By Ramakant Chaudhary

Amidst the labyrinthine maze of Indian politics, Narendra Modi stands as a towering figure, not merely as a leader but as a squarely crafted brand. From his humble beginnings as a party worker to his ascension to the highest office in the country, Modi’s journey has been punctuated by strategic PR manoeuvres that have not only modified his image but have also struck a chord with the masses. The nuances of Modi’s masterful PR communication strategies have unambiguously cemented his brand identity. However, what truly sets Modi apart is his ability to connect with the masses on a personal level. His PR strategies go beyond mere slogans; they tap into the aspirations and sentiments of the Indian populace. Modi’s communication is not just about delivering speeches; it’s about telling a compelling story of hope, progress, and national pride.

Whether it’s “Sabka Saath, Sabka Vikas,” “Achhe Din,” “Pradhan Sevak,” “Beti Bachao, Beti Padhao”, “Vocal for Local”, “Make in India”, “Double Engine Ki Sarkar,” “Teesri Baar Modi Sarkar, Abki Baar 400 Paar,” or “Modi Ki Guarantee,” PM Modi’s electoral campaign taglines have reverberated widely across the country. These slogans encapsulate the essence of his vision to serve the nation and effect revolutionary change in people’s lives.

Each tagline represents a strategic communication move, portraying Modi as a leader firmly rooted in the soil of India, committed to the welfare of its citizens. His adeptness in connecting and engaging with the masses through these slogans has left an indelible mark on the political landscape.

These taglines not only serve as rallying cries for his supporters but also convey a sense of assurance and promise to the electorate. They symbolize Modi’s steadfast dedication to governance, progress, and inclusivity, making them potent tools in his political arsenal. Through these taglines, PM Modi has effectively crafted a narrative that strikes chord with the aspirations and hopes of millions of Indians, cementing his position as a formidable leader on the national stage.

‘Mann Ki Baat’, an iconic radio program, serves as a significant channel of communication through which Prime Minister Modi has cultivated a trusted rapport with citizens. It has emerged as a cornerstone of communication between the government and the people of India. Through this platform, PM Modi addresses the nation, sharing his thoughts, ideas, and vision directly with the citizens. It serves as a bridge between the leadership and the public, building  a sense of unity and understanding.

During the high-stakes 2019 election campaign, one of the standout PR exercises was Modi’s ‘non-political interview’ with Bollywood actor Akshay Kumar. This unconventional move, aimed at showcasing Modi’s softer and more relatable side, not only captured widespread attention but also struck a chord with diverse segments of the population. By leveraging the reach and appeal of popular culture, Modi effectively humanized his image, making him more approachable to the masses.

A cornerstone of Modi’s communication strategy has been his adept handling of reputation crises. Despite facing severe backlash over contentious policies such as demonetization and GST, as well as allegations of corruption in defense deals, Modi managed to weather the storm by strategically deploying PR narratives that countered negative publicity. Through carefully curated stories and messaging, Modi was able to deflect criticism and maintain his credibility among the electorate.

Another pivotal aspect of Modi’s brand evolution has been his image makeover. From his early days as a grassroots worker clad in Khadi to his MODI-fication into a statesman-like figure donning tailored suits, Modi’s sartorial choices have mirrored his political journey. The shift in his attire symbolizes not just a personal transformation but also a strategic rebranding aimed at projecting a modern and progressive image to both domestic and international audiences.

At the heart of Modi’s PR strategy lies his ability to deliver the right message at the right time. His speeches are carefully created to follow a narrative arc that resonates with the masses. By framing himself as the quintessential underdog hero who triumphs over adversity, Modi effectively taps into the collective aspirations and sentiments of the electorate, positioning himself as a beacon of hope and change.

During times of crisis, Modi’s Public Relations playbook emphasizes the importance of projecting his humane side and refraining from engaging in confrontational rhetoric. By adopting a measured and composed approach, Modi not only avoids escalating tensions but also projects an image of stability and leadership in the face of adversity. His calculated silence on contentious issues such as mob lynching, Manipur mayhem and unemployment figures has been instrumental in defusing potential controversies and maintaining his aura of authority.

