Communicate, dont speak

The nation knows him as a master communicator. Yet, I have repeatedly said that, apart from his rhetoric, communication is the BJP’s Achilles heel.I know my argument must not be going well with you. And I am not being a disgruntled Bhakt, trying to find fault with Modi or the BJP.

First, stop this limp narrative of Modi being weakened and his new government bereft of bite and growl. Much to the chagrin and annoyance of the left plot and Rahul Gandhi, he is still the tallest leader in this country and globally. With 240 seats on his own and a clear majority with his pre-poll alliance partners, undoubtedly Modi is the third-time Prime Minister of India. Around 60 key portfolios have been allocated to his party members. Finance, home, and defence have been with the BJP. Unlike the UPA coalition, the BJP has a substantial presence in both the Lok Sabha and the Rajya Sabha.

It’s important to acknowledge that the BJP’s dated communication has contributed to its slide to 240 seats. Let me list them for you, not to criticise, but to open a dialogue on how they can improve.

1. How long can a ruling party keep blaming and attributing everything terrible to our country to Nehru-Gandhi-Sonia? It worked in 2014 but was never supposed to work in 2014.
2. Even the most prominent Hollywood or Bollywood stars need a supporting cast. Even a rockstar vocalist like Axl Rose or Bon Jovi needed Slash and Richie Sambora and the rest of the band. The era of a solo Bob Dylan is over, and it’s time for Modi to embrace this. A more inclusive communication strategy that values the contributions of all party members is not just a suggestion, it’s a necessity. This approach will help the BJP connect with a wider audience and address the diverse needs of the nation.
3. The campaign was conceived by a man of dubious talent and star-spangled distinction and failed miserably to connect with the masses. Selling Coca-Cola is very different from trying to address the aspirations of 1.4 billion people. This time, the campaign of Congress was far more pointed and entrenched in reality. For some odd reason, the BJP could not escape its love-hate trajectory for Rahul Gandhi-Congress. The ruling party was not talking about its on-ground delivery, development, and how the nation has changed but mimicked Rahul and Sonia and their 24-odd alliance partners. Not only was it in bad taste, but very naive wisecrack being written by some trainee copywriter. The creative leader of McCann and the team that conceived this fateful campaign must have created this sitting out of a five-star suite or plush office, with no connection with ground reality.
4. The BJP’s IT cell needs a severe overhaul. Creating memes around Rahul Gandhi is not real communication. Glorifying Modi 24x7 is not what real people and voters expect to see on their feeds. The IT cell, too, had no idea of the ground issues, the simmering discontentment, and the strong yet malicious narrative being pushed by Congress and the opposition. Understanding and addressing these ground issues in their communication is crucial for the BJP to better connect with the public and counter the opposition’s narrative.
5. Local issues need local solutions. The Vishwa Guru narrative and development saga means nothing to a student whose exams are being postponed due to paper getting leaked regularly. And let me tell you, Odisha did not vote for the BJP but against the BJD. Modi is an honest man and a much better politician than the rest, but real people have real issues: jobs, inflation, rising prices of food items, petrol and diesel. They need help understanding global politics or the GDP-FDI narrative. By focusing on these issues and providing local solutions, the BJP can show that it cares about the concerns and fosters interaction with the audience.

Communication is a simple dialogue between two people, where ideas flow, problems are shared, and solutions are offered. BJP’s 2024 campaign failed on the fundamental premise, and the result is for all of us to see. The need of the hour: communicate to connect, illustrate and empower. The importance of two-way communication is that the BJP can make its audience feel more valued and integral to the party's communication strategy, enhancing their sense of involvement and importance.