As if there is nothing more important to talk about in India at the moment, much space has been given over in the traditional and social media to Prime Minister Narendra Modi’s stop for jhalmuri, that lip-smacking Bengali street snack.
While those on the government’s side gush over a touching, down-to-earth moment involving the most powerful man in the country, those who are not Modi fans have derided what they describe as a publicity stunt, claiming that the entire event was heavily scripted.
Even if it were a stage-managed snack, though, such a thing is commonplace in the world of politics and was so even before the age of social media.
German politicians on the campaign trail munch on sausages, Australian ones enjoy barbecues in public, all to show that they are one of the people, supportive of small businesses, farmers, tradition, you name it.
In a similar yet different way to their boss Modi, BJP candidates in the West Bengal election are carrying fish with them during rallies. This sight has been unusual enough to capture the attention of the foreign media. Why are they doing it? Because the ruling TMC has stoked the fear that the BJP will impose vegetarian norms on the piscine-loving Bengali population if it wins the upcoming election.
Fighting over cultural touchstones is easier than everyday issues that concern the kitchen, such as rising food prices and the shortage of cooking gas caused by the Iran War.
And for all those who complain that Modi’s interaction with the jhalmuri man was fake, there are very real reasons why the BJP would want to have rigorous control over it, not least to ensure the security of the Head of Government; poison is an extreme risk but dodgy bacteria could also leave the the party’s star campaigner out of action for a significant period of time.
Furthermore, cautionary tales abound of politicians getting it wrong. Campaigning for his party in the UK’s 2014 local elections, then Labour leader Ed Miliband was photographed in an awkward pose while eating a bacon sandwich, which led to mockery and memes all the way into the following year when he lost the general election. Was it the sandwich that did it? Probably not but it certainly did not help his image.
Further back, 2004 saw a highly unpopular George W Bush beat John Kerry to secure reelection as US President. While on that campaign Bush and Kerry both went to Philadelphia, one of the largest cities in the USA and home to a particularly popular sandwich, the Philly cheesesteak. There is a particular way to order this sandwich among locals and Bush’s people made sure he knew how to do it correctly. Kerry, on the other hand, asked for Swiss cheese with his, which made him come across as out of touch.
There are benefits to be seen mixing with the common man over some delicious food but there is also the risk of ending up with metaphorical egg on your face. Despite the criticisms, Modi seems to have gotten the optics right.