Modi’s electoral successes can be attributed in large part to his ability to connect with the emotions of the Indian electorate. In the landmark 2014 elections, Modi tapped into the collective frustrations of the youth, farmers, Aam Aadmi, and businessmen, promising a brighter future with his slogan of ‘Achhe Din Aane Wale hai’. This message struck a chord with millions of disillusioned voters, propelling Modi to power with a resounding mandate.

Similarly, during the 2019 election campaign, Modi capitalized on the wave of nationalism following the Balakot air strikes, positioning himself as a strong and decisive leader capable of safeguarding the nation’s security interests. By tapping into the patriotic fervour of the electorate, Modi galvanized support and secured a landslide victory, further solidifying his image as a charismatic and visionary leader.

Whenever opposition parties launched personal attacks on Modi, they often found themselves backfiring, thanks to Modi’s strategic communication tactics that put his opponents on the defensive. One such instance was the “Chowkidar Chor Hai” slogan coined by the Congress to tarnish Modi’s image in light of the demonetisation and Rafale scam controversies. However, Modi turned the tables in his favour by launching the “Main Bhi Chowkidar” campaign, catching his opponents off guard and reaping substantial electoral benefits.

In another episode, during the 2014 elections, Congress leader Mani Shankar Aiyar made a disparaging remark suggesting that Modi, coming from humble beginnings, was unfit to be prime minister and could only sell tea at Congress gatherings. Responding swiftly, Modi’s team orchestrated the “Chai Pe Charcha” campaign, effectively putting Congress on the backfoot and showcasing Modi’s connection with the common people.

These instances underscore Modi’s adeptness at converting adversities into opportunities through strategic communication, ultimately bolstering his political stature and resonance with the masses.

Put simply, Narendra Modi’s political brand underlines the power of effective PR communication in shaping public perceptions and influencing electoral outcomes. His ability to adapt his messaging, connect with diverse audiences, and navigate through crises with finesse underscores the importance of strategic communication in modern politics. As Modi continues to chart his course on the turbulent seas of Indian politics, his brand stands as a shining example of effective leadership and communication in the digital age.

Ramakant Chaudhary is senior journalist and currently working with PRP Group as Content Head. He has worked in various editorial roles with Financial Express, Mint (Hindustan Times Group), The Times Of India, Jagran Post (Dainik Jagran Group), The Pioneer, and The Political and Business Daily. He writes going beyond headlines on: politics, government policy, economy, infrastructure, real estate, education, social issues, lifestyle, and health.

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Mumbai, August 14, 2023:  Concept Public Relations India Limited (Concept PR), part of the Concept Group, India’s largest independent integrated communication group has been appointed as the public relations agency for Bikaji Foods International Ltd, the country’s largest maker of Bikaneri Bhujia.

Commenting on the development, Ms Neha Rao, Vice President, Marketing said “Bikaji has come a long way in the past 3 decades; our journey from Bikaner to Bombay Stock Exchange has been nothing short of amazing. We are on a growth path, with a lot of interesting developments that our industry and brand are witnessing. Therefore, when it came to appointing a PR firm to handle our account for better outreach and take our story to the world, Concept PR was definitely a strategic choice. The professional and dedicated approach with which the team managed our IPO journey was commendable and we are excited to build our brand equity with their support!”

“Since the announcement of the Initial Public Offering, we have enjoyed a great working relationship with the Bikaji Team. We are elated to continue our association with the “Bikaji” Brand – a true “Make in India Story” that has been wowing the Indian taste palate since 1993. As Bikaji forays into other segments beyond the Namkeens and expands into other geographies and boosts its distribution network, we look forward to sustaining and building on their communication internally and externally” said Lalit Jaisingh, Senior Vice President and Lead Capital Markets PR

As part of the mandate, Concept PR will also provide professional daily news monitoring services through Concept BIU, the media monitoring arm of Concept PR. Concept BIU, an ISO 9001:2015 certified company, is a trendsetter and a leader in public relations and corporate communications measurement, news monitoring, data analytics & research. It provides various services and solutions to teams in corporations and PR agencies that manage the media reputation of business entities.

