Godmen x Politicians: The Ultimate Vote-Hustle Collab Dropping Faith Bombs in a Savage Marketing Plot

In India, the nexus between political parties, leaders, and self-styled godmen exemplifies a strategic marketing alliance, operating as a barter system in advertising.

The Hindu

This relationship harnesses the godmen’s spiritual clout to push political agendas and boost popularity while offering these religious figures security and legitimacy in return. Both the Bharatiya Janata Party (BJP) and the Congress Party have adeptly exploited this dynamic, turning faith into a powerful tool for electoral gain and mutual benefit.

Political parties recognize the unparalleled influence godmen wield over millions of followers, cutting across caste, class, and regional lines—making them ideal marketing assets. For the BJP, Baba Ramdev’s endorsement during the 2014 elections stands out. Using his yoga telecasts and Patanjali brand, Ramdev amplified Narendra Modi’s campaign, converting spiritual trust into votes. Similarly, Sadhguru’s defense of the Citizenship Amendment Act (CAA) aligned his authority with BJP policies. The Congress party has its own history here. During the UPA era, leaders like Sonia Gandhi and Rahul Gandhi met Sri Sri Ravi Shankar, whose Art of Living foundation commands a vast following. In 2013, ahead of elections, Congress reportedly sought his blessings to bolster its image in Karnataka, a subtle nod to his voter influence. These aren’t mere photo-ops; they’re calculated marketing moves. Godmen serve as brand ambassadors, their platforms—sermons, events, media—acting as advertising channels to pitch political narratives.

This is a barter system in action. Politicians pay no cash but offer intangible rewards: patronage and protection. For BJP-aligned godmen like Ramdev, this means land deals—like Patanjali’s $46 million in state-backed discounts—or Z-category security, granted in 2014. Congress, too, has played this game. In Punjab, the Dera Sacha Sauda’s tacit support for Congress in 2007 assembly polls came with leniency toward its leader, Gurmeet Ram Rahim Singh, until his 2017 conviction forced action. In return, godmen deliver vote banks—followers primed to heed their guru’s guidance. This exchange sidesteps traditional ad spends, leveraging the godmen’s organic reach. Their devotees, often from disenfranchised groups seeking solace, become a captive audience for political messaging.

For godmen, aligning with parties—whether BJP or Congress—offers security. Political backing shields them from legal or social scrutiny, fortifying their empires. Ram Rahim’s delayed prosecution despite allegations hinted at political reluctance to upset his base, a pattern seen across party lines. Congress’s soft approach to controversial figures like Chandraswami in the 1990s, tied to Rajiv Gandhi, ensured his influence persisted despite scandals. For BJP-backed Patanjali, political favor has fueled its billion-dollar rise. This protection is brand insurance, enabling godmen to expand into consumer goods, real estate, and beyond.

Rooted in India’s socio-religious landscape, this symbiosis thrives where faith and politics intertwine. The BJP and Congress market agendas through godmen’s platforms, gaining credibility among the devout, while godmen secure safety and growth under political patronage. It’s a barter of power and perception—votes for impunity—proving faith remains a potent currency in India’s political advertising marketplace.

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