New Delhi: The Modi government and the BJP will mark their first anniversary in office this month with a low-profile promotional exercise that is likely to focus on the Covid-19 lockdown and the Rs 20 lakh crore economic package, ThePrint has learnt.
The Modi government 2.0, elected in 2019, completes one year in power on 30 May. Since 2014, when Modi first became Prime Minister, the BJP and the government have marked anniversaries with big-ticket multimedia blitzkriegs that highlight their achievements. But the promotions will be toned down this year in light of the pandemic situation, sources in the government and the party said.
Even so, the Modi government is actively preparing for the anniversary, and the resulting campaign is likely to centre on its efforts to tackle the Covid-19 crisis, sources said. The BJP campaign, meanwhile, will project Modi as India’s saviour amid the pandemic, with the party outlining “Modi hai toh desh surakshit hai (India is safe under Modi)” as its defining theme.
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‘Leveraging social media’
The government has asked ministries to list, on priority, their achievements since May 2019, highly placed sources in the government said. The information is being collated by the Press Information Bureau (PIB), the official communication arm of the government.
While the programme is still being firmed up, sources said the plan is to avoid a massive publicity blitzkrieg and, instead, showcase the government’s achievements as a report card. The government, the sources added, wants to steer clear of any loud celebrations at a time when the country is fighting a pandemic.
Officials privy to the preparations said there is talk to leverage the reach of social media, particularly WhatsApp, to convey the government’s achievements directly to the people.
“The achievements to be showcased will most likely have a focus on those related to Covid-19, but other important achievements of the government will also be highlighted,” a senior official said.
According to the official, the report card will include five significant achievements of each ministry, besides detailing progress on the government’s flagship schemes.
NDTV had reported earlier this week that the government will also use the opportunity to counter criticism about its handling of the migrant labourers left stranded by the lockdown.
To this end, the report said, the government is looking to publish a booklet that will highlight the steps taken for migrants in light of the Covid-19 crisis, besides listing its sector-wise achievements.
It is not clear whether the government will go ahead with both booklets and WhatsApp to talk about its performance.
A second senior government official said Information and Broadcasting (I&B) Minister Prakash Javadekar had held at least two meetings with all the departments of the ministry to discuss and chalk out plans for the anniversary.
The Prime Minister’s Office (PMO) also held a meeting in this regard, the sources said. Both meetings were held in the last two weeks.
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‘A responsible campaign’
The BJP, meanwhile, will frame the celebrations around the theme, “Modi hai to desh surakshit hai”, which is similar to their campaign pitch “Modi hai to mumkin hai (It’s possible under Modi)”.
The party called a meeting Thursday to discuss the contours of the first anniversary celebrations. Participants included BJP president J.P. Nadda, general secretaries as well as Union Home Minister Amit Shah.
A BJP general secretary present at the meeting said the party was holding consultations with the PMO on the major schemes that will have to be highlighted in the anniversary campaign.
“There will surely be a focus on the Covid-19 economic package announced by the PM recently. The Rs 20 lakh crore package is an important policy initiative and comes at a critical time when there is an economic crisis,” the general secretary added.
“An outlay of Rs 20 lakh crore is big assistance to help migrant workers, the agriculture and the MSME (micro, small and medium enterprises) sector,” he said.
The BJP leader added that the party’s overall campaign theme will focus on how the PM has “protected millions of lives through timely interventions like the lockdown and ramping up of medical infrastructure”. The celebrations, the leader hinted, will be held largely over digital media.
“The party would not want to take the risk of antagonising those suffering in this critical time. It will be a targeted and responsible campaign,” the leader said.
A second BJP leader said the party didn’t want people to get the message that there are celebrations during a tough phase.
“So the party president has instructed that the campaign be designed in a responsible manner and people should connect with the campaign,” the leader added.
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