Storyboard | At 71, Brand Modi has seen some Achhe Din

##PMModiOnDiscovery, #brand, #Narendra Modi, #Storyboard

Prime Minister Narendra Modi.

Brand Modi which arrived in 2014 has grown by leaps and bounds, and become truly international. From repeatedly featuring in the TIME Magazine’s list of ‘100 Most Influential’ global personalities to making the Modi jacket a fashion statement, the Indian Prime Minister is adding to his brand value every day.

At 71, Prime Minister Narendra Damodardas Modi is still setting new trends, be it promoting yoga, introducing policies, appearing on Man Vs Wild, or simply by sporting a white beard. You can love him or hate him, but with his ‘Mitron’ sermons, Movado watches, rimless Bvlgari glasses, and of course the beard, you can’t really ignore him, say branding experts.

“The Modi brand is an easy brand to understand! Firstly, the name is four letters and two syllables. A strong and easy name is always a good start. Today, Brand Narendra Modi is a big name. Globally, he is a strong leader who heads the largest democracy in the world. That status deepens as India emerges as one of the fastest-growing economies in the world,” says Harish Bijoor, brand expert and founder, Harish Bijoor Consults Inc.

In the domestic scenario, Modi is an image of “a strong leader with a strong sense of the direction he wants India headed. A headstrong brand of politics and governance. This image has deepened with the PM’s new beard. In the style quotient of beards, it’s time to add a Modi beard now,” Bijoor adds.

With 60 million followers on Instagram, 71.2 million on Twitter and 46 million on Facebook, as per digital ranking and analytics platform Checkbrand, Modi is on number one in the lists of top 100 online influencers and one of the most impactful online brands in India with a brand value of Rs327 crore.

“His publicity team sure knows how to start a trend. He is the first politician to send out personalized birthday wishes to anyone that has subscribed to any of his apps or online programs. While the receiver is aware that the messages are system-generated messages, it still has a personal touch and a huge impact on his follower base,” says Advith Dhuddu, CEO of digital marketing and creative tech agency AliveNow.

His tweets and recorded videos are also strategically released on specific platforms with the target of generating maximum access and reach. “Just like his kurtas, his digital strategy is also tailor-made,” says Dhuddu.

Custom-made or not, any news of the 71-year-old Indian Prime Minister sure has its way to take social media by storm. For instance, in July 2019 when Bear Grylls put out a tweet announcing ‘Man Vs Wild with Bear Grylls and PM Modi’ with the hashtag #PMModiOnDiscovery, the platform blew up with comments and shares.

As per global media intelligence firm Meltwater, in less than 12 hours, the hashtag reached 204.2K mentions from 206.2K users.

Not just his appearance on TV, his sartorial sense has also been a hot trend. From the pinstripe bandhgala suit monogrammed with his name to the cashmere shawls he sports over suits during winters, Modi has taken ‘bespoke’ to a new level.

The popularity of ‘Modi jackets’, as they are called, has generated more business for traditional-wear makers. Turns out, there are brands that have started retailing only these jackets. NaMo by Katha is one such brand that sells merchandise inspired by Modi’s outfits.

Even fashion gurus are impressed. “Hon’ble Prime Minister Modi’s sense of style is entrenched into the Indian culture that sets a very individualistic sartorial choice. Donning his signature kurta and bandi, he has successfully prepared the narrative of India’s dressing on the world stage,” said designer Manish Malhotra.

However, every brand has its ups and downs, and Brand Modi is no exception.

The 2020 pandemic has put Brand Modi in a precarious situation, say some experts. “When Modi came to power in 2014, he was undoubtedly the biggest brand in the country and definitely trending globally too. From his speeches to his social media strategy, everything worked in his favour,” says brand expert and CEO of TRA Research, N. Chandramouli. The promise of Achhe Din was also “a game-changer”.

However, the pandemic has impacted his brand image. “Small factors like having the PM’s image on a vaccination certificate have taken away some credibility from Brand Modi. It’s like seeing Amitabh Bachchan in every ad. No one likes it that way,” notes Chandramouli.

Tarun Singh Chauhan, partner, TSC Consulting, agrees. In his opinion, political leaders should be more understated. “His marketing strategy is surely impactful, but it works for certain products and categories only.”

