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Friday, May 07, 2010


Mamata Banerjee, Union Railyways Minister

Mamata Banerjee, in short – Bengal’s firebrand didi! ‘Aggression’ is what first comes to mind when one begins to recount Brand Mamta’s USPs. When we put up her name as one of India’s hottest political brands to a cross section of political, social and brand commentators; we received mixed reactions. While to some, she’s just another power-hungry, anti-left leader; to others, she is an unconventional politician who allows her heart to guide her mind. So which really is the real Mamta, the firebrand ‘Didi with the lamp’?

The fact that she has established herself as a fighter, her hasty decision-making tendencies, her quick-to-anger mode switch even while within the parliament (where, in 1996, she clasped the collar of Amar Singh, MP, Samajwadi Party, and in 1997, threw her shawl at the-then Railway Minister Ram Vilas Paswan, in the Lok Sabha) and her impeccable wind-breaking oratory skills have helped build a national awareness and imagery for this stalwart. From the manner in which she steamed past a heavyweight like Somnath Chatterjee in one of her early encounters during her heydays, to the fashion in which she still manages to keep ‘Buddha’ on his toes, brand Mamta continues to show the nation what the emotional-Didi can do. The lady who yells Ma Mati Manush is arguably one of the most recalled brands in political circles. After all, any publicity is good publicity or isn’t it?

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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