The tragic death of Bollywood actor Sushant Singh Rajput has given the Bharatiya Janata Party an opportunity it was looking for — to sully brand Aaditya Thackeray.
The BJP is applying the same model on the young Shiv Sena leader that it did for Congress leader Rahul Gandhi — show him as an entitled dynast who is more interested in partying than in the political affairs. It’s a different matter that Rahul Gandhi hardly needed any outside help to damage his image.
In Aaditya Thackeray, the BJP knows a young, amiable face is emerging in Maharashtra’s politics, someone who can be a lethal combination of Shiv Sena’s core hardline politics and his own moderate image. This ‘brand’ needs to be dented promptly and effectively.
And so, the act of pointing out that Maharashtra’s tourism and environment minister was attending a party allegedly thrown a night before Rajput’s death, a claim that Aaditya has lashed out at.
While most of the focus on the politicisation of the death of the young and talented Sushant Singh Rajput has been from the point of view of the upcoming Bihar assembly election, the bigger, and untold, story is what it can do to Aaditya Thackeray, even before his political career really takes off.
Also read: Sanjay Raut alleges conspiracy to link Aaditya Thackeray to Sushant Singh Rajput’s death
Brand Aaditya
Aaditya Thackeray began his political career on a clean slate as far as his personal image is concerned, much like everyone else. The Thackeray surname is both an asset and a liability, depending on which side of the spectrum you look at it from.
For the more conservative, hardliner, Shiv Sena is an important medium, having built itself on first a regional (Marathi) chauvinism platform, and then on a hardcore Hindutva one. For the more progressive and inclusive voter, this is a big minus.
The young Thackeray, however, has been carefully trying to cultivate a moderate image, to emerge as this blend of what his party and family have stood for and what he wants to represent. His protest against the Aarey tree felling and standing with the ‘liberals’ of Mumbai city who wanted to protect the environment was very much a part of this plan. This made him popular and acceptable among the non-traditional Shiv Sena base.
Aaditya Thackeray played every bit the politician ahead of the 2019 Lok Sabha election — addressing rallies and touring Maharashtra extensively, something he replicated in the run-up to the last year’s assembly election as well.
Aaditya has spoken the language of the young, underscoring issues like opening up Mumbai’s nightlife, reforming higher education, and demanding physical space for artists.
Shiv Sena’s own electoral fortunes haven’t been the brightest in recent years, with the BJP smartly overtaking it in Maharashtra. It may have come to power this time, but not without a loosely tied, uneasy alliance with the Congress and the Nationalist Congress Party (NCP). Being the son of Chief Minister (Uddhav Thackeray) and a minister at such a young age, this is Aaditya’s chance to build his brand and bring much-needed freshness to the Shiv Sena. Jagan Mohan Reddy of Andhra Pradesh is proof of how the Gen-Next of politics can make a massive difference and expand base if they play their cards right.
For the BJP, therefore, this makes it crucial to deflate Aaditya Thackeray’s brand even before it can take off. And Sushant Singh Rajput’s death by alleged suicide brings just that opportunity.
Also read: Sushant Singh Rajput death gets more political, BJP slams Uddhav govt over cop’s quarantine
BJP’s plan is in motion
Former Shiv Sainik and now a senior BJP leader Narayan Rane openly accused the Maharashtra government of trying to “save someone” in the probe, while his son Nilesh has pointed fingers at Aaditya Thackeray.
Bihar BJP spokesperson Nikhil Anand has questioned Aaditya Thackeray’s “silence”, asking whether he would side with justice for Sushant or the ‘conspirators’.
And then there are whisper campaigns that can cause as much harm to a politician’s image as public accusations.
The result? Aaditya was forced to respond to the insinuations.
“Those who are pricked by the success and popularity of the Maharashtra government have started dirty politics over the death of Sushant Singh Rajput. Unnecessary mud slinging on me and the Thackeray family. This is nothing but dirty politics arisen out of frustration,” Aaditya Thackeray said in the statement.
Thackeray junior also said having friends in the Hindi film industry was no crime. The fact that the young politician had to issue a statement is a sign that the BJP has already succeeded in putting him in the dock and raising questions about him.
