New Delhi: The Bharatiya Janata Party (BJP) scored a hat-trick victory in the Haryana Assembly elections, securing its third consecutive term in power. While celebrations filled the air, the BJP didn’t miss the opportunity to take a playful dig at its political rival, the Congress. The party’s light-hearted jab came in the form of an order for a kilogram of jalebis, delivered directly to the Congress headquarters. This sweet gesture had a twist – the recipient’s name was none other than “Rahul Gandhi,” and the order was set to be paid cash on delivery.
The choice of jalebi, a traditional Indian sweet, was not accidental. It was a carefully crafted response to a comment made by Rahul Gandhi during his campaign, where he suggested the industrialisation of jalebi production. BJP seized the moment, turning the remark into a humorous celebration post-victory, demonstrating the party’s knack for mixing humor with political strategy.
A Sweet Start to BJP’s Victory Celebrations
After the Haryana election results were declared on October 8, BJP workers and leaders rejoiced at the success of their campaign. Jubilant crowds were seen celebrating in the streets, bursting crackers, distributing sweets, and waving the party’s saffron flag. It was a moment of triumph for the BJP, which had campaigned heavily on the themes of development, governance, and stability.
But amidst the traditional ways of celebration, the Haryana BJP came up with a clever plan to poke fun at Rahul Gandhi, who had unwittingly provided them with the perfect opportunity during the election campaign.
The Jalebi Incident: A Political Twist
The jalebi story began when, during one of his campaign stops in Guhana, Haryana, Rahul Gandhi visited a local sweet shop and indulged in a plate of freshly made jalebis. While enjoying the delicacy, Gandhi suggested that jalebis, a popular street food, should be produced on an industrial scale and exported globally, making it accessible to everyone. His statement, meant to reflect on the potential for India’s food industry, was quickly picked up by BJP leaders and turned into a viral talking point.
BJP leaders, in a series of social media posts, ridiculed the idea, stating that “jalebi factories do not exist” and that Gandhi was out of touch with local culture. The comment spread like wildfire on social media platforms, with hashtags like #JalebiFactory and #SweetTalk trending for days.
As the results poured in and BJP’s victory in Haryana became inevitable, the party decided to send a tongue-in-cheek message to Gandhi and his party. The BJP Haryana unit placed an order for one kilogram of jalebi from Bikanervala, a famous sweet shop in Delhi’s Connaught Place. The destination? The Congress headquarters at 24, Akbar Road, New Delhi. The recipient’s name on the order was “Jalebi for Rahul Gandhi,” and to add an extra layer of humor, the order was marked as “cash on delivery,” leaving the Congress to pay for it.
The Tweet That Stirred the Pot
Not content with just placing the order, the Haryana BJP took to social media to share the details of their cheeky prank. The official Twitter handle of BJP Haryana tweeted a screenshot of the order, accompanied by a caption:
“On behalf of all the workers of Bhartiya Janta Party Haryana, Jalebi has been sent to Rahul Gandhi’s home.”
The tweet quickly went viral, with BJP supporters and detractors alike sharing and commenting on the post. Memes flooded social media, and the jalebi order became the talk of the town, adding a touch of humor to the election discourse. BJP supporters hailed the move as a witty and harmless way to celebrate the victory, while Congress sympathisers brushed it off as juvenile.
Why Jalebi? The Symbolism Behind the Sweet
To the uninitiated, the choice of jalebi might seem random, but it was a carefully selected symbol for BJP’s victory celebration. In Indian culture, sweets are often distributed during celebrations, making jalebi a fitting choice for a moment of triumph. However, the connection runs deeper in this case.
By choosing jalebi, BJP sought to underscore how Rahul Gandhi’s comment about industrialising the sweet had backfired. In their view, Gandhi’s remark showed his disconnect with the grassroots culture and local industries of India, and BJP used this moment to emphasise that they, in contrast, understood and respected the traditional ways of the common man.
Moreover, the round, spiraled shape of the jalebi became a metaphor for the political cycle—where BJP emerged victorious once again, completing the spiral for a third term in Haryana.
Congress’s Response: Silence or Strategy?
While the BJP celebrated their win with a mixture of sweets and political jibes, Congress chose not to engage directly with the jalebi controversy. Rahul Gandhi and other Congress leaders refrained from making any public comment on the matter, possibly to avoid giving the issue more traction.
Political analysts speculated that Congress’s silence might have been a strategic decision. Given that their party had just suffered a significant electoral defeat in Haryana, responding to a light-hearted dig might have only detracted from their efforts to regroup and refocus on future challenges. However, behind closed doors, Congress workers were reportedly amused by the entire episode, choosing to take it in stride as part of the political game.
BJP’s Mastery of Symbolism and Media Savvy
The jalebi incident is just one example of how BJP has mastered the art of political symbolism and social media strategy. Over the years, the party has shown a remarkable ability to turn seemingly innocuous moments into powerful political statements. From Narendra Modi’s chai pe charcha (tea discussions) to the lotus symbol representing the party, BJP has consistently demonstrated an ability to connect with voters on an emotional and cultural level.
This ability to leverage symbolism extends to their mastery of social media. BJP’s well-oiled digital machinery, which includes a vast network of supporters, influencers, and content creators, ensures that their message reaches millions in a matter of minutes. The jalebi tweet, for instance, was not just a random post—it was part of a broader narrative that BJP had been building throughout the campaign.
By using humor, wit, and cultural references, BJP ensures that their message resonates with a wide audience, making them not only a formidable political force on the ground but also a dominant player in the digital space.
Jalebi: The Symbol of BJP’s Electoral Hat-Trick
As BJP enjoys its third consecutive victory in Haryana, the jalebi has become an unexpected symbol of their success. What started as a casual comment by Rahul Gandhi has been transformed into a moment of political triumph for the BJP. The coiled sweet now represents not just a tasty treat but also the party’s knack for turning political moments to their advantage.
Rajasthan Chief Minister Bhajanlal Sharma also added to the celebratory mood by participating in jalebi-making himself. In a video shared widely on social media, Sharma was seen trying his hand at preparing jalebis, drawing applause from party workers and adding a personal touch to the celebrations.
Looking Ahead: What Does This Mean for Congress?
The BJP’s electoral win in Haryana is a significant blow to Congress, which has been struggling to regain its foothold in many states. While the jalebi incident is a light-hearted moment, it underscores the deeper challenges Congress faces in terms of messaging, strategy, and connection with voters.
Rahul Gandhi’s campaign efforts, while energetic, seem to have missed the mark in resonating with the electorate in Haryana. BJP’s ability to quickly capitalize on even small missteps reflects their sharper political instincts and their better understanding of how to engage with the electorate on multiple levels.
As Congress evaluates its performance in Haryana, it will need to rethink its strategy and perhaps find ways to counter BJP’s well-honed media and symbolism game.
The story of BJP’s jalebi order for Rahul Gandhi will likely be remembered as a humorous footnote in the larger narrative of the 2024 Haryana elections. However, it also serves as a reminder of the importance of symbolism and media savvy in modern politics. BJP’s ability to turn a light-hearted moment into a viral sensation reflects their deeper understanding of political theater and their relentless pursuit of electoral success.
As the party celebrates its third term in Haryana, it does so with a sense of triumph—and a box of jalebis in hand. Meanwhile, Congress is left to ponder not only their electoral defeat but also how to better navigate the rapidly changing landscape of Indian politics, where even the smallest misstep can be turned into a political opportunity.
Trending once again a new joke on Rahul Gandhi