PR exercise for Modi government

June 01 2014

Modi have just taken the oath as the Prime Minister, but the exercises are on to give a good impression about Modi government’s policies and image to the public in general; the roadmap is being prepared for the same. Modi has appointed three of his trusted people for this. These three are the same people who set a new benchmark of publicizing BJP’s campaigning and marketing during the 2014 General Elections. That is, Piyush Goyal, Mukhtar Abbas Naqvi and Manoj Ladva. For this time’s General Elections, under the leadership of Manoj Ladva, a team core of Modi’s had started planning and making an outline for his election campaign three-four years in advance. The team studied the election campaigns of the US and the UK. They also got full support from Apco Worldwide and Sukanti Ghosh for the exercise. An entire replica of election campaigning for US President Barack Obama in the Indian context was prepared. A budget of no less than Rs 3,000-4,000 crore was set aside for Modi’s branding itself. The entire publicity project for Modi was undertaken by three advertising agencies – Piyush Pandey’s O&M, Prasoon Joshi’s McCann World Group and Sam Balsara’s Madison World. BJP’s national treasurer Piyush Goyal had a big role to play in bringing them together with the BJP and Modi. In the past, too, Piyush Pandey had run a successful campaign for Modi – Khushbu Gujarat ki. So while Piyush Pandey conceived the tagline for the entire campaign “Abki baar, Modi sarkaar”, Prasoon Joshi had come up with a different tagline – Desh ki pukaar, Modi sarkaar. Spicejet’s Ajay Singh, too, had a prominent role in Modi’s campaign. Piyush Goyal, Ajay Singh as well as most members of the publicity campaign liked Prasoon Joshi’s tagline better, but when Piyush Pandey didn’t change his mind and the matter reached the Modi darbar, Modi approved the Apki baar Modi sarkaar tagline. Similarly, Team Modi’s Nilesh Jain and Anurag came up with the idea of “Achhe din aaney waaley hain”. Modi’s entire campaign in Varanasi was conducted by Manoj Ladva who was sitting in Lucknow. Now Team Modi is busy with carving out a new face for the Modi government.

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