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NARENDRA MODI APERSONAL BRAND

Chippy .R.S.MGT 1005411IMK

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“India is the world’s most youthful nation.

A nation with such youth power cannot dream small.

Our youth must dream big, they should fulfill the vacuum existing

in the world.”

-Narendra Modi

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Personal Details

Born on September 17, 1950 Small district of Gujarat, Vadnagar. He was the third of six children born to Damodar

Das Mulchand Modi and his wife Heeraben. Education- post graduation in political science. During the Indo-Pak war in the mid sixties, he

volunteered to serve the soldiers in transit at railway stations.

Joined Akhil Bharatiya Vidyarthi Parishad, a student organisation and was involved in the anti- corruption Nav Nirmaṇ ("Reconstruction") Movement.

Nominated as representative in Bharatiya Janata Party.

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EARLY ACTIVISM AND POLITICS

Pracharak in RSS during his University Years.In partnership with Shankersinh Vaghela, Modi set about

creating a strong cadre base in Gujarat.The party started gaining political mileage and formed a

coalition government at the centre in April 1990.Modi was entrusted with the responsibility of organizing two

crucial national events, the Somnath to Ayodhya Rath Yatra.He was appointed the National Secretary of the Party and

given the charge of five states in 1995.Narendra Modi was chosen by the party to be the Chief

Minister of Gujarat.

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Political Career

Elected as the student leader of Akhil Bhartiya Vidhyarthi Parishad (ABVP) and played a prominent role in various socio-political movements in Gujarat.

Rashtriya Swayamsevak Sangh (RSS), a socio-cultural organization in social and cultural development of India.

There he imbibed the spirit of nation-before-self and service-to-the-needy.

Entered the mainstream politics by joining the BJP in 1987.Within a year, he assumed the responsibility of the General

Secretary of the Gujarat unit.Active work in BJP.Became the CM of Gujarat in OCT,2001.

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Awards and Recognition

Gujarat Ratna by Shri Poona Gujarati Bandhu Samaj at Ganesh Kala Krida Manch on celebration of centenary year.

e-Ratna award by the Computer Society of IndiaBest Chief Minister – In a nationwide survey conducted in

2006 by India Today magazine, Narendra Modi was declared the Best Chief Minister in the country.

Asian Winner of the FDI Personality of the Year Award for 2009 by FDI Magazine.

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Developments in Gujarat.• Blueprint for Infrastructure in Gujarat – BIG 2020,

envisages a total capital outlay of Rs.3,57,468 crores .• 11 broad sectors such as Power, Water and Irrigation,

Ports, Roads, Industrial Parks and SEZs, Urban Infrastructure, Gas, Knowledge Corridors, Railways and Airports, Tourism and Telecom – Infrastructure.

• 11 airports, one international airport, an extensive rail network and a robust road network.

• Gujarat is blessed with a coastline of over 1600 km, the longest in the country, and is dotted with 41 ports.

• More than 98% villages in Gujarat are connected with concrete roads. This excellent rural road connectivity is the best in the country and translates into fast track growth.

• Announcement of special auto-port.

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Education

• KNOWLEDGE COORIDOR- streach between Gandhinagar and Amdavad.

• 5 major universities included.• Nirma University at Ahmedabad, DDU at Nadiad,

DAIICT at Gandhinagar, Shyamji Krishna Verma University at Kutch and Ganpat University at Mehsana.

• IIT, GANDHINAGAR.• National law university.• Agricultural universities.

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Girl child

• Kanya Kelavani Nidhi has been created with a long term goal that no girl child in Gujarat remains illiterate.

• The drop-out rate is supported by new enrolments through Kanya kelavani Rath Yatra (girl child enrolment drive), a unique initiative in Gujarat. Since 2003, every year in the month of June, the Chief Minister along with the team travels to remote villages to encourage parents to enrol their children in schools.

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Social justice

• ‘justice delayed is justice denied”• Evening Courts since November 2006.• 6 months, more than 1,16,000 cases have been

disposed off.• “There is no red tapism in my state, all red

carpet.” • Online complaint .

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e-governance

• The Citizen Facilitation Centres - At the district level, taluka level and in municipal areas, computerized civic centres and the concept of one-day governance has been implemented.

