The Big Push
- The BJP’s poll advertising campaign will urge voters to give party not merely victory, but a decisive mandate of 272
- At Modi’s urging, those manning the helm have been told that the campaign should have a swadeshi imprint
- In urban India, ads, hoardings and TV spots will harp on Modi’s development record, especially his work in Gujarat
- In rural India, the campaign will also project Modi as a Hindu mascot—in as many as 25 regional languages
- Like Hindustan Lever’s ‘Project Shakti’, the campaign will engage “local heroes” to sell Modi
Theme sealed, delivery detailed, individuals working on BJP PM-hopeful Narendra Modi’s campaign committee have their tasks well-defined. The message to the electorate, too, has been defined simply and directly: ‘Don’t give us a favourable verdict, but a decisive verdict.’ We want 272; give us 272. This is the equation...