As the PM turns a year older, brand Modi gets bigger

As Prime Minister Narendra Modi celebrates his birthday today, industry experts tell us how brand Modi continues to inspire

by exchange4media Staff
Published: Sep 17, 2019 8:57 AM | 3 min read

From what he wears to what he says; from his promise of 'acche din' to the resonance of his ‘mitron’, undoubtedly Narendra Modi is the most powerful 69-year-old man in the county. As the Prime Minister turns a year older today, we decode how brand Modi continues to inspire.

A brand in himself, Prime Minister Modi has more followers than any of Bollywood’s biggest names be it, Amitabh Bachchan or Shah Rukh Khan. From being a regional leader to becoming a global name, serving his second term as the Prime Minister of India, Modi has many feathers in his cap.

“Prime Minister Narendra Modi has cemented his brand identity that resonates with far more people voting for his party. Today Modi is the tallest mass leader of contemporary times,” said Anup Sharma, political commentator and brand consultant.

“A political brand image can be established through dynasty, tenacity, self-promotion, and Modi has redefined Indian politics, positioning himself as a disruptor, an agent of change, a result-oriented doer. Like all political leaders, Modi also faces controversies but he has remained Teflon-coated and gets away because he’s built himself a very strong brand. Alleged to be always on campaign mode, PM Modi in his true marketing style ensures that his messaging is uncluttered: personal integrity, governance, progress and now inclusion,” Sharma said.

Whether through promoting Yoga and Khadi to travelling to countries where no Indian Prime Minister had ever visited, or addressing expats and international leaders and connecting with the Indian public through radio, to his appearance on Bear Grylls' show, to the surgical strikes, brand Modi inspires confidence.

Discovery Channel's ‘Man vs Wild' episode with Bear Grylls and PM Modi, which was aired on August 12, has helped the channel achieve an all-time high viewership since Week 8 of 2017, as per BARC India data. The original airing of the episode recorded 6.9 million impressions and 400 million viewing minutes. A total of 18.4 million unique viewers tuned in to watch the episode across the country. Brand Modi seems to have a Midas touch.

Khadi credits Modi as not just being its global ambassador, but also the man who brought back the declining industry back.

In spite of investing in Bollywood, top fashion designers and in renovating stores, Khadi never got a celebrity to endorse their fashion line. Prime Minister Modi’s Khadi kurtas and jackets have been sufficient in carrying the brand message across the globe.

“Khadi has only two brand ambassadors! One was Mohandas Karamchand Gandhi - who made it a tool for Independence, the other one is Prime Minister Narendra Damodardas Modi -who converted Khadi into fashion and finally mode to attain economic transformation for the nation,” said Khadi and Village Industries Commission (KVIC) Chairman VK Saxena.

Summing up what makes Modi different from the others in his league, political commentator Santosh Desai said, “Modi is a leader who has strong nationalist credentials. His decisive, strong leadership image has only grown over the years and has reached a significant part of the nation that swears by his leadership skills. Everything from his sartorial flair for signature appearances to his recognizable speeches is what makes him a unique brand proposition in the political ecosystem of the country. He deploys several strategies to connect with the audience be it 'Mann ki Baat' or his social media presence, Modi is a leader with a strong focus on brand building, and doing so in a sustainable fashion.”