Decoding Brand Modi

The Secret of Survival for 10 years

India Today Conclave, Mumbai 2023

Beloved Modi-ji has been the PM for 9 years and 4+ months, but INDIA TODAY would like us to believe he’s been in power for 10 years. It’s a minor trickery, somewhat counter-parallel to Bata selling shoes for Rs.999.95. In a discussion anchored by Rahul Kanwal (a proud Modi bhakt) and another journalist, a group of marketing / advertising big cheeses laboured  hard for 33 minutes to prove the invincibility of “Brand Modi”. 

In the normal course, I wouldn’t have watched the video, but I did, because a friend sent the link with an intro that read: Sorry for sharing the video so early in the morning. Indian Today anchors are live examples of what described the media during the Emergency: “When asked to bend, they crawled.” In fact, I think it’s more than crawling now. Let me explain why I think so.

In one of his memoirs—I don’t recall which one—physicist Richard Feynman describes the difference between a scientist and a salesman: A scientist, even the most unspectacular one, would invariably mention the downsides of the theory proposed by them, and in what conditions the theory doesn’t work. But for a salesman, hiding the negative aspects of their product is de rigueur, a part of the job. The Indian mainstream media today is more salesmanship than journalism. And for the modern-day marketing executives, who often build a false narrative—sometimes a myth—about the product and call it  a brand, one cannot but feel a little pity. These smooth-talking, smart, and well-informed men spend their life inventing beautiful lies. 

Personally, I hadn’t heard the name of any of the INDIA TODAY panelists except Dilip Cherian, who spoke glowingly about Modi’s event management skills. Watching four of them waxing eloquent about Modiji was a learning experience for me. In the 33 minutes they talked, none of the essential issues concerning Modi and his prime-ministership was touched. If an intelligent being from another planet had watched the video, the poor fellow would imagine India had zero problem with the economy, her social harmony was perfect, her democracy was functioning beautifully with its pillars such as the judiciary, parliament, and media in good health. The conclave sidestepped all the critical issues in the context of which Modi should have been examined. 

Instead, the panelists said something that were both bizarre and startling: 

• Modi rules over the hearts of the people. Evidence: Survey by some unnamed US organisation which found Modi is the most popular national leader in the world with 76% approval rating. (Not a word about the methodology of the survey or the size / nature of the sample they used.)

• BJP doesn’t win elections by creating religious divides, but because of the development they have brought about. Proof: “Religion doesn’t fill stomachs.”

• The panelists talked eloquently about the comparability of Modi and Xi Jinping. They had no problem about the fact that Modi was a leader in a democracy and XI, of the biggest totalitarian state in history. Actually, by making the comparison, they let the cat out of the bag about their own concept of democracy.

• When asked about the weaknesses of the “Brand Modi”, the panelists struggled hard to find an answer. Their innocence was touching; perhaps they hadn’t noticed Modi’s proclivity to take decisions without consulting anyone, his disdain for democratic processes, his shameless hatred for Muslims and Christians, his abject failure to manage the economy of the country, ... his lies. In particular, the panelists seemed to have missed the following.

o The economic distress caused by demonetisation with zero prior study, and ignoring the opinion of RBI.

o Haphazard implementation of the GST by relying on a single IAS officer from—where else but—Gujarat, which caused more damage.

o the enormous suffering of the migrant workers when Modi announced a nation-wide lockdown at 4 hours’ notice, once again without any evidence of planning.

o The delay in introducing vaccines, countless documented instances of people dying because of lack of oxygen, and the bodies floating on the Ganga during the second wave of COVID.

o Muslims attacked and killed in every BJP ruled state with no legal action against the criminals.

o Systematic destruction of Muslims homes, again by BJP ruled states in complete and egregious violation of legal provisions.

During the discussion, Dilip Cherian said that Coca Cola, the most successful brand of the 20th century, contains 30% sugar, but the company doesn’t reveal the fact. (It’s not obliged to?) Similarly, Modi doesn’t have to acknowledge his weaknesses. It’s the brand that matters.

It does seem we have evolved from the idea of the media bending or crawling. From the idea that a leader must be measured against his/her performance. Modi is a brand around which an aura is to be created. Modi has to be marketed, like Coke, whether it’s poison or not. Just as capitalism is value neutral as long as there’s profit, in today’s India, anything that Modi does is fine, as long as he wins elections!

You have to decide if deserves to win the elections in 2024.

08/10/2023

Photos courtesy commons.wikimedia.org

Left: By Prime Minister's Office (GODL-India), GODL-India

Right: By Ralf Roletschek - Own work, Public Domain