PM Modi’s Women’s Day campaign clever but poorly timed, say experts2 min read . Updated: 04 Mar 2020, 12:46 AM IST
As part of the #SheInspiresUs campaign, PM Narendra Modi will hand over his social media handles to selected women who will share things about a better India
NEW DELHI : Prime Minister Narendra Modi’s teaser campaign for Women’s Day seems well intended but poorly timed as India is in the midst of a series of crises, including the Covid-19 outbreak, deadly riots in the nation’s capital and a slowing economy, digital experts said.
On Monday, Modi posted a cryptic tweet expressing his intention to quit social media platforms such as Facebook, Instagram, Twitter, and YouTube. This turned out be a prelude to a campaign titled #SheInspiresUs.
His tweet, retweeted almost 50,000 times, created a frenzy on Twitter. People posted messages with hashtags such as #ModiQuitsSocialMedia, #NoSir, #NoModiNoTwitter and #IWillAlsoLeaveTwitter to convince him to drop the idea. The campaign’s objective was, however, only to create curiosity before its formal launch for International Women’s Day on 8 March.
As part of the campaign, Modi will hand over his social media handles to selected women who will share things about a better India. With more than 130 million followers across platforms, Modi is one of the most influential leaders online. Experts dubbed the tweet as a ‘clever teaser’ akin to what brands often do to create a buzz.
However, while the idea is good, the timing is wrong, said Shrenik Gandhi, chief executive and co-founder at digital agency White Rivers Media.
“It is good the head of state is putting across an inspiring campaign but the timing is off. I feel that the coronavirus spread, for instance, should be a bigger prerogative than a Women’s Day campaign," he said.
Ashutosh Harbola, founder of influencer marketing company Buzzoka, said that #SheInspiresUs is probably the first teaser campaign ever done by any Prime Minister globally.
“He created a high amount of curiosity by tweeting a day before which led to people discussing it. Even if it is a gimmick we should look at the end result which is about womanhood and celebrating it,"Harbola said.
As part of the #SheInspiresUs campaign, Modi has urged citizens to share inspiring stories of women who have aced their respective fields.
Sandeep Goyal, chairman of Mumbai-based marketing and communication agency Mogae Media, said that Modi knows social media better than any other politician in India.
“I don’t think it is really a gimmick. It is making his personal real estate more ‘public’ and giving more power to the people. It elevates his handles, it enhances his ‘social’ stature and makes the handles more participative, broader based and most likely more interactive," he said.