New Delhi, Nov. 1 -- Leaders and political parties in Indian democracy thrive by establishing emotional connections with the masses and party cadres. C. N. Annadurai connected with his cadres by addressing them as "Thambi" (younger brother). M. Karunanidhi connected with his cadres by addressing them as "Udan Pirappukkale" (brothers and sisters), while M. G. Ramachandran connected with them through the expression "Rathathin Rathamanangale" (my own blood). J. Jayalalithaa continued the practice introduced by M. G. Ramachandran. Vijay has adopted a similar approach, using different words: "En Nenjil Kudiyirukkum" (you live in my heart).
Certain events can bring leaders emotionally closer to the people. M. G. Ramachandran was adored by many poor people because he provided raincoats to rickshaw pullers. M. Karunanidhi earned goodwill by abolishing hand-pulled rickshaws and replacing them with mechanised ones, while K. Kamaraj did so through the noon-meal scheme and the opening of public primary schools. These initiatives helped the leaders identify themselves with the poor.
Recently, the Chief Minister of Tamil Nadu, C. Joseph Vijay, introduced a new scheme called "Thai Maman Thanga Mothiram", under which newborn babies are given a one-gram gold ring. What is the significance of this scheme? In Tamil culture, when a baby is born into a family, the maternal uncle traditionally gives the child gifts, usually ornaments or clothes. This cherished tradition is valued by the baby's mother and creates an emotional bond between the two families. The party has incorporated this tradition into a government scheme.
The scheme was recently launched in Madurai, where Chief Minister Vijay placed rings on the babies' fingers. The event went viral on social media. What was significant about it? Vijay's gesture conveyed to millions of women that he wished to be seen as a brother to the women giving birth to children in Tamil Nadu. It created an emotional connection with women, children and adolescent girls.
At first glance, the scheme may appear unnecessary or like one of many populist measures. In reality, however, it is cherished by many poor women and may bring them closer to Vijay emotionally. Recognising the importance of emotional connections with families, Vijay is implementing this scheme. The cost is relatively small: one gram of gold, worth approximately '14,000 la. Whenever a mother looks at her baby and sees the gold ring, she may feel an emotional connection with Vijay.
Many Chief Ministers, from K. Kamaraj to M. K. Stalin, have introduced various schemes to benefit people. Some, such as the nutritious noon-meal scheme, are transformative in nature. They cannot simply be classified as freebies; they are development-oriented initiatives. Vijay is also implementing a scheme of this kind. However, "Thai Maman Thanga Mothiram" (the maternal uncle's golden ring) is distinctive because it is rooted in Tamil culture. The emotional significance is not limited to the mother; it also concerns the child. When the child grows up, they may come to regard Vijay as a maternal uncle, a relationship that holds a special place in Tamil culture.
It was particularly striking that, on the day of the inauguration, Vijay held a baby and placed the ring on the child's finger. As an actor, he appeared comfortable performing the ceremony in the role of a maternal uncle. One baby was drooling, and Vijay noticed this and asked for a tissue to wipe the baby's mouth. The baby's mother wiped the saliva away. When she had finished, Vijay extended his hand to receive the used tissue so that it could be put in a dustbin. The gesture seemed natural, as though he were a member of the family. The entire scene circulated widely on social media for several days.
This kind of activity appears to form part of Vijay's broader strategy to connect with women and young people and to remain in their minds and hearts. When addressing audiences at public meetings, he presents himself as a brother, son and uncle. He has tried various ways to connect with different sections of society. His success can be attributed to several factors, one of which is his ability to establish an emotional connection.
Views expressed are personal. The writer is a former Professor and Rajiv Gandhi Chair for Panchayati Raj Studies, Gandhigram Rural Institute
Published by HT Digital Content Services with permission from Millennium Post.