Home Editor's picks BJP's 'Main Bhi Chowkidar' campaign a silver bullet against a formidable ecosystem

BJP’s ‘Main Bhi Chowkidar’ campaign a silver bullet against a formidable ecosystem

BJP was much praised for its social media finesse in 2014 (Remember how it turned Mani Shankar Aiyar’s “chaiwala” jibe to its advantage?). The one in 2019 looks no different.

I predict that once the dust on 2019 General Elections is settled in May, the BJP’s tagline of #MainBhiChowkidar” would be a textbook study on how to run a successful social media campaign.

Within a few hours of launching their “Modi Hai to Mumkin Hai” poll slogan, the BJP took the wind (of whatever was left) out of Rahul Gandhi’s sails by stepping on to #MainBhiChowkidar” tagline on social media. In no time, it was trending more than anything else around the world. The PM now has a “Main Bhi Chowkidar” programme lined up for March 31.

First came a personal appeal from the Prime Minister himself to back the #MainBhiChowkidar tagline on twitter which he followed up by changing his name to “Chowkidar Narendra Modi” on his Twitter profile. It followed a digital stampede: Those who had backed the tagline lost little time in suffixing “Chowkidar” in front of their names.

- Advertisement - - Article resumes -

It was a master strategy to tie Rahul Gandhi’s in knots. Gandhi has been unwilling to give up on Rafale even after the Supreme Court judgment and has lost no opportunity to shout “Chowkidar Chor Hai” in his election rallies. Would he do the same now? Or drop his months of investment in the Rafale disinformation campaign?

Congress seems tepid in its response. In 24 hours, Rahul Gandhi has taken tentative steps on Twitter. He said everyone is saying #ChowkidarChorHai without quite making it his own comment. His generals, Sashi Tharoor and Randeep Surjewala also beat around the bush. PC Chidambaram cracked a poor joke on it; Jyoiraditya Scindia was clever by half; Journalists suspected of belonging to the camp, the likes of Sagarika Ghose, Rajdeep Sardesai, Barkha Dutt and Shekhar Gupta, have made inane references. Lutyens Media is doing its bid by making #MainBhiChowkidar video invisible on the net (here it is just for you folks). The sting has gone out of #ChowkidarChorHai agenda.

It’s unlikely though that Rahul Gandhi would drop his attempts to defame the Prime Minister. As everyone knows, Gandhi is all about anti-Modi and national issues are beyond his grasp. However, his shrill campaign would look downright silly if nothing comes out of review petition on Rafale next week. He would only be firing blank bullets once Supreme Court turns down orchestration on Rafale again.

As millions turn “chowkidar”, Congress can’t be seen calling the masses as “chor.” By doing so, Rahul Gandhi would also appear elitist. It would appear fake too since Rahul Gandhi himself is out on bail on corruption charges in the National Herald case. But if he doesn’t carry on with his one and only theme, what would he say in rallies?

Running social media campaign of this magnitude needs clock-work precision. It’s not only about creating a campaign but also how to turn others’ to your benefit. This is a 24×7 endless marathon of skill and energy; creativity and thrust. Audio and visual campaigns are needed and put out in minutes. If funds alone were the differentiating issue, Congress could’ve won hands down.

BJP was much praised for its social media finesse in 2014 (Remember how it turned Mani Shankar Aiyar’s “chaiwala” jibe to its advantage?). The one in 2019 looks no different. It’s gathering the mass under the BJP umbrella. Only, this present one is a silver bullet against a formidable ecosystem. There was a fire in the kitchen but they didn’t get out. They stood their ground on the burning deck.  It would be worth its weight in gold, come May 23.

Sharing is caring - Share This Post and Support:
We need your support to survive in the media industry. Please consider paying us for the content we produce:

To know more about these payments, please click here.


Most read articles recently

Two AAP MLAs lunged towards Kejriwal and one punched him such that his glasses fell off, claims Kapil Mishra

AAP MLAs reportedly beat up Kejriwal so much that he has injured his knees and could not walk properly

Air Vistara senior officials visit Gen GD Bakshi, apologise for deleting the tweet honouring him

Sanjiv Kapoor, Chief Strategy & Commercial Officer, and Deepa Chadha, Senior Vice President – Human Resources & Corporate Affairs or Air Vistara visited Maj. Gen. Bakshi and tendered an official apology
If you believe Google trends, this election is a runaway win for Modi

If you believe Google trends, this election is a runaway win for Modi

It’s fairly clear: Congress hasn’t managed to get its message out.  If you ask Google Trends, this election is over. The writing is on the wall. PM Narendra Modi is all set to win

AltNews co-founder caught shielding Islamists following the Sri Lanka terror attacks

Altnews cofounder seems to have graduated from sharing fake news himself to shielding radical Islamists
Sri Lanka attacks

Sri Lankan millionaire’s family was an ISIS cell: Suicide bombers shatter shameless excuses peddled by ‘liberals’ to justify Islamic terrorism

All over the world, the terrorist attacks by radical Islamists is immediately served with long and extensive excuses about how social ills, discrimination, poverty, hardships, and atrocities lead to terrorism.

‘For five seconds, I was shocked. I was very angry,’ Sumitra Mahajan on Rahul Gandhi’s infamous wink

"But when he returned to his seat, started speaking again and winked, I was very angry. I said this is not proper. Actually, the hugging was not proper either. But this was a step too much," Sumitra Mahajan said.

Cambridge University confirms that Rahul Gandhi did his M.Phil using the name Raul Vinci

Cambridge University confirms that Rahul Gandhi did his MPhil using the name Raul Vinci

‘Liberals’ addressing Yogi Adityanath by his birth name is a reflection of their deep seated Hinduphobia

The elevation of Yogi Adityanath to the seat of Chief Minister of India's most populous state ruffled many feathers and it's hardly surprising that they are throwing everything at him in the desperate hope that something will stick.

Non-bailable warrant issued against Arvind Kejriwal, Manish Sisodia and Yogendra Yadav in a defamation case

Additional Chief Metropolitan Magistrate issued non-bailable warrants as Kejriwal, Sisodia and Yadav were not present during the hearings of the case

Rahul Gandhi talks while PM Modi delivers the Make In India promise: Apple to shift mass production of iPhones from China to India

While Bengaluru unit of Apple was already manufacturing older models, the new facility will manufacture newer phones

Latest articles

Connect with us

157,215FansLike
130,192FollowersFollow
54,682SubscribersSubscribe

Don't miss these

Sharing is caring - Share This Post and Support: