Contemplating Modi through Marketing Lens
What similarities can you find in odds like Henry Ford, Steve Jobs, Shahrukh Khan and Narendra Modi. It’s true that all of them are masters of their respective fields but they share something else in common as well. They are the marketing geniuses of modern era. Adapting out of the box methodologies to market their brands or marketing themselves is something they all have mastered. Leading from the front is Narendra Modi. Recent popularity gained by him amongst the Indian youth is the outcome of various marketing tactics adopted by Modi, be it the use of social media, mass media, attacking the competition or targeting the youth. His sucess in Gujarat can be explained by his regressive ideology but his fame outside the state is an upshot of his brilliant marketing of Brand NaMo or Brand Modi.
Social Media Mammoth
The self proclaimed youth icon has utilized the potential of social media better than any other. He knows how to make the most of social media and today’s youth is all about social media. Youtube videos, facebook pages, twitter account, conducting webinars or advertising on different websites, Modi has exploited each channel of social media to lure the youngsters with his aggressive marketing techniques while setting up Brand Modi. One can see the tagline ‘Do you want your country to be MODI-fied?’ flashing on the side of their desktop screens. These links are redirected to the website ‘narendramodi.in’ where he boasts about how he alone has led to development of state.
The Halo Effect of Brand Modi
It is quite evident that Modi has created a Halo effect over BJP. He found out the leadership vacuum, projected himself possible solution with the help of business tycoons and marketed himself brilliantly inside and outside BJP as the only alternative to fill the chasm. His website considers BJP as a keyword only and it is hard to find the policies of the national party on the website of their Prime Ministerial candidate. He went against the old communal ways of BJP by adopting tagline of ‘Toilets first, Temples later’.
NaMo vs RaGa
One more aspect of the marketing techniques used by Modi is comparative advertizing which has turned out to be a huge advantage for him. He attacked the opposition directly on most of the occasions on the grounds of corruption, policy paralysis, growth or any other agenda which magnetizes the attention of the youth. Attacking the potential candidate of Congress for Prime Minister, he left no stone unturned while ‘assaulting’ him. Narendra Modi started the trend and others followed. He portrayed Rahul Gandhi as a dumb leader and soon there was a buzz. Troll market got a new topic, jokes expanded to a new dimension and websites like rahulgandhiachievements.com showing a clean slate and pappupedia.com popped up within no time. Modi always talks of modernization without westernization. It’s left on others to decide whether western refers to western nations or Sonia Gandhi!
Behind the Curtains
Success story of establishing Brand Modi can be attributed to his PR team as well. The ad firm Grey Worldwide, which began the rescue operation for Modi after 2002 riots, came up with the concept of Vibrant Gujarat for the tourism department, was given a wider and more ambitious brief – to convert the state into an investor summit.
Post Grey, Apco Worldwide was hired by Modi which has a better team consisting former senators from Republican and Democratic parties working with it. The firm has a distinction of taking contracts of boosting images of leaders who fell out of favor of their followers and it worked out for Modi as well.
Targeting college students and restless youth of country and positioning himself as the only cure of policy paralysis has been a successful strategy for Modi so far. He has been able to gain the interest of tech savvy youth of the nation but it will be interesting to see whether he is able to capitalize it or not. Nevertheless, Brand Modi has been established big time and the chants of ‘NaMo Namah’ will get louder as time proceeds.