Add new comment | SPJIMR

Add new comment

I must say this is one of the most balanced article on Narendra Modi. Writing on politics or on big political figure without being biased is a very tough task. As a marketing expert, Dr Ashita has clearly stated the reasons for the success of Brand ‘NaMo’. In marketing we use 2 approaches. First, getting success by using successful marketing techniques. Second, getting the examples of successful brands and learn from that. From Apple to Facebook to Alibaba to Tata to Brand ‘Obama’ to Brand ‘NaMo’; all come under second approach. These all ‘Brands’ established new definitions of marketing and amazed all existing marketing experts. Brand NaMo was not established overnight in India. 20 years back, till late 90s, nobody in India knew who was Narendra Modi. Then 1 day Keshubhai Patel was ousted by BJP’s strongest leadership Vajpayee ji and Advani Ji. Suddenly a new leader emerged from RSS background but caught in the controversy of 2002 Gujrat riots. But after that, Gujrat became riot-free state and Narendra Modi tried his best to overcome from his controversial image by putting all his energy for the development of Gujrat. For first 10 years, he was just concentrating in Gujrat to showcase it at global platform. Rann Mahotsav to Pravasai Sammellan to Vibrant Gujrat were the base of Brand NaMo. As Dr Ashita wrote, a good product is the backbone of a great brand, success of NaMo started coming out of the Gujrat to penetrate the minds of young Indians. NaMo became the name of success, development and hope for the future of GenX & GenY. When all other political parties were targeting only Modi, this fight became NaMo vs All. Congress, NCP, SP, BSP, RJD were busy targeting Hindutva image of Modi, and Modi was actually enjoying this establishment and conversion of Modi to Brand NaMo because of these daily attacks on his Hindutva image . In 1 rally, Modi even said “Love Me or Hate Me, but you can’t ignore me”. Means he was very much clear that his brand should always be in highlights with a better recall value. Earlier Modi was not even the first choice of BJP, but Modi not only kept defeating competition, but also became the first choice within the party because of huge public support. As stated above in the blog about Brand RaGa, I want to say there is no Brand RaGa in Indian politics. We can’t call it as a brand, rather day by day it is becoming failed product of a big company. In the SWOT analysis of NaMo, Opposition parties kept attacking Modi’s Hindutva image but Modi converted this weakness into his strength. He has beautifully segmented Indian voter into Geographic, Demographic, Psychographic & behavioural aspects and knows how to establish his brand in 30+ states of India. From his body language, confidence, way of speaking, Half sleeves kurta, targeted speeches to Modi-jackets everything became the characteristics of Brand NaMo. Inspite of some tough decisions like Demonetization or GST or Kashmir stand, Brand NaMo is continuously rising. Now, Brand NaMo is changing Indian politics from Monopolistic and Oligopoly to Monopoly market. Yes as written in the blog, Brands are built on emotions but only great brands can sustain in the market. False promises can give the success only once, but Brand NaMo is built on its value & quality with fulfilment of promises for last 17 years. Good brands have good taglines to remember e.g. Raymond’s The Complete Man, Hamara Bajaj, Chal Meri Luna, I love you Rasna, Amul The taste of India; So as Brand NaMo : ‘Achhe din aane vale hain’and ‘Abki baar Modi sarkaar’ which are not only delivering the catchy lines, but also fulfilling the required brand image & recall value with a brand promise in world’s biggest democracy’s voters’ minds.

Bhavan's Campus
Munshi Nagar | Dadabhai Road,
Andheri West | Mumbai - 400 058, India
Tel:+91-22-2623-0396/ 2401

Delhi Centre
Bharatiya Vidya Bhavan Campus, 3rd Floor
Gate No. 4, Copernicus Lane
Kasturba Gandhi Marg, New Delhi-110001
Tel: 8130545577, 011-23006871, ext-871