No one should be surprised that the Malayalam song Jimikki Kammal, fodder for parodies through the #JimikkiKammalChallenge, has now been adapted for campaigning in the Vengara Assembly bypoll in Malappuram, Kerala. “Modiji” features prominently in the lyrics and the visuals, not in a flattering light.

In this version of the song, everything from petrol prices to central government policies have been lampooned. While altering the lyrics of popular songs for electoral campaigns is far from new, combining that with a social media trend will probably spread the message quicker.

The election is scheduled for October 11.