• All 14,000 gram panchayat s have been made e-grams.

• The e-dhara project for total computerization of land records .

• smart cards for driving licenses• online and roaming ration card system• online filing of sales tax returns• creation of huge data base of youths available for

employment• online availability of the Government resolutions and

forms in digital format• departmental websites -information on various

Government schemes and activities etc.

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Business driving initatives.

• ‘Vibrant Gujarat’ theme : 3 Vibrant Gujarat Global Investors’ Summits in 2003, 2005 and 2007 together garnered 977 investment proposals to the tune of US$ 186 Billion (Rs 6.34 lakh crore) .

• Krishi Mahotsav: The Agricultural Festival is a knowledge sharing rendezvous of the farming community, a month-long event that brings together the farming community, government officials, scientists and many more connected with agriculture.

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Kalpasar project

• The Gulf of Khambhat Development Project (Kalpasar) envisages the construction of 30 km. long dam on Gulf of Khambhat between Dahej(east)&Bhavnagar(west), creation of 2000 sq.km fresh water reservoir. About 10,000 million cubic meter of water inflow of the rivers like Narmada, Dhadhar, Mahi, Sabarmati & some of Saurashtra rivers will be stored.

• The water will be available for domestic and industrial and irrigation use.

• The project will serve as a life line of the Saurashtra region as well as accelerator for growth of economic activities of Gujarat state.

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DIGITAL MARKETING STRATEGY

Google+• The first Indian politician to open an

account in Google+, watched by millions of people across 160 nations.

• In four months more than 280,330 people had him in their circle.

Twitter• The Gujarat Chief Minister has a huge fan

following on Twitter( 1.1 million as on 23rd October 2012 reached within a year of opening the account), though the credibility of these accounts are questionable.

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NAMO, THE KING OF SOCIAL MEDIA

Narendra Modi has an official page with 1,398,140 likes and 107,545 talking about it.

Narendramodi.inPolitical blogs: http://indiapoliticalblog.com/

Youtube channelhttp://www.youtube.com/user/narendramodi

For Against

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COMPETITOR AND BEST PRACTICE ANALYSIS

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Strength(%)Sentiment(x:1)Passion(%)Reach(%)

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BRAND BUILDING

Narendra Modi’s brand building revolves around development. He is known as the man of development.• Vibrant Gujarat Summit 2013: objective of

this summit was to make Gujarat a Global Business Hub

• Be Gujarat’s Brand Ambassador• Gujarat TourismNarendra Modi has designed and promoted various campaigns in this aspect and has propagated them on social media platform to entice the youth.

Narendra Modi's high profile Vibrant Gujarat campaign has made him a brand for rapid development and prosperity.

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VOTER PERSPECTIVE AND EXPERIENCE

• Narendra Modi’s fans are constantly engaging people on twitter with the his campaigns and updates from the politics.

• Businessmen advocate Narendra Modi at Gujarat Vibrant Summit.

• Be Gujarat’s Brand Ambassador: People share their experiences and stories that promote Gujarat as a brand. This has created a sense of belonging and pride among the people of Gujarat.

• Be Gujarat’s Brand Ambassador: This forum also provides a platform for people to share their ideas, encouraging people to be a part of development of Gujarat.

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VOTER PERSPECTIVE AND EXPERIENCE

• From the usability front, the voters are provided easy to navigate and interactive platform to share their views, ideas, via website, facebook page and twitter.

• The campaigns and communications across all channels are consistent and provide similar message.

• The following emotional values and perspectives were derived from the user interactions and comments:• Positive values: Development, visionary, dynamic, disciplined. • Negative values: Anti-muslim, anti-minority, hindu leader.

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Learnings from Mr. Modi

• Desire + stability = Resolution • Resolution + Hard work = success• Transforming obstacles into opportunity.• Sheer commitment in whatever he does.• Welfare society.• “Never looking back”• Master strategist.• Long Term Planning & Clear Focus• Risk Taker• Thinker

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“You are Stupid if you are not in Gujarat..!”

- Mr. Ratan Tata

The vision of becoming an Asian Leader in Industrial Growth has proceeded to the next horizon of leveraging the Industrial

Development Momentum.

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THANK YOU