Back in 2011 I posted about the rebranding of Narendra Modi being orchestrated by Steven King and APCO Worldwide and which had started in 2009. His chances then of overcoming his Gujarat-riots reputation to become the BJP’s candidate for Prime Minister were small at that time.
That has all changed now and the odds of his being the PM candidate are very high and his chances of becoming the next PM of India must be better than 50%.
Modi is not only the leading candidate to be the BJP’s candidate for PM for the 2014 elections, he has also been appointed the head of BJP’s campaign. He has started his efforts to gain acceptance across the country and regional parties are beginning to position themselves and even if they are not all rushing to show their support for him, they are certainly busy getting onto the fence so that they could support him if it becomes necessary or it could be beneficial. (Indian political parties all strictly follow the ideology of Opportunism).
Steven King – after his plagiarism fiasco – is no longer shown on APCO Worldwides’s website. If APCO are still working for Modi they are not doing it directly. During the floods in Uttarakhand a rather stupid effort was made to show Modi as a hero in the rescue of flood victims. This quickly backfired as in this article in the Times of India. The article mentioned APCO Worldwide and led to APCO denying that they had anything to do with the rescue story or that they were working for Modi.
India is a big market for APCO and they are going to very careful in the run-up to the election to keep their ties to all political parties alive. APCO India Brochure
Whatever the truth of APCO’s involvement (and I think the rescue story was a little crude for APCO) some PR group is certainly trying to orchestrate the rebranding of the Modi image. I would not be at all surprised that such a PR Group had – or has – links to APCO.
The latest story about 65 MP’s writing to Obama to ensure that Modi was not granted a US visa followed by 9 MP’s claiming that their signatures on the letter were forged is sufficiently convoluted to make me suspect the guiding hand of a well experienced PR exponent. The result of the circus is that the 65 MP’s look petty and vindictive and are all on the defensive. The Congress Party and the Left parties are busy distancing themselves from the writing of such a letter. Even the BJP has had to point out that they have no significant differences in foreign policy from that of the present government. Modi comes out very nicely with the faint glow of a halo beginning to appear.
Even the reports in the media that Nobel laureate Amartya Sen has stated that he does not believe in Modi’s economics and does not want him to be his Prime Minister are actually working to Modi’s advantage. (Sen’s attack on the real achievements in Gujarat is particularly silly – but I note in passing that it is not at all uncommon for Nobel laureates in Economics to make idiots of themselves). In fact, Sen now being “associated” in the public mind with Rahul Gandhi, is to Gandhi’s disadvantage. In my suspicious mind I see the hand of a skilled PR man again, who has successfully provoked Sen into making a silly – almost stupid – attack on Modi – to Modi’s eventual benefit. If Amartya Sen is really opposed to Modi, he has just scored an own goal – or three.
If the 2014 election becomes a personality contest between Narendra Modi and Rahul Gandhi, it would – I think – be a walk-over for Modi. The real skill of Modi’s PR strategists will show in their ability to marshall the diverse regional parties behind Modi. Exactly how they can mobilise and align the different caste groups will be particularly convoluted and fascinating to watch.
The k2p blog 