Lok Sabha Elections: Will ‘Chowkidar’ slogan of 2019 resonate in ‘Modi Ka Parivar’ in 2024 BJP campaign?

Prime Minister Narendra Modi. (File photo)

Prime Minister Narendra Modi demonstrated his political acumen on March 4 by adeptly repurposing Rashtriya Janata Dal (RJD) chief Lalu Prasad’s remark about “Modi has no family” into the catchy election slogan: “Mera Bharat, Mera Parivar (My India, My Family).” Lalu’s inadvertent contribution not only blessed PM Modi’s campaign but also provided him with a narrative of victimhood, echoing the resonance of the successful “Mai bhi Chowkidar” and “chaiwala” themes that connected with voters during the 2019 and 2014 elections.

PM Stresses Absence of Familial Ties in Political Sphere

PM Modi delivered a direct response to criticisms of dynastic politics, highlighting his own absence of familial political ties. He said, “When I question their dynastic politics, they say Modi has no family. My life is an open book, the 140 crore countrymen are my family.” These comments came in response to Lalu Prasad's remarks at an Opposition rally organised by the INDIA bloc in Patna on March 4, where he criticised Modi for targeting opposition leaders over “dynasty politics.”

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BJP Ministers, Leaders Embrace 'Modi ka Parivar' Slogan

More significantly, in a coordinated effort, senior ministers such as Amit Shah, Rajnath Singh, Nitin Gadkari, and other BJP leaders swiftly adopted the slogan into a social media campaign by adding “Modi ka Parivar” to their bios on various social media platforms. Plus, spearheading the campaign, Amit Malviya, the party's social media head, launched it with taglines like “MaiHoonModiKaParivar” and “Desh ka jan jan Modi ka parivar (Every citizen of the country is Modi's family).”

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Comparing 'Modi ka Parivar' Campaign with Previous Slogans

Political analysts say that the recent election slogan or campaign bears a striking resemblance to PM Modi's previous adoption of Rahul Gandhi's "Chowkidar chor hai" (The watchman is himself the thief) slogan, which he utilised to kickstart a nationwide "Mai bhi Chowkidar (I am a watchman too)" campaign prior to the 2019 Lok Sabha polls.

Oppn Criticises Rafale Deal Amid Allegations of Corruption

During the 2019 Lok Sabha elections, all opposition parties, including the Congress, vehemently raised concerns about the Rafale deal. In 2016, India signed a deal with France to acquire 36 new Rafale fighter jets. The following year, the Congress alleged corruption in the deal. Later, Yashwant Sinha, Arun Shourie, lawyer Prashant Bhushan, and others approached the Supreme Court, seeking an investigation into the matter. In 2019, while the apex court reserved its decision on these petitions, internal documents from the Defence Ministry pertaining to the Rafale deal were leaked to the media.

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Following this, the then Congress Gandhi claimed a moral victory, stating that the court had impliedly accused PM Modi of wrongdoing. Addressing the media after a rally in Amethi, Gandhi remarked, ‘The Supreme Court has suggested that the watchman has committed theft.’

PM's Anti-Corruption Stance: A Cornerstone of BJP's Electoral Wins 

Campaigns focusing on the PM Modi's perceived image of honesty and anti-corruption played a pivotal role in the BJP's significant success. Despite Congress's efforts to target him over alleged corruption in the Rafale fighter aircraft deal, these attempts failed to gain traction. Under Modi's leadership, the BJP secured more seats in 2019 than it did in 2014.

BJP Scores Landslide Victory in 2019 LS Polls

On May 23, 2019, when the Lok Sabha election results were announced, the BJP clinched a resounding victory. Fielding candidates on 436 out of 543 seats, the party allocated the remaining seats to its allies. Exceeding its 2014 tally, the BJP secured an impressive 303 seats in the Lok Sabha, comfortably surpassing the majority mark of 272. Meanwhile, the Congress was left with just 52 seats. As a result, the BJP-led National Democratic Alliance (NDA) secured 351 seats, while the Congress-led United Progressive Alliance (UPA) obtained 90 seats. Following the verdict, Modi was sworn in as Prime Minister for the second consecutive term on May 30, 2019.

Family-run Parties: Prioritising Family Interests Over National Welfare

Political experts argue that family-run parties have brought more harm than benefit to the country, primarily because they prioritise the interests of the family over the welfare of the nation and tend to consolidate power within the family circle.

Also Read | From chaiwala to Chowkidar: The rise and rise of Prime Minister Narendra Modi

Aiyar's 'Chaiwalla' Remark: A Political Misstep

Former Union minister and senior Congress leader Mani Shankar Aiyar infamously referred to Modi as a "chaiwalla" (tea seller) prior to the 2014 Lok Sabha elections, a remark that provided the BJP leader with an opportunity to depict the comment as an insult to his "humble beginnings" and to portray the Congress as elitist.

Modi capitalised on the remark at every rally and organised a series of "Chai pe charcha" (Discussions over tea) events throughout the country in the run-up to the election.

Nitish Kumar Highlights Karpoori Thakur's Opposition to Family Dynasties in Politics

Notably, just before parting ways with the Grand Alliance, Bihar Chief Minister Nitish Kumar directed criticism towards political parties, particularly the RJD highlighting the prevalence of dynastic politics. As the president of Janata Dal (United), Kumar emphasised the absence of his family members within the party.

In paying tribute to Karpoori Thakur, twice CM of Bihar, Kumar highlighted Thakur's principled stance against promoting his own family within politics. Reflecting on Thakur's legacy, Kumar noted that the socialist leader refrained from advancing his family's interests in politics. Further emphasising the significance of this principle, Kumar stated, "Nowadays people expand their families... After Thakur passed away, we appointed his son Ramnath Thakur... We too have not expanded our family members, taking inspiration from Karpuriji."