Chidambaram Temple 2012. In an earlier article the author explained the need for Modi to connect with Lord Murugan in Tamil Nadu. Now he explores how Modi can carve out a support base in Tamil Nadu. What can be his core constituency-What are their needs and How to communicate to them?
1. Need of Tamil Hindus
In Tamil Nadu anyone associated with the traditional regional parties can insult, threaten people, and get away with it. Even top police officials are not spared by party people. Because the party people know that their parties will protect them in every possible way.
But how did this ‘rowdy’ culture get entrenched in Tamil Nadu?
Unlike other Indian States, Tamil Nadu’s rulers do not have an all-India Party leadership to keep a check on their excesses. This resulted in massive accumulation of money and power at the state level2. As is often the case, such an attitude builds arrogance and ability to break the law.
Hence, common Tamils are scared to even express their resentment against party people. This menace has been experienced by all Tamils, but they have internalized it as something that cannot be changed.
Recently the arrogance of party people had reached epic proportions. They do not hesitate to belittle Hindus and Hindu practices to please vote banks. For example, “Kandha Sashti Kavasam”, a devotional hymn dedicated to Lord Murugan, is very important for many Tamil Hindus. Still, YouTube channel “Karuppar Kootam” ridiculed “Kandha Sashti Kavasam”3.
If BJP/Modi can demolish these ‘rowdy’ elements of Tamil Nadu, electoral victory is assured. History has shown, that even a relative relief from this rowdy culture is rewarded with huge electoral success.
2. Become the Protector of Tamil Temples
Massive amount of wealth is being misappropriated from Tamil Nadu Temples.
“In the past 50 years, the temples were under trustees appointed by the Dravidian governments. It is only due to these political appointments that temple management has degraded,” said National President of the Women's Wing of BJP, Vanathi Srinivasan.4
“In Tamil Nadu temples have over 478,000 plus acres of land, 2.44 crores sq feet of property for which the TN HR & CE department gets only Rs 58 crores p.a.”5 In reality income from all these assets would run many times over. For example, just one fortnight revenue from donation in one temple is Rupees 2.3 crores in cash, 664 grams of gold, 16.6 kg of silver6. We can do our own math for the entire income from all temples.
But then why do temples in Tamil Nadu suffer from lack of maintenance and security?
Huge amount of money is misappropriated by groups with political backing. These groups in turn give a strong support base and bring in the votes7. Also parts of temple collections are transferred to the state government treasury.
If BJP/Modi promise to free Tamil temples from government control (BJP state government has done the opposite in Uttarakhand), protect Tamil heritage, temple lands, idols, and revenue, it should win the hearts and minds of Tamil Hindus.
Chidambaram Temple 2012.
3. Swachh Bharat for Tamil Temples
According to the World Heritage Centre of the United Nations Educational, Scientific and Cultural Organization (UNESCO), the presence of World heritage sites increases international tourist arrivals and consequently tourism expenditure, thereby benefiting the economies of the destination countries.8
With ancient temples scattered all over the state, Tamil Nadu has the potential to capture this kind of high-end tourism.
What is the state of such UNESCO heritage sites in Tamil Nadu?
For example, Chidambaram temple in Tamil Nadu which holds profound life enriching concepts of Hinduism and deeper meanings of eternal stillness are crying for maintenance. This temple is concerned with 'space element' of Lord Nataraja / Shiva in India hence a 'must visit' one place for a Hindu. Sadhguru, of Isha Foundation said “When I went to the Chidambaram temple, I was almost in tears. You will wonder whether this is a temple or a garbage bin”9.
This UNESCO heritage site is lacking in general clean-up and maintenance. Even the protective water way around the temple is not cleaned and there is rubbish everywhere. It is a criminal neglect that such a profound temple and its grounds are kept in this way.
Tamils will be eternally grateful to that person who liberates this Temple from garbage and maladministration.
Rameshwaram Mandir 2016.
4. Sponsor Religious pilgrimage for Tamils
Tamil Nadu has the second highest senior citizen population in India. It is the ultimate desire of senior citizens to visit the religious temples of Kashi and Rameshwaram. This is a group which will vote without fail and remain loyal. But no one cared for this group until now. Providing any special facilities and sponsored trips to visit these important religious places will lead to a huge loyal following among this group.
It is a crying shame that there is no proper toilet, rest, and food facilities available near many temples. They are certainly not senior citizen friendly.
This group can be converted into loyal supporters of Modi. Their blessings and wholehearted wishes can also bring their families into the support base.
To see pictures of over 40 Tamil Nadu Temples
5. Increase BJP Spokespersons
The political stalwarts and master communicators of Tamil Nadu are gone. C N Annadurai, the founder of DMK was a brilliant writer and master orator. Modi must know that the current DMK leadership in Tamil Nadu has abysmal communication skills! They can hardly read a sentence in Tamil leave alone connecting with the Tamil people like Annadurai did.
It is this author’s opinion that with half the effort applied for West Bengal, twice the political result can be achieved in Tamil Nadu for the BJP.
It is sufficient to say for now that they make up for their inadequacy with an army of paid professional spokespersons at all levels of the party. They are trained systematically and sent to different districts to spread the party’s message. They are given ample screen time in the party-controlled media outlets and their voices are presented as absolute truth.
Though there is massive increase in people support for BJP in the recent times, DMK is powerful with access to controlled media, funds, and a large number of paid spokespersons. Hence there is a need to match the number of spokespersons by BJP to carry party’s message. So, what should be done?
Two types of spokespersons are needed for Tamil Nadu: 1) Reason-based spokespersons 2) Mass connect spokespersons.
Vociferous and articulate Tamils can be added as spokespersons for BJP. As a spokesperson, they can give point by point rebuttal to the daily misinformation campaigns run by opponents through media outlets they control.
BJP central leadership needs to be aware about the need for mass communicators who can mesmerize Tamil audiences. Because there is no other state which has such experienced drama people in the political arena as in Tamil Nadu10. But the good news is, there are many who cut their teeth with the same group but are staunchly Hindu in ideology. They can be brought in and promoted to spread Modi’s/BJP message. These are the kind of people who can transform ordinary Tamil people into proud Modi supporters.
Can Modi increase BJP’s support base in Tamil Nadu? Only time will tell.
References
1. .Response to “Vel Yatra” by BJP in Coimbatore
2. DMK 2nd richest regional party in India, income shoots up by over 800%
3. Karuppar Koottam-DMK Link Surfaces After Miscreants Make Hate Remarks
4. Why protectors of TN temples failed
5. How Hindu temples came under government control?
6. Dhandayuthpaniswamy Temple's revenue in Tamil Nadu touches Rs 2.30 crore
7. 2,000 acres of temple land in Thiruporur: Madras HC
9. Chidambaram Temple - Sadhguru
10. How over a dozen films set anti-BJP mood in Tamil Nadu
Pictures in article by Sanjeev Nayyar.