Source: E-mail dated 3 September 2014


Strategy behind Rebranding of Modi


Dr.Saikat Gochhait


 Khalikote Auto College, Berhampur




Miss.Sonu Priya

1st Year of MFC

Khalikote Auto College, Berhampur


Narendra Modi a great orator, an astute politician & the living embodiment of rags to riches


This year India was seized by its tremendous amalgamate passion –elections. For the very first time in India, American- style face off was held. Two prime ministerial candidates were in the limelight: Narendra Modi (from NDA) and Rahul Gandhi (from UPA).This battle was the more dazzling than the previous prime ministerial elections.


Apart from this, another highlighting thing which were in the talks was about negative voting as an optional feature made its debut i.e., None Of The Above (NOTA) but it is as yet unlikely to have a major impact on the results.


Leaving all this behind lets scroll on to our major crux, that is, what are the strategies behind rebranding of MODI as a prime minster of India? Well, while featuring the answers of this question, I would like to hangout with a major acronym “4C” i.e., Communicative, Constructive, Concretive, Customization. 




The most prominent quality of  Narendra Modi is the speaking caliber, the impact of his speeches, his communicative power, thatswhy, people consider him one of the best orator nowadays…


He is an excellent orator, speaker and he is having the power of manipulating minds of the people with his words or magical speeches. Highlighting slowing economic growth, high inflation, and lack of jobs issues in his speeches, rallies were able to resolve with young and urban voters. It can be identified through his promotional campaigns.


After the elections were announced his marketing team bombarded voters with print, TV and radio ads, reached voters through text messages, recorded voice seeking votes for him.


The most amazing thing in this election was the Narendra Modi’s jingle.  As Atal Bihari Vajpayee-Prime ministerial candidate in the past, coined the slogan-Ab Ki Baari , Atal Bihari in 1996 and Indira Gandhi’s – India is Indira, India is India…or …Indira Lao Desh Bachao(1970),Somehow  Modi also followed their maxim. He has revived  the rules of the Indian politics, with the help of advertising agencies Solo sq. part of the WPP Group through TV, Radio and Print campaign and spread the catchy slogan “ Ab Ki Baar Modi Sarkar “ and  song featured common people, titled as Ache Din Aane Wale Hai..Hum Modi ji Ko Lane Wale Hain


Apart from these, Modi began visiting the southern states of Kerala, Tamil Nadu and Karnataka in 2003-2005. Full page ads were placed in the main southern news dailies and his speeches translated into the local languages.


Recognizing the role of urban youth who seemed to support him in large numbers in Gujarat, Modi crafted a social media strategy to reach different segments of the young population. Modi began using twitter quite early. Numerous information centric tools within the CMO were created to publicize his speeches ,visits, and ideas through Twitter, Facebook , YouTube videos ,CDs etc. various websites have been launched to augment Modi’s message or seek funds(eg. India 272)


Monitored by the RSS group leaders and 6 lakhs swayamsevaks spread across the country, BJP cadre, a team of technically equipped workers(associated with CAG) called as “BLUE BRIGADE” worked full time to ensure the BJP’s victory.


Being a chai-wallah’s son and tea stall seller or from lower middle class family affirmed the aspirations of the millions, he involved this tactics in his promotional tools by naming this as NaMo Chai (Chai pe charcha), a conversation over ‘tea’ either in physical locations or internet chats, Modi’s 3D rallies (featuring holographic technology). And also for remote areas, they used carriages termed as “NAMORATH”. All these techniques, rallies, speeches or we can say that having a fantastic speaking caliber (although mostly in Hindi languages) carried a massive burden of aspirations. And, it really worked!




From state to national, Modi was able to tackle many challenges in spite of lots of hindrance, getting regional brand to go national, connecting with the youth etc. He has attended many top business schools and institutions and explored his own thoughts to make a better India .Connected with urban, middle class audience through all channels. Although he is not flawless in English which people assume (comfortable in Hindi), still he was able to manage and conveyed his thoughts and tried his level best with heavily accented English.


Biggest challenge which brand Modi has faced was diverting public attention away from the 2002 communal riots (anti-Muslim) in Gujarat that claimed the lives of more than 1000 people mostly Muslims. Modi didn’t react much to it. Rather he and his BJP team did not want to talk much on it, but to acknowledge it happened, and then move on. They said, the more we talk, the more it will reveal and will  become worse…In contrast to that event, it can be explained through examples like Cadbury that battled problems relating to brand taint, controversy of worm. Same with that, PepsiCo and Coco-Cola faced allegations of pesticides etc.


Narendra Modi has always weakened by circumstances. Barbs like maut ke saudagar, chai wala, née chi rajneeti, party worker etc boomeranged. But his intelligence; shrewd, cunning nature turned the adversity into advantage. He tends to believe that anyone can aspire to middle class; a middle class society is a good society, if one imbibes its values of thrift, ambition, prudence no matter what the situation is. For him, personal loyalty is more important than respect for his principles of the BJP to the RSS, where he started his career. All This advices from parties, criticisms, actions has made him constructive and hardened him like a stone.




He has a clear vision about what he wants to achieve, and always guide its team towards it, which can be felt in his speeches. He has very high risk appetite, disciplined work style, very focused and inexhaustible store of energy .He is dapper and has its own fashion statement, very conscious and leaves very little scope to his statement to be paraphrased. Always tempting to brand him as a dictator.


