CREATION OF BRAND MODI

By:

Rahul Raushan

Year 2005

Internet
was
emerging
Narendra Modi
Foreseen the
Importance of
Digital Presence

Youth
Population
increasing

The journey was started on February 28, 2005 when NarendraModi.in

domain was created.

Year 2009

Two Way
Communication

With the emergence of

Social Media, he enhanced
his reach and joined
Twitter in January 2009 &
Facebook in May 2009

Subtle Image
Building

Fan Base
Formation

Present Stats:
Facebook Users:100M+
Twitter Users: 18.1M+

Year 2010

Dream of becoming a Prime Minister of the worlds

biggest democracy started taking a shape with the
campaign

Narendra Modi for PM

on January 13, 2010

www.facebook.com/NarendraModi4PM
3 years of campaigning to build an image of a perfect PM
The popularity of Narendra Modi became inevitable
BJP was left with no other option than selecting him as PM Candidate
for General Elections 2014
Ousted senior leaders like L.K. Advani with a silent strategy

3 Major Challenges

Optimized
use of Social
Media

How Narendra Modi

became popular?

Accurate
positioning
with
excessive
content

3 things that made

Narendra Modi Popular online

seeding

Establishing a
transparent image
by putting on ground
activities
online

1.Use of optimised Media

Narendra Modi has utilized all the social
platforms for creating the desired image.
Facebook, Twitter, Youtube, Slideshare,
Flickr, Pinterest, etc. were effectively used
during the campaign.
Social platforms helped him in
connecting with masses and establishing
two-way communication.
Social Media as an owned platform
definitely helped him in disseminating
information directly to the masses at any
point of time.
In last 3 years NaMo created lakhs of Modi Brand Advocates via social media who worked in
mouth publicity online and on-ground during the campaigning.

2. Accurate positioning with excessive content seeding

Narendra Modi has not left a room for negative content by stuffing all the search
engines with excessive positive content.
Campaigning included not just the official platforms & social channels of MODI but
numerous pseudo accounts and platforms.
Forums, media platforms and websites are packed with the content which NaMo
and BJP wanted to float. Platforms like www.quora.com/Narendra-Modi.

www.narendramodiplans.com
www.isupportnamo.org
Are content rich and have effectively helped in portraying the desired image. All the
queries are tactically solved on forums to remove negativity.

3.Establishing a transparent image by putting onground activities online

The way NaMos online promotional campaigns helped in creating brand

ambassadors for on-ground mouth publicity, representation of on-ground activities on

online platforms supported in establishing a transparent image of NaMo.
Information of various developments in Gujarat and NaMo growth model is
disseminated on daily basis.
Blogs on various issues, occasions, events, situations and topics were published on
regular basis to create the desired image in minds of masses.
At the time of campaigning information of rallies was conveniently disseminated.

Narendra Modi on Facebook

Narendra Modi official fan page to establish transparency

and two-way communication. This platform gives details of his
schedule & portrays his views on various occasions and
incidents.
There are various pages like NaMo4PM which are used to
build his image as a perfect candidate for PM.
There are numerous facebook open and closed groups
discussing about NaMo.
They are usually created according to different places and his
varied roles.
Then there are several facebook pages created and managed
by his fans.
Facebook Ads also played an important role and helped in
targeting the audience demographically. His campaign Abki
baar, Modi Sarkar was launched in many languages to touch
the nerves of people.
Millions of people are associated with NaMo on facebook
and working as his brand ambassadors.

Narendra Modi
Official: 16M+ Likes
fb.com/narendramodi
fb.com/NarendraModi4PM:
1.7M+ Likes
fb.com/iSupportNamo:
3.6M+ Likes
fb.com/IWantModi:
99K+ Likes
fb.com/
NAMOBestPrimiMinisiterOfINDI
A:
83K+ Likes

Narendra Modi
On Facebook

Narendra Modi on Twitter

Narendra Modi official twitter handle gives instant

updates and happenings about NaMo. It also act as a
platform where NaMo expresses his views and gives
special comments.
Almost 1.97K number of unique people talking about
Narendra Modi every month.
Like FB there are various twitter handles like NaMo4PM
which are used to build his image as a perfect candidate
for PM.
There are numerous lists on twitter that are intended to
spread positivity and encourage discussions.
There are several BJP & fan twitter handles that helps in
promoting hashtags (#) and discussions about NaMo. He is
the most discussed political personality on twitter with
maximum positive trends.
Millions of people are associated with NaMo on twitter
too and they work as his brand ambassadors. It helps in
suppressing the negative sentiments immediately.
NaMo has more fan base than Superstar Rajinikanth.

