All of us in India and the NRI diaspora witnessed the Anna Hazare phenomenon and in spite of a few detractors but Anna has gathered a cult following and a credibility not shared by his contemporaries in activism Do names like T.N Seshan (Former Chief Election Commissioner ) or G.R Khairnar ( Former Mumbai Municipal Commissioner) even ring a bell now.
If you think about it what differentiates an Abdul Kalam from K. Kasturiragan (ISRO), Nehru from Sadar Patel, Manmohan Singh from Pranab Mukerjee or an Atal Bihari Vajpayee from Narsimha Rao. It is the role of personal branding, showcasing an unique eccentricity or quality which differentiates an individual from the other.
Single Status
A person who chooses to stay un-married in political life always seems to have an upper hand in public life and greater acceptability may it be Atal Bihari Vajpayee, Narendra Modi, Anna Hazare or the lady brigade of Jaya, Mamta and Maya.
A distinct Look/Accessory
Be it Manmohan Singh's blue turban, Gandhi's Dhoti, Anna's Topi or Dr APJ Abdul Kalam's funky hair-do or Hilter's Chaplinesqe moustache, having a distinct look creates a lasting image in the minds of the people.
An Armed forces Background
I am sure in all the forwards which glorified Anna Hazare all of them began with the line “Anna Hazare was a solider in the Indian Army ( he was a driver but that's besides the point). George Bush also had a military background which he leveraged well in political campaigns.
The notion of sacrificing one's life for the country instantly improves the personal brand quotient.
Catchy Slogans/Simple Messaging
The problem with intellectuals like P.V Narsimha Rao, T.N Seshan they speak too long and don't simplify the message. People do not like to be burdened with the complexity of life, they want a quick fix which is easily understandable.
- Anna Hazare – Jan lok pal, Anti Corruption
- Obama – Yes we can
- Sonia Gandhi – Aam Aadmi
- Narendra Modi – Gujrat Astima, Vibrant Gujrat
Every one loves an underdog - “Not so priveleged background”
People who come from a tough / poverty stricken or a socially disadvantaged background gain a lot from the sympathy. Any message from a leader from this category automatically gains more credibility vis-a-vis a candidate from a more affluent background.
The debate is already skewed toward the street smart vis-a-vis the Ivy League or the IITian from a middle or upper middle class background.
Inheritance of a grand legacy
It is also helpful if you can lay claim to an illustrious legacy, the easiest way is off course being born into one like Rahul Gandhi or Omar Abdullah. But the smarter individuals are those who can appropriate them directly from another individual.
- Jayalalitha – MGR legacy
- Anna Hazare – The Gandhian Way
- Mayawati – The Kanchi Ram/Lower Caste Mobilization
- Abdul Kalam – Success of the Pokhran Nuclear Tests
Intellectuals lose out because they look too much like PLU ( people like us)
Inherently people of India or people in general appreciate a mystical quality and a persona which is not common, so speaking slowly or dressing up in suits / formal clothing will never make the cut.
Although we may not admit it but its all about the branding.
Baba....a nice one, after reading this I realized that i have only 20% chance left of making any cut (I can remain unmarried, can have a funky hairdo and create a slogan rest all is not possible in this life I guess ;)...but very unique thoughts and good analysis i must say
ReplyDeleteDouble like.. :) Completely a different outlook.. A good and well analysed blog!!
ReplyDelete@ Rashmi - Thanks :)
ReplyDelete@Mayank - well you have a good chance of making it big... stay unmarried, get a new look, as a Delhi wala I am sure you can find a political cause/legacy to pursue.