In an era where public opinion is shaped less by facts and more by feelings, emotional marketing has emerged as a powerful tool for political persuasion. From brand campaigns to ballot boxes, emotions especially fear, pride, anger, and nationalism are increasingly used to drive decisions. In India, this strategy is nowhere more evident than in the political maneuvers of right-wing parties and their ecosystem of supporting organizations, celebrities, influencers, and media houses.
What is Emotional Marketing?
Emotional marketing refers to the practice of appealing to human emotions rather than logic or data to influence perceptions, build loyalty, and provoke action. In politics, this means crafting narratives that stir up sentiments like patriotism, cultural pride, fear of the “other,” or nostalgia for a glorified past. It often bypasses policy debates or developmental issues, aiming instead to trigger immediate emotional responses.
Right-wing parties across the world have mastered this art. In India, the playbook has been adapted to exploit historical wounds, border tensions, religious identity, and nationalist fervor. The goal: rally voter support through emotional resonance, even if it comes at the cost of rational discourse.
The India-Pakistan Narrative: A Case Study in Emotional Marketing
One of the most potent emotional triggers in Indian political strategy is the country’s fraught relationship with Pakistan. Every time a border skirmish, terrorist attack, or diplomatic fallout occurs, it provides fertile ground for emotional marketing campaigns disguised as nationalistic acts.
1. Pulwama Attack and Balakot Airstrike (2019)
Following the Pulwama terror attack in February 2019, which killed 40 CRPF personnel, India conducted an airstrike on Balakot, Pakistan. What followed was not just a military response but a meticulously choreographed emotional narrative.
Political Messaging: The ruling BJP framed the airstrike as a symbol of strong leadership and decisive action. Campaign speeches were peppered with imagery of “surgical strikes” and “befitting replies.”
Election Timing: National security became a central theme in the 2019 Lok Sabha election campaign, overshadowing issues like unemployment, agrarian distress, and economic slowdown.
Celebrity Endorsements: Prominent Bollywood figures tweeted in support of the armed forces and echoed the political messaging, often blurring the line between patriotism and political alignment.
2. Banning Cultural and Business Ties
In the wake of tensions with Pakistan, emotional marketing extended to the business and entertainment sectors.
Film Industry: Indian film associations banned Pakistani artists from working in India. Movies with Pakistani actors were unofficially boycotted or re-edited.
Brand Moves: Certain companies publicly ended collaborations with businesses linked to Pakistan, not necessarily for economic reasons but to align themselves with the national mood and gain social approval.
Sporting Events: Calls were made to sever cricketing ties with Pakistan, despite international obligations and financial implications. This wasn’t just sport, it was a calculated emotional appeal to rally public sentiment.
The Political Utility of Celebrity Patriotism
Right-wing emotional marketing doesn’t function in isolation. It is amplified through a network of celebrity influencers, social media campaigns, and loyal news channels.
Akshay Kumar, widely seen as a nationalist icon, interviewed PM Modi just before the 2019 elections in an unusually soft and light-hearted tone widely interpreted as a strategic PR move.
Kangana Ranaut, known for her strong pro-government stances, has repeatedly used nationalism as a narrative in both her films and public statements, often aligning with right-wing emotional tropes.
Public Boycotts: Celebrities calling for boycotts of Pakistani goods or products from “anti-national” brands contribute to a performative patriotism that serves political objectives.
Emotional Marketing as Political Cover
Emotional marketing also serves to deflect criticism. Whenever uncomfortable questions arise about inflation, unemployment, press freedom, or institutional autonomy… right-wing narrative machines pivot the public conversation towards national pride, external threats, or cultural identity.
This emotional sleight of hand not only changes the subject but often casts dissenters as “anti-national,” silencing opposition voices and shifting attention away from governance.
The Cost of Manufactured Emotion
Emotional marketing is not inherently unethical, it can be used to promote unity, awareness, and action. But when employed by political actors to manipulate public emotion, suppress dissent, and win elections without addressing real issues, it becomes a dangerous tool.
In India, the increasing reliance on emotional marketing, particularly in right-wing circles raises critical concerns about the future of democratic discourse. When war-like tensions are commodified for political gain, and patriotism becomes a brand campaign, we must ask: who really benefits and at what cost?
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