A poster held above a crowd showing a phone-camera portrait of the Prime Minister under the word FRANDS, with ISTIFA DO written below in red
Curatorial Essay

The Lighthouse · Album 013

Frands

Three cities printed the same photograph under the same word. Then two months of placards addressed to somebody who did not reply.

Three posters in this archive were made by people who did not know each other, in three different cities, and all three use the same photograph. It is an ordinary phone-camera portrait of the Prime Minister — head and shoulders, a flag behind him, the slightly over-processed look of an image that has been resized and re-shared a hundred times.

In one, printed in quotation marks along the top: "FRANDS". Underneath, in red poster paint, ISTIFA DO! Resign.

A poster held above a Mumbai march reading Friendzz above a portrait of the Prime Minister and Ghar Jao pleajj below
Photograph: U_D · from the Democracy by Design archive

In the second, from a Mumbai march: Friendzz above, Ghar Jao pleajj below. Go home, please. The doubled z and the doubled j are doing most of the work — that is not a spelling mistake, it is the register of a group chat, and it is being aimed at a head of government.

A poster laid out like a social media card reading Friend without benefits, No strings, no drama, just pure dosti, around a portrait of the Prime Minister
From the Democracy by Design archive

The third has been laid out like a social-media card. Sunglasses emoji, flame emoji, a small gold crown, a 100 in the corner. Across the top: Friend without benefits. Along the bottom, in the typeface of a promoted post: NO STRINGS. NO DRAMA. JUST PURE DOSTI.

The word is his. Mitron — friends — is how he opens, and the November 2016 broadcast that began with it turned it into something people repeat in a particular voice. What these three posters do is keep the friendliness and take away the friend. That is a harder thing to answer than an insult. An insult can be dismissed as hostility. A greeting cannot, and "friend without benefits" is the cruellest of the three precisely because it is not rude: it says the relationship exists, it has a name, and nothing comes out of it.

Once you have noticed the friendliness, the other half of the joke becomes hard to miss. Almost nothing in this archive is addressed to somebody who answers.

A poster in Malayalam and English styled as a missing person notice, headed MISSING NARENDRA MODI, with three listed symptoms
From the Democracy by Design archive

A missing-person notice, in Malayalam and English, printed properly — distressed paper, a red drawing pin, the photograph in a taped-on frame. MISSING. NARENDRA MODI. Then three lines, each with an icon: കേൾക്കാൻ കഴിയില്ല — cannot hear. പറയാൻ കഴിയില്ല — cannot speak. And a measuring tape beside the chest, for the inches. At the bottom: does not see the people's problems, does not hear them, does not speak — active only for photographs. Then, in the format every such notice ends in: കാണുന്നവർ വിവരം അറിയിക്കുക! If you see him, let us know. #WhereIsModi #AnswerThePeople.

It is the three monkeys, redrawn as a police notice, which in a country where those monkeys are attached to Gandhi is not a light choice. It is also, in its English glosses, a poster that reaches for DEAF and DUMB as insults — a habit worth naming rather than tidying away, in the same way Album 011 named what was sprayed on the walls. Protest spaces carry the reflexes of the places they come from.

A Cockroach Janta Party poster showing a caricature of the education minister with a finger to his lips, headed Chuppi Kyon Pradhan
From the Democracy by Design archive

The same accusation, made to the other man, by the party named after an insult. चुप्पी क्यों प्रधान? Why the silence, Pradhan? The caricature has a finger pressed to its lips and its eyes swivelled sideways, and the Cockroach Janta Party's logo sits in the top corner. Note what is being complained about. Not a policy, not a decision, not a bad answer. The absence of any answer.

A pink placard reading Kucchu-Pucchu tum kahan ho, with a photograph of the education minister and a caricature of the Prime Minister blowing a kiss
Photograph: Jay Thakkar · from the Democracy by Design archive

And then the same question in baby talk. Pink card, two pictures side by side — the minister's official photograph, and a drawing of the Prime Minister with his hand at his mouth, blowing a kiss. Above them: Kucchu-Pucchu tum kahan ho? Where are you. The nickname does its own work, and Album 009 is about what that infantilising was for. What matters here is the second half of the sentence. Not what have you done. Where are you.

Kucchu-Pucchu tum kahan ho?

Put the posters in a row and they are all the same shape: closeness, plus absence. Friend, but not answering. Missing, but everywhere on a hoarding. Silent, but photographed constantly. A generation that grew up being able to reach anyone — to reply to anyone, to be left on read by anyone — worked out that the most accurate insult available was not you are wrong but you have not replied.

The resignation, when it came on 25 July, came from Dharmendra Pradhan. The archive holds no photograph of an answer from anybody else. What it holds instead is two months of one-sided conversation, kept and carried and held up over people's heads, addressed each time to a friend.

About this essay: the photographs are from the Democracy by Design archive, contributed by U_D, Jay Thakkar, and by contributors whose names we do not hold — submitters' details are deleted 30 days after a curator decides, which is set out at What we keep. If one of the unattributed photographs here is yours, tell us and we will credit you. Mitron is the Prime Minister's customary form of address; the demonetisation broadcast of 8 November 2016 is the one people quote. The Cockroach Janta Party was registered on 16 May 2026 and held the pavement at Jantar Mantar for most of two months — Album 008 covers where its name came from. Dharmendra Pradhan resigned as education minister on 25 July 2026; the 3 May paper and its cancellation are recorded at 2026 NEET controversy. Malayalam and Hindi translations are the curators' own and we would rather be corrected than left alone — if we have read your placard wrong, tell us. Faces of people in the crowd are covered; faces printed on the posters are not, because they are the work.
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