Weaponizing taunts and personal attacks against PM Narendra Modi, first as Gujarat CM and then as PM. Winning campaigns is a poll communication strategy that the BJP seems to have mastered. From riding a win in Gujarat on the back of Sonia Gandhi's Maut ka Saudagar attack in 2007 to Mani Shankar Aiyar's 2014 chai wallah and 2017 neech aadmi slurs. The BJP lost no time in converting them into a chai pe charcha campaign, sweeping the 2014 Lok Sabha polls. It launched an OBC outreach campaign during a raging Patidar agitation in 2017, winning the Gujarat Assembly. And now in 2024, Lalu Yadav's 'no parivar' comment has prompted the launch of BJP's 'Modi Ka Parivar' counter
