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e was behind major populist juggernaut of New BJP, led by Narendra back to NDA fold, the former suggested
campaigns of the BJP and Modi, former RSS Pracharak & Serving for seeking fresh mandate. A suggestion
social media management, Prime Minister of India. He succeeded in that was very judicious and pragmatic,
which set the tone in un- playing his bit during the State Assembly ignored by Nitish Kumar, forced JD (U)
H precedented way and made Elections in Bihar in 2015, and as expect- National Vice President Prashant Kishor
Modi, a protagonist of new political cul- ed with the victory of Mahagathbandhan, lying low in the party.
ture in India. As a founder of Citizens for came in bigger frame of Bihar politics. As However, as per the claims made by
Accountable Governance, Kishor was a thinking person, he was ideally a future Lalu Yadav in his recently released auto-
instrumental in mobilising a group of leader with fresh ideas and plans. biography, <Gopalganj to Raisina - My Po-
young professionals from elite institu- Sadly, JD (U) top brass including Bihar litical Journey>, Nitish Kumar repented in
tions, for providing a solid traction to Chief Minister Nitish Kumar were yet not his decision within six months of alliance
the BJP in creating an interface of mar- open to reckon that the party needs sec- with BJP. He put on job Prashant Kishor
keting-social media with its aggressive ond generation leadership and for com- to negotiate for re-alliance with RJD and
brand of politics. peting and taking it further on Bihar’s later merging his party in Congress with
Prior to that, in his first association tough political battleground. Kishor kept a condition of getting PM Nominee berth
with the BJP, he structured the campaign on going till Nitish Kumar made a most for himself. On this, many other promi-
for the 2012 Gujarat Assembly Elections surprising decision to end his party’s nent leaders including Tejaswi Yadav
and made it possible for Modi to become alliance with RJD and decided to return and Rabri Devi have voiced. Possibly, as it
Chief Minister for the didn’t work out, Kishor
third time. However, played safer and re-
in no time, he realised futed it. He remained
and admitted that his Kishor decodes in party-fold, the JD (U)
job is thankless. Still, was back to the grip of
he didn’t think to come survivors.
support his political politics of hype JD (U) who were not
The old cadres in
out of back room busi-
ness and continue to
Prashant Kishor’s ‘rise
clients ‘doing politics so comfortable with
differently’. Prashant Kishor was behind major populist campaigns of and rise’, opted to play
After 2014 parlia- ‘loyalty card’ and se-
mentary elections, the BJP via social media management, which set the tone cured their turfs. Re-
Modi’s new position in an unprecedented way and made Modi a protagonist of portedly, Prashant
suitably placed him at Kishor is unlikely to
front foot, leaving no new political culture in India. atul k thakur analyses his campaign for the JD (U)
reason to play from techniques of brand building in the early part of Par-
back foot. Thus, little liamentary Elections
disillusioned, Kishor switched to other As founder of Citizens because of ‘prescheduled professional
camp, Indian National Congress. A pro- commitments’ given to YSRCP leaders
fessional move that didn’t work out as for Accountable Jagam Mohan Reddy and Shiv Sena. Re-
unlike the previous assignment with BJP, Governance, Kishor portedly, he has also told the party that
here he had counterparts in party who he will not be available for the full cam-
were ‘thinking’ and ‘opinionated’. Even at was instrumental paign in Bihar while the JD (U) has kept
loss after 2014 Parliamentary Elections, Kishor in its list of 4-star campaigners.
the old guards of Congress didn’t give in mobilising youth One of Kishor’s tweets makes the cold
up to the wave of ‘right wing populism’ to provide a solid feel well, “The NDA in Bihar has been
and offered not much enthusiasm for contesting election with full strength
Kishor’s way of political planning and traction to the BJP by under the leadership of PM Modi and
management. But for sure, during his creating an interface Bihar CM Nitish Kumar. The responsibil-
brief stint with INC, he made an excep- ity of election campaign and manage-
tion with Captain Amarinder Singh who of marketing-social ment from the JD (U) rests on the strong
won Punjab State Assemble Elections in media with its shoulders of the party’s senior and expe-
testing time of his party. rienced leader R C P Singh. My respon-
Back home, in Bihar, he spotted a fair aggressive brand sibility in the early phase of my political
chance that was too good in support- of politics innings is to learn and cooperate.”
ing JD (U)-RJD alliance and stopping the It appears clear that Prashant Kishor

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