Focus on good governance not enough, Narendra Modi needs to connect emotionally to win masses

Modi is well suited to present his case for good governance to all. Moreover, he has an underprivileged background to connect emotionally

Narendra Modi is doing everything to win the general elections for the BJP. He has performed remarkably well as a chief minister, seems to have the right ideas, and has tremendous support in the increasingly relevant Indian middle class.

Given the widespread dissatisfaction with the Congress, numerous scandals and the lack of national alternatives, Modi should have an easy walk to the top. This is certainly not the case. So where is he going wrong? The answer lies not in logic, but in emotions. Political parties divide the voters based on caste and religion. It suits the privileged few in each segment. The more important fault line between rich and poor, privileged and others, is obscured in the process. However, this latter segmentation suits Modi better.

Modi is unique because not only is he well suited to present his case for good governance to all, he has an underprivileged background to connect emotionally with the large group of underprivileged cutting across the traditional divisions. However, the focus of team Modi seems purely on good governance using rational arguments. It is a mistake.

EMOTIONAL CONNECT

Modi does not come across as a common man - although he should. His childhood work in a tea shop and his journey from the bottom of the society to the top ought to inspire and strengthen faith in our democracy. He has defied tremendous odds to succeed in a world where family ties and other connections matter more than anything else. Why then is he unwilling to define the political contest on emotional grounds?

Marketing plays a critical role in politics. Any good marketer will know how important emotions are in driving purchases. People vote to "purchase" their leadership during an election, and therefore, both rational and emotional appeals to "sell" a candidate work best.

Modi's reliance primarily on rational arguments for good governance might be enough for the middle-class voters, but the middle class in not yet enough to win the elections. Other voters need a different approach. Modi has to connect with them emotionally to succeed. BJP has still not learned from the failed India Shining campaign. The party faces a similar situation now with its 'Modi Shining' campaign.

Sporadic attempts to inject the Ayodhya issue to raise emotions will fail for many reasons. First, politicians are no longer credible on this issue. Second, Modi has no visible connection with this issue. And finally, it reminds people of BJP's broken promises - irrespective of the reasons. In the war for minds, those who have to explain the footnotes lose the argument. Other attempts to raise emotions on religious grounds would meet the same fate. Supporters of Hindutva will vote for Modi anyway.