How PR worked for Modi ji in building his image

1. Narendra Modi
NAMO

2. INDEX
•Timeline
•Transition
•Need for Image Makeover
•Marketing & PR Campaign
•Learning

3. Timeline-Personal History
• Born on September -- 17, 1950 Small district of Gujarat, Vadnagar.
• He was the third of six children born to Damodardas Mulchand Modi and his
wife Heeraben.
• Education- post graduation in political science.
• During the Indo-Pak war in the mid sixties, he volunteered to serve the soldiers
in transit at railway stations.
• Joined Akhil Bharatiya Vidyarthi Parishad, a student organisation and was
involved in the anti-corruption
• Nav Nirmāṇ ("Reconstruction") Movement.
•
Nominated as representative in Bharatiya Janata Party.

4. Modi’s Image
WHAT WAS WHAT IS

5. Why Image Makeover???
-To get a clean chit after the
Godhra Incident
-To create a perception that he
cared about Muslims equally
-To portray himself as an
exemplary Leader
“Which would boost his
political career”
-To get a clean chit after the
Godhra Incident
-To create a perception that he
cared about Muslims equally
-To portray himself as an
exemplary Leader
“Which would boost his
political career”

6. Marketing & PR Strategy
3 Main Challenges
• A regional brand trying
to go national
• Connect with the youth
• To change 2002 anti-
Muslim riots image

7. 3 parallel campaigns

8. Online journey of NAMO
2005-NarendraModi.in
2007-OctYoutube
2009-JanTwitter
2009-May Facebook
2010-Jan NaMo for PM
2012 -I Support NaMo
2013 -Nominated for PM
Candidature
2014- 3 Historic Campaigns
2014- May PM Of India

9. 3 things that made
Narendra Modi Popular online

10. Outcome of the Campaign
• 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

12. Facebook Groups & Twitter #tags