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 the party wants solved.
To that end, with just days to go for the national campaign to kickstart, the party’s senior planners are brainstorming and ideating with hired and volunteering professionals to unleash a blitzkrieg. The publicity committee, run by Arun Jaitley, Sushma Swaraj, Amit Shah and Sudhanshu Trivedi, has set out a precise, three-point campaign code: Modi, swadeshi, perfection. Over 100 senior campaign managers working silently in election war-rooms across the country have been told to adhere to these three principles. They regard it as etched in stone: after all, the code has the stamp of Modi himself, someone whose hardsell can be difficult to match.
“Modi has been clear on one count: the campaign must have an overkill of swadeshi and the...