Modi @ 75: Deconstructing the building of a brand beyond a political identity 

There are only some politicians who leave an indelible mark on the world. They aren’t just people in power; they become a phenomenon, a legacy that lives through time. Narendra Modi is one such leader, who has gone beyond being just a politician and has become a cultural enigma. 

Over the years, he has not only led the world’s largest democracy but has become one of the most remarkable case studies in personal branding anywhere in the world. As he celebrates his 75th birthday today, Brand Modi stands as a living, breathing emblem of resilience, reinvention, and relentless ambition. It's a story that inspires at home and commands respect abroad.

It's rooted in tradition yet fluent in the language of the future, equally at ease with yoga mats and world summits, radio airwaves and Instagram reels, khadi kurtas and global power suits. Modi has built more than a political identity; he has built a symbol of India’s pride, its aspirations, and its confidence to stand tall on the world stage.

Roots of the Modi Phenomenon

At its core, Brand Modi rests on a narrative of relatability. Rising from a tea seller to being the Chief Minister of Gujarat in 2001, he cultivated the vikas purush image, emphasising development, efficiency, and decisive leadership. Nationally, his campaigns from Sabka Saath, Sabka Vikas to Digital India, have been about turning policy into storytelling. This political narrative, combined with disciplined communication and mass outreach, forms the backbone of Brand Modi as both a domestic and global leader.

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Explaining the phenomenon, Harish Bijoor, Brand Guru & Founder, Harish Bijoor Consults Inc.,says, “Prime Minister Modi is possibly one of the best brand endorsers that India has had. His palette has always been India-centric communication that appeals to the Indian at heart within the country, to the Indian diaspora, and to the non-Indian across the world.”

As Nisha Sampath, Managing Partner at Bright Angles Consulting LLP, says: “Brand Modi is not accidental, it has evolved as a result of a deliberate strategy and consistent communication choices over a period of time. Like all great brands, his strength comes from his rooting in the contemporary cultural aspiration of the nation, to feel proud and stand tall.”

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This “rooting” manifests in signature campaigns like Make in India, Atmanirbhar Bharat, India First, that frame progress as pride. His image as a leader devoted to the nation, shaped by personal narratives like his simplicity, candour, and discipline, further reinforces trust and moral authority.

Communication as a Superpower

Communication has always been Modi’s most powerful tool. From “Chai Pe Charcha” in 2014 to Mann Ki Baat, he has used multiple channels to connect with audiences directly, often bypassing traditional media. A study by PPRC said that Mann Ki Baat has helped transform mind‐sets, turning government initiatives into mass movements for things like Swachh Bharat (cleanliness), environment, wellness, etc.

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Lloyd Mathias, Business Strategist and Independent Director, observes: “His brand has strengthened over time because of his brilliant communication skills, ability to take bold decisions and relentless focus on execution. His ability to directly engage with common people bypassing traditional gatekeepers  like through his radio broadcast Mann ki Baat or social media, is unmatched globally.”

On Twitter (now X), Modi has over 95 million followers, making him one of the most-followed politicians in the world. His Instagram presence, meanwhile, mixes political gravitas with candid behind-the-scenes moments, a deliberate blending of the formal and the personal.

Gen Z & Creator Recognition

PM Modi has actively engaged India’s youth, calling them the “Amrit Peedhi”, a generation to shape India’s 2047 vision. Initiatives like Startup India, Atal Innovation Mission, and hackathons encourage innovation, while Fit India Movement promotes lifestyle change. He also talks to school students during exam season to motivate them to work hard and educates them on dealing with setbacks, through his 'Pariksha pe Charcha' program. 

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In 2022, he launched the National Creators Award, India’s first recognition platform for digital creators, honouring changemakers in sustainability, gaming, and education. By combining policy with recognition, Modi positions himself as a leader who validates Gen Z voices and empowers new-age creators.

Nisha Sampath pointed out, “In terms of audience, his brand has functioned as a bridge that unifies demographic divides, with a modern outlook that appeals to the young, while his rooting in tradition captivates the older generation.”

Personal Style & Iconic Persona

Modi’s personal style is now globally recognised, blending tradition with modernity. The half-sleeve “Modi kurta” became a viral fashion trend, while his tailored jackets and monogrammed suits reflect global elegance, his ₹4.31 crore pinstripe suit auctioned in 2015 made headlines. Social media conversations regularly highlight his sartorial choices, from vibrant scarves to bandhgalas. Modi’s simplicity in food and lifestyle like a vegetarian diet, early morning routine, yoga, adds to his image as a disciplined, aspirational, yet relatable icon.

