TITLE

Brand Modi - Past, Present & Future

AUTHOR
PROF. PUNIT SHARMA
(Asst. Professor, Institute of Management & Research)

AFFILIATION
Institute of Management & Research
IMR Campus, NH6, Jalgaon (Maharashtra)
Phone : 0257 – 2251281 | Website : www.imr.ac.in
Email : punit.sharma@imr.ac.in
Cell : 08806936777

ABSTRACT
Narendra Modi is the current Prime Minister of India. He represents Varanasi constituency in the
Lok Sabha. He is the most prominent leader of the Bharatiya Janata Party (BJP). He is
considered a master strategist for his party. He has been the Chief Minister of Gujarat for four
consecutive terms. Narendra Modi was an efficient organiser from a very young age. During the
Emergency, he arranged for covert circulation of RSS pamphlets and also organised protests
against the Emergency rule. During his RSS days, he met the two Jan Sangh leaders, Vasant
Gajendragadkar and Nathalal Jaghda, who later founded the state unit of BJP in Gujarat. In 1987,
the RSS deputed Narendra Modi to politics by recommending his candidature in the BJP. Modi’s
efficiency was recognised and he rose to prominence after managing the Ekta Yatra for Murli
Manohar Joshi. Now he is facing a downfall in his career on the verge of election to be held in
2019.
 Keywords
Narendra Modi, Brand camping, Branding, BJP, Indian Politics, 2014 elections, 2019 elections

INTRODUCTION
A man who came from nowhere to become the supreme power of India. It's a journey of his
political career mainly focusing from 2014 to till date and projection study about 2019. He has
seen a time when he was the first choice of this country's voters to the confused state of mind in
same voters for this time. The brand factors which were considered his strength became to prove
his weaknesses by passing time and this is the crucial time for him to rebuilt his brand image and
gain his lost perception amongst intellectual class especially metropolitan youth, he need to
regain his Vibrant image and must show Modi magic in coming elections.

LIMITATIONS OF THE STUDY

This study not cover his journey from 1988 where he became General secretary of BJP in Gujart,
this study is about his political career from 2014 to 2019. Also, this study does not cover his
personal life, it is all about his professional political career.

SCOPE FOR FURTHER RESEARCH

Modi is a big proven brand in India. He taught many new lessons of branding and marketing so
this could be a great scope in this field for the scholar to understand the psychological thinking
of people through building a perception with the help of strong brand strategies.

ANALYSIS
It was a time when Indian voters were looking for some change in 2014 elections as they were
very disappointed with the Congress government because of the several scams, huge
unemployment and rising inflation. Modi came up and utilised this opportunity with an
aggressive political campaign that shocked everyone with wow! and gave a new bright option.
He used all the tools of marketing and branding to create a lasting ground connect. Before
elections, opposition was looking helpless and lost. He won the elections with record brake
voting. Now he is ruling the final year of his tenure to regain his lost image and rebuilt a strong
connecting brand image that can bring him a victory again.
2014 Victory & role of Brand Management :
- At the very early stage of election campaign, one of the high ranked congressman made
fun of Modi by saying, he is an ordinary 'Chaiwala' means tea seller. The brand strategist
who were looking for something emotional and personal connecting point about Modi to
common Indians, found a remarkable input. They used this factor so widely and so
effectively that it made a strong bonding between common Indians and Modi. They
narrated the story of his humble childhood, a tiny tea stall and serving tea in the trains,
striving all throughout the 30 years to serve the country, the agile and creative young boy
who aspired to only and only work for the people of the country went viral from
television acts to the social media; people lapped up Narendra Modi’s story. Actually the
point was not so big enough to create such a big hype but the way brand experts used and
presented this talk was excellent. Brand managers realized Social Media was a powerful
medium to connect directly with the country’s youth population. He garnered over 15
million likes in Facebook (still counting) and 4.2 million followers in Twitter (and still
counting) and for those who were not on the internet, Brand managers decided to some
ground connect factors for Modi through over 400 rallies, where he met 234 million
voters out of 814 million voters. They also broadcasted a 3D hologram presentation of his
public meetings at 150 locations simultaneously and initiated the “chai pe charcha”
forum. This connected him directly to the common man, something which other political
parties could only aspire but never accomplish. They wrote the speeches in such way that
it should be always crystal clear and well times. The Modi campaign had some very
simple messages, a good example is “Acche din aane wale hain” he targeted the issue of
poverty, economic growth, inflation and unemployment. The brand managers also
handled a situation brilliantly as soon as Modi declared his willingness to serve the
country as it’s prime minister, the pessimists began talking about how he was drawing
castles in the air BJP should not think of scoring over the long-lived first family of Indian
politics, he must step back because of the Godhra riot stigma he still carries and India is a
country, not a state like Gujarat and many more, which he ignored and moved ahead with
his excellent management skills and a team of smart marketers.

Pre election Perception :

- Though this hard hitting brand campaign Modi became the first choice of voters and
got huge popularity amongst youth. He was became very famous politician in a very
short span of time. His speeches got the maximum TRP in any news channel. His
campaign was acclaimed by all the opposition parties. Modi factor became Modi
wave in election, which resulted a massive victory for his party. People of India had
lot many expectations from Modi in regards to overall development of the country.
His points towards the Pakistan, Kashmir, unemployment, poverty and women safety
approached Indian voters to elect him single largest party in 2014 elections. Modi
wave continued bringing victory to his party in many state and local municipal
elections. The magic persona was built more impactful with his foreign visits
including to America, a country which banned him for several years, welcomed him
with warm regards. This all could be passed and informed in a unique way through
Branding.
Magic continues :
Modi's magic contuned for next two years by winning state elections back to back,
Uttar Pradesh, Gujrat, Himachal, North east states and Goa proven the steady
growth in his charm on voters. His many foreign visits resulted some positive
perception towards India. Changing foreign policy with Saudi Arabia, Afghanistan,
Israel, United states of America and Modi has been trying hard to improve the
unemployment situation by bringing in more FDIs, Make in India, Stand up
India, Start Up India, MUDRA bank, etc. He also has increased the GDP for the last
two years 7.3% for 2015 and 7.6% for 2016. But the major growth of jobs are not
commensurate with GDP growth.

A downfall :
During his Prime Ministerial tenure he declared a demonetization, which shocked
everyone, it was a big surprise for the countrymen. Everyone appreciated the decision
except few with the hope of removing black money of India but later it was proved to be
a disaster for everyone. Unorganized and unplanned decision created a disturbance in
economy in common man's life. Then came GST, again everyone was expecting
something magical to happen but again proved to be a disaster especially for small
businessman as he had to rush after documentation, the prices fluctuated drastically,
which affected the common man. Farmer suicide and Army attacked was marginally
decreased.
After almost three years, he started facing opposition from youth, voters and off course
opposition party. Many said Mr. Modi's characteristic bluster and bombast have begun to
wane. In recent speeches, he had described his critics as doomsayers, blamed the previous
Congress government for India's economic ills, painted himself as an "outsider". People
started thinking that has the victor turned victim? Is Modi wave over? Is he finished? He
was projected as a Hitler of India because of his interference in all other ministries, his
soft corner for Pakistan was thoroughly criticized by the media and opinion makers of the
country. Rising inflation and higher rates of daily used products became a black patch on
his profile. Many of his speeches proved a lie and projected truth around many things. So
is Mr Modi beginning to lose his magic? Lalit Modi and Nirav Modi damaged his image
so badly that media and opposition attacked him by saying biggest failure. Three years
ago, when he won his landslide, he promised reforms and jobs. But under his leadership -
and at a time when the world economy appears to be taking off - India is looking like a
sorry outlier, battling an economic slowdown and a jobs crisis. Fuel prices on all time
high yet global market is facing a downfall. This is the toughest time for brand managers
to come up with a new idea. An idea that rebuilt his image like it was previous. Somehow
they managed to pass a message that he and India is getting much respect like never
before, the foreign policy is much stronger now and certainly his schemes are working
fine for needy ones. In this crucial time, branding helped him to stick to his position on
the basis of trust and hope and unwillingly or unwillingly people supported him till now.
Now this is the time of action for him as new elections on the verge of change, where
opposition is stronger as compare to last elections. Modi lost three state elections
 including biggest defeat in Delhi. This is a serious time for Modi and his brand managers
to come up with an innovative and convincing brand plan.

Challenges - 2019 General Elections

As he completes his four years in office on May 26, the Prime Minister faces a daunting
task of maintaining fiscal discipline as crude prices have shot up beyond control,
threatening to trigger a spike in inflation and disrupt government finances. The
weakening macros are already haunting financial markets, with the rupee tumbling below
the 68 mark and 80 per cent of the stocks trading in the red on a year-to-date basis on the
Mumbai bourses. He need to reassuring India’s religious minorities, a lot has been said
about the communal divide a predominantly Hindu party might cause among the
minorities- the fine line Narendra Modi government needs to walk to ensure
inclusive growth. India’s main internal security threat is from Maoists. They have
acquired guns, hand grenades and guerrilla war expertise over the years and routinely
target security forces and other government officials in areas that contain the country’s
richest mineral deposits. A Crisil report said more than 1.5 million people enter the job
market every month in the country and the rapid adoption of automation, which reduces
the dependence on labour, is aggravating the job situation. Creating sustainable skilled
job opportunities will be sacrosanct for going forward. Modi has more or less effectively
controlled corruption in his ministry but struggling to bring honesty in the public life as
well as eradicate the same from the nation. His greatest hurdles are the so called leaders
of other opposition parties and regional parties. Another big challenge for Modi is that he
wants India to be part of NSG club. But is not able to convince China in this respect.

CONCLUSION
No doubt Modi government is clean enough and not damage with any scams till date but
still they have failed to fulfill the promises yet there is a bright chance for Modi to get re-
elected in 2019 elections on the basis of good governance, positive approach, point to
point speeches and massive brand strategies, whereas the opposition party has a weaker
candidate as compare to Modi, they have a huge image spoiler with 70 years of failure
and lack of unity. Modi may loses some seats compare to last elections but he has bright
chances to win again. After all it all depends upon the voters mentality and political
strategies. Because in India, no one can win election only on the base of growth,
emotional and psychological factors plays an important role in winning and defeat.

REFERENCE
- India Today interview with Amit Shah (President, BJP), where he quoted the future
plans of Modi government.
- BBC - Report on Vibrant India published on 2nd September 2016
- dailypioneer report - column written by Swapan Dasgupta published on 4th Macrh
2018 in The poineer.