The reason why Prime Minister Modi received the people’s support on demonetisation is a well-calculated strategy to communicate, connect and convince the masses. The Opposition, on the other hand, remained divided and could not maintain a consistent narrative
The Opposition kept on waiting for an angry mob to march to the capital to question Prime Minister Narendra Modi’s demonetisation decision. On the other hand, Modi, on November 8, 2016, smoothly announced one of the most aggressive economic and social policy in recent history. There were some concerns raised about the implementation of the programme but that did not stick. People believed that regardless of the final outcome of rooting out black money, our Prime Minister had the right intent. Others were amazed about how the Prime Minister pulled off something as major as demonetisation without a major public pushback. The Prime Minister’s success on demonetisation is worth examining.
In fact, when you follow Prime Minister Modi’s career closely, the answer to his success becomes obvious. The reason why he could do so well on demonetisation was because he consistently executed a handful of strategies. Specifically, the Prime Minister was brilliant at constructing messages in a simple and succinct way that resonated with the common man. He kept on repeating his message until it sinked into the minds of the public. He ensured to identify a core value that drives his actions. Modi has been consistent in weaving these components in all his major announcements. let’s examine the pattern closely.
A simple message: When the Prime Minister addressed the nation on television on November 8, 2016, he shook the country with a simple message. He said that black money is sinking the economy. To combat this, let’s join hands and exchange old Rs 500 and Rs 1,000 notes. He asked the public to go to the closest bank and be a part of a change. Every word that he uttered was basic and so was the content of the speech. What makes a message simple is that it has one or two points to communicate that is explicitly stated from the beginning.
Each of Modi’s speeches are simple. He begins by identifying a problem to which we can relate (black money or lack of sanitation), then he moves on to propose a solution (remove Rs 500 and Rs 1,000 currency or make India clean through Swachch Bharat Abhiyan) and then finally, he asks the citizens to actively participate (go to the bank and replace notes or keep your community clean by picking up a broom). Most people understand the construction of such simple messages. The Opposition, on the other hand, is yet to master this art.
From failure in implementation; to the economic consequences of demonetisation; to the Prime Minister intent — there lacked one cohesive and straightforward message that the Opposition could represent. For example, the Opposition could have said that demonetisation is bad because poor people use cash the most (problem). Demonetisation should, therefore, be cancelled (solutions) and Modi should apologise to the public (follow-up action). But there was too much being thrown at the public. And in the process, nothing stuck.
Repeating message: Even when you have a simple message, it is not adequate to be able to just mention it once and then move on. Senior leaders in the BJP were strong in maintaining a consistent narrative. From Union Finance Minister Arun Jaitley to Union Minister for Home Affairs Rajnath Singh, every senior BJP leader communicated the same position in the weeks following the announcement of demonetisation. Demonetisation is good for India because the Government is rooting out black money. Even as circulars were being issued to course-correct, the message remained the same. People eventually believed this message because it was repeated enough times.
This is not the first time that team Modi has employed repeated messaging. In fact, brand Modi was built similarly. The narrative about Prime Minister Modi being a chai wala, a person of humble beginning, an unmarried patriot who is committed to the country, was also engrained through repetition. Prior to the election, BJP leaders made sure to announce this on every platform. From his own rally speeches to foreign biographies, Modi’s patriotism and lack of family was always mentioned. Today, we have so successfully accepted this fact that even when demonetisation was announced, very few questioned the Prime Minister’s intent.
The Opposition is abysmal and has maintained a consistent narrative. This is one of its weakest points. When demonetisation was first announced, the Congress decided to oppose it. They had problems with its implementation. However, the Trinamool Congress took a different route and challenged its merit. It seemed like there was no cohesive front. Subsequently, the public got confused about what the Opposition stood for and all voices were drowned.
Value-driven decision: Finally, Modi ensured that each of his messages has a value backing. In the case of demonetisation, it was that the poor should have access to resources and money just like the rich. During the surgical strikes, his value was patriotic duty towards the country and defending our soldiers. And finally, with the launch of Swachch Bharat Abhiyan, the Prime Minister pushed forward our Gandhian values.
Prime Minister Modi ensures that each of his policies are rooted in the very fundamentals that the public appreciates. And almost every time this value is also focused towards combatting a common enemy: The rich who hoard money or foreign enemies who are against our country. While Modi’s stance on most issues are clear, it is still difficult to decipher the Oppositions moral ground. There is often discourse about ‘seculars’ in the country, but it is not well-defined on who they are. If the Opposition wants to be able to compete in putting out a strong message, it needs to find its values as well.
Political support aside, there is brilliance in Modi’s political messaging through demonetisation. He was able to convince the entire nation that there was an urgency to replace notes. He disrupted businesses and workers lives but always pointed towards the larger goals. The Opposition wasn’t able to do much through this. If it wants to do more in the future, it needs to think critically and analyse its own inability to communicate well.
(The writer is working with parliamentarians and also on a book about youth entering politics)