'Brand Najib' targets undecided voters

Prime Minister Najib Razak speaking to young Malaysians last month after launching a youth programme in Kuala Lumpur (above). -- PHOTO: REUTERS

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By Carolyn Hong, Malaysia Bureau Chief In Kuala Lumpur

HE IS everywhere. Billboards and huge posters of Datuk Seri Najib Razak have gone up at flyovers, highways and lamp posts across Malaysia as he becomes the biggest campaigner for his ruling Barisan Nasional in the country's tightest election.

"Vote for the Prime Minister!" exclaims one poster, depicting an X marked beside the BN logo - a weighing scale.

Another billboard tells the country's 13.3 million voters that a vote for BN is a vote for Mr Najib, while other billboards give details of the initiatives he has carried out since he became Prime Minister in 2009. They include upgrading of infrastructure, cash handouts and other forms of aid.

"We respect the sanctity of the Constitution, not destroy it with confusion," says yet another billboard featuring Mr Najib's photo, as it takes a dig at the opposition Pakatan Rakyat.

"Brand Najib" has become a defining feature of this closely fought election as the Prime Minister seeks to shore up support for BN, its image tarred by mismanagement and corruption scandals.

It is aimed at winning over fence-sitters who like Mr Najib's leadership style but are hesitant about voting for BN, which has been in power for nearly six decades and is hoping to win its 13th general election on Sunday.

Mr Najib is far more popular than BN. The latest survey by the independent Merdeka Centre in February showed overall support for BN at 45 per cent, and support highest among Malays at 60 per cent, Indians at 52 per cent and Chinese, 16 per cent.

The Prime Minister's personal approval rating is much higher, at 61 per cent overall in the same survey. The level of satisfaction was the highest among Indians at 75 per cent; Malays, 73 per cent; and Chinese, 34 per cent.

Mr Najib's personal approval rating has soared from 45 per cent when he first took office in April 2009, due largely to reforms to the public service, economy, political space and social har- mony.

From the start, Mr Najib has forged a presidential-style leadership. Where necessary, he bypassed unpopular BN component parties to reach out to the electorate directly. He has held numerous meetings with the Chinese and Indian communities, without going through the Malaysian Chinese Association (MCA) or Malaysian Indian Congress (MIC).

For the first time, BN fielded a candidate without specific party affiliation on its ticket.

The campaign clearly capitalises on the fact that Mr Najib is the BN politician with the widest appeal across the board, said political analyst Ibrahim Suffian, who runs the Merdeka Centre.

"But this sort of campaign has its limits," he said.

Some observers note that while Mr Najib is appealing for votes for the prime minister, Malaysia's system does not actually allow a direct vote for the premier. Malaysians vote for only the candidate in their constituency. In reality, the winning party or coalition will choose the prime minister.

In the BN coalition, the prime minister is traditionally the president of the dominant Umno.

The "Brand Najib" campaign may influence segments like youths who are less rooted in the affairs of their constituency, said Mr Ibrahim. But most people are likely to decide based on the candidates contesting in their area, or the party they support.

The Prime Minister has been criss-crossing Malaysia and campaigning tirelessly. He was in Penang yesterday and will be in Terengganu today.