targets and put them out in public domain?

Which tracked the actual delivery against the targets and presented them for everyone to see and comprehend easily that too mostly on real-time basis?

Today we know, not just what this government’s targets are for rural electrification, construction of highways, building targets, opening of bank accounts so on and so forth but also where it stands in terms of achievement. One look at the https://transformingindia.mygov.in/performance-dashboard/ site gives us an update on a real-time basis. It is not that governments in the past did not set targets for themselves. But all these targets were usually in terms of outlays announced in the Annual Budget speeches and seldom one would know what the final outcomes were. Between the outlays and outcomes, the India story remained in tatters. I guess not any more.  So, if people keep remembering the promises made and get disappointed if some of the promises have not been met fully or adequately, blame it on the Government’s efforts of putting out data in the open which makes it possible to compare achievements Vs goals easily.

In comparison to the upbeat mood in 2014 and 2015, today the mood in the country is more sombre. Even the most loyal fans of Modi have realised that probably he chewed more than what he could swallow. Five years are just not enough to turn around and solve all the ills of the country. That too when the global economy is facing one headwind after another! But then, as a country we had our own share of misses. Right when the economy was getting back on track in 2015/16 from the throes of policy paralysis and negative vibes and was poised for a leap, this government let loose the Demonetisation devil on the economy.  This set the economy back by 2 years to get back on track. That we didn’t fully collapse and managed to grow the economy at a slower pace nevertheless, would be a miracle, academicians would pore over in the years to come!

Before the effects of Demonetisation could subside, this government went ahead with the introduction of GST which according me is the biggest Tax reform in Independent India. Irrespective of the critics who take on this government on the “not so perfect” GST, I maintain that it was extremely creditable on the part of Modi Sarkar to launch the GST without further delaying, on the 1st of July 2017. In India, in aspects of meeting deadlines, we Indians follow religiously and rigorously the Theory of Elasticity which says solid materials deform under the application of external force and regain their original shape when the force is removed. So, in the quest of a perfect, ideal GST, if this government had deferred the launch, who knows, perhaps we will still be talking of “introducing the GST” in the upcoming budget!  Against that, today we already have a thriving GST which is now going to complete 2 years! The introduction of GST will remain this government’s biggest achievement when its history is written.

The short term pains inflicted by these 2 moves (Demonetisation and GST) to the small and medium businesses combined with the government’s failure to address the Banking crisis at the beginning of its term have led the BJP to the situation where it is today.  In its strong hold states like Gujarat, Madhya Pradesh, Chhattisgarh and Rajasthan, the party’s support base has been dwindling. On the contrary, the Congress which seemingly had no hope of a revival till mid-2017, has smelt blood and is hoping to deprive Modi of a second term and a shot at history.

In India today, in the main stream media and also probably social media, the obituary of Modi Sarkar is being written on a daily basis. As per me, it is too early to write off Narendra Modi in the context of 2019. In spite of his government’s misses in terms of promises and more importantly the delivery of Achhe Din, his personal credibility as a leader who is keen to deliver, is intact. I do believe that there are those who are disappointed with him. But they are still not disgusted with him. Yet.  My personal feeling is that they would like to give him another chance.  The same states which voted out the BJP recently could very well see voting for Modi in the Lok Sabha polls!

Apart from this factor of Modi’s personal charisma, there is another important factor at play. People like to call it the TINA (There Is No Alternative) factor. I don’t believe that there are no alternatives to Modi. In fact, we have many. We have the spectre of a Rahul Gandhi becoming the Prime Minister, if a Congress led UPA front emerges as the biggest. Or else it could be toss between a Mamata Banerjee or a Mayawati or a Chandrasekhar Rao or any other leader depending upon how many seats they win, as part of a coalition which will be cobbled together post the elections. In all these cases, a leader of the party with 30-40 MPs would head the coalition of 10-15 parties with each party playing the “I am indispensable” card!

This Mahagathbandan where, parties will oppose each other in one state but will come together in another state is only a Maha”cut”bandhan who want their share of power and the perks that come with it. I believe that people are smart enough to understand and realise that Modi Sarkar might have disappointed but will still probably vote for him not because of TINA but being weary of TAIL – The Alternative Is Lousy!

In the past, we saw many Accidental Prime Ministers as we didn’t sight TAIL properly! Hope 2019 is different. On that hopeful note, wishing India a momentous 2019!

Cartoon courtesy: Satish Acharya

Semi-finals and the many Confusing Signals! Part – 2

In my last post (read here), I had written about the recently concluded state elections in 5 states with focus on Rajasthan. In this, I intend to cover Madhya Pradesh and Telangana and try to drive home the message of the confusing signals coming out for an election strategist and watcher.

In MP, in an evenly poised, see-saw battle, Congress eventually scraped through and has now formed the government with support from other parties, having just fallen short of the half way mark. At the outset, it would appear that for BJP’s performance wasn’t that bad considering that it has been in power in MP for the last 15 years. The question is – “Is it par for the course for voters to get tired with a party which has been in power for more than 2 terms?” I don’t think so. Hence brushing aside a defeat owing to just “Anti-Incumbency factor” may not be correct. There could be and usually there are other factors at play which make people ring in a change.  Considering the fact that eventually BJP ended with the same vote share as Congress with just few seats less, it doesn’t look like as if a severe Anti-Incumbency wave swept away BJP or Shivraj Chauhan.

