Brand Modi

Brand Modi

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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.

Heading Towards a Hung Parliament!

Heading Towards a Hung Parliament!

Parliament

A hung Parliament is one in which no party or coalition has an overall majority, which means that no coalition is able to attain half the number of total seats in the parliament which is often referred to as Magic number. In case of India, if UPA, NDA or the third front are not able to attain 272 seats in the upcoming elections, then it will lead to the situation of hung parliament.

The parliamentary system has suffered a rapid decline mainly owing to efforts on the part of our politicians to subvert the system in the name of democracy. Mushrooming of political parties has also resulted in a large scale erosion of political values owing to growth in electoral malpractices. Emergence of regional parties and multi-party system at the centre further in fumigate the problem. These developments are not good either for our democracy or for our growth and development.

Country hasn’t come out of its leadership crisis yet and considering the current scenario, it seems very difficult that any coalition (let alone any single party) will be able to gain majority at the centre. With Nitish still having firm stand against Modi, despite the loud ‘NaMo Namah’ chanting in BJP, they haven’t been able to nominate Modi as their Prime Ministerial candidate. On the other hand, anti-incumbency, inflation and ever increasing corruption in the country have made it difficult for Congress to regain power and run the country for another 5 years. Stand of SP and BSP is always hard to predict but this time they have decided not to play the role of (just) king-makers and both Mulayam and Mayawati are eyeing on Delhi to be their next destination. Even Jayalalithaa is not far behind. The only outcome possible from this situation seems to be a hung parliament.

Power in Hands of Pranab Da!!!

In case of hung parliament, power lies in the hands of President of the country, Mr. Pranab Mukherjee. He has the right to invite party of his choice to form the government at the center level. The person who had always dreamt of becoming the Prime Minister of the country can get a chance to play an even bigger role. If Congress tags itself as the Pandavas of Indian political Mahabharata, then Pranab da was definitely Lord Krishna for them and finally he may get chance to prove his worth.

Both the major political parties of the nation are aware of the fact that it will be hard for them or their alliance to reach the magic number in the parliament and hence, they can be seen flattering the President. Each policy of UPA is being passed only after consultation with him. Don’t you think it is too much power already in his hands who is often considered to be rubber stamp in our nation? Moreover, Modi who lashes out his anger on all the leaders of UPA never gets tired of praising the old man in his speeches. Both parties realize how important role he can play if none of them is able to get the majority. With just one year left for the elections, it will be interesting to see what new emerges out of Indian politics and how it shapes up.