Internet Explorer Channel Network
News Related


Members of farmers' body detained in Lucknow for trying to burn effigies of PM Modi, Amit Shah

Prime Minister Narendra Modi. The Socialist Party (India) on Friday claimed some members of its farmers’ wing were detained by police after they gathered here to burn effigies of Prime Minister Narendra Modi, Union ... Read more »

India's economy recovered very fast after tough phase of COVID-19 pandemic, says PM Modi

Prime Minister Narendra Modi on Friday said the recovery of India’s economy after the difficult phase of COVID-19 pandemic has been robust. He was speaking after a virtual ground-breaking ceremony ... Read more »

India's economy recovered very fast after tough phase of COVID-19 pandemic: PM Modi

Prime Minister Narendra Modi (Illustration: Moneycontrol) Prime Minister Narendra Modi on October 15 said the recovery of India’s economy after the difficult phase of COVID-19 pandemic has been robust. He ... Read more »

Review | 'Little Things Season 4' has some great cinematography and breezy storytelling

Mithila Palkar and Dhruv Sehgal in ‘Little Things’ Season 4 on Netflix. (Image: screen grab) Little Things was a YouTube hit among young people even before Netflix picked it and ... Read more »

More trust, transparency in defence sector than ever before: PM Narendra Modi

For the first time since Independence, many major reforms were rolled out in India’s defence sector and it has more transparency and trust than ever before, Prime Minister Narendra Modi ... Read more »

Despite no political, dynastic background or caste backing, people gave me opportunity to serve: PM Modi

Prime Minister Narendra Modi (Illustration: Moneycontrol) Prime Minister Narendra Modi on Friday said that despite his common background and although he did not have any political, dynastic or caste backing, ... Read more »

Storyboard | The ‘Big 4' ad holding firms got too big: Stagwell's Mark Penn

Mark Penn, chairman and CEO, Stagwell. Independent Indian creative agency Enormous recently joined The Stagwell Group’s global affiliate network, giving Stagwell a foothold in India and an opportunity to expand ... Read more »

Review | 'Tabbar' is an incredible show about going to incredible lengths to protect family

I did not expect to be hooked, but I am. Within ten minutes of the first episode, I am pausing the show and looking up the meaning of the title. ... Read more »

"There's an alarming lack of scholarship on Savarkar": author Vikram Sampath

Few figures in Indian political history are reviled or revered with as much passion 55 years after their death as Vinayak Damodar Savarkar. Earlier this week, a fresh row over whether ... Read more »

A.D. Singh: “About 30 per cent of restaurants will shut down; the ones that survive will constantly evolve.”

Restaurateur A.D. Singh parted ways with Manu Chandra and Chetan Rampal (Olive Bar and Kitchen), and Chef Anahita Dhondy (Sodabottleopenerwala) earlier this year. Recent news of your partners Manu Chandra ... Read more »

These web warriors are arming girls and young women with internet tools and infrastructure

Four web warriors came together from across South Asia earlier this month to talk about why arming girls and young women with internet tools is the key to women’s empowerment ... Read more »

Kashmiri Pandits say the Valley feels like it did back in the 1990s

(Photo by Irfan Amin Malik) Srinagar, October 14: A string of recent targeted killings of civilians in Kashmir has inspired fear among minority communities in the Valley, with many saying that the ... Read more »

It Takes a Village: How Blockchain, Crypto and NFTs Ensure Digital Trust

It’s everywhere. Entrepreneurs, businesses and people, in general, are talking about the innovative technology known as blockchain — and buying into its importance. But what exactly is blockchain, and why is it so ... Read more »

Southwest Airlines Is Giving Out Vouchers for Passengers Caught in Cancellation Chaos

The past weekend was a disaster of sorts for Southwest Airlines. The Dallas-based airline has canceled more than 2,000 flights since Saturday, disrupting travel plans for thousands of customers. Now, the ... Read more »

Mark Cuban Heralds Ethereum, Bitcoin

Mark Cuban has some advice for people who are new to investing in cryptocurrency. SOPA Images | Getty Images “As an investment, I think ethereum has the most upside,” he ... Read more »

Cloud Kitchens Entrepreneurs Share New Trends In The Space

Cloud kitchens are today in vogue. As customers prioritize health and hygiene over other things, ordering food seems to be a safer option. And, they do not seem to mind ... Read more »

How the 'Death' of Journalism Means More Accurate News

The internet brought many benefits into our lives, but it also came with new concerns, such as misinformation and fake news. Readers are growing wise to the deceptions out there, ... Read more »

The Rise of Retail Investors as the New Powerhouse Traders

Retail investors are the newest wave on Wall Street. Over the past 12-18 months, “armchair trading” became mainstream. In other words, retail investors who make investment decisions without regard to ... Read more »

Bewakoof: A Brand That Is As Unique As The Name

Bewakoof, the name itself stands apart. It is definitely not one of the run-of-the-mill names. It’s quirky, youthful, unique and attracts your attention immediately.  Company Handout For this direct-to-consumer (D2C) ... Read more »

Elon Musk Had a Few (Surprisingly Gracious) Words for William Shatner Ahead of Space Flight

