In a strategic move gearing up for the 2024 Lok Sabha elections, the Bharatiya Janata Party (BJP) has unveiled its campaign catchphrase, “Phir aayega Modi” (Modi will come again). The campaign, showcased through a 10-minute video on the party’s social media platforms, emphasises the accomplishments and promises fulfilled during the tenure of Prime Minister Narendra Modi’s leadership over the past 10 years.
The video opens with scenes of Prime Minister Modi’s temple visits, the installation of Sengol at the new Parliament building, and his public interactions both within India and abroad. The BJP’s pro-incumbency plank centres around key achievements, notably the construction of the Ram Temple in Ayodhya, the abrogation of Article 370 in Jammu & Kashmir, the banning of triple talaq, and a range of welfare and infrastructure development initiatives.
The party’s campaign strategy rests on projecting Modi as more than an individual leader, describing him as the embodiment of the aspirations of 140 crore Indians. In a post on social media, the party asserted, “Modi is not only an individual but the embodiment of the aspirations of 140 crore Indians… Ramji will give wisdom and Modi will come again. He represents the hopes of 140 crore Indians.”
Despite facing protests from the opposition, referred to as “ghamandiya” (arrogant) by the BJP, the video highlights the government’s resilience in delivering on its promises. The contentious decisions, such as the abrogation of Article 370 and the construction of the Ram Temple, have been key milestones for the BJP, contributing to the narrative of effective governance.
The recent triumphs in assembly polls in Rajasthan, Madhya Pradesh, and Chhattisgarh have injected fresh enthusiasm into BJP workers. The party strategists express confidence in a substantial victory margin in the upcoming 2024 Lok Sabha elections. During a recent two-day national office-bearers’ meeting, senior BJP leaders proposed an ambitious target of a 50% vote share, a significant increase from the 37.4% achieved in the 2019 Lok Sabha polls.
The BJP’s electoral pitch underscores its commitment to a pro-incumbency narrative, aligning itself with the successful implementation of promises made during the Modi-led government’s tenure. The construction of the Ram Temple is hailed as a historic achievement, resonating with sentiments of a significant section of the electorate. Similarly, the abrogation of Article 370 and the ban on triple talaq are presented as bold steps aimed at national integration and gender justice, respectively.
As the campaign gains momentum, political observers are keenly watching how the BJP’s pro-incumbency strategy and the resonating catchphrase of “Phir aayega Modi” will fare in the run-up to the 2024 Lok Sabha elections, where Prime Minister Narendra Modi will be seeking a third successive term.