senior leaders of the Bharatiya Janata Party (BJP) and supporters across the nation have rallied under the banner ‘Modi Ka Parivar,’ following a challenge posed by Rashtriya Janata Dal (RJD)’s, Lalu Prasad Yadav.
The origin of ‘Modi Ka Parivar’
Recently Lalu Prasad Yadav made a pointed remark about Prime Minister Narendra Modi, emphasizing his lack of a conventional family. Swiftly responding to this, PM Modi, in a characteristic move, extended the definition of his family to the entire nation. His powerful retort, “140 crore people are my family,” didn’t just aim to rebuff Yadav’s comments but also to reinforce his image as a leader whose family is the population of India.
मेरा भारत- मेरा परिवार !
आज पूरा देश एक सुर में कह रहा है-
मैं हूं मोदी का परिवार ! pic.twitter.com/KvOUoSePJc— Narendra Modi (@narendramodi) March 4, 2024
This response set the political sphere ablaze, birthing the ‘Modi Ka Parivar’ campaign. The campaign saw BJP leaders and supporters embracing the term, showcasing their allegiance and solidarity with the Prime Minister. It did not take long for social media platforms to witness a tidal wave of support, as hashtags burgeoned and BJP leaders, including high-profile names such as Uttar Pradesh Chief Minister Yogi Adityanath, added ‘Modi Ka Parivar’ alongside their names on platforms like X (formerly Twitter).
Social Media Fervor
The campaign has not just been limited to political leaders; it has permeated through to the general populace. Social media has played a pivotal role, with numerous tweets showcasing support for the Prime Minister. From sharing images of Modi with his metaphorical ‘parivar’ during Diwali celebrations to asserting their own affiliation with ‘Modi Ka Parivar,’ the digital world is abuzz with manifestations of support.
“क्या आप भी मोदी परिवार है??”
क्या आप भी मोदी परिवार है ??
कमेंट करके बताये 🔥#ModiKaParivar pic.twitter.com/I9MRdlzKzF
— Dr. Sudhanshu Trivedi Satire (@Sudanshutrivedi) March 4, 2024
“आज पूरा देश एक स्वर में कह रहा मैं हूँ मोदी का परिवार”
आज पूरा देश एक स्वर में कह रहा मैं हूँ मोदी का परिवार#ModiKaParivar pic.twitter.com/izeCeSNm1t
— Col Rajyavardhan Rathore (Modi Ka Parivar) (@Ra_THORe) March 4, 2024
The campaign, in essence, is a rallying cry for unity and support for the BJP’s vision as articulated by PM Modi. It’s an embodiment of collective identity and purpose, transcending individual differences.
Political Significance
The ‘Modi Ka Parivar’ slogan is not just a reaction to a political quip; it’s a calculated move ahead of the 2024 elections. Drawing parallels with the ‘Main Bhi Chowkidar’ campaign of 2019, it encapsulates the BJP’s strategy to create a community of supporters who share a common identity linked to Modi’s leadership. This narrative strengthens Modi’s image as an inclusive leader whose priorities extend to every citizen of India.
The campaign also serves as a testament to the power of social media in shaping political narratives. By leveraging digital platforms, the BJP has managed to create a wave of support and unity that spreads far beyond the confines of political rallies and traditional media.
A Reflection of Unity in Diversity
At its core, ‘Modi Ka Parivar’ challenges the traditional notion of what constitutes a family. It suggests that in the vast, diverse tapestry of India, every citizen is bound by threads of solidarity and shared identity. This campaign is not just about political allegiance; it’s about fostering a sense of belonging among a population of 1.4 billion people. It’s a celebration of unity in diversity, echoing the ethos of India.
In a country as vast and diverse as India, the ‘Modi ka Parivar’ campaign has succeeded in creating a nexus of support and allegiance that transcends geographical and cultural boundaries. As social media narratives continue to swirl and political strategies unfold, one thing is clear – the definition of family in Indian politics has forever changed, harboring a new era of digital kinship and national camaraderie.
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Divya 
Mehek