From a content perspective, the focus should shift from Brand Modi to Brand India, to connect it with its citizens
After the Bharatiya Janata Party’s victory in the 2014 national elections, one would have expected the new government to tone down its communication pitch from the high decibel levels to a more tolerable tone and tenor. A few state elections including Delhi followed, and there was no respite. The carpet bombing of full page ads, TV spots, larger than life hoardings and radio spots continued. Panellists continued to growl and scowl on television debates, and the social media brigade on the loose fired like misguided missiles.