Of course it isn’t a crime or even remotely questionable to have friends in the glamour world. But by making Aaditya Thackeray admit to it, his rivals have sent out the message that he is less rooted among the grassroots and more enshrined in the glitzy world.
Also read: Bollywood actress with Aaditya Thackeray in viral image is not Rhea Chakraborty
The familiar model
For the BJP, young dynasts are an easy but key target. Easy, because it doesn’t take much to portray them as entitled, anglicised and airy-fairy, especially when the BJP itself has self-made and hardworking leaders such as Narendra Modi and Amit Shah.
It is key, because these are young, bright politicians who show potential, and if they turn out to be diligent and not reluctant to get their hands grimy, they could even pose a serious challenge to what has seemed like the rise and rise of the Modi-Shah duo.
Rahul Gandhi is a classic example. His vacations, long absences, and his lineage have all been systematically and consistently targeted by the BJP’s top leadership, drilling into the voters’ mind how unfit he is to be a people’s politician. Sure, the Congress leader has more than done his bit to enable this. But no other politician’s brand has been damaged the way Rahul Gandhi’s has been by the BJP under Modi. ‘Naamdar‘ (the entitled) is what Modi calls him.
Also read: Shiv Sena scion Aaditya Thackeray takes lead role in govt matters & not all are pleased
Aaditya’s test
Modi and Shah’s BJP knows the significance of brands. And nothing gives the party more political satisfaction and comfort than shredding the brand of its rivals to pieces.
The new kid on the block is Aaditya Thackeray, and he is also the BJP’s new target. The politics around Sushant Singh Rajput’s death is a grim reminder of how India’s murky, convoluted and stinky political world spares no one and nothing — not even a tragic end of a promising life — from being dragged into it.
For the Thackeray scion, this has hit as the proverbial bolt from the blue. What will determine Aaditya’s future trajectory is whether he plays it smart enough to emerge out of this image trap that has been laid out for him, or goes the way of another famous dynast who fell deep into it, and gets more embroiled in it with each passing election.
Views are personal.
AaTha and RaGa are both idiots and can finish themselves without any external interventions.
Ha ha ha.. nice paid article.. two murder and both cases where put as suicide and full support from shiv Sena for the culprits.. we will never vote for shiv Sena again.
Disgusting article.
shame shame on ruhi for this paid script !
If BJp is trying to malign MH govt on Sushant Singh rajput case then why don’t they come clear on the case .. why is there so many discrepancy in the case ? Why not co operation nag with Bihar govt .. or is it MH gift trying to put blame on bjp
Is Ruhi Tewari a journalist or an anti BJP troll ?
Oh Oh Oh Prasad — if she is an anti BJP troll, we are all happy. We need a million more like her. This BJP needs to be eliminated. the article is well written. The Print is good for independent journalism. Not Godo media
Well Magan Bhatt, don’t confuse “you need” with “we need”. You do not speak for the people of India, but for yourself!
Really??? You are politcising his death? Nothing can be more worse then this. I believe the power of journalism is killed by The Print.
Hello Shekhar sir,
You still have time and energy to pick the writers who put out such articles.
The whole issue is about Nepotism in the Film Industry.
And this article is about how a “draconian” party is going to cannibalise emerging “Brand” – another 2nd or 3rd generation baby who wants to ride on his dad’s wave.
Great sir
Dirty BJP politics. BJP is hiding it’s failure of handling Covid 19 and Chinese aggregation. In order to divert media attention, BJP’S news prostitutes using death of Sushant Singh Rajput.
Why do you worship Dynasties so much??
Poohi is a CONGRASS journalist. Fact check
1) EVEN If SHIVSENA AND BJP fight elections separately. They will still win enough seats to form coalition government later
2) CONGRASS has been marginalised by SHIVSENA.
3) Sharat POWER is marginalizing his nephew.
4) poohi shouldn’t waste her time posing as a journalist .
Seriously?
Is this an article or a joke? Or were you paid by Aditya Thackerey to write this?
Aditya Thackeray was a brand and so was Rahul Gandhi? Even insiders in Congress have now started admitting Rahul Gandhi is responsible for Congress destruction. People of India completely rejected that 50 year old “YUYA” stalwart of liberals. Who are these 2? What are their achievements? Congress was in power for 10 years from 2004-2014. What exactly did Rahul Gandhi achieve during that time? Shiv Sena was also a partner of BJP in power and now with Congress-NCP for an year. What is Aditya’s achievemet during these 6 years? Both are 0s!
