Branding War from #ChowkidarChorhai to #MaibhiChowkidar

From the past few months, the masses have been busy pondering over the methodology of dealing games like #GamesofThorns, #Bluewhale, #PubG, etc. and here we witness politicians of India being addictive to new play with war of words during elections time. Influencing masses with conviction of powerful words has always been trend during elections. Well, there has been various perceptions about how the words war started but many opined that the whole scenario commenced with name calling of Narender Modi in different names by Rahul Gandhi as Chaiwalla and Chowkidar chor hai, etc.

Whereas another school credit the origin of the word ‘chowkidar’ back to the poll campaigning ahead of the 2014 general elections when Modi had promised to work as a ‘chowkidar’ to guard the people’s money and their trust once elected to the top office.

Narender Modi Twitter account (Source-Google)

To combat the BJP Slogan, Congress leader Rahul Gandhi initiated the campaign ‘Chowkidar Chor Hai’. Though a very thoughtful slogan to demean him on the grounds of education and background, what he could not match, is the Gujarati mind that turned the tables into strong campaign #MaibhiChowkidar that took the social media by storm. So here are few examples as to how this whole jibe got converted into the campaign:

The moment the campaign kick started, every BJP leader added a prefix ‘Chowkidar’ on their twitter accounts stating #MaibhiChowkidar.
Then as the trail started with Narender Modi interpretating the word Chowkidar to the ‘Responsible Citizen’ and asked his every supporter to use the hashtag to be the supporter of the nation and responsible citizen.
Small videos showcasing people from different genres acting as Chowkidars to contribute to the corrupt free nation.
BJP workers getting tattoo engraved on their hands for the campaign promotion and popularity.

#MaiBhiChowkidar tattoo by BJP party supporter

Taking advantage of the political heat #Maibhichowkidar merchandising floated the market with T-shirts, cups, etc.
Namo Tv started by the government would also play an influencing while addressing crores of Chowkidars in one go. Now in order to combat the following BJP campaign, Congress has been beating about many campaigns like #ChowkidarChorhai #EkBharat BerozgarBharat, OneIndia-JoblessIndia and recently on account of 1^st April they came up with Fake BJP Manifesto that promises demonization every 2 years, etc.

Congress Campaign #EkBharat Berozghar Bharat

It seems that where BJP has been doing strategic planning, Congress is creating strategies to oppose and answer BJP slogan through posters, memes, photo morphing, etc. Well, May isn’t far off to know who wins the elections and will have the power and responsibility to run the nation but the political wordplay seems to gain the attention and momentum of the elections so far.

Dr. Gitanjali Kalia

A learner at heart with 13 years of experience and still growing. From field experience to academic ambience, people interaction and exploring new ideas have been my area of interest and has proved to be stepping stone towards my achievements. Creativity is my core skill, be that vision to see the world or to work towards something aesthetically, creativity exists in everything. I am an academician by profession and the creativity is my passion. Academician: Shifting from advertising field to teaching advertising wasn't in my dreams but I must say it is one of the most challenging and coolest profession altogether. What keeps it ticking is to be with Young minds!! I have written research papers and got by books chapters published in the international books by international publications . Poet: I am a poet and got my poems published by Chandigarh Sahitya Akademi in Kavya Lehri and Kavyanjali. I also have an ebook to my credit titled 'Lyrical Emotions'. Writer(Blogger): A writer who loves writing and has written for numerous magazines, online portals and newspapers like Time of India(Youth section), The Identity, Contemporary Vibes, The Higher education, etc. A Blogger who runs her own blog. An artist who works towards improving her skills every now and then. A traveller who knows learning is much more outside the classroom. As a leaner is never satisfied with his/ her work, I believe to utilize the gift of human birth to the fullest and enjoy.