Buried in Akhilesh's UP polls video is a subtle warning to Mulayam and Shivpal
“Everyday I commit myself to the future of Uttar Pradesh.”
The video which begins with this line, released as a sneak preview on Tuesday and now posted on YouTube, will give punters the idea to seek bets on whether Uttar Pradesh chief minister Akhilesh Yadav will actually break away from his father, Mulayam, and uncle, Shivpal, before the state polls and form a new party - which also has an informal name going around - Progressive Samajwadi Party (PSP).
Because the video has obviously been shot and produced over several days, it is evident that it was planned much before the high velocity drama that gripped the party on Sunday. It is also clear that this is probably just a teaser and many more campaign videos will be released as the polls inch closer.
The video suggests that possibly the truce worked out by MSY on Monday is more than just uneasy. Very skilfully, Akhilesh jettisons his own (larger and joint) family and claims that “UP is my family.”
With a declaration like that, what is the need for the political liability that abounds in Yaduvansh? To ward off criticism for abandoning the family ship, the video makes liberal use of footage of his wife Dimple and children - Aditi, Tina and Arun. Why, the CM even rolls his arm with a tennis ball while his son stands at a distance with a cricket bat. This shows that he is a quintessential family man.
Since 2014, when Prime Minister Narendra Modi hired a separate team which conducted a parallel and more personalised campaign from Gandhinagar, elections campaigns have become more presidential.
The personalisation of campaigns began in 1980 when Indira Gandhi returned to power on the strength of several slogans like "na jaat par, na baat par, Indiraji ki baat par, mohar lagegee haath par" (not on caste, not on promises, in the name of Indira Gandhi, put the stamp of approval on the Hand, the Congress poll symbol).
These slogans, mainly written by leading Hindi poet and former Congress leader Shrikant Verma (also father of defence dealer Abhishek Verma), were backed by a political component - "chuniye unhe jo sarkar chala sakein" (pick those who can run a government) - but there was no denying that the mandate was sought in the name of Gandhi.
The fact that Akhilesh's video ends with visuals depicting and naming flagship programmes of his government indicates his “achievements” will be projected in the campaign. The hope is that Akhilesh will succeed in deflecting any element of negativity that could have accrued on his image because of recent events within SP.
This tactic where an individual is shown to be bigger than the political party underscores a campaign run completely on presidential lines.
The video featuring Akhilesh is subtle and does not depict him making over-the-top speeches. Unlike Modi, the UP chief minister is not an exuberant personality and the attempt is to project his softer side and the popularity of a workaholic who has little time for anything but work and his immediate nuclear family.
The clip is aimed at building the brand of Akhilesh Yadav and this brand is clean, lavish but determined to work for the people.
He is shown to be a great favourite of the youth and has time to pose for a round of selfies with youngsters but he also spares energy for those who are not fortunate enough to indulge in such passions. The chief minister is clearly every person's man, a leader of the masses but who can also speak on even terms with delegates and potential investors from outside India.
Akhilesh is shown as a leader who can alight from a Mercedes with ease as well as a person who is comfortable in other situations.
Clearly, the video has the signature of the input of SJB Strategies International, which has Harvad academic Steve Jarding as founder partner. Jarding and his firm have been engaged by Akhilesh to advise on the campaign emphasis and political strategies.
The company promotes itself as “an international leader in campaign general consulting. With five decades of collective experience in campaigns on five continents, our experience and expertise can make the difference between success and failure".
From the detailing of Akhilesh's strategy, it is evident that even if he chooses eventually to split the SP, he will be running a campaign within a campaign like Modi did in 2014, when there was a personal daily agenda for him that was prepared by the team comprising the likes of Prashant Kishor and whetted by the political leadership.
Already, Akhilesh has indicated that he does not share enthusiasm for the party the way his father does. It remains to be seen if he finally turns up for the SP’s 25th birthday bash on November 5.
The release of the video is also a clear signal to other parties that are being wooed by the Mulayam-Shivpal combine to either join into a formal alliance or enter into an informal electoral pact.
Till the time the situation in the SP is not resolved completely, it would be hasty for these parties to firm up their plans. The next moves of Akhilesh will be keenly followed by his two principal adversaries - the BSP and BJP.