Grow The Saffron Ecosystem
This is a crossroads moment to grow the Saffron ecosystem,
not for vanity or righteousness, but to push aside and eclipse the vast
Congress/Left one, deeply embedded in our consciousness.
It is very important, politically, and not just culturally,
to do this, as it is the only way to rejoin the broken pieces of a polity
deliberately fractured into classes, castes, religions and regions, to suit the
machinations of a Congress, in continuation of the British policy of divide and
rule.
In that generous euphoria that followed the great win of May
16th, 2014, nothing substantial was done to defang the UPA’s
elaborate communications infrastructure.
So, it wasn’t very long, taking this government to be naïve,
inept, and gauche, that Congress, with 44 seats in the Lok Sabha, still felt
fit to mount a fresh challenge, accompanied by a veritable manufacturing plant
of scurrilous propaganda.
It was decided to damn parliamentary etiquette, or reasoned
argument, and amplify all the staged outrage and belligerence via a substantial
presence in the Congress loving media. Money paid and advertising revenue
gleaned naturally plays its part, but does not seem to be quite so effective
for the BJP/NDA.
By way of contrast, the tiny AAP uses relentless advertising
and controversial soundbytes to leverage its media profile quite masterfully.
The big mistake for the government, in hindsight, was not going
on the offensive on UPA corruption and that of some of its allies and media
supporters, from day one.
But now, suddenly, a humbled BJP, after two ignominious
losses in state elections at Delhi and Bihar, has had its mojo restored. With
the non-traditional Assam victory, the BJP/Sangh Parivar have been given
another chance to set wrong to rights. So, what should the government’s
communication strategy be at this juncture?
First of all, it should look to its resolve. To lack
determination now, when opponents are once again lying defeated and supine,
would be a fresh tragedy in the making.
If this opportunity
is grasped firmly, and used properly this time, both as to changed election
strategy/tactics, and the broader but yet vital universe of the public
relations battle, it will lead to good fortune and victory, in 2017, ’18 and
2019, and perhaps, even another big one in 2024.
It could not only become a Congress mukt Bharat, but be
enough years in the saddle for the BJP/NDA, to transform the country
economically, politically, culturally, and militarily.
To cut through the jungle of misinformation and calumny that
is assiduously propagated, what is needed now are some sharp new intellectual
machetes; some moderation in the pitch and tone, and a broad sense of
organisation.
Still, epithets like bhakts, chaddies, and trolls, are
bandied about as if they were a birth right. Broader accusations against the
saffron brigade include - escapees from the freedom movement, appropriators of
history, obscurantists, misogynistic, communal. Modi has been likened to Hitler
more times in these 24 months, than ever before.
This is a perfect time to increase the visibility and
articulation of the broader saffron universe, as the party and government
continues to relentlessly mainstream, broaden its appeal, and increase its
national footprint. It now rules in 16
states and 45% of the population there, plus the centre.
The BJP and its affiliates certainly, but also its many
friends, need to ramp up their visibility in the visual electronic/digital
media/ on You tube, as well as in print. This implies beefing up the media
presence inclusive of acquiring/investing in media assets and infrastructure.
There is only so much good coverage that one can expect from rival platforms.
The hundreds of ‘warriors’ or ‘Yodha’, as BJP president Amit
Shah calls them, are doing an exuberant job of it on social media already.
Saffron think-tanks such as the Vivekananda Foundation
and the Shyama Prasad Mukherjee Foundation must articulate a public
vision, and raise their level of media commitment and interaction, both via the
visual and print mediums.
The official spokespersons from BJP’s media cell need their
flanks covered by sympathetic others from the broader saffron ecosystem,
including the corporate world, columnists that are right-of-centre if not party-line
perfect, and people from the armed forces, the bureaucracy, the sports world,
public intellectuals, the financial markets, the expatriates and NRIs, foreign-
based think tanks/academia, manufacturing, software, construction etc.
These people, drawn into a saffron communications ecosphere
by deliberate and coordinated induction, could add much nuance and shading to
the bare-faced party-line.
Their advantage and credibility lies in the fact that they
are NOT official spokespersons, but are nevertheless in sympathy with the
general thrust. These soft-sellers could go a long way to counter and mitigate
some of the provocative propaganda
unleashed by the other side, as also the outrageous and offensive remarks made
by some parliamentarians/MLAs from the Lotus pool too.
Their involvement
could add layers of commentary, strategic depth, and sophistication to the
saffron narrative, broadening the appeal and embrace of a centrist position, to draw in
people who may not subscribe to, and are put off by, strident Hindutva tropes.
This approach has worked very well for the other camp. Look
at various from The Obsever Research Foundation, and Pratap Bhanu Mehta’s
one man band, for example.
The celebrity universe
too can be most useful and the saffron tent can gain by adding its own
contingent of writers, poets, artists, actors,
comedians of the saffron kind. There is MP Paresh Rawal, of course, but
others too have been drawn in, bringing both their star power and /or expertise
to the table. Think of the much reviled Chetan Bhagat, who speaks his mind
undeterred. And most recently the sticks and stones braving ‘Chintu’ Randhir
Kapoor. ‘Khilari’ Akshay Kumar declared
a while back, and later so did the beautiful Raveena Tandon and the bald and
bold Anupam Kher.
To win the mind and hearts game, as the Union HRD minister
Smriti Irani fully realises, it is necessary to dismantle the old
indoctrinating ecosystem too. It is no less pernicious than any Wahhabi
madrasa, even though it is a house built by Congress and the Left. It is a
formidable and tentacular thing, extending into the media, the universities,
amongst the bureaucracy, in schools, colleges, into their staff selections and
curricula.
Today Congress is weaker than it has been in decades, with
just 7 states and 7% of the population in them, and so is the Left, with just
the state of Kerala in their kitty.
It is therefore an excellent season to capture the
initiative and build a superstructure for the saffron ecosphere that puts paid
to the old order once and for all.
For : The Pioneer
(1,100 words)
May 23rd, 2016
Gautam Mukherjee