Pokhara, 12 February | In the complex landscape of Nepali politics, the use of derogatory labels to undermine opponents has become a common tactic. Historically, the term “Jhole” was weaponized by critics to mock the cadres of the CPN-UML for their perceived blind loyalty to party leadership. In a bold counter-move, the UML leadership once launched a campaign titled “I am a Jhole,” attempting to transform a negative slur into a symbol of identity and pride. While this strategy created a distinct internal division within the party, it marked a significant shift in how political organizations handle organized social media attacks. Following a similar trajectory, the team of Nepali Congress President Gagan Thapa has now adopted a comparable approach to neutralize long-standing allegations regarding a “goat farming scandal.”
For years, Thapa has faced persistent accusations on social media involving alleged irregularities in a goat farming subsidy, often referred to as the “Bakhra Kanda.” Despite the lack of any formal court cases or legal proceedings, the label has been used by opponents to question his integrity. In response, Thapa’s technical team has mirrored the defensive style previously seen in the UML’s “Oli group” by launching a dedicated website under the domain “mutton.world.” The platform serves as a central hub to debunk misinformation and present factual evidence regarding the goat farming controversy. By reclaiming the narrative, the campaign aims to turn a point of ridicule into a platform for transparency and political engagement.
The website, titled “Gagan Thapa for New Nepal,” features a rap-style promotional song and a detailed biography of the leader. A particularly creative element of the site is the redefinition of the term “Goat.” While used as a taunt by critics, the site reframes it as the English acronym “GOAT,” standing for “Greatest of All Time.” The homepage also features a “Muttonfesto,” which is set to outline his future political vision. Adding a touch of satire, a button at the bottom of the site triggers the sound of a bleating goat alongside the Swastika symbol, signaling an “invitation to join the movement.” This strategic rebranding illustrates a growing trend in Nepali politics where digital platforms are utilized to flip negative propaganda into creative political branding.
