New Delhi. After receiving a lot of criticism for inducting Babu Singh Kushwaha, accused of corruption in a multi-crore rural health scam in Uttar Pradesh, BJP has decided to rebrand and reposition itself to get back the lost support among critics and masses.
In a move that looks clearly inspired from the television entertainment channel Star One, which was re-launched as “Life OK” a few weeks back, BJP has decided to call itself “Party OK”. The new name will be launched on the eve of Uttar Pradesh elections.
“Our candidates will contest elections on the BJP symbol only, and even the ballot papers will mention our party’s name as ‘BJP’, but we’ll call ourselves ‘Party OK’ during all public meets,” BJP President Nitin Gadkari declared.
Sources inform that through this attempt, the party has made its positioning more real and practical from the earlier positioning of “party with a difference”.
“That positioning raised false hopes among many supporters who thought the party will not indulge in petty politics for immediate electoral gains,” a party source said, “That’s why we are now calling ourselves ‘Party OK’, so that people know that we just about OK.”
“A party that is just good enough,” the source added.
It’s not yet clear how much money BJP is spending on this whole rebranding exercise, but sources inform that the party had hired leading brand professionals from the industry, who suggested that BJP started calling itself “Party OK”.
“They have also prepared a document on how to lead the fight against corruption,” a party source said, “The document uses some of the key strategies adopted by US in its war against terror, where it invaded many nations for world peace.”
Most of the party leaders and workers have welcomed the decision and have called it “timely”.
“It was much needed,” a party leader told Faking News on conditions of anonymity, “Look what happened to Team Anna. They positioned themselves as messiah against corruption and hence when minor irregularities like inflated travel bills of Kiran Bedi came to light, it hurt them.”
“Same with Sachin Tendulkar,” the party leader further explained, “The positioning as ‘god’ is hurting him. People think he has failed even if he scores a half century in each innings. We must learn from these.”
Party insiders say that the move will not only justify admission of leaders like Kushwaha, but it will also help the party in reinstating leaders like BS Yeddyurappa, the former Chief Minister of Karnataka who had to resign after a state Lokayukta report indicted him in mining scam.
“Yeddy had asked for a suitable post in BJP recently for his homecoming, he could be made in-charge of this rebranding process,” a party insider said.
(originally written for and published in English daily DNA)