At the India Today Mumbai Conclave, experts convened to delve into the enduring phenomenon of 'Brand Modi' and its remarkable resilience over the past decade, while also scrutinizing its vulnerabilities.
Prime Minister Narendra Modi has managed to retain the distinction of being the world's 'most popular' leader, surpassing his counterparts in the US and the UK. The intriguing question that arose was, what lies beneath the surface of "Brand Modi," and how has this brand not only endured but also expanded during the last decade?
During discussions at the India Today Mumbai Conclave, experts explored the evolution of this brand over the years and identified some of its inherent weaknesses.
Renowned author Santosh Desai emphasized that at the core of 'Brand Modi' lies "strength and clarity." According to Desai, Prime Minister Modi embodies a figure whom people can look up to. He also attributed the Prime Minister's popularity to his astute understanding of branding and brand building. Desai highlighted Modi's adept use of potent symbols and his ability to transform seemingly ordinary events into grand promotional spectacles.
Dilip Cherian, the founder of Perfect Relations, pointed out that 'Brand Modi' operates on a sound corporate principle: "repeat, rinse, repeat." He noted that Modi consistently adheres to his message, and when he shifts his message, he does so seamlessly, without acknowledging any prior inconsistencies. Cherian also credited the success of 'Brand Modi' to the absence of a formidable opposition and his skill in managing the environment. Cherian emphasized that Modi dares to dream big and allocates resources to ensure that those dreams materialize on a grand scale. He added that while the results unfold, Modi has already moved forward, maintaining a consistent and high-powered trajectory.
Pradeep Gupta, Director of Axis My India, highlighted that Prime Minister Modi's defining characteristics include "intent" and an unwavering commitment to the development of the nation and its citizens. Gupta emphasized that the BJP's electoral victories are not based on religious factors but on developmental issues.
Sajan Raj Kurup, the founder of Creativeland Asia Network, contended that 'Brand Modi' thrives because the Prime Minister has become a significant part of pop culture. Kurup underscored the importance of engagement in marketing and credited Modi for effectively engaging the public across various contexts and circumstances. He also noted Modi's popularity on the international stage, highlighting that a leader of this magnitude, with such diverse viewpoints, has seldom been witnessed from India.
Turning to the weaknesses of 'Brand Modi,' Pradeep Gupta pointed to the Prime Minister's "silence" on certain issues that have impacted his brand. He cited instances where the Prime Minister had taken decisive action in the past and suggested that if Modi had similarly addressed recent issues such as violence in Manipur, sexual harassment of women wrestlers, the Lakhimpur Kheri killings, and the use of derogatory language by BJP MP Ramesh Bidhuri, it would have significantly enhanced his reputation.
Santosh Desai noted a "potential weakness" in 'Brand Modi,' which arises from the Prime Minister's towering presence that eclipses all others, leaving little room for constructive feedback. Desai pointed out that having a leader who looms over everyone else, with no formidable opposition, may lead to a vacuum where one's voice dominates, potentially transforming a primary source of strength into a weakness.
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