NaMo delivers branding lessons to image-makers

Draws inspiration from Hindutva for business gathering in Mumbai

ajay

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.

 

Comments

 

Other News

Seeking religious aid in governance in India

India is known for its old and rich culture, and religion forms a substantial part of it. In India it is hard to find people who categorise themselves as atheists, unless we refer to the matrimonial or dating apps that now have a breed distancing themselves from any religion and categorise themselves as sp

Uneasy calm in riot-torn Delhi

No untoward incidents have been reported from the parts of the capital that witnessed communal riots this week, but the peace Thursday morning was still tentative and a number of those hospitalized for injuries were battling for life. Clashes began Sunday evening and engulfed parts of northe

Modi-Trump show gives India-US ties new dynamism

In the more than 40 hours of stay in India during his two-day visit, US president Donald Trump exhibited his talents as a politician and also a showman with acumen to provide the Indian audience and Americans back home enough opportunity to stay glued to his activities on the Indian soil. Whether it be his

People-to-people relations the real foundation of Indo-US friendship: Modi

On the second and last day of US president Donald Trump’s India visit, prime minister Narendra Modi said the real foundation of Indo-US friendship is people-to-people relations. Trump, meanwhile, sidestepped the contentious issues of the protests against the new citizenship law, telling a joint press

America loves India, America respects India: Trump

America loves India, America respects India, said US president Donald Trump as he and first lady Melania Trump began their short visit of India from Ahmedabad on Monday, welcomed by prime minister Narendra Modi. The US president was in Ahmedabad, in Modi`s home state of Gujarat, to attend th

2020 is crucial for CPSE: Arjun Ram Meghwal

"The year 2020 is going to be a significant year for India and especially for Central Public Sector Enterprises (CPSE), "said the Arjun Ram Meghwal, Minister of State for heavy industries and public enterprises on Wednesday at the 7th PSU Awards and Conference organised by Governance Now on 19th



Archives

Current Issue

Video

CM Nitish’s convoy attacked in Buxar

Opinion

Facebook    Twitter    Google Plus    Linkedin    Subscribe Newsletter

Twitter