Just 12 days before 2024, the Lok Sabha election year, Prime Minister Narendra Modi orchestrated a 25-hour marathon in Kashi, unleashing a transformative narrative to reshape the political terrain in Purvanchal and beyond.
Against the breathtaking backdrop of the Swaraveda Mahamandir, Modi expertly blended cultural nationalism with a call for Hindutva unity, presenting a vision for the future deeply rooted in the resonant brand identity of Banaras/Varanasi.
Addressing people in Bhojpuri, Modi strategically cemented connections with the electorate, weaving a narrative that reverberates across 27 Purvanchal seats and 40 Bihar seats. This strategic move effectively kick-started the general elections in Uttar Pradesh through the Sankalp Yatra, signalling Modi’s intent to disseminate his message across the country.
Building on his recent call for domestic exploration, Modi encouraged citizens to visit at least 15 cities within the country. He underscored that promoting tourism would not only enhance the experiences of travellers but also invigorate local businesses. Modi highlighted the seasonal delights of Banaras, from the exquisite Malaiyo to the savory Gaudoliya’s chaat and the refreshing Ramnagar’s lassi, all conveniently accessible through the Kashi website.
Throughout his two-day visit, Modi meticulously showcased the rich tapestry of culture and development in Kashi, strategically positioning it as the emblematic Brand Banaras. This move seeks to dispel preconceived notions that change is unattainable in this ancient city. As the nation stands on the precipice of the impending general elections, Modi appears poised to leverage the allure of Brand Banaras to resonate with voters from all corners of the country.
The grand finale of Modi’s visit unfolded in an electrifying election rally, hosted at a venue spanning four crucial districts: Banaras, Jaunpur, Bhadohi, and Mirzapur. Commencing his speech in Bhojpuri, Modi passionately addressed the challenges faced by Purvanchal, effectively laying the groundwork for the upcoming electoral battle.
“When Kashi develops, UP develops. When UP develops, then the country develops,” declared Modi, underscoring his unwavering commitment to the region’s progress. The prime minister took pride in the accolades received from foreign dignitaries, juxtaposing it with his steadfast dedication to the service of Mahadev in Kashi.
To translate rhetoric into action, Modi inaugurated a slew of development projects totalling a staggering Rs 20,000 crores. The prime minister also symbolically flagged off four new trains from Varanasi, emphasising his commitment to infrastructural development and connectivity.
Beyond policy initiatives and grand speeches, Modi’s approachable demeanor during interactions with the public stole the spotlight. Eschewing the trappings of his office, he engaged with people on a profoundly personal level, setting a precedent for a campaign rooted in accessibility and relatability. The PM’s choice to sit among people rather than atop a dais, encouraging ordinary citizens to stand, and sharing the same kind of cane chair highlighted a commitment to fostering a genuine connection with the electorate.
As the echoes of Modi’s words linger, the impact of this 25-hour marathon in Kashi reverberates not only in Purvanchal but across the entire nation. The stage is now set for a political landscape where Brand Banaras and the promise of transformative change take centre stage in the impending 2024 elections.
