NaMo delivers branding lessons to image-makers

Draws inspiration from Hindutva for business gathering in Mumbai


Ajay Singh | October 1, 2013

Brand managers of India learnt a lesson on the relevance of Gandhi in their profession from Gujarat chief minister Narendra Modi. At Mumbai's five-star hotel, Taj Lands End, Modi on Monday taught who's who of brand building of India how to sell brand India.

And the BJP prime ministerial candidate emphasised that inspiration was more important than impression in brand building. In his view, Gandhi was the biggest brand ambassador of India because of his inspirational lifestyle. "He talked about nonviolence but wielded a lathi," he said, emphasising the inherent contradiction. Similarly, he was not at all impressive in his appearance but was inspirational in his lifestyle.

In his nearly 40-minute address, Modi talked about the spiritual and cultural legacy of India which is being frittered away by the successive regimes. Much of what he said conformed to the intellectual argument on India built over decades by the RSS. His theme of cultural legacy and his understanding of political history followed the familiar script of the Hindutva school of thought.

For instance, he referred to 1,200 years of servitude that changed the psyche of Indians. His obvious reference was that India during the Islamic reign was a phase of servitude in addition to the British regime. "Any white-complexioned, English-speaking person overawes us" was his comment to an audience which largely comprised of anglicised Indians trained and educated in Macaulay's education system. But Modi got the maximum cheer from the select audience.

He suggested how India could build upon its traditional practices in medicines, yoga and agriculture to emerge as a powerful brand in the world. "But what we lack is self-confidence to take this brand to the world with courage of conviction," he told the group of prominent image-makers with a certain degree of confidence. He also pointed out that the film industry which celebrated a century of Indian cinema had lost a golden opportunity to brand itself internationally. "Had I got this opportunity, I would have branded it differently," he told a group of people from the industry.

What is particularly significant is Modi's unique ability to evolve a one-way discourse with his audience where much of what he says tends to go unchallenged. In his half-day sojourn in the Maximum City, Modi was certainly buoyed by waves of his supporters following him all through his programmes chanting "Modi, Modi" in a staccato unison. Curiously enough, he evoked the same awe and obeisance from image-makers in Mumbai.




Other News

Corona warriors to “flush the virus” in Mumbai

Even as humanitarian support is pouring in to help distressed migrants amid Covid-19 pandemic and the lockdown, civil society organizations and NGOs are working for sanitation of community toilets which have become breeding source of virus infection. Every community toilet has 20 seats. Each

How lockdown was used to shore up health infrastructure

India, completing about two months of lockdown to protect against the spread of the Novel Coronavirus, has made good use of the time to improve health infrastructure, the government has said. Countering media reports “about some decisions of the government regarding the lockdown implem

Railways resume services from June 1

As India begins to learn to live with Covid-19 and come out of nearly two-month long lockdown, regular train services are set to resume from June 1 in a graded manner, even as more ‘shramik’ special trains are planned. The railway ministry, in consultation with the health ministr

Covid-19: India’s mortality rate lower than global figure

In the battle against Covid-19, India has managed to keep the mortality rate low at 0.2 deaths per lakh population, compared to some 4.1 deaths for the same population worldwide. Moreover, a total of 39,174 patients have been cured, registering a recovery rate of 38.73% which is improving continuously.

Nobel laureates to advise Sapio Umbrella on fighting Covid-19

Sapio Umbrella, a unit of government advisory firm Sapio Analytics, has received support from Nobel Laureates Dr Michael Levitt and Colonel H R Naidu Gade in form of advisory engagement in strengthening its data driven decision support system for Covid-19. Sapio is providing data-driven sol

Covid-19: Nobel laureates, world leaders call for $1 tn fund to protect children

Eighty-eight Nobel laureates and world leaders have come together as part of ‘Laureates and Leaders for Children’ and called for the global attention towards children during Covid-19 lockdowns and its aftermath. The Dalai Lama, Archbishop Desmond Tutu, Prince Ali Al Hussein, Leym


Current Issue


Facebook    Twitter    Google Plus    Linkedin    Subscribe Newsletter