Chai means many things in many languages, in many cultures. For us Indians, it is an inseparable part of our daily lives, sipping it as and when we feel, sipping it while thinking, sipping it while talking, sipping it while walking. Most of us cannot imagine our life without it.
And like many other important parts our daily life, we had taken Chai for granted as well. We realised we could not live without it yet we didn’t give it its due.
Until Narendra Modi’s Chai idea happened, now being implemented as ‘Chai Pe Charcha’, a full-scale electoral campaign every week intended to connect almost 20 million people same day same time using a mix of advanced and traditional communication technologies.
A mighty communication idea the time of which seems to have arrived, especially after the good response to Modi’s Chai-time-themed campaign!
And it has forced others to take notice; irrespective of which class they come from – the tea-proponents or the Chai-wallahs.
So, after discussing, dismissing and disparaging, even the grand old party of India had to admit the impact of the storm that is brewing in the mighty cup of Chai, and the time spent over it, some of which Narendra Modi is seriously trying to corner in his favour. According to the sources, the party strategists are burning the midnight oil to counter the move.
Some strategists even suggested hitting the support backend of the Chai-making process to prevent the further mobilization of the Chai-time in favour of Narendra Modi and thus the currency of a significant amount of votes in the poll-season.
It seems, inspired by this deep thinking, a youth Congress team in Bhopal came with the uniquely unique idea of establishing milk stalls distributing RaGa Milk in the name of Rahul Gandhi. Another noticeable effort on this line is Lalu Prasad Yadav’s Lalu Chai stalls in Bihar that offers free biscuits as well. Lalu’s Rashtriya Janta Dal is an electoral ally of the Congress party in the upcoming Lok Sabha polls.
Whatever be the outcome of this Chai-time strategy on electoral lines, it can ensure at least one probability with certainty – in case of a disappointing electoral fortune, it can be a good enough part-time business opportunity.
©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/