2014 would be a watershed year
for the BJP. Not for the RSS. Rival Congress may also escape unaffected by any
outcome of 2014 elections too, as it has had a long tryst with India. If BJP wins
2014 national elections it may turn to hardcore Hindutva agenda and shower its proud
parents with many gifts including a Grand Temple at Babri Mosque site. But if
it loses the election then it may disintegrate before emerging into a new
avatar.
India has definitely changed
since 2009, but is it any different now than what it was in 2009? Though some vehemently
would like us to believe that, but the facts need examination. According to the
BJP, & opposition camp political parties, the UPA2 has failed to manage
India completely. BJP want everyone to agree & approve their thesis that
India is poor & faltering whereas Gujarat is rich and exponentially growing.
Well a part of body can’t be declared
healthy if the heart & brains stop functioning. The heart & brains of
an economy lie with the union government in Delhi. Few strings pulled wrongly in Delhi could
ruin any or all states’ economies.
BJP has to carry the load of its
founding ideology, unlike Congress which has no such burden. BJP is an
ideological party that exists to promote Hindutva agenda of RSS. Its core
values of Hindutva simultaneously propel it forward and also obstruct its way
to make an acceptable set of appeals to all sections of society in India. But
the BJP hasn’t changed much over the years. BJP don’t have the freedom to
micromanage & customize its core appeal at constituency level. Wise ABV knew
the solution so he ruled India for a longtime by customizing the core ideology
of RSS.
BJP steadfastly believe in strong
leaders & leadership style. BJP behaves like a right wing masculine outfit
and such behavior satisfies the emotional need of its loyal cadres. But such an
appeal has limited scope only. Some
believe that passing on the baton from LK Advani to N Modi is a distinct
change. But actually there is not real difference between LKA & NM, except the
age gap. Ask any political marketing analyst to know that majority India feels
threatened by Strong leaders & would like to avoid them.
INC, on the other hand, does not carry any
burden to promote one ideology over the other. Congress is free to leverage
even the Hindutva agenda, if it suits a situation in some constituencies. Actually Congress uses many different appeals in
various constituencies spread over length & breadth of India to enhance its
prospects of grabbing power in each particular constituency. Congress under
Sonia Gandhi is a different party than what it was under previous leaders.
Moreover Sonia Gandhi cautiously avoids projecting Congress as a dominating
& strong political force, which the INC actually is.
A political party with market orientation
has greater chance of success in a democracy.
Selling and product oriented parties find it difficult to adjust their ‘offer’
to the dynamic needs of the citizen voters as they have to carry the burden of ideology
& fixed image. If BJP could rebrand itself like Tony
Blair's rebrand of Britain's Labour Party then it can reap the benefits.
