This document provides a timeline and overview of Narendra Modi's personal history and political career. It discusses his background growing up in Gujarat and early involvement in student organizations. It then outlines the need for an image makeover after the 2002 Godhra riots, to portray himself as caring about Muslims and as an exemplary leader. The marketing and PR campaign involved 3 parallel campaigns to connect with youth, change his 2002 image, and make him a national brand. The online portion of the campaign started in 2005 and grew his social media presence significantly. By 2013 he was nominated as the BJP's prime minister candidate. The 3-year image campaign was successful in making his popularity inevitable and getting him selected as India's prime minister in

1. Narendra Modi
NAMO

2. INDEX
•Timeline
•Transition
•Need for Image Makeover
•Marketing & PR Campaign
•Learning

3. Timeline-Personal History
• Born on September -- 17, 1950 Small district of Gujarat, Vadnagar.
• He was the third of six children born to Damodardas Mulchand Modi and his
wife Heeraben.
• Education- post graduation in political science.
• During the Indo-Pak war in the mid sixties, he volunteered to serve the soldiers
in transit at railway stations.
• Joined Akhil Bharatiya Vidyarthi Parishad, a student organisation and was
involved in the anti-corruption
• Nav Nirmāṇ ("Reconstruction") Movement.
•
Nominated as representative in Bharatiya Janata Party.

4. Modi’s Image
WHAT WAS WHAT IS

5. Why Image Makeover???
-To get a clean chit after the
Godhra Incident
-To create a perception that he
cared about Muslims equally
-To portray himself as an
exemplary Leader
“Which would boost his
political career”
-To get a clean chit after the
Godhra Incident
-To create a perception that he
cared about Muslims equally
-To portray himself as an
exemplary Leader
“Which would boost his
political career”

6. Marketing & PR Strategy
3 Main Challenges
• A regional brand trying
to go national
• Connect with the youth
• To change 2002 anti-
Muslim riots image

7. 3 parallel campaigns

8. Online journey of NAMO
2005-NarendraModi.in
2007-OctYoutube
2009-JanTwitter
2009-May Facebook
2010-Jan NaMo for PM
2012 -I Support NaMo
2013 -Nominated for PM
Candidature
2014- 3 Historic Campaigns
2014- May PM Of India

9. 3 things that made
Narendra Modi Popular online

10. Outcome of the Campaign
• 3 years of campaigning to build an image of a
perfect PM
• The popularity of Narendra Modi became
inevitable
• BJP was left with no other option than selecting
him as
• PM Candidate for General Elections 2014 Ousted
senior leaders like L.K. Advani with a silent
strategy

12. Facebook Groups & Twitter #tags