About Concept PR

The three-decade old Concept PR (https://www.conceptpr.com) is part of the Concept Group, India’s largest independent integrated communication group. From its genesis as an acknowledged powerhouse in capital markets and financial communications, Concept PR has grown to leadership positions across industries and geographies. It presently numbers some of the largest corporates, PSUs and governments among its clients. Headquartered in Mumbai, with a team strength of about 300 professionals across 12 cities, the multi award winning agency has carved a special niche with clients through its domain expertise, digital integration and flawless execution. Concept PR has successfully managed this transition and has further expanded its footprint globally with the commissioning of its operations in South Africa. It is also part of the international network of PR agencies, IPRN.

About Bikaji Foods International

India’s Largest third largest ethnic snacks company, Bikaji is the largest manufacturer of Bikaneri Bhujia with an annual production of 35,588 tonnes in FY23. It is the second fastest-growing company in the Indian organized snacks market and has been giving a novel twist to Indian snacks since 1993. The Bikaji brand has visibility across 23 states and 4 union territories as of March 31, 2023 and is present across bhujia, namkeens, packaged sweets, papad, western snacks and frozen food.

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Adgcraft through its specialised startup PR Wing will work to reach out to the target audience of SanchiConnect and expand its reach in the startup ecosystem.

New Delhi, June 27, 2023 – SanchiConnect, a leading organisation dedicated to supporting emerging technology ventures, announces its partnership with Adgcraft, a new-age public relations agency, to strengthen its public relations initiatives and expand its reach in the startup ecosystem.

SanchiConnect has rapidly emerged as a distinguished community, serving as a catalyst for the development of over 500 curated deep tech startups. With the support of more than 100 active institutional venture funds, over 20 business accelerator partners, 30+ incubator partners, and 30+ industry and corporate partners, SanchiConnect has built a robust ecosystem to help startups sustain and thrive.

Recognizing the importance of effective communication and the need to reach a wider audience, SanchiConnect has chosen Adgcraft as its strategic public relations partner. Adgcraft brings a wealth of experience and expertise in public relations and marketing, and their track record of success in the tech industry aligns perfectly with SanchiConnect’s objectives.

“We are delighted to welcome Adgcraft as our PR partner,” said Dr. Sunil Shekhawat, Founder and CEO of SanchiConnect. “Their deep understanding of the startup ecosystem and proven ability to craft compelling narratives and engage with key stakeholders will significantly enhance our public relations efforts. Together, we aim to create greater awareness of the incredible work done by deep tech startups within our community and attract more opportunities for collaboration and growth.”

As SanchiConnect continues its journey to empower startups, the collaboration with Adgcraft will play a pivotal role in showcasing the groundbreaking innovations and disruptive technologies being developed within the community. Through targeted media outreach, thought leadership campaigns, and strategic storytelling, the partnership aims to elevate the visibility of Sanchiconnect and its member startups on a global scale.

On the partnership, Mr. Abhinay Kumar Singh, CEO of Adgcraft said “We are thrilled to join forces with SanchiConnect. They have built an exceptional ecosystem, and we are excited to amplify their story and the incredible impact of deep tech startups. We look forward to leveraging our expertise to generate meaningful media coverage and foster valuable connections that will contribute to the growth and success of the community steered by SanchiConnect.”

The partnership between SanchiConnect and Adgcraft promises to create a synergy that will drive greater awareness, collaboration, and growth opportunities for deep tech startups. Through strategic communication initiatives, SanchiConnect aims to inspire entrepreneurs, attract investments, and build a sustainable future for the startup ecosystem.

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Value 360 Communications bags the PR mandate for Erekrut

Value 360 Communications has bagged the mandate to oversee PR and brand-related activities for Erekrut. As a part of the mandate the agency will manage the brand’s corporate and technology reputation, daily visibility enhancement, strategic communication counsel, and media relations.

Erekrut, known for its innovative approach to recruitment, aims to revolutionize the hiring process by leveraging advanced technology and data-driven insights. With a strong emphasis on quality talent acquisition and seamless candidate experience, Erekrut has emerged as a trusted platform for both employers and job seekers.

The decision to on board Value 360 Communications with the PR mandate followed an extensive and meticulous review process. It is attributed to the agency’s deep domain knowledge and strategic approach to driving brand messaging across the target audience.

Ravinder Goyal, co-founder, Erekrut said, “We’re excited to partner with Value 360 Communications to enhance our PR and brand reputation. Their domain expertise and strategic approach will help promote our brand narrative in a better way. We are impressed by their creativity, planning, and attention to detail. We anticipate a fruitful partnership ahead.”

