Kathmandu — The “MaJholeHo” (I am a jhole) campaign recently launched by the CPN-UML on social media is now being compared to Indian Prime Minister Narendra Modi’s 2019 “Main Bhi Chowkidar” (I too am a watchman) campaign. The UML campaign appears to aim at rebranding the word “Jhole” — a term often used to mock overly loyal or uncritical party supporters — into something more positive.
Social media users have begun to accuse the campaign of being a direct imitation of Modi’s strategy.
Back in 2019, Modi initiated the “Main Bhi Chowkidar” campaign ahead of the Indian general elections, after facing allegations of corruption — particularly from opposition leader Rahul Gandhi, who popularized the slogan “Chowkidar Chor Hai” (The watchman is a thief). In response, Modi and the BJP launched a counter-campaign to give “Chowkidar” a positive and patriotic spin.
In a similar fashion, UML seems to have launched its “Jhole” campaign as a counter-narrative to how the term has been used to insult their loyal supporters on social media. The intent appears to be to reclaim the label and turn it into a symbol of pride.
Observers have also pointed out that the design style of UML’s campaign posters bears notable similarities to the posters used in Modi’s 2019 campaign — further reinforcing the impression that this may be more of a copy than an original idea.
