Image credits - ANI
In a notable departure from its previous electoral tactics, the Trinamool Congress (TMC) has pivoted its campaign focus for the upcoming Lok Sabha polls squarely onto Prime Minister Narendra Modi rather than the Bharatiya Janata Party (BJP) as a whole.
Dubbed ‘Jaan ki Baat’ (voice of the people), the TMC’s campaign, launched predominantly on social media platforms, aims to directly challenge Modi’s widely followed radio program, ‘Maan ki Baat’ (speaking from the heart).
In response, the BJP has retaliated by circulating caricatures depicting West Bengal Chief Minister and TMC chairperson Mamata Banerjee. One particular caricature portraying Banerjee as Ma Sharada Debi, wife of Hindu mystic Ramakrishna Paramahansha, has drawn sharp criticism from TMC for its communal undertones, particularly in light of the ongoing Sandeshkhali controversy involving alleged exploitation of village women by local TMC leaders.
Bengal’s Minister of State for Finance, Chandrima Bhattacharya, condemned the use of Ma Sharada Debi’s likeness in a political context, labeling it as disgraceful and indicative of the BJP’s divisive tactics.
Despite Banerjee’s usual avoidance of direct attacks on PM Modi in her speeches, a shift has been evident in the TMC’s campaign approach. Starting with a video highlighting unemployment issues across India, the TMC has launched a series of data-driven posters and hashtag campaigns like #NoVoteForModi, focusing on various socio-economic concerns and criticizing Modi’s unfulfilled promises.
Additionally, the TMC has targeted Gujarat, Modi’s home state, alleging failures in the healthcare system and industrial production declines post-demonetization.
This strategic shift has been attributed to advice from the Indian Political Action Committee (I-PAC), founded by election strategist Prashant Kishor, whose involvement intensified after the BJP’s significant gains in Bengal during the 2019 Lok Sabha elections.
While acknowledging the TMC’s campaign shift towards Modi, TMC leaders underscored Banerjee’s past gestures of political courtesy towards the Prime Minister, refraining from criticism even in times of tragedy or political tensions.
In contrast, BJP spokesperson Samik Bhattacharya portrayed Modi as the embodiment of national success and progress, suggesting that the TMC’s targeting of Modi could polarize voters in his favor.
Political observers noted that TMC’s change in strategy reflects a recognition of Modi’s larger-than-life image within the BJP and draws parallels to historical political campaigns, such as Jayaprakash Narayan’s targeting of Indira Gandhi during the 1977 elections.
Udayan Bandopadhyay, a political science professor, emphasized that the TMC’s shift away from generic anti-BJP slogans signifies a strategic adaptation to engage voters effectively and challenge Modi’s dominant political persona.
As the electoral landscape evolves, the clash between the TMC’s targeted approach and the BJP’s defense of Modi’s image promises to shape the narrative of the forthcoming Lok Sabha polls, particularly in West Bengal and beyond.
