In February 2019, a few months before the elections, Narendra Modi performed an extraordinary act. During the Kumbh Mela, in full glare of the cameras, he washed the feet of five Safai Karmacharis (people who clean and remove night soil) with his hands.
Many in the media reported this as a ‘historic moment’ where “the Prime Minister of India is washing the feet of Safai Karmacharis with his own hands.” Modi’s efficient PR machinery went on a roll; they updated his Twitter and other social media accounts with the video along with the following message:
Moments I’ll cherish for my entire life!
Honouring remarkable Safai Karmacharis, who have taken the lead when it comes to realising the dream of a Swachh Bharat!
Mr Modi’s troll army went on a roll. ‘Modi is the avatar of Bhagwan Sri Krishna,’ said one. ‘NaMo Zindabad,’ said another. They presented it as a celebration of the dignity of labour.
From a political communications standpoint, the dramatic footage of Mr Modi washing the Safai Karmachari’s feet makes for an excellent case study in innovative political campaigning. The timing (during Kumbh, a Hindu religious festival with a large captive audience), his appearance (Modi’s saffron clothes with religious marks on his forehead which expresses his Hindu identity), and his language (which presents the symbolism of ‘honouring’ the Safai Karmacharis) were perfectly choreographed.
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