William Shatner is now officially the oldest person to travel into space at age 90, thanks to a successful launch on Wednesday in the New Shepard rocket ship alongside three other crew ... Read more »

Unemployment Claims Fall to Lowest Level Since Beginning of COVID-19 Pandemic Last Year

Initial jobless claims dropped below 300,000 for the first time since the first part of the COVID-19 pandemic when lockdowns were commonplace, according to a report released by the Labor Department on Thursday. The ... Read more »

Elon Musk Relists Silicon Valley Home at Discount

Elon Musk’s Silicon Valley home is back on the market, but the billionaire reduced its price.  Anadolu Agency | Getty Images It was originally listed for $37.5 million, but its ... Read more »

What Makes Dubai the Most-Preferred Investment Landscape for Indian HNIs

Where you invest your money matters, and specific regions may offer investors more than others opening opportunities to increase returns and gain a substantial footing. Dubai is proving to be ... Read more »

American Households' Heating Bills Are Expected to Spike This Winter: Federal Agency

The average heating cost for a U.S. household is forecasted to see a double-digit increase this winter, according to the U.S. Energy Information Administration (EIA) in its October winter fuels ... Read more »

These Are the Most Hated Brands in Every Country in the World (Infographic)

There’s nothing that brings people together like a shared hatred, even if the enemy is an entity rather than a person. Social media means everyone’s a critic, and there’s almost ... Read more »

Prince William Slams Space Billionaires, Says We Need to Focus on Saving Earth

One day after Star Trek actor William Shatner became the oldest person to go to space, traveling aboard Amazon founder Jeff Bezos‘ Blue Origin rocket and capsule, Prince William criticized those ... Read more »

India slips to 101st rank in Global Hunger Index 2021; behind Pakistan, Bangladesh and Nepal

Representational image. India has slipped to 101st position in the Global Hunger Index (GHI) 2021 of 116 countries, from its 2020 position of 94th and is behind its neighbours Pakistan, ... Read more »

Coach to stop destroying returned products following TikTok backlash

© Getty Images GettyImages-682345648.jpg Luxury design house Coach has announced it will cease destroying products returned in-store following claims that it slashed unwanted items in order to take advantage of ... Read more »

Govt to spend around Rs 50,000 crore to create 500 multi-modal cargo terminals in 4-5 yrs

Representative image The Centre will spend around Rs 50,000 crore to create 500 multi-modal cargo terminals during the next four to five years under the newly launched Gati Shakti scheme, ... Read more »

Coldplay releases details of their sustainable 2022 world stadium tour

Chris Martin of Coldplay performs onstage during Global Citizen Live, New York on September 25, 2021 in New York City. AFP. Coldplay has announced details of their 2022 world stadium ... Read more »

India ends 10-day quarantine for vaccinated UK travellers

© EPA Volunteers of an NGO conduct an awareness campaign against Covid-19 in India – EPA India has withdrawn the mandatory 10-day quarantine rule for completely vaccinated British citizens arriving ... Read more »

Aryan Khan sent back to jail as court reserves order on bail plea till October 20

Aryan Khan. Image source: Instagram A Mumbai Special NDPS court on October 14 reserved order for October 20 on the bail application of Bollywood superstar Shah Rukh Khan’s son Aryan ... Read more »

Govt aims to make forensic teams' site visit mandatory in crimes that attract over 6-yr jail: Amit Shah

Union Home Minister Amit Shah on Thursday said the government aims to make it mandatory for forensic teams to visit the scene of crimes that attract imprisonment of more than ... Read more »

Snippets from UK: Covid Numbers See Sharp Rise in Britain With Over 42,000 New Cases on Wednesday

© Provided by News18 Snippets from UK: Covid Numbers See Sharp Rise in Britain With Over 42,000 New Cases on Wednesday India’s Message to UK: The tit for tat move ... Read more »

Storyboard | Tata Motors appoints Shubhranshu Singh as VP Marketing - domestic and IB

In his new role at Tata Motors, Shubhranshu Singh is expected to build ‘one marketing team’ across business units. Shubhranshu Singh, global head of marketing at Royal Enfield has joined ... Read more »

Apple event: AirPods 3 could launch alongside M1X MacBook Pro

Apple has announced a special event on October 19, where the company is expected to announce its new MacBook Pro. The company will debut its premium MacBook models with a ... Read more »

Storyboard | redBus gets a post-pandemic boost from smaller cities and towns

A still from one of two 30-second commercials launched by redBus, to outline the benefits of online ticket booking compared with offline methods. Online bus ticketing platform redBus has moved ... Read more »

Google Pixel 6 running Android 12 may get up to 5 years of software support

Google Pixel 6 launch is scheduled for October 19. Though the company has revealed some of the key Pixel 6 specifications and features, it will announce the Pixel 6 Pro ... Read more »