To be fair to the BJP and Shivraj Chauhan, MP has seen a sea change on the positive side during the last 15 years. It is no longer cursed as part of the “BIMARU” states of India! Those who have visited the state in the last 10 years can see the visible improvement in the road infrastructure not just in the cities but the connecting towns. 87% of rural roads in MP are surfaced (road laid with bitumen or tar), which is higher than the national average (64 %)!  Similarly the progress on the electricity and water supply fronts are visible.

Bijli, Sadak, Paani as far as I heard, were no longer the issues in MP! So what were? Have the voters punished a government even after showing visible vikas?

Farm crisis is one reason which has been talked about. Here again, there are missed signals. Madhya Pradesh has reported the best agricultural growth in India over eight years and yet there is widespread farm unrest. It’s clear that BJP has lost in rural pockets with a seat share drop from 67% to 42% in 2018 Vs 2013. However surprisingly in Mandsaur which was the epicentre of the farmers’ agitation few months back, BJP retained its tally of 3 seats! Similarly in Neemuch district, BJP retained all its 3 seats!

Coming to urban centres, BJP’s major losses came from here unlike Gujarat where it was saved by urban Gujarat! As mentioned before, there has been visible development in urban centres like Bhopal, Indore, Gwalior,..  In fact, Indore has been ranked the cleanest city as per the Swachh Bharat survey in 2018 for the 2nd consecutive year. Bhopal came in 2nd!  Even then, BJP major losses in this election came from the urban pockets! The seat share fell from 90% in the urban areas in 2013 to 55% in 2018!

It looks like BJP in MP has been felled by the weight of expectations and not on its standalone performance which has not been so bad. The expectations could be with respect to the State’s progress from what it has achieved so far and also of the Centre’s promises to usher in the Achhe Din! In his column – “No proof required”, Dr. Surjit Bhalla calls the election results – “The Revolution of Rising expectations”! It is possible that in spite of the local BJP Government under the leadership of the “Mamaji” – Shivraj Chauhan delivering governance, the people expected more. More in terms of jobs, more in terms of disposable income and finally “Yeh Dil maange sub kuch more”!

In MP, the other factor is BJP lost 10 seats with a narrow margin of under 1000 votes!  Again, if you look at the swing of votes against BJP which is at 4%, it is not a big swing but reduced BJP’s number of seats from 165 to 109, a drop of almost 1/3rd of the seats! What does this say of BJP’s famed booth level management tactics and WhatsApp outreach programmes??? What happened to the “Panna Pramukhs” this time?

The fact that BJP lost 10 seats by a margin which was lower than the NOTA votes polled in those seats would lend credence probably to a simmering anger among a section of loyal BJP voters to teach a lesson to the party!  It would be interesting to see if this anger is temporary or permanent enough to afflict a damage to BJP’s fortunes in 2019 Lok Sabha polls!

Coming to Telangana, the TRS (Telangana Rashtriya Samithi) party under K. Chandrasekhar Rao(KCR) successfully saw off the Anti-Incumbency and managed to not just win, but win by a landslide! I have not looked at Telangana closely but as far as I saw, TRS planned out the 5 year period well.

In the 1st 3 years, KCR’s son K.T.Rama Rao was in the forefront of pitching the state to get investments. In this effort, they rolled out the red carpet to industrialists and companies in India and abroad with a promise of industry friendly policies. In the centre’s ranking of states for “Ease of doing business”, Telangana consistently came 2nd with its not friendly neighbour Andhra Pradesh coming 1st. The previous year, Telangana and AP had jointly topped the charts!

In the last 18 months though, Telangana has been focussing on welfare initiatives. Free housing for the poor, Direct cash subsidy for farmers,.., all right at the nick of time in the last year of the rule!  It ended up spending more than on Agriculture, Irrigation,… than the Rest of India.

It looks like KCR’s government divided the 5 year period into 2 halves. In the 1st half they focussed on long term, reformist initiatives, while the 2nd half closer to elections they came out with short term, populist welfare schemes that would give electoral results. A closer analysis of how this pans out probably may provide a working model for all those seeking to beat Anti-Incumbency. That of balancing long term with short term by focussing on reforms and structural changes in the 1st 2/3 years of the rule and resort to populist, welfare programmes in the last 2 years closer to elections.

With the many confusing signals emanating from these results, it becomes all the more difficult for an election strategist particularly of the BJP to come up with a winning formula for 2019! But here, one must not forget, that India has begun to vote differently between state elections and National elections. Therefore one should linearly extrapolate the trends from these Semi-finals to the finals at their own peril. However, it is safe to conclude that with these crucial wins in the Hindi heartland, Congress has got its mojo back and BJP is on the back foot. The next few months will be interesting to see how the final narrative for the 2019 elections unfolds.