Narendra Modi Official:

4.64M+ Followers
twitter.com/narendramodi

twitter.com/NaMo4PM - 67.5K
twitter.com/wesuportmodi4PM 37.6K
twitter.com/Narendramodi_PM 56.5K
twitter.com/TigerNaMo - 16.1K
twitter.com/NaMo4PMI - 11.2K

twitter.com/NarendraModiPM 9,515
twitter.com/i_narendramodi 4883

Narendra Modi on Varied Platforms

Narendra Modi Official Website 6188th most visited website in the World
& 296th most visited website in India.
www.narendramodi.in
Youtube
Narendra Modi Official Channel
-163,348 subscribers
19,293,207 views
youtube.com/user/narendramodi

Google +
+NarendraModi
1,378,877 followers
104,777,706 views
plus.google.com/+NarendraModi

The Team

Reference: Businesstoday, Delhi Edition, 8th June

A Campaign that started with NaMo4PM took a new

shape after announcement of PM candidature. A
perfect plan was made to
Leverage the popularity of NaMo
+
Highlight all the negative aspects of UPA Government
+
Enlighten the hope & positivity among people

3 parallel campaigns that were carried on all the possible mediums

Abki Baar

Janta Maaf

Ache Din

Modi Sarkaar

Nahi Karegi

Aane Wale Hain

3 Campaigns
1 Mission

Introduced a whole new

concept of addressing political
ralliesMODI in 3D Hologram : created
the required buzz

ONLINE JOURNEY OF NAMO

2006- Narendramodi.com
2007- Modi on Youtube

2009 Jan- Modi on Twitter

2009 May- Modi on Facebook
2010 Jan- NAMO 4 PM
2012- I Support NAMO
2013- Nominated for PM

2014- 3 Historic Campaigns

2014 May- PMO India

The different strategy with same basis that

struck the right chord with the people of India
Create the desired Image:Congress:- Congress tried creating an image as per Congress ideology rather than
focusing on mindset of target audience.
Narendra Modi:- Narendra Modi worked on image building as per Indian youth
ideology. Either we talk about his look, his words, his healthy lifestyle (yoga) or his
techsavvy image, this is all planned and not something that happened by chance.
Keep Interacting with Influencers:Congress:- Congress concentrated on grass-root level and interacted more with
followers.
Narendra Modi:-Narendra Modi interacted personally with influencers and connected
with followers through rallies and mass communication.

The different strategy with same basis that

struck the right chord with the people of India
Push down negativity content from search engine immediately:Congress:-Congress does not have impressions of the work they have done online and
has never concentrated on removing the negativity online.
Narendra Modi:- Narendra Modi managed to handle the marriage and godhra riots
with content management by adding more positive content. As positivity
overcomes Negativity.
Share the unbaised views on everything:Congress:- Congress missed to give detailed views on everything going in country and
world this leaves a room for perception. Dont give a chance and allow perceptions to ruin
the image. PM was expected to speak on inflation, foreign intrusion, increasing rape cases,
etc but the silence spoiled everything.
Narendra Modi:- Narendra Modis blog portrays what he exactly want to convey on
every big and small issue.

The different strategy with same basis that

struck the right chord with the people of India
Identify digital pockets for consumer:Congress:- Sonia Gandhi, Rahul Gandhi and Manmohan Singh, nobody has official
verified social profiles on any of the channel.

Narendra Modi:- Narendra Modi has presence on every online platform.

The NaMo Campaign

15th September 2013, when Narendra Modi addressed
his1st rally in Haryana till 10th May 2014 in Ballia, UP
Initial Rallies

38

Bharat Vijay Rallies

200

Other Rallies and programmes

240

3D Rallies

1350

Chai Pe Charcha

4000

Road Show

Grand Total

5380

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