Tale of two campaigns: Modi nurtures 'self-made' image, Rahul leans into family legacy

This is the story of two campaigns.

Bharatiya Janata Party (BJP) has centred its attack on the opposition INDIA alliance, especially the Congress, by calling out what they call 'dynastic politics'.

The Congress led (in effect) by the Gandhi family, the Samajwadi Party led by Mulayam Singh Yadav's heir, the Rashtriya Janata Dal (RJD) of Lalu Prasad Yadav's family, the Trinamool Congress that Mamata Banerjee is all but ready to hand over to nephew Abhishek, the DMK run by M Karunanidhi's children, the Thackerays of the Shiv Sena and the Pawars of the Nationalist Congress Party (NCP) are the largest constituents of the INDIA bloc.

But the ruling party argues that political dynasties and family-driven parties have no place in a democracy.

Prime Minister Narendra Modi has led this attack by targeting 'shehzada' Rahul Gandhi.

On the one hand, Modi has called into question the policies and achievements of Rahul's great-grandfather Jawaharlal Nehru, grandmother Indira Gandhi and father Rajiv Gandhi — all former prime ministers of India. On the other hand, the BJP has called attention to the Congress leader's supposed lack of political acumen — even mocking him with the nickname 'pappu' — suggesting that his only qualification is the Gandhi surname.

The saffron party contrasts the Gandhi heir with 'self-made' PM Modi.

BJP leaders, and the prime minister himself, have repeatedly pointed to Modi's humble beginnings as a 'chai wala (tea seller)'. The launch of his political journey as a Rashtriya Swayamsevak Sangh (RSS) 'karyakarta', and the story of his rise through the ranks of the BJP to become a three-time chief minister of Gujarat, and now, a two-time prime minister, is one befitting a charismatic leader.

Earlier this year, the BJP even launched a 'Modi ka pariwar' campaign in response to Lalu Yadav's jibe that Modi opposes family-led politics because he himself does not have a family.

But as the high-octane campaigning for the 2024 Lok Sabha election rages on, Congress has decided to take the bull by the horn, in an attempt to turn the narrative around.

Rahul, along with sister Priyanka and mother Sonia, is leaning into the Gandhi pedigree.

When faced with Modi's allegations that the Congress would confiscate the people's savings in gold, and snatch away women's 'mangalsutras', in order to redistribute wealth to the Muslims, Priyanka is quick to respond. "My mother’s mangalsutra was sacrificed for this country," she says, referring to the assassination of her father Rajiv Gandhi. Speaking to the crowded rally, Priyanka adds that "Indira Gandhi donated her gold when there was war."

The Gandhi siblings don't tire of reminiscing the days of Indira and Rajiv when addressing voters of Amethi and Raebareli.

"Our family has a 100-year relationship with Amethi, Raebareli," Rahul says in a campaign video released on YouTube. In a conversation with Sonia, he goes on to narrate the electoral history of the two constituencies in Uttar Pradesh, that goes hand-in-hand with the four-generation-long legacy of the Nehru-Gandhi family.

"Amethi and Raebareli are equally dear to me," says the former Amethi MP contesting from Raebareli this time.

Will the Gandhi heir be able to shed his 'nepotism' image by owning the legacy that 'self-made' Modi hopes to tarnish? The proof is in the pudding — we'll know when votes are counted on June 4.