Kaala, Sarkar and being “Social media Ready”!

What is common between Kaala and Sarkar – both Tamil films released in the past few months? Many. But, beyond the obvious like both films featuring mass heroes with political ambitions, storyline with a political thread etc, etc. there is an important commonality. Both Kaala and Sarkar show Social media playing an important role in the scheme of things of the respective protagonist to take on his adversaries. In Kaala, when pushed to a corner by a scheming politician over usurping common man’s land in the name of slum rehabilitation, the hero (Rajinikanth) takes his fight to Social media and brings entire Mumbai to its feet. All the galvanising of people and spreading of message happen through Facebook videos, Tweets and WhatsApp forwards! Sarkar goes a step further. Even with just couple of hours remaining for voting, the hero (Vijay) is shown attempting to garner support among the remaining voters through Facebook live videos! Before that, he uses tweets strategically to set the narrative. As a non-conventional politician who is thrown into the thick of political action all of a sudden, Vijay and his young team’s “Go to Market” is basically Social media in the film!

 

Whether society mirrors films or films mirror society is still an open debate.  However, it is clear that the respective film makers of Kaala and Sarkar drew inspiration from the Jallikattu protests which happened in Tamil Nadu in the year 2017! Much to the surprise of all, Social media played a very important role and engineered a revolution in Tamil Nadu or so it is widely believed. For the first time, politicians came up to this rude awakening that their opponents can be just some faceless Twitter accounts and trending hashtags and not necessarily the conventional microphone wielding, venom spewing opposition faces!  As it happens normally, writers and film makers take their own creative liberties of what they see around themselves and do a bit of indulgence.  So is the case in these 2 films!

In India, we are already in election mode. Come May 2019, we have the Lok Sabha polls coming up where Narendra Modi is seeking a historic re-election. The moot question is, like how they show in films these days, can Social media be the game changer for parties in their quest to win in 2019? Like in these movies, can politicians and parties win by just harnessing the power of Social media?

I remember way back in 2008, it was Barack Obama who first demonstrated the power of Social media tools like Facebook and Twitter for his presidential campaign. Since then, Social media has been drafted into political campaigning everywhere and it’s been gaining ground slowly and steadily.  So much so, we saw how companies like Cambridge Analytica were exposed attempting to influence swing voters by just targeted messaging over Social media like Facebook.  In India, I guess the early ones to hop on to the Social media bus were Narendra Modi in 2014 and Arvind Kejriwal for 2015 Delhi elections. They used Face Book and Twitter effectively to communicate to the young and urban voters that time! Today, my guess is that almost all parties have a backroom of Social media warriors across the country/state to manage their presence in Social media! And lo, new careers and job options have opened up – Social media managers, Data Analysts, Hashtag managers, video editors and so on!

While Twitter and Facebook have been prominently used in in the past for campaigning, I feel that in India for 2019, WhatsApp will hold the key. With over 200 million users of WhatsApp in India (as of Feb 2018) which is 4 times of what it was in 2014, WhatsApp is easily the fastest growing medium available. Combined with the rapid growth in smart phone adoption and data consumption thanks to cheap data plans, one doesn’t have to look further to deliver targeted messages. So move over SMSs and recorded voice messages!  WhatsApp forwards are here! Even the main stream media feeds on what is happening on WhatsApp these days!

One logical question would be if Social media remains an urban phenomenon and hence will it have any impact in rural India at all?  The growth in internet access and WhatsApp penetration have been traditionally higher in urban India than rural India. However rural India I’m sure is catching up. As per a survey conducted by Lokniti-CSDS in mid-2017, “One-fifth, or 20%, of rural respondents said they used WhatsApp daily as compared with 38% of urban respondents. But the growth in the share of active WhatsApp users has been sharper in rural India, doubling in a year’s time.”

With the adoption and usage of smart phones and WhatsApp being the highest among youth, targeted political messaging becomes easy, quick and probably cheap with WhatsApp! And as election approaches, WhatsApp groups are all busy engaged in political debates usually triggered by a forward message or a news clip! And this is how narratives will be set moving forward.

I am not for a moment saying that as they showed in Kaala and Sarkar, candidates and parties can win over the voters by just using Social media alone! Real life is more complex. However, a smart party/candidate would not ignore the potential of smart phones, Social media and WhatsApp in particular in their media mix for 2019. And would rather focus on the same seriously.

I understand that BJP is already making itself “WhatsApp ready” for 2019. Traditionally the party has been depending on its “Panna Pramukhs” to do booth level mobilisation of voters and they will be now replaced by “Cell phone Pramukhs” it seems! Whether being “WhatsApp ready” will take them ahead of the others in the elections remains to be seen, but it is clear that they have a head start and it can be crucial in close contests!  In 2019, it could very well be Abki Baar WhatsApp ki Vaar!

Kaala and Sarkar may be ordinary films but the makers have provided worthy lessons for political leaders and parties on the importance of being “Social media ready” to take on their opponents. The question is when will parties become “Social media ready” to address common man’s issues? To see that day, like many fellow Indians – “I am waiting”!!!