The way Maharastra Govt is trying to shield the killers looks like one of their own is involved. And who is close to the Movie industry and also own the govt. , link is obvious. No one but they themselves are trying to destroy his image. If he has any image.
What prevents the Thackerey’s from accepting a CBI investigation. Obviously there are more questions and to secure their image it will be in the scheme of things to straight away accept CBI probe. The blogger has written all irrelevant matter.
“brand Aaditya Thackeray”? when did he become brand? Pls, stop publishing such stupid articles.
Paid journalism
Targeting a particular opponent may benifit in short run, once it looses stream, long run it would not help.
ha ha this bullshit Print was against Shiv Sena in past, now they are concerned about Aaditya Thackrey image, whom you are making fool??, Maoists
Yes. You are right. Even my right wing IIT Powai friends have started linking Aditya Thackeray to every girl in Bollywood.
Apollo has a Gobar mind. Born in Gaushala? and doing it there?
Brand Aditya. Ye kab hua..kisne kiya
Pata lag gaya tumharo reporting .. you are also slave gandhi family
We know very well how Thackeray’s have come to power betraying Maharashtra people’s mandate.Please do not fool more about young Thackeray’s leadership.Completely biased article.
Pls remove b from brand
Lol. Pengiun.. young and adorable lmao.. lol
Aditya Thackeray will survive it and actually come back stronger. Sometimes time is the most important factor. And a lot of people are tired with this Sushant Singh and BJP saga.
Shiv Sena recently chopped few trees in aarey colony…..junior has made head of some committee for national awards….how can he judge others work…when he himself has not done none…..it is total misuse of power….only differences it is done by father son duo
when did this guy become a brand any which way?
What is brand “Aditya” when brand “Uddhav” itself is a joke?
And the fact that Aditya Thackeray has just like pappu done no real work – nor taken any real responsibility is proof enough of his credentials.
Further, the entire state has seem the Sham of this current Maharashtra Govt and it utterly failed governance with Covid running rampant and no sign of leaving Maharashtra despite 6 months of this coalition Govt.
That in itself is enough advertisement for Brand Thackrey and brand Anda Govt.
If SSR case was handed over to CBI on day one, it would have taken a turn of routine but independent investigation and any scope for rumor mongering, investigative journalism etc would have been nipped in the bud, By not doing it, the Government tied itself in knots as various incriminatory ‘evidences’ are surfacing daily. Further, alliance partners have washed their hands of the matter as well leaving Sena to defend the government. Aditya may be the casualty but why blame BJP when your own house is not in order.
There is no need to comment on what Ruhi writes !!
The print has become a spokesperson of congress. Not sure if congress has hired print for their image building and propagate false agenda against BJP.
Don’t compare this guy to Pappu Ji.
He has a lot to learn from Pappu Ji.
Pappu Ji is the Ultimate Master.
You are praising a goon like Thackre for selfish reasons, what respect do you have for the people of Mumbai?
What rubbish are you spouting in the name of journalism? A city like Mumbai will thrive DESPITE goons you are praising. How do you live with yourselves?
Lol the dynasty slaves as it seems
Print is biased against common Indian & stands for MAFIA of Bollywood ISI Pakistan China
YESSS
Paid news
It would be best if Congress, NCP, Shiv Sena merge together and be one party . NCP s Shard Pawar can join his old colleagues at old age home called congress party, Shiv Sena may get assurance on continuation of Government under senior Udhav Thackerey , Congress may get one young face in Aditya Thackerey to give it a young Maratha leader the post which has fallen vacant since Sindhiya crossed over to new pastures . All these partners stand to gain some thing, loser May be Maharashtra Which does not matter to these self seeking , self-promoting politicians.
Who decides that Aditya Thackeray has amiable face ? Who decides or who knows what he does at these parties ? Ruhi Tiwari ? My foot.