The Men Behind Brand Modi

Behind Narendra Modi’s media and branding juggernaut is a sophisticated team blending creative legend, political strategy, and digital innovation. Ad legends like Piyush Pandey crafted the memorable slogan "Ab ki baar Modi Sarkar”, connecting with Hindi heartland audiences. Lyricist-marketer Prasoon Joshi wrote the BJP anthem “Saugandh” and Achche Din-themed songs, adding emotional pull. On digital fronts, Arvind Gupta and B. Mahesh led BJP’s IT cell, pioneering data-driven outreach and mobile engagement. Senior leaders Piyush Goyal and Ajay Singh anchored strategy, ensuring unified messaging across platforms.

Global Soft Power: From Yoga to Bear Grylls

Prime Minister Modi has transformed yoga from an “ancient practice” into a central plank of India’s global wellness and cultural diplomacy. He often calls yoga “India’s gift to the world,” emphasizing not only its physical benefits but also its value in managing stress, improving lifestyle diseases like diabetes and hypertension.

His proposal at the UN in 2014 led to the declaration of International Day of Yoga, now celebrated in over 190 countries. Whether it’s leading yoga sessions on the global stage or championing climate pledges, Brand Modi has made the world appreciate the Indian way of life.

In August 2019, PM Modi appeared on Discovery Channel’s Man vs Wild with Bear Grylls, filmed at Jim Corbett National Park. The episode became the channel’s most-watched in India, reaching 3.6 crore people on its premiere night. Modi discussed his childhood experiences with nature, emphasised wildlife conservation, and spoke about India’s responsibility toward climate change. 

The program projected him as calm, reflective, and adventurous, adding a softer, human dimension to his persona beyond politics. It another masterstroke, reframing him as adventurous, human, and environmentally conscious. The episode became one of Discovery’s most-watched specials worldwide.

The Global Statesman

Today, Modi is not just a leader of India but a global personality. Diaspora rallies from Madison Square Garden (2014) to Sydney’s Qudos Bank Arena (2023) showcased him as a rockstar-like statesman commanding international stages.

Anup Sharma, PR & Strategic Political Communications Advisor, argues: “Brand Modi is no longer just an Indian phenomenon, it’s a global case study in leadership, storytelling, and political branding. In an age where political trust is fragile, Modi has managed to build an image that not only dominates Indian politics but also commands respect on the world stage.”

And the data backs it. In August 2025, Modi held the highest approval rating among 24 world leaders at 72%. A July 2025 Morning Consult survey ranked him the world’s most popular democratic leader with 75% approval, far ahead of peers like Joe Biden or Rishi Sunak.

Branding India Through Modi

Beyond the personal, Modi’s brand strategy has always doubled as an India strategy. At the G20 Delhi Summit, he spotlighted the “Global South,” framing India as a voice for emerging economies. By balancing strategic alliances with symbolic gestures like gifting the Bhagavad Gita, Modi fuses tradition with diplomacy, crafting a brand of India as both ancient and ascendant.

Whether it’s hugging global leaders, championing “Vocal for Local,” or spearheading renewable energy alliances like the International Solar Alliance, Brand Modi positions India as both a civilisational force and a modern power.

Sustainability as Strategy

Modi has tried to embed sustainability into India’s development goals. At G20 and other forums, he has spoken of integrated, holistic approaches like LED adoption, expanding forest cover, elimination of single-use plastics. At G20 he said India aims to restore 26 million hectares of degraded land by 2030, and is encouraging a circular economy.

At COP26, he presented five “elixirs” including non-fossil energy capacity, net zero by 2070, and reducing carbon emissions by a billion tonnes by 2030. His speech also emphasised the interplay of culture and environment: climate change isn’t only a technical issue but tied to values, tradition, lifestyle. So from khadi kurtas to hologram rallies, from Fit India to Digital India, from diaspora rallies to UN speeches, every element of Brand Modi is choreographed yet authentic.

Perhaps the most remarkable aspect of Brand Modi is consistency. Even during crises like demonetisation, the pandemic, farmer protests, he has chosen silence over contradiction, projecting stability even at the cost of criticism.

As Nisha Sampath reminds us: “Like all good brands, he has demonstrated consistency and stability even in crisis, choosing silence rather than appearing contradictory. This has strengthened his brand, but it also makes it more vulnerable to overexposure and eventual burnout.”

Brand Modi is many things at once, political, cultural, personal, aspirational. It lives in the pride of a young India, the nostalgia of its older generations, and the recognition of the global stage. It is, above all, a masterclass in resilience, storytelling, and leadership branding, one that future leaders across the world will try to match up for decades to come.

Anup Sharma sums it up best: “Brand Modi has redefined political branding by turning governance into guarantees and nationalism into a global statement. He is not just the face of Indian politics - he is the face of Brand India.”

His ability to blend civilisational pride with futuristic vision makes Brand Modi not just a political identity, but a living case study in modern leadership. And as Harish Bijoor reflects, “To an extent, this is a classic playbook for building the persona brand. But the scale at which it has been executed makes it uniquely Modi.”