From ground zero to leaving a historic footprint — Dr Vineeth Thomas, Assistant Professor and HoD, Department of Political Science, presents a compelling analysis of how Suresh Gopi reshaped Kerala’s political landscape in his research paper titled “Indian General Elections 2024: Film Star Delivers BJP’s First Win in Kerala”, published in Contemporary South Asia (IF: 0.8, Q2). The study shows that his success was not about Kerala turning right-wing but about how emotional appeal, media visibility, and everyday governance concerns can change voter behaviour.
Dr Vineeth demonstrates how political campaigns in India can move beyond ideological polarisation by focusing on governance, trust, and local credibility. His study highlights that issue-based campaigning, when paired with personal authenticity, has the power to shift voter behaviour—even in regions traditionally resistant to national political narratives.
Abstract
This article examines how Suresh Gopi, a film star, opened the political gateway for the Bharatiya Janata Party (BJP) in India’s 2024 General Elections, overcoming the Communist Parties and the Indian National Congress (INC) who hold dominance in the State since its formation in 1956. Unlike previous BJP candidates in Kerala, who struggled to overcome the party’s ideological limitations in a politically pluralistic state, Gopi’s victory was driven by a hybrid electoral strategy that combined personal charisma, anti-incumbency mobilisation, and targeted minority outreach. This article argues that Gopi’s campaign success was less about a rightward ideological shift in Kerala and more about his ability to reposition BJP as an agent of governance rather than polarisation. By capitalising on economic grievances, corruption scandals, and localised trust-building efforts, he expanded BJP’s voter base beyond its conventional Hindu support groups, attracting sections of Christians and urban voters typically sceptical of the party. While Gopi’s victory represents a notable disruption in Kerala’s electoral landscape, it remains uncertain whether BJP can sustain this momentum without replicating his unique candidate profile and issue-driven campaign approach.
Practical Implementation / Social Implications
The findings of this study demonstrate how political campaigns in India can move beyond ideological polarisation and focus on governance, trust, and local credibility. It suggests that issue-based campaigning, when combined with personal authenticity, can transform voter alignments even in regions resistant to national political narratives. The research highlights the rise of personality-driven politics and its implications for participatory democracy, women’s engagement, and minority representation. Policymakers and strategists can apply these insights to design campaigns that emphasise integrity, service delivery, and cross-community trust-building in diverse electoral environments.
Collaborations
This article is a multi-institutional collaboration involving:
- SRM University–AP (Dr Vineeth Thomas, lead author)
- Mar Thoma College, Tiruvalla (Dr Agney G. K.)
- Saveetha School of Law, Chennai (Dr J. Saravanan)
- University of Kerala, Thiruvananthapuram (Arsha V. Sathyan)
Future Research Plans
Building on this study, future research will examine:
- The sustainability of celebrity-led political movements and their effects on institutional party systems in India.
- Comparative analyses of charismatic leadership and populist appeal in South Asian democracies.
Link to the Article – https://doi.org/10.1080/09584935.2025.2575163