Modi's rebranding: Tea seller in 2014, watchman in 2019
4 April 2019 2:30 AM IST
India PM continues with social media push, as he makes a bid for a second term in office with a freshly minted slogan.
- New Delhi, India - Clever catchphrases and viral social media campaigns were a defining feature of the bid for power launched five years ago by Prime Minister Narendra Modi and his Bharatiya Janata Party (BJP).
- The 'chowkidar' campaign was launched in response to a slogan coined earlier this year by opposition Congress party leader Rahul Gandhi: 'Chowkidar chor hai' (The watchman is a thief).
- "When we were running the campaign that our 'watchman is a thief', Modi was completely shaken and just to counter that campaign, he has come up with 'Main bhi chowkidar'" campaign,"Â Congress leader Sanjay Nirupam, told Al Jazeera.
- Launched a fortnight ago, Modi's 'Main bhi chowkidar' campaign features a title song, four short films, caller tunes, mass rallies, T-shirts, caps, badges, and a customary hashtag along with Modi's trademark video conferences with his supporters.
- From the government money, for example, in the Beti bachao beti padhao campaign, half of the funds were spent on advertisements," Karat said.
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