'Project Resurrection' – A Marketeer’s observations about the Congress Party's internal leadership ‘Election’.

(Disclaimer – I do not understand or participate in politics. Nor do I waste time trying to understand biased media narratives & form strong opinions around them. This is just an idle Sunday afternoon scribble after sitting through a TV show during my lunch hour that narrated the happenings around the leadership election of India’s grand old (& now dying) party. I am obviously no expert & I may be wrong. So please do not take this post seriously. More importantly, please do not waste your energy trying to troll me as I do not feed trolls with counter-arguments).

Let’s do this in a Q & A format to make things easy.

Q. So, is this ‘election’ thing ‘something’ ?

A. Well, Yes & yet, no.

Q. What then is happening?

A. A re-branding initiative, which, in all probability, has been conceptualized by a political brand-manager ( could be someone like Mr. PK).

Q. Why then is there no mention of a brand manager or about such an exercise ?

A. That’s precisely the strategy. In this age of media ( social or conventional) overkill, an ‘absent’ prime mover is more effective than a publicized marketeer, as people will then be led to believe something authentic is unfolding as opposed to being fed an orchestrated campaign.

Q. What’s the primary purpose of this exercise then ?

A. To get the Congress party some serious prime time media traction after long, something that’s been consistently hijacked by the ruling party during the past 8+ years. In a day & age of instant opinions, even a few weeks of media attention will go a long way in terms of making them look relevant, especially as a run-up to the 2024 elections, failing which they are almost written off.

Q. What do you make of Mr. Rahul Gandhi’s parallel campaign to ‘unite India’?

A. Like a disgruntled & ousted CEO of a family biz who’s being asked to get professional leadership in, this is his way of sulking & showing that regardless of who comes in as a ‘face’, he ‘owns’ the purse & the streets.

Q. And the U-Turn by other senior & successful leaders who backed out from contesting?

A. We see this often in the corporate world. Say, you’re a successful Regional Manager in an organization that’s otherwise failing in the marketplace, and now you get an offer to become a National Head. You’re fully aware that by letting go of your turf for an on-paper title that’s riskier, is not wise. Given how your other long-tern colleagues have been ill-treated in recent times & forced to shift loyalties, you obviously would like to keep your options open. If a mightier competitor comes around with a counter-offer, your chances are better off as a successful regional leader than as a token National leader.

Q. And what’s with Dr. Tharoor?

A. Heads I win, tails you lose. It’s a win-win for him in either way. He has been long wanting to spread his wings & assert his persona that he’s been unable to do so far in the nepotistic environment of his organization. If he wins, it’s great for him. If he loses, he will be the martyr, the people’s hero who ‘dared to go where no other did’.

Q. So is he designed as a fall-guy who will surely lose ?

A. I’m no soothsayer. I cannot predict the future. But in my limited wisdom, I believe Tharoor is the real candidate of the party. Creating an ‘illusion of rebellion’ is an old hack that still works. So while the entire media and pundits ( maybe consciously so, as part of the overall strategy) will keep deflecting our attention to the Congress party’s nepotism & their silent disapproval of Tharoor’s candidature, getting Tharoor to win is their biggest trump card. In one stroke they will silence the mobs who criticize the party for being family-held, and the Congress will re-brand itself overnight as the most democratic outfit ever ( drawing constant comparisons to how BJP’s internal leadership positions are filled ).

Q. Will Tharoor end up being another Dr. Singh ?

A. First things first. I wish there were more people like Dr. Singh around today when India needs to break into the list of top 3 economies of the world. In fact, I always hope that the present government could invite him as a neutral & honorary advisor to our Finance Ministry. Coming to Dr. Tharoor, I do not believe he will allow himself to be anybody's puppet & is very much his own man. He will play along to get this position. And then he will try and spread his wings. Which also is good. He is a learned & articulate man. At least he will make for ?a respectable face ?of opposition if it comes to that.

Q. So, can Congress emerge as the ruling party in 2024 with this masterstroke?

A. I doubt. The rut is too deep. And the ruling party is too strong & has performed well on most counts. Mr. Modi is too formidable an opponent to overcome in less than 2 years. He is by far the tallest political leader in today’s India.

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