PM Narendra Modi has often addressed himself as the “Chowkidar” of the Nation on many occasions. Countering the jibe from Congress “Chowkidar chor hai”, BJP took on to itself to right the jibe by making the “‘मैं भी चौकीदार हूं‘” slogan the latest political mantra for the oncoming
#LokSabhaElections2019. This is not a new strategy by BJP. During #LokSabhaElections2014 Manishankar Aiyar’s “Chaiwalla” jibe was converted to the main campaign of the elections that saw unprecedented support to BJP.
Your Chowkidar is standing firm & serving the nation.
But, I am not alone.
Everyone who is fighting corruption, dirt, social evils is a Chowkidar.
Everyone working hard for the progress of India is a Chowkidar.
Today, every Indian is saying-#MainBhiChowkidar
— Chowkidar Narendra Modi (@narendramodi) March 16, 2019
This time giving a new meaning to the word “Chowkidar” and turning the jibe inflicted by Congress, PM Narendra Modi addressed the Nation on his twitter handle on March 16th. He launched the ‘Main Bhi Chowkidar’ poll campaign by pre-fixing ‘Chowkidar’ to his Twitter handle. Following the cue, it was taken up by BJP leaders and Union Ministers in support of the campaign. ‘Main Bhi Chowkidar‘ poll campaign turned out to be a great opportunity for BJP to use as a strategy for the upcoming
The “Chowkidar chor hai” slogan was launched by the Congress to address the irregularities in the Rafael deal which BJP has persistently denied and they continued with it as their mantra to hit back at PM Narendra Modi. BJP had to get control of the situation and nullify the slogan by Congress that was slowly building up. BJP took the advantage of the new innovation of conversation cards on Twitter and sent out “dark tweets” to over one lakh twitter users who had used the tag line #MainBhiChowkidar from the personal twitter handle of the PM. This was probably the first ever twitter campaign initiated on such a level.
Gearing up towards the election campaign a #mainbhichowkidar video song (main bhi chowkidar hoon song download) was also released showing people proudly claiming to be a chowkidar of the country and urging them to join the PM on a programme on 31st March for a pledge to fight corruption and work for the country. Keeping up with the momentum, BJP launched caller tunes on different service providers. Even the merchandise market capitalized by coming up with “main bhi chowkidar t shirt”, Caps, “main bhi chowkidar photo”, Art Frames, Tattoos having the slogan “Main Bhi Chowkidar” embossed. Check out a few products here to get an idea what is available in the market and how e-commerce industry is capturing the Elections fever!
You may now make #MainBhiChowkidar song as your Caller Tune.
• Dial 57878617 from your Airtel mobile phone.
• Dial 53711116475 from your Vodafone mobile phone.
• Dial 5678911116415 from your Idea mobile phone.
• Jio users can type chowkidar and send SMS to 56789. pic.twitter.com/9YDshjNWyN
— BJP (@BJP4India) March 19, 2019
The BJP social media is happy with the turn of the events and how the campaign has shaped out. However, there are some who question the timing of the campaign and the tag line itself. In recent times we have seen some of the worst incidences that rocked the nation; be it the rape cases or the tragic Pulwama attack. If we had the “Chowkidar” watching over us, how did such incidents happen? A senior political strategist believes that it was the wrong time to launch the campaign as it has given the opposition enough time to retaliate and the party has to deal with a lot of big allegations,” This campaign should have been BJP’s last-minute ammunition”.
It is not just the opposition which is questioning the success of the “Chowkidar” now. After Congress added the #EkhichowkidarchorHai” tagline it was found to be the second most trending hashtag within hours which resonated with the sentiments of people. On Sunday Congress twitter handle tweeted 3 games to spot the “chor chowkidar”. There are many who are now tweeting with the new hashtag stressing on the failure of the PM to guard the nation. It’s a war of words now. Although some instances of violence had been reported over the taglines earlier the battleground has been primarily social media.
Social media is a great way to reach out to the younger generation most of whom spend a greater number of hours with the phone rather than interacting with people. As expected there were hilarious reactions over “main bhi chowkidar” campaign and they are awesome ways to get entertained too especially if you are not interested in politics and the debates. Some memes are quite informative and also serve their purpose of being funny!