BJP’s communication apparatus needs a rejig

Arun Jaitley was admired for his incisive analysis and near-magical articulation.

BJP stalwart and former union minister Arun Jaitley passed away six years ago in August 2019. His passing left a huge void in policy-making and political strategy. His absence’s full impact on the party, and especially the communication apparatus, is less analysed.

As is well known, Jaitley was the “great explainer” — one of the most dignified and sophisticated leaders, admired for his incisive analysis and near-magical articulation. BJP’s media room would be packed whenever he addressed the press. Beyond that, he also mentored Delhi-based leaders who excelled in communication, like Nirmala Sitharaman, Swapan Dasgupta etc.

His passing also coincided with the BJP’s historic victory of 303 Lok Sabha seats in 2019. His absence was apparent almost immediately during the CAA protests and the farmers’ protests that had started in late 2019. If words could have prevented the destruction of life and property, that was the time!

Electoral success has allowed BJP’s media machinery to dominate

Backed by the huge repeat victory, the party’s media machinery — already on the ascendance — has gone on to dominate the space for the next six years. But over time, what began as an expression of confidence has declined into superciliousness coupled with a lack of nuance and sophistication. I am referring to their approach to English-language TV media, but it can be extended broadly to other forms as well.

Pontificating from high chairs and browbeating opponents may work when a party has newly stormed to power. It could have even been justified to be in tune with the zeitgeist. In the last 10 years combative positions in the media were seen as a counter to English-language channels that were historically hostile to the BJP, especially Prime Minister Modi. The “Arnabification” of debates also started peaking in that period.

But things have changed now. It is 2025. The BJP is in its third term in power. It is the incumbent that is under constant attack from rivals. Also, India has emerged as a major geopolitical player and is soon to be the world’s third largest economy. Optics matter. Friends and foes alike are keenly observing local Indian politics.

Time to evolve into a broad umbrella accommodating more diversity

This is also the age of exploding podcasts and growing engagement with international media. In this larger context, the BJP needs to prune and recalibrate its communication strategy.

It is easier said than done — akin to repairing an aircraft mid-flight. Communication builds brands. The new BJP President  will  need to set out a longer-term vision for the party, empanelling people who can articulate viewpoints that fit the new BJP in the new India in the new world.

Old habits die hard. He has to take a call on both strategy and personnel. Also, the larger question is whether the BJP wants to remain a comfortable club of like-minded people, or evolve into a broad umbrella that accommodates people with diverse skill sets and persuasions.

It is indubitable that the party has notched up unprecedented electoral victories since 2014. Its electoral machine is unmatched in modern democracy. But must it abandon voices that remind the organisation of the raison d’être of its existence?

Does it not have to nurture in-house talent? The most articulate people who espouse the right-of-centre ideology are social media stars from outside the party. The best research on Hindutva comes from independent researchers. How will the analytically minded citizens of new India perceive the party led only by community organisers?

This question needs serious thought. If ideology and inspiration come from books and outside sources, the party itself merely becomes a vehicle to win power and implement borrowed ideas. Does the BJP want to pursue this “outsourcing model”?

Disdain for academically accomplished will be a mistake

Thinkers once held positions in party departments. Now those positions have become placeholders for leaders who could not be accommodated in the states. The backlash against leaders perceived as “educated elites” after decades of Congress rule is understandable. But summarily abandoning thoughtful people as “padhai likhai ke log” altogether is a mistake.

It is to the credit of Vajpayee, Advani, and the BJP’s founders that they could bring people from all walks of life and build a diverse leadership team during the formative years of the party.

Even in the current “vote chori” campaign of Rahul Gandhi, the BJP spokespeople, though factually stronger, are ineffective because of the fatigue caused by the table-thumping image they have built for themselves.

An opposition leader once confided that the BJP’s strategy in English media debates is not to win arguments but to vitiate the atmosphere and discredit the medium itself. It might have made sense as a political strategy in the early years of hostile anchors. Though young people now deride TV as a medium for boomers, the clips circulated on social media still reach millions.

A new consciousness has to undergird outreach

Theatrics has become a necessary skill, as seen in some new spokespersons. It is hard to believe that once Pranab Mukherjee and L.K. Advani faced off on television! The general culture on TV with shrill anchors, opposition spokespeople and even self-righteous panellists engaging in a cacophonic jugalbandi has to sunset sooner than later. It remains to be seen which party spokesperson catches the turn of the wave.

It is pertinent to note that the fatigue is not c aused by the speeches of PM Modi. Around 20 crore people still tune in monthly to his “Mann ki Baat” on a regular basis. But the party’s outreach in mainstream and social media needs a new consciousness. For that, the BJP must find inspiration from within. The vacuum left by Jaitley has to be at least acknowledged.

BJP needs to become a ‘big-tent’ party

Another dilemma is whether party leaders must always think long term. For analysts, that question may sound like blasphemy. But leaders are at the peak of power for only 5–10 years in the party. In that period, they often focus on delivering the maximum results possible within the bounds of many constraints of the time— sometimes at the cost of long-term vision.

The BJP should recognise its place in history at this moment — in the history of the world and of India. This is the era of technology, new modes of communication, and an increasingly educated and analytical voter base. It is also the era of India’s rise as a strategic and economic superpower. Business as usual is not an option.

Understandably, continuity with the past remains central to the BJP and the RSS. But shaping the future is the real challenge. Claiming tomorrow should be at least as important as reclaiming yesterday. It is unquestionable that the current BJP has been more electorally successful than its predecessors. But looking ahead, the exciting challenge will be to keep the election machine running while also becoming a true big-tent party.

Who will be the next Arun Jaitley to fine-tune this ecosystem is a difficult question — because he was truly one of a kind. But collectively, the party must return to the drawing board. Spokespeople should also self-reflect to fine-tune their methods. A “Ship of Theseus” approach — reshaping the team while staying effective — should be high on the priority list of the next BJP President.

(Banuchandar Nagarajan was an aide to Arun Jaitley during the 2014 Lok Sabha campaign.)

Views are personal and do not represent the stand of this organization.