What else can readers expect from died in the wool congress ideology follower Ruhi ? She has painted Aditya as some kind of star on the political firmament. Perhaps after realising that propping up Rahul day after day for last 16 years and trying to show him as a great heir to the PMs gaddi has proved futile, it is time to move on to someone young, relatively new and having key attribute of opposing the BJP. Moot point which Ruhi sidesteps is why Aditya Thackerays name is doing the rounds amd why has he issued a statement denying hia involvement ? Is it case of being guilty concious ? Seems certainly so. Surely there cant be smoke without fire. The way Maharashtra government led by his father Uddhav Thackery and Mumbai police are making all attempts to bury the truth in this case. So, to protect Aditya’s political future, death of guys like SS Rajput and a girl like Disha Salian can be glossed over. Why speak about it ? Then go and link this issue with Modi Shah. It also makes juicy read however fake it might be. Point is that the author sees no merit in involvement of the Thackeray scion and shows how easily these so called journos succumb to the crumbs that come by getting hitched to the powerful. But for a defiant Arnab Goswami, the bold Kangana Ranaut who have taken the establishment bull by the horn, this case would not have got much traction amd public interest as it has got now. Hope CBI unearths the truth and punishes the guilty.
Shekhar Gupta why do you force your infantile views down our throats? Who is this upstart you are promoting so assiduously? It is only possible in a shamelessly soft state like India. Have the guts to paste my comments.
Y is this young and amiable face.. Not taking Stand for catching hold of culprits behind SSR’s and Disha’s murder?
That means you agree that Aditya Thackeray is involved. That doesn’t outrage you.You are more concerned of protecting his image rather than fixing the culprits. And you call this journalism. Samna must take clue from ThePrint on Sena-licking…
To defend AT to such stretch and showing him as liberal is totally wrong. Remember, how he started his political career…and after that pure politics of opposing decisions of then BJP government. It was purely opurtunist. If you see, it’s AT who always tried to malign DF image n not otherway around. As a journalist you should not take sides but representative facts from both sides.
Is it really possible to implicate someone in a death case and finish the brand WITHOUT PROOF ? It has been tried in the past and did not succeed.
So called editor writes about Aditya thakte ignoring completely what kind of governance he has brought to Maharashtra. Any governance issue is inconsequential for these liberal editors. A simple transparent investigation in SSR death would have been adequate to silence critic and build the brand Thai writer wants to build. But no MH govt wants to hide or plain stupid. How you can claim that Aditya is bright blah blah.
What potential are the next Gen dynasty having other than their grandpa’s image? Just because the entitled leader stood in Array and farted loud doesn’t make him a good leader.
Maharashtra is having the highest number of Covid cases in India. A true leader would have gone out and done public service. However both the CM and Son won’t even care to go out of bedrooms AKS “Tigers Den”…
The fact of the matter is that Mr. Thakrey IS an entitled dynast who is more interested in partying than in political affairs. He is very capable of sullying his image all by himself; there is no need for the BJP to do anything to assist him!!
Sad how a party intoxicated in just the delight of power is frittering away the HUJE MAJORITY the electorate has given for two successive terms. This after decades of coalitions in which checks and balances of other partners have it own set of positives an negatives. But so far based on economic, employment, social, neighbour relations, borders and peace criterions the performance of the previous PMs from Narsimha Rao to Manmohan Singh have without a shred of doubt been far superior. The last six years have only been about division, strife, turmoil, failed promises, plunging economy, 45 year old record in unemployment, suppression of dissent and instructions. The tragedy, India as a country is in a freefall where even a Nepal shows its red eyes. Both alarming and sad because the powers that be do not agree and so choose to live in denial, thinking having the best minds working on upkeep of their brand value without any real substance will ensure power for eternity without a shred of the opposition around to even contest.
After Rahul Gandhi? Fanboy, you need someone to ruin Rahul’s career?
HAHA !!
Biased articles from The Print is no surprise anymore.
We gets used to in websites and YouTube. EASY communist idiology. Good luck. Haha
Selling out to communal mafia but not for the first time .. the crime implied is murder but The Print thinks their golden boy is above the law! Shameful sell out journalism
Glorifying an absolute parasite but not for the first time .. the crime implied is murder but The Print thinks their golden boy is above the law! Shameful sell out journalism
Totally one sided.
Why are you promote third generation of politicians ?
I agree. Sad. Their choice.
Every option can be called biased .
Go read PoopIndia.