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Storyboard: What makes brand Narendra Modi tick? Experts Discuss

Updated : May 25, 2019 04:51 PM IST

In first back-to-back majority in the Lok Sabha polls for a single party in over three decades, the Narendra Modi-led BJP won 303 seats out of 542 in the Lok Sabha polls, handing out a crushing defeat to the Congress and many other political opponents.

With the BJP riding a Modi wave that took it past its 2014 tally of 282, the opposition was left way behind with the Congress winning only 52 seats, two less than it needs for a Leader of Opposition post in the lower house and marginally more than the 44 it got in the last general elections.

CNBC-TV18 spoke to Ashish Bhasin, chairman and CEO - South Asia at Dentsu Aegis Network and Shashi Sinha, CEO at IPG Mediabrands India to understand what makes brand Narendra Modi all-powerful.

Bhasin said, "The biggest things that have worked for Modi and that probably works for any good brand whether the personal brand or corporate brand, it is that he has been completely consistent. His communication has been absolutely clear. The biggest thing is that he is in touch with what your target audience wants. In his case, the target audience is the entire country. Somehow through the mechanism, he has is managed to listen."

Sinha said, "If you compare with 2014, what is intriguing in our sense in 2019 is that they have not used mass media, that is television and print as much as one would have expected them to do. It has all been social media. What was critical here was that all the stories were built by the social media army and they played a very emotional hand."
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