Narendra Modi biography
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| narendra modi biography | Success story of Modi ji |
Most followed leader on Facebook 3rd followed leader on Twitter Most famous PM ever since independence We all know the achievements of our honourable PM Narendra Modi. Behind all these achievements there is a magic of the brand Modi. Yes, today Modi is a big brand and BJP is en-cashing the Brand equity of Modi in terms of votes. In this video, we will see how the brand equity of Modi developed over the period. And at the end, we will also see product life cycle extension through the brand Modi. Before we start, let’s see the background of Narendra Modi and how he came into politics.
He was born in 1950 in Vadnagar located in Gujarat. In his childhood, he helped his father in his tea stall. He was not good at studies but very good at public speaking and was very active in drama and plays in his school days. At the age of 17, he left his home and joined RSS as a full-time RSS Pracharak. At this young age, he travelled across the nation.
By seeing their courage, hard work and leadership skills RSS promoted him to its political wing BJP Where Modi was responsible for party affairs. In 2001 major earthquake destroyed Kutch, located in west Gujarat. At that time, keshubhai Patel was the CM of Gujarat. Due to his health issues, keshubhai was not able to manage that crisis. So BJP high command decided to replace keshubhai with Narendra Modi as the CM of Gujarat. After becoming the CM, Modi worked constantly for the development of Gujarat and its people.
Now let's see 3 main challenges the party was facing to develop the Modi As a Brand
1) Modi was a regional leader. But for becoming PM, one needs to be a national leader.
2) Allegations of the 2002 riots created a negative image of Modi.
3) A 63-year-old leader needed to win the heart of the youth.
A majority of India’s population was youth. To overcome these challenges, BJP had appointed professionals to create the brand Modi. The team consists of Number one Piyush Panday. who is the creator of the famous slogan "Abki bar Modi Sarkar" The second was Sam balance, chairman and managing director of Madison world, he was managing election campaigns of the BJP in 2014 and 2019? In the language of media, he was the creator of the Modi wave.
Next was prasoon Joshi, chairman and chief creative officer of McCann World group India and the president of South Asia. He was the lyricist and creator of 'The Saugandh Anthem' which was very helpful for Modi as a national leader. And shows his patriotism to the public. Piyush Goyal, a senior leader of the BJP; was head of the Information communication campaign committee and oversaw the ad campaign on TV as well as on social media. He was also managing the interviews with Modi during the 2014 elections. The team ran the campaign for Modi as the next PM of India
The campaign was in 3 steps
Step 1: unhappiness in that ad was broadcasted of Janta maaf nahi karegi
Step 2: after some days they show the ad of ‘ache din ane wale hai’ and that song also got viral during that time
Step 3: calls for action.
This means they broadcasted the ad of Abki bar Modi Sarkar and kamal ka batan dabayenge bhajia ko jitayenge. Those series of ads have created the Modi wave. By the time they were also doing rallies and roadshows aggressively. Around 185 rallies were addressed by Modi.
Another challenge was allegations of riots. Modi and BJP handled it very carefully. They don’t talk much about the riots. They always talk about the Gujarat model. By showing the Gujarat model they positioned Modi as a visionary leader. After the victory of 2014.
BJP stated the planning for the 2019 elections. In Every statement they made, They don’t miss the chance of marketing or branding. After he became PM, he started "man ki Baat" every month on the radio, by which he maintains his connection with the public. His down-to-earth, visionary, charismatic personality has created Teflon's image of Modi. Teflon means no blame or allegation stick on it.
We can say that because at the time of demonetization everyone was praising modiji for his bold step. But after some time, we get the idea that we cannot get much black money through demonetization.
Although people were praising him at least he is trying and doing something for the nation without caring about his political career. Moving to the 2019 elections, Modi and BJP had successfully taken the credit for surgical strikes and airstrikes. It portrayed Modi as a strong leader. Although in his 1st term he had not created much employment other things like surgical strikes, bold decisions, and no corruption allegations, bring back to power.
Though it was believed that the chances of winning were high for Modi to win the elections, still, BJP had done aggressive campaigning and ensured its place in Indian politics for a more extended period. Here we have seen a very good example of ambush marketing. Ambush marketing is the practice of hijacking or co-opting another advertiser's campaign To raise awareness of another company or brand In 2019 Rahul Gandhi had run the campaign "chokidar chor hai". To answer "chokidar chor hai", BJP started a campaign "Mai Bhi Chokidar" and #maibhichokidar was trended at that time and people are calling themself chokidar of the nation.
Every BJP leader including Modi and Amit Shah has added chokidar to their social media accounts and followed them many people renamed with chokidar on social media. Now when congress says chokidar chor hai it affects the supporters of Modi who say themselves may Bhi chokidar. This is how Modi created his brand with the help of marketing and branding. Social media has played a very crucial role in building the brand, Modi. In 2014, BJP was the first political party that use social media for the campaign and in 2019, they marked Modi at the next level. Have a look at some figures.
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narendra modi biography | Success story of Modi ji |
Now let’s understand the product life cycle extension with the example of PM Modi. BJP came into power with the promises like Ram mandir, removal of article 370, Citizenship amendment act, new education policy etc. The majority of BJP's promises are now fulfilled and some are in a work in progress, why do voters vote for Modi Ji in the next elections so for that BJP has planned new goals. Before fulfilment of his promises they give us new promises or new hope like a 5 trillion dollar economy, make in India a manufacturing hub So, before the 2024 elections, there will be several new promises on basis of these thoughts. So, these were some examples of product life cycle extensions.
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