Being a concretive person, his decisions, actions were so fruitful for Gujarat state, ignoring 2002 riots. Let’s have a look on modi’s ideaology, agenda’s and developmental propaganda.


His personal ideology is tailored to suit his national ambition. In 2002, Modi needed an ideological anchor to launch his political career so he utilized the majoritarian Hindu ideology for the Gujarat context. His 2002 electoral victory encouraged him and silenced his critics within the party. The RSS has always focused on “Modi”; they have accepted him because they trust his Hindutva credentials.


In the mid 2000s, he woke up to the need for a new incarnation and hit on the developmental plank. The developmental agenda has made him more acceptable to both businessmen and poor deprived citizens of backward states such as UP and Bihar, many of whom are migrants in


Gujarat and would like to see a similar development happen in their home states.  Also the one marking incident which made Modi as brand or industrial icon or champion of industries and development was the shift of  TATA Motors factory in 2008 from west Bengal to Gujarat(from Singur plant to Sadand plant ).He has provided the land and incentives to the company almost overnight. Now, business leaders like Ratan Tata and Mukesh Ambani have always praised him for his business persona.


Modi has also raised the issues of refugees, accusing the government of giving undue favour to immigrants from Bangladesh while denying any facility to displaced persons from Pakistan. “If anyone comes from Bangladesh then he is welcomed and all rules are broken for him. But the same is not done for refugees from Pakistan coming here” he said. Modi made a strong pitch for extending citizenship rights to refugees from Pakistan.


On the issue of black money stashed in foreign banks, he said people want it brought back to the country “but those who have looted the money and packed it in foreign banks are against this”.

Addressing a rally in the tribal belt of Banswara Saladia area near Baneswar Dham, Modi slashed at Congress and its leaders for not being sensitive towards tribals and asked people to vote for BJP in order to teach them a lesson. It shows his connectivity to tribal areas.


Another measure of Modi’s main election plank – good governance. The 2013 EFSI report shows Gujarat has been No.1 in economic freedom for the last three years, widening its lead over others. On a scale from 0 to 1, its overall freedom score has improved from 0.46 to 0.65. Tamil Nadu comes a distant second with 0.54.


Gujarat has the best record with pendency of corruption cases and in the proportion of non-violent crime. Its quality of government spending is high spending is focus on infrastructure rather than staff. Modi’s repeated state election victories showed that his approach produces high voter satisfaction.Gujrat is not a classical free-market state. It has large expanding public sector companies, and substantial taxes on capital and commodities. It has many subsidies; business thrives in its business friendly climate.


Modi‘s Jyotigram schemes provide 24/7 electricity for rural household, plus reliable power at fixed times for tube wells. This explains agricultural growth (10% year for a decade).Indian agriculture is crippled by regulations but Gujarat has the highest agricultural freedom among states. Good governance includes communal peace so the 2002 Muslim killings reflect terribly on Modi. For some, it puts him beyond the pale. But since 2002 the state has been peaceful. In 2011-2012, Gujrat had the lowest Muslim rural poverty rate for Muslims (11.9%) was far lower than for Hindus (17.6%). Other studies show that Gujarat has good governance. It has social and communal flaws. But it is India’s top state in economic and agricultural freedom. That’s not ballyhoo!


Amidst all the lofty generalities of his campaign, the prognostications  of growth, prosperity and good governance, Narendra  Modi made one very striking pledge: to clean up the Ganges and thereby, to begin the cleansing of India. Modi’s asseverations that his successful clean up of Gujarat’s Sabarmati River shows what he would accomplish with the Ganges also invites skepticism.


Modi’s thought process always to be more imaginative in thinking about the nature on human dignity. That’s why, he has always concerned over educating Indians about the link between reforms, jobs, opportunities and prosperity.




Narendra modi always customize himself according to the need of the event and the place. He is one of the few Indian politicians who have effortlessly managed to get people’s appreciation and women’s attention by his sartorial elegance. Its quiet unbelievable for many critics that how a person from lower middle class have such a great dressing sense. With the proper combination of customs, traditions, languages and attire of the local regions, Modi has crafted his flow all over the India.


With his crisp, half sleeved silk , khadi and line kurtas and churidar/pyajamas, coupled with finely tailored Nehru jackets ,often in bright ,eye catchy colours-almost gone out to make a style statement. During his local campaign of 2014 election, he wore normal cotton kurta with pyajama for usual days .But in special occasions, people found him wearing a turban in Punjab, Lungi in southern states, tribal dresses in eastern states , pahadi topi in himachal, traditional hat from Rangia,Assam, kashmiri showl in Kashmir and many more. And also seen in French style coat-pent with hat in business events etc.


The dressing style of Narendra Modi gained a lot of popularity all over the world and appreciated by many critics, commented as it is a good promotional tool .The way he wears the clothes, his personality, his body language, attitude, the power he oozes, his rising aura, all this makes him stand out in a crowd.


Many people have said that, whatever he wears, he always seems like a LION. And he responded to it by saying that it’s all GOD-GIFTED.


With these “4C” we can identify that Modi’s performance seemed to be a new potential national leader, irrespective of whether or not one accepted his message .He was a strong public speaker and was standing his ground. All-in all, the so-called Modi wave has been crafted all over the world. Hope his sapience which acted as charioteer will soon drive the country into meliorates INDIA.