Recently, it released a 75-second (the norm is 10 seconds) TV film during nine shows on Star Plus. Called ‘Roadblock’ in ad lingo, it was the only ad aired on those shows, blocking all other commercials. “It was an excellent way of capturing consumer mindspace without getting lost in the cacophony of commercial messages of various brands,” said a Star Plus insider. Besides, Modi’s messages play during popular TV shows on youth channels such as Channel[V].
6. The IT factor: A dedicated IT cell at the party level and Modi’s own team use Twitter, Facebook, WhatsApp and YouTube to spot friendly voices, reach out, train them and make them stakeholders of Brand Modi. Twenty lakh volunteers work to keep the Modi buzz alive online. Many are young and mid-career professionals from financial services, marketing, media and IT who have quit, taken sabbaticals or are simply devoting a few hours every day to the cause. ‘Modi4PM’, ‘NaMo4PM’, ‘NaMoChaiParty’, ‘Pledge4Modi’ are some of the campaigns they run.
7. On the ground: Several exercises help reach out to voters, such as chai pe charcha; the ‘Statue for Unity’ project; Sankalp, an initiative to address gender disparity; Manthan, an online and on-ground event with students asked to present “innovative solutions” to 14 “critical challenges the country faces”; Samvad, where volunteers interact with farmers; and Ivote, an initiative urging people to vote. The team running the project is also filing RTIs and organising online petitions to keep the buzz going.