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Modi enters 7 RCR
Narendra Modi and his team pumped in a lot of excitement into an otherwise dull politics of our country. Here’s a synopsis of what the campaign kaleidoscope looked like.

The first base step has always been rallies. But none before were like this one. The Modi marathon completed over 3-lakh km involving 437 physical rallies in 25 states.

What was remarkable was the use of technology, in particular 3D holographic images.  Helped by 200 projectors and laser technology, rallies were conducted, where a 3D Modi figure addressed the crowd. His 12 speeches were delivered across 1350 holographic

rallies in April and May 2014. The first such address was done simultaneously in 64 locations in Gujarat. The mastermind behind this was a Chennai-based cinematographer, U K Senthil Kumar. UK based

Hologram Company, Musion Das, trained 200 people to support the campaign. Hiren Joshi, Rajesh Jain and BG Mahesh were also behind these innovative rallies.


Talk over tea

Thanks to the acerbic tongue of Mani Shankar Aiyar, the initiative ‘Chai Pe Charcha’ saw 10 lakh people talk over a cup of tea. Team Modi visited tea stalls across India and abroad and facilitated conversations with Modi through DTH, video conferencing and mobile broadband to discuss issues like women empowerment, farmer development and agriculture. These were carried out at 4000 locations in 24 Indian states and 50 locations in 15 countries.


Modi’s campaign carried through social networking sites, left no doors locked in making his presence felt at every stop. Here’s a quick recap:

E-Campaign: A web page and app was created for Mission-272 plus, in December 2013. This aimed to spread the idea of ‘Narendra Modi for PM’ across 10 crore people. With 272 being the cut off mark to form the government, it also had a subsequent product called India 272+. On New Year’s eve, NaMo launched the app India 272+. This formed a network of volunteers and Modi supporters, who could connect with each other, participate in open forums and give inputs for upcoming speeches by Modi.

Twitter Glitter: Modi has been the most talked about politician since the start of 2012. His tweet right after the results became transparent and was the most re-tweeted tweet of India. India has won! Bharath ki Vijay! Ache din aane waale hain! —@narendramodi.  The Twitter network showed India’s increasing participation in giving out political views through more than 58 million tweets relating to election with 12 million of them having a mention of Modi.

Modibook: His Facebook account that has a whooping 15 million likes as of 17 May 2014, kept an update of different rallies and other initiatives. An interesting aspect of it was ‘Selfie with Modi’ where a mosaic of Modi was created using selfies of those who uploaded their image. In the big picture, one could type their name to find them in the crowd that made Modi.

Hangout with Modi: Another technology first time used by any politician in a campaign was Google+ Hangout, which Modi used to connect with 82,000 people through video conferencing and was watched in 115 countries. Apart from this, his tech team also made sure that there was over 13 million downloads of NaMo videos on YouTube.

Dial to pledge: Adding to the list of innovations is the digital ecosystem comprising of numbers to get into the campaign.

•    The first one was 7820078200, a nationwide number to which a Modi supporter could send SMS, WhatsApp text or missed call to become a part of the campaign.

•    To make certain the number of votes, one could pledge his support and of as many as he/she can gather in the particular constituency by way of SMS of the Electoral Photo Identity Code(EPIC) to the NaMo number.

•    The third is a set of numbers for different cities were Modi would address and if someone would like to hear, they could dial in to listen.

NaMo-drone: 4000 feet in height with a 1000 metre length, ‘Modi Drone’ is a banner designed by 3 IITians that would fly in the sky showcasing the message ‘Vote for Modi’ and also drop pamp-hlets of the same. Isn’t this campaign similar to one in a sci-fi movie?

Donating support: A way to collect funding, Modi’s team launched on December 2013, a campaign for donations of Rs. 10 to Rs. 1000 to support BJP in the LS elections under Ek Note Kamal Par Vote campaign.

The BJPunch and Ads

This election will also be remembered for coinage of the Punch Line- Ab ki baar, Modi Sarkaar- the most recalled punch line ever from this campaign. It was designed by Samrat Bedi, Anuraag Khandelwal and Satish deSa of Soho Square, a design agency. Others included Modiji Aa Rahien Hai and Janata Maaf Nahi Karegi that were broadcast through a set of radio ads.

The party’s poll anthem, Saugandh is Matti Ki penned down by Prasoon Joshi, was the only one in which Modi appeared and gave a voice over too. It rolled out as a TV commercial as well as a radio ad. Another anthem Ache Din Aane Wale Hain was launched on YouTube by the Soho Square Agency.

The entire creative and media strategy was taken care by the party’s Piyush Goyal and Ajay Singh. Apart from Soho Square, Tag and Madisson were the other two agencies that designed the campaign. At least six of the radio ads for the current elections were created by Delhi-based ad agency Ghapisads.

During the T-20 World cup, the party thoughtfully displayed ads using cricket as a platform for its promotion.


Citizen campaign and merchandise Modi

The Modi’s bandwagon was not only driven by his party members but a group of professionals from top institutes like IITs, IIMs and even those working in foreign nations, who quit their jobs from institutions like JP Morgan, McKinsey and Deutsche Bank to fully contribute to the Modi campaign. Spearheaded by Prashant Kishore who formed the Citizens for Accountable Governance of over 200 such professionals, this group really became the core of the entire campaign. Kishore had left his job in UN in Africa and joined hands with Modi in 2011.

Display of Modi in every way possible, right from banners, posters, flyers to NaMo tea stalls and teacups, necktags, stickers and caps, made Modi an impossible one to go unnoticed. Apart from the usual T-shirts, there were even saris with Modi imprinted on them. Now the Modi kurta is in vogue.

Leaving no stones unturned, Modi mania has paved way for a stable government. A management lesson worth analysing.


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