By Somya Barpanda (St. Stephen's College)
BJP is leaving no stone unturned in preparing for the maha sangram in 2014. The party management has come up with an innovative idea to boost the energy levels of its members by infusing into them some ‘Bournvita confidence’ for election-wins. Inspired and influenced by Bournvita’s phenomenal ad-campaign on “tayyari jeet ki”, BJP President; Nitin Gadkari announced in the last party-meeting that from now on, in place of tea, coffee or any other XYZ beverage, all BJP offices and meetings will strictly stick to serving ONLY Bournvita milk. He stressed that it was imperative that they take ‘serious’ steps to up their chances of winning the 2014 elections and this was an ‘important’ initiative in that direction. The announcement has generated brouhaha in the BJP circuit.
BJP is leaving no stone unturned in preparing for the maha sangram in 2014. The party management has come up with an innovative idea to boost the energy levels of its members by infusing into them some ‘Bournvita confidence’ for election-wins. Inspired and influenced by Bournvita’s phenomenal ad-campaign on “tayyari jeet ki”, BJP President; Nitin Gadkari announced in the last party-meeting that from now on, in place of tea, coffee or any other XYZ beverage, all BJP offices and meetings will strictly stick to serving ONLY Bournvita milk. He stressed that it was imperative that they take ‘serious’ steps to up their chances of winning the 2014 elections and this was an ‘important’ initiative in that direction. The announcement has generated brouhaha in the BJP circuit.
While many party-loyalists have
welcomed the move saying that Bournvita-doodh will help them
strengthen their ‘ageing’ bones and provide them with the much needed stamina
for the impending rath yatras and long speeches during election
campaigns, others oppose it; Chai is the most preferred drink of the
many octogenarians in the party and Mr. Gadkari will have a tough time
convincing them.
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| Photo Credits: Sudeep Shukla (IIT Guwahati) |
Not surprisingly, Mr. Advani
expressed his displeasure over the issue. He’s reported to have said, “The
decision has been taken without due discussion with the ‘very senior members’ of
the party who harbour the view that traditional chai made out of shudh
aka unadulterated holy cow-milk is what BJP needs. Making Bournvita-consumption
compulsory for all is undemocratic!” Slamming him, Narendra Modi said,
“Modernisation is the need of the day and I back Gadkariji’s decision. At
a time when Congress has let down corporate India, BJP will be giving a push to
the demand-side of companies like Bournvita even though it’s not yet in power
at the centre.” Reliable sources close to Modi revealed that he’s even lobbying
for Gujarat’s dairy-giant Amul to get the contract for exclusive supply of all
milk to BJP.
The tension within the party seems to
have been exacerbated by this issue. But the spokesperson continued to say that
the BJP parivar remains united and efforts are on to resolve
differences.
Back in the corporate world,
Bournvita is in a celebratory mood and is lauding its ad-agency for its
excellent campaign. “We had not expected that our market-base would grow to
such an extent. But thanks to the strong influence of the advertisement, now along
with kids, our product will also prepare BJP for its jeet.” said the Co.
Head. On a more serious note, he added that with the main customer-base adversely
affecting the product’s demand with its budget-squeezing practices, the
emergence of such new ‘secure’ political-markets will act as a welcome breather.
Prime adversary Horlicks is now known to be trying hard to strike a similar alliance with Congress. Despite repeated calls and messages, the Congress spokesperson has not yet confirmed of any such development.
Prime adversary Horlicks is now known to be trying hard to strike a similar alliance with Congress. Despite repeated calls and messages, the Congress spokesperson has not yet confirmed of any such development.
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