Will Modi's new veshti strategy work down South?
CULTURAL MESSAGING
If all that is a necessary part of the script in the BJP's push for the 2026 assembly election, it was the cultural spectacle and messaging that dominated the debates. Modi released a commemorative coin in honour of Rajendra Chola I, listened to Odhuvar recitations of Shaivite hymns, and attended a spiritual concert by Ilaiyaraaja. Flanked by heads of prominent Shaivaite mutts, he described the Chola empire as a 'blueprint for Viksit Bharat', praising its maritime influence and administrative acumen as early examples of Indian greatness.Supporters hailed the gesture as a reclamation of Tamil legacy. Critics, however, saw it as a calculated attempt to reinterpret Tamil history through a Hindutva prism. 'If Rajendra Chola was hailed as Gangai Kondan, it was because he defeated rulers of the Gangetic plains, not because he brought Ganga water,' says political commentator Priyan. 'The ASI's refusal to accept the antiquity of Keezhadi reflects the BJP's actual views.'Actor-politician Vijay weaponised the visit against both the BJP and the DMK, calling the saffron gestures 'political drama', but saying the DMK long ignored the Chola legacy.The record, of course, reveals a handsome harvesting of history by the latter. As CM in 2010, M. Karunanidhi led the grand millennium gala at Brihadiswara Temple. In 2022, M.K. Stalin made a state event out of Raja Raja Chola's birth anniversary. 'Those late to Tamil pride are free to speak,' quips a DMK elder. 'History knows who lit the lamp first.'Senior journalist Thuglak Ramesh defended the BJP on the charge of being motivated by political gain. 'It may appear to be a strategy to counter the perception that the BJP is alien to Tamil identity. But I have heard the PM genuinely engages with Tamil antiquity. This goes beyond political calculation—it reflects a sincere personal devotion,' he says.advertisementPriyan says this is belied by the fact that the BJP strategy in Tamil Nadu mirrors its approach in other states and social demographies, appropriating local or community icons to build cultural bridges. He feels Tamil Nadu's unique polity—grounded in linguistic rights, social justice and federalism—would defy such subsumption. 'People appreciate such gestures, but they will still ask tough questions: about flood relief, education funding, archaeological flashpoints, the Governor. Symbolism alone won't suffice.' A people who have chosen to be ruled by regional parties since 1967.Subscribe to India Today Magazine- EndsMust Watch
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