Long post: A rant about Congress. This comes from professional experience in the field of adverting and also of following Politics since long. One of my pet peeves about Congress has always been about its failure to grab an opportunity when it lands right in their lap. Latest example is the Chhapan Inch ka Chhota Bandar.
BJP spent crores over years branding Rahul Gandhi as Pappu. Thousands of crores were spent over years to build the imagery. And then at Jantar Mantar came this slogan “Chhapan Inch ka Chhota Bandar” out of nowhere. Yes the origin goes back to JNU and SFI circles. But this protest is what made it popular.
This was a gift. People resonated with it on their own. It was a brain rot ear worm. Anyone who heard it even once can’t get it out of their head. Nobody paid for it because it was organic and natural. All Congress had to do was pick up the brand and run.
Ideally by now Rahul Gandhi should have been walking into Parliament holding a small stuffed toy monkey. Not saying a word. And placing it in front of him at every press conference while he questions the government. There should have been Chhota Bandar merchandise everywhere by now. Spokespersons walking into TV debates wearing a Chhota Bandar T shirt. No need to even say Chhapan Inch anymore. Just the imagery. That is how imagery works, it does not need words once it sticks.
Chhota Bandar ringtones. Rap songs. Hoardings. Videos. Where people are asking questions to a monkey mascot without taking any names and everyone knows instantly.
The line fits everywhere. Trump ka Chhota Bandar. Adani ka Chhota Bandar. Ambani ka Chhota Bandar. It stretches to fit any situation and that is the sign of a good moniker.
And here is the real damage. Someone who spent thousands of crores crafting the image of a strong, decisive leader, a man the world is supposed to admire, gets called Chhota Bandar by teenagers on the street. That kind of imagery does not just embarrass an authoritarian. It breaks something psychologically. There is no coming back from this imagery once it sticks.
A properly run campaign would have made sure that a kid at the zoo, seeing a monkey, screams Chhota Bandar without thinking. And everyone around would know exactly who he means. That opportunity came for free. While it is still not too late, but the opportunity is almost lost and that’s the biggest problem with Congress
#Prime5 with @SehgalRahesha | 6 MPs from Shiv Sena & 20 from TMC joined NDA; PM to meet new NDA Lok Sabha MPs tomorrow, invites for breakfast
@aishvaryjain
Muslims face persecution for quietly offering namaz in a corner.
Kanwariyas take over the entire region. Cause nuisance. Attack a school bus. Disturb public peace and property.
Yet, are showered with flower petals.
The naked majoritarianism is disgusting to watch
PM Abhijeet Dipke should tell how he managed to study in foreign
HM Saurav Das should tell how much his rent is & how he affords that house
Only Common man Narendra Modi shouldn’t be questioned on
-PM Cares fund,
-Zero press conference &
-Entire political science degree🙂🙂
To all the young girls being targeted right now and young Ruchika, I need you to know:
1. You have done nothing wrong. You have stood up for your future, you exercised your democratic right, and you showed up!
2. These attacks are coordinated, many of these accounts targeting you have existed and been cultivated solely for the purpose of targeting dissenting voices. THEY ARE NOT REAL. THEIR WORDS ARE NOT REAL. Do not believe them. They don’t define you.
3. No matter how hated these coordinated attack might make you feel. You are very loved. There is a real world out there that does not believe a single word they say.
4. Your dissent, your energy, your courage, your defiance, your sheer love for the country is the beating heart of our nation. The whole nation sees it.
5. The whole nation also sees what they are doing to you. They are seeing how they are bullying you. They are seeing how fragile their egos are. They are seeing the small men, in their big jobs, and how their sense of self is hinging on harassing you and beating you down into submission. The world is seeing them! You are not alone.
Today they are doing this to you, and and for the last decade, since I was your age 19, they have been doing this to me. I SEE YOU, and we are with you. YOU ARE NOT ALONE.
If you ever need help, please reach out +91 9811867474. 🤍
And to all the trolls - you are a disgrace to this country, YOU predictable filth.
I’m no anthropologist or popular culture expert but my two cents is that “56 inch ka chhota bandar, bhaag Narendar…” will be an era defining anthem that will outlast several generations. As it should. 😌🙏
Left his wife, never divorced
Used police to chase & stalk a girl
Didn’t keep his old mother with him
Put a price tag on someone’s girlfriend
Cat called a woman politician
Mocked a widow
Now lectures on morality & decency!!!