Challenges of Building Brand Narendra Modi
the three-time Gujarat chief minister
was a regional brand trying to go
63-year-old was seeking to connect
with the youth considering that this
year's election had almost 150
million first-time voters.
Hindi and Gujarati speaking regional
politician trying also to connect with
the urban, middle-class audience that
is becoming more politically
the taint of the 2002 anti-Muslim
riots in Gujarat and image of Hindu
Modi has been seen as Gujarat’s Brand Ambassador. People share their experiences and stories that promote Gujarat as a brand. He
took right steps to brand himself outside Gujarat even before he decided to move beyond the state but the journey of branding Modi
was not easy.
Aims of Narendra Modi Media Campaign
Recognition of Narendra Modi as a
brand not only for state audience but
also for national audience.
Controlling and managing strongly
how he is projected. Work on
projecting him as face of
development & growth. and working
towards developing a secular image.
The development campaigns aims to
cross market his achievements on a
state and national level.
Design unique campaigns with focus
on state as well national elections.
Work effectively to counter
opposition’s ad campaigns in a
Indian politicians have usually been arrogant about marketing themselves. They have also been difficult products to be branded. In
the recent elections many successful chief ministers like Nitish Kumar and J. Jayalalithaa did not venture out of their home states to
brand themselves, Modi did,and he ventured out with aggression. He made his aggression seem decisive and hence desirable.
Building Brand : Narendra Modi
Narendra Modi’s brand building
revolves around development. He is
known as the man of development.
Narendra Modi has designed and
promoted various campaigns in this
aspect and has propagated them on
social media platform to entice the
The objective of Vibrant Gujarat
Summit 2013 summit was to make
Gujarat a Global Business Hub
Be Gujarat’s Brand Ambassador
Narendra Modi's high profile Vibrant
Gujarat campaign has made him a
brand for rapid development and
BJP ran a 360 degree, full-fledged campaign that included mass media such as print, television, radio and outdoor, new media such as
online and social media, and events and on-ground activities, traditionally categorized as below-the-line. These included rallies and
other appearances, consumer touch points at tea stalls and much else. This helped Modi's transformation from a regional, right-wing
politician to a decisive leader with a clear development agenda, the one best suited to take India forward is an extraordinary work of
Social Media Presence of Narendra Modi
Among major political parties in India, BJP has the biggest charisma in social media. They started using the social media even before
2009 general election, which they eventually lost. Many senior BJP leaders like Sushma Swaraj, Rajnath Singh, Arun Jaitley, Narendra
Modi etc., are on social networking sites.
I want Narendra Modi as Next PM of India
Narendra Modi for PM
Narendra Modi Fan Club
Narendra Modi for PM 2014
I Hate Narendra Modi
Narendra Modi: The Biggest Terrorist of India
Criticism of Narendra Modi
Team Behind Building Brand Narendra Modi
Senior BJP leaders Piyush Goyal and
Ajay Singh handled the overall media
strategy, and a task force was
constituted to handle Modi's
campaign in Varanasi.
Prasoon Joshi, lyricist and president,
South Asia, at advertising agency
McCann, who wrote the BJP anthem
Advertising agency Soho Square, part
of the WPP Group, handled
television, radio and print campaigns
with catchy slogans such as "Ab ki
Baar Modi Sarkar".
BJP roped in Sushil Goswami,
national creative director of Delhi-
based ad agency Ghaphisads, and
owner of Kaknoos to launch another
set of radio ads - Modiji Aa Rahein
Modi hired a team of experts to create one of the most successful media, marketing and branding campaigns in India’s electoral
history. Advertising legends such as Ogilvy & Mather's Piyush Pandey, McCann Worldgroup's Prasoon Joshi and Sam Balsara of
Madison World lent their branding skills at various levels of campaign.
Results of Marketing Strategy of Brand Narendra Modi
His strong presence and inability of
his political competitors to be
present in a similar way on social
media platform, shows the success
story of the Narendra Modi
Keyword associated most with
Narendra Modi is Development
which fits in the strategy campaign
thus signalling the success of the
The use of Narendra Modi brand by
his party BJP to score brownie points
on a national level showcasing him
and the talent in the party, the aims
of the campaign to cross market the
brand and associate this with the
party seem to get fulfilled.
Although being purely a state leader,
his immense popularity on a national
level can be pretty much attributed
to his digital marekting campaign.
Modi’s success of 2014 elections is based on three simple proposition: to turn people’s attention away from his early political history
to the more recent economic transformation of the state of Gujarat, to position him as the face of economic growth. The shift in
campaign strategy gave him the opportunity to build on the development-man image and help fade his strong Hindutva image.
Learning from Brand Narendra Modi
Thinker, Desire, Stability,
Hardwork = success
Risk Taker, Never looking
back, not apologetic,
efficient, and inspiring
Sheer commitment in
whatever he does
Successfully created an
impression of being a
sincere, credible and
Master strategist, Long
Term Planning & Clear
development of welfare
Modi’s transition from a politician to a brand has been carefully charted out. The branding team effectively worked on transforming
the brand image from a strong Hindu nationalist to India’s most popular prime ministerial candidate. However, Modi did not discard
his Hindu hardliner image completely. He wore his saffron colours with pride but did not let it rule his conversation.