The Secret Sauce of the Political Platter: Why Some Ideas Stick and Others Slide

The real key lies in integrating seemingly contradictory interests—rural and urban, religious and secular, traditional and modern—and presenting them as complementary rather than conflicting.

By Karan Bir Singh Sidhu
Retired IAS Officer, Punjab Cadre
Former Special Chief Secretary, Government of Punjab
With nearly four decades in public service, specialising in constitutional matters, governance, domestic politics and strategic affairs

Part I: The Science of Sticky Ideas in Indian Politics

The SUCCES Framework: A Brief Overview

Published in 2007, Made to Stick by Chip and Dan Heath quickly became a landmark work in the fields of business communication, branding, and marketing. With over a million copies sold worldwide, the book pre-dates the digital explosion and focuses largely on the pre-social media era—when persuasion relied on the power of clarity, narrative, and emotional engagement rather than viral algorithms. Despite its roots in corporate storytelling and sales strategy, its principles are remarkably transferable to political messaging, particularly in India’s diverse and dynamic democratic landscape.

The book Made to Stick by Chip and Dan Heath outlines six core principles that make ideas memorable and impactful: Simplicity, Unexpectedness, Concreteness, Credibility, Emotion, and Stories — forming the acronym SUCCES. These elements help shape messages that are not only understood but retained and acted upon. Applied to Indian politics, this framework offers insight into why certain political slogans, movements, and leaders leave a lasting imprint on the public imagination.

Pre-Independence India: Messaging That Built a Nation

In the struggle for freedom, Indian leaders intuitively employed the SUCCES principles. Simplicity ruled the day with slogans like “Swaraj is my birthright” and “Do or Die” that distilled complex political objectives into rallying cries. Gandhi’s strategy of Satyagraha brought unexpectedness to the forefront—peaceful resistance in an age of violent revolution was a radical departure.

Concreteness came through symbolic actions like the Salt March, which transformed colonial exploitation into a relatable cause. Credibility was embedded in the personal sacrifices of leaders like Gandhi and Nehru. Emotion and stories of martyrdom, especially those of Bhagat Singh and others, resonated deeply, weaving a powerful narrative of collective resistance.

Post-Independence Era: Building a Nation’s Narrative

In the early decades of independence, India’s leadership leaned on SUCCES-aligned messaging to drive its development agenda. Nehru’s vision of a “modern India” was both simple and concrete—symbolized through dams, steel plants, and scientific institutions. The Green Revolution was unexpected in its rapid success, transforming India from food scarcity to self-sufficiency.

Credibility was established through institutions like the Planning Commission. Emotional unity was fostered through linguistic reorganization and inclusive nation-building rhetoric. The story of rebuilding a wounded nation after Partition offered both resilience and hope, becoming a shared mythos across generations.

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Part II: Contemporary Messaging and the Rise of New Politics

The Prashant Kishor Model: Strategist to Leader

Prashant Kishor’s transition from election consultant to political leader demonstrates the evolution of messaging mastery into electoral ambition. His Jan Suraaj initiative showcases Simplicity through focused goals like jobs and anti-corruption. The Unexpectedness lies in his shift from backroom strategy to public leadership.

Through Concreteness, like the Bihar Badlao Yatra, Kishor converts abstract policy talk into visible community engagement. His previous successes across states lend him Credibility. By focusing on everyday struggles—joblessness, poor education—he builds Emotional resonance. His frequent use of real stories from the field humanizes his campaign and increases relatability.

AAP and the Kejriwal Phenomenon: A Case Study in Stickiness

The rise of the Aam Aadmi Party (AAP) and Arvind Kejriwal is arguably one of the most compelling contemporary examples of SUCCES in action. Their messaging was Simple—“Honest Politics,” “Bijli-Paani Free,” “Corruption-free Delhi.” The Unexpectedness of a party led by an ex-IRS officer emerging from an anti-corruption movement caught both media and political elites off guard.

Concreteness came through tangible governance outcomes like mohalla clinics and improved government schools. Kejriwal’s background as an RTI activist, combined with his initial austerity, contributed to his Credibility. His emotionally charged appeals—speaking as a common man and invoking issues affecting daily life—tapped into deep-seated Emotion. The Story of an underdog rising against entrenched power continues to inspire a cross-class support base.

Punjab’s Messaging Landscape: Cultural Identity and Political Innovation

Punjab’s political messaging has long hinged on the power of regional identity. Slogans like “Punjab for Punjabis” offer Simplicity, while movements like the farmers’ protest brought Unexpectedness and mass mobilization. The AAP’s success in Punjab marks a significant shift, disrupting long-standing political equations.

Here too, Concreteness plays a role—AAP’s focus on drug de-addiction, education, and village-level healthcare connects directly with voters. The legacy of figures like Bhagat Singh contributes to the Credibility of leaders who present themselves as honest and people-centric. Emotional appeals to Punjabi pride and economic justice stir the electorate, while stories of personal transformation and grassroots change anchor the narrative.

KBS Perspective: Avoiding the Trap of Copycat Politics

The enduring lesson of political messaging in India is that success is not formulaic. Copycat models rarely resonate beyond their original context, and an “everything for everyone” approach often collapses under its own weight. The real key lies in integrating seemingly contradictory interests—rural and urban, religious and secular, traditional and modern—and presenting them as complementary rather than conflicting. This ability to weave disparate threads into a coherent new narrative, a "brand-new deal," distinguishes truly sticky ideas from fleeting slogans. It is not about repeating what has worked elsewhere, but about reinventing what will work here and now.

Conclusion: SUCCES and the Future of Political Communication

From Gandhi to Kejriwal, from the Salt March to mohalla clinics, political messaging in India that aligns with SUCCES principles has consistently shaped public opinion, fueled movements, and won elections. Whether it's the nostalgia of freedom fighters, the pragmatism of post-independence builders, or the disruption of new-age reformers, the principles of simplicity, surprise, substance, sincerity, sentiment, and storytelling remain timeless tools in the hands of those who seek to connect with the masses.

The future of politics in India—and particularly in dynamic states like Punjab—will belong to those who not only understand these principles but apply them with creativity, credibility, and conscience.