Vasundhara Singh, senior vice president, Value 360 Communications said, “We are thrilled to be associated with Erekrut. Leveraging our extensive experience serving numerous HR Tech clients, we are confident to further augment their brand equity and help them scale up. We look forward to joining Erekrut on their inspiring journey of providing best-in-class HR Tech solutions to businesses & institutions operating across India.”

Since its inception, Erekrut has experienced remarkable growth, transforming into a thriving pre-hiring assessment platform that has captured the attention of investors and gained a substantial jobseeker base of 1million plus and 1000+ active recruiters and 400+ campuses across India. It secured an impressive pre-seed funding of $433.33K from Delhi-based Angel Investors, including fresh investment from promoters. The company has been shortlisted for a highly coveted Accelerator program in the US. With a co-founder boasting over 30+ years of industry experience in Sales, Brand Development, and Corporate Relations, Erekrut is well-equipped for success. Through its pre-hiring assessments, continuous candidate engagement, and effective communication channels it streamline the interview process and maximize the efficiency of candidate selection. Erekrut is connecting the entire eco-system; Recruiters, Job Seekers and Campuses across with zero time and money wastage in filtering out the right candidates using job role based assessments with complete application tracking systems and candidate’s profiling based on their activities at Erekrut.

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The Future is Here: How AI is Transforming PR and Digital Marketing

In recent years, Artificial Intelligence (AI) has made its way into almost every aspect of our lives, and the world of public relations and digital marketing is no exception. AI is revolutionizing the way businesses reach their target audiences and communicate with customers. From content creation to personalized marketing, AI is transforming the PR and marketing landscape, making it more efficient, effective, and targeted than ever before. AI is also helping businesses to personalize their marketing efforts. Personalization has become a buzzword in the marketing industry, but it is not always easy to achieve.

AI-powered tools can analyse customer data to create personalized marketing messages and offers. This means that businesses can deliver targeted messages that are more likely to resonate with their audience, increasing the chances of conversion. Consequently, AI is helping businesses to measure the impact of their marketing efforts. AI-powered analytics tools can analyse customer behaviour and provide insights into how marketing campaigns are performing. This means that businesses can make data-driven decisions about where to invest their marketing resources and how to optimize their campaigns for maximum impact.

Today, AI is also being used to streamline the marketing process. Marketers can use AI-powered tools to automate tasks such as lead generation, email marketing, and social media management. These tools can analyse customer behaviour, identify patterns, and make predictions about future behaviour. This means that marketers can make more informed decisions about where to allocate resources and how to engage with customers.

Furthermore, AI is transforming public relations and digital marketing through content creation. AI-powered tools can analyse customer data, identify trends, and create personalized content that speaks directly to the target audience. This means that companies can create more relevant and engaging content, increasing the chances of their message being heard and acted upon. AI can also help optimize content for search engines, ensuring that it is easily discoverable and reaches the right people.

Additionally, AI is transforming public relations and digital marketing is through chatbots. Chatbots can be integrated into websites, social media platforms, and messaging apps, allowing businesses to provide instant support and customer service to their customers. Chatbots can answer common questions, provide product recommendations, and even process transactions. This means that businesses can provide a better customer experience while freeing up resources that would otherwise be spent on customer support. Extrapolating current trends, it can be forecasted with reasonable certainty that AI will continue to play a major role is redefining the communication industry. AI will not only help in transforming public relations and digital marketing, but also galvanize content creation and brand management and personalized marketing. AI-powered tools are already making it easier for businesses to reach their target audiences, engage with customers, and measure the impact of their marketing efforts. As AI continues to evolve, it is likely that we will see even more innovative uses of this technology in the PR and marketing industries. The future is here, and it is powered by AI.

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Value 360 Communications, India’s leading and fastest-growing comms-tech firm and RepIndia, one of India’s largest independent communication firms, today announced a JV to form a new entity named RepValue to offer clients and brands an advanced mechanism for superior, real-time reputation management insights and solutions. The combined synergy of RepIndia and Value 360’s digital and PR capabilities over decades will enable clients to significantly enhance their reputation and brand communication matrix.

RepValue will focus on creating a strategic crossover of PR and digital reputation management to build holistic, full-service, insight lead and outcome-based brand reