NEW DELHI/AHMEDABAD: The morphing of BJP into brand Modi seems complete, with Narendra Modi’s latest campaign pitch completely bypassing the party to showcase himself as candidate on every seat, telling voters that each vote would go directly to him.
In BJP’s radio spots aired on Saturday, Modi tells the voter : “Aaj khud apne liye vote maang raha hoon … meri appeal hai har gaali aur kuche se, aap ka vote seedhe, seedhe mujhe milega.(Today I am seeking a vote for myself. I want tell all voters that your vote will reach me directly)”.
The gambit takes Modi’s sales pitch to another level, erasing the already shrinking gap between BJP and Modi and putting the leader before the party as the Gujarat CM gambles on a perceived wave in his favour.
The strategy is also designed to deal with local irritants; chiefly micro-level caste divides and dissatisfaction with party’s candidates. Modi’s appeal hopes to overcome these glitches by audaciously arguing that the local candidate is not really relevant.
The poll line is reminiscent of Modi’s strategy during the 2012 Gujarat elections. With BJP rebel Keshubhai Patel’s party threatening to be a spoiler, Modi found it hard to replace several unpopular BJP MLAs who might have joined Patel.
Realising BJP could suffer if local incumbency became a deciding factor, he upped the stakes saying “I am your candidate on all 182 assembly seats. Every vote you cast for local BJP candidate is a vote for me.”
BJP has not used used Modi’s “no repeat” formula in Gujarat in the selection of LS nominees, and has prudently balanced assertiveness with indulgence of local notables However, the “play safe” attitude has not quelled local eruptions of dissidence, raising fears that outsize egos and unfulfilled aspirations may interfere with the larger project.
Besides, party has to contend with the absence of a stronger organizational apparatus: a worry which is forcing the party to be conservative about its prospects in UP and Bihar despite what it feels is a favourable scenario. By making himself the focus, Modi seems to be trying to get around these hurdles.
While the strategy is not new and has been used by other leaders too, Modi seems to have taken it to a different level with a relentless and centrally-monitored publicity offensive.
However, Modi’s I-am-the-candidate-everywhere” line carries its own risks. It provides more fodder to the opposition charge that BJP has become a one-man party having junked claims to being a cadre-based outfit. It also raises the stake for Modi to ensure unprecedented returns, eliminating the room for alibis and rationalizations in a post-poll inquisition.
Modi seeks support as a “sewak (servant)” rather than a “shasak (ruler)” and urges voters to consider elections as more than an occasion to punish an incumbent government. But the punch line is Modi’s exhortation that voters keep him in mind before pressing the button on the electronic voting machine.
BJP chief media coordinator Ravi Shankar Prasad did not find Modi’s sales pitch to be out of place. “Modi has explained his vision across the length and breath of the country. He is seeking support for the agenda he has outlined. His vision is our manifesto,” said Prasad.
BJP vice president Mukhtar Abbas Naqvi said “There is a Modi wave and he is appealing to voters on the basis of that. The votes he seeks are as much for the party as for his agenda,” Naqvi said.
The BJP leader has upped the ante recently. Last week at a rally in Chandigarh he referred to himself as future prime minister. Thereafter he has asked voters to give him 300 seats in Lok Sabha so that he can deliver on his promised development agenda.
The strategy has invited criticism that BJP could be indulging in hyperbole reminiscent of the party’s similar claims in 2004 when it felt it would win 300 seats and ended up with 114 seats in Lok Sabha.
In Lok Sabha elections, Modi is attempting to not only make up for some compromises that are an unavoidable part and parcel of the ticket distribution process, but to also swing marginal seats and woo the floating vote.
He is well aware that the last mile is likely to prove the toughest challenge and a crucial addition of a 2-3% vote can make a significant difference to BJP’s final tally
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