Marketing India, the Modi Way!

Winning har baar, #ModiSarkaar!
Jo nahi jaane haar, #ModiSarkaar!
CM bann ne ke baad bane PM iss baar, India ka naara tha #ModiSarkaar!
UP elections mein bhi kaun jeeta iss baar? #ModiSarkaar bhaiya #ModiSarkaar!

As the son of a chaiwala, Narendra Modi gained the experience of running a tea-stall from his father in Gujarat. Later finding himself in the RSS, Narendra Modi soon after, became the Chief Minister Gujarat in 2001. It was during his tenure as Chief Mister Gujarat that he received innumerable praises, his policies acclaimed for encouraging economic growth and several industrial projects began. Gujarat brought a sea of administrative experience that gave rise to Prime Minister Narendra Modi. It is owing to his knowledge & experience, that he has been able to implement efficiency in the bureaucracy and was able to centralize power as the Prime Minister.

When Narendra Modi started-off campaigning for the general elections in 2014, it was imperative for BJP to build a strong faith among the people of India. After Gujarat experienced the leadership & success of Narendra Modi, it was now India’s turn to progress under him.

It all began with the ideology of Ab Ki Baar #ModiSarkaar; which was in its own way a marketing phenomenon, underlining that, Narendra Modi will bring the much-needed change in India. Achhe din Aane Waale Hai was one more such marketing initiative that was created as a part of his campaigning along with Janta Maaf Nahi Karegi. Reason: Public wasn’t happy with the experience of Congress, and India really needed a push so that they could rely on someone, and Narendra Modi stepped in using this to his advantage. It’s the experience he gave during his campaigning that showed a glimpse of a better brighter India. Now isn’t that Experiential Marketing?

NaMo – an Experiential Marketing phenomenon?

Well, see through my eyes for once.

In politics, NaMo became the brand, while people of India are the consumers at end. Therefore, the service was to build a nation that the public takes pride in, and alongside the overall development of the nation was equally important. By campaigning during the general elections, NaMo provided the experience of having him as Prime Minister which not only convinced the public, that under him, India will flourish, but also each campaigning initiative i.e. Ab Ki Baar #ModiSarkaar, Achhe Din Aane Waale Hai and Janta Maaf Nahi Karegi along with his speeches, NaMo was etched on the minds of Indians because he targeted youth and the best way to connect with the Youth, was Social Media. So memes, trolls, spoofs, etc. we’re encouraged. NaMo knew that the target audience now was the younger blood and a smarter consumer. So to capture them, the most effective target medium of communication was Social Media platform, which engaged feedback from the public and boosted the interaction between NaMo and the Youth.

In my opinion, Prime Minister Narendra Modi is a product and supporter of Experiential Marketing, be it in relation with his administrative position or his practices. After all, experiential marketing is all about engaging the five senses of an individual to imprint a brand on their mind & life. Prime Minister Narendra Modi is the most tech-savvy politician in India, and likes to remain updated about almost everything. He foresaw the power of technology or digital media when he was Chief Minister Gujarat. This reflected through his initiatives as campaigns and schemes, like #SwachhBharatAbhiyan or #DigitalIndia or #GlobalCitizen.

Every citizen across the world knows that Narendra Modi is a politician and Prime Minister of India, but it’s because of him that the common man could become aware about the digital media. Additionally to connect with more fresh graduates, he kicked off the #DigitalIndia scheme so that more youth could participate in democracy.

Prime Minister Narendra Modi is only applying the knowledge from his experience and driving our nation forward and this is how, Narendra Modi has been able to capture the mind and senses of the public. He uses his knowledge combining with his experience to promote himself, which successfully established him as the Chief Minister Gujarat earlier.

Thus, Prime Minister Narendra Modi was able to leave a mark on the memory and lifestyle of the people of India by giving them a peek-into-future of Narendra Modi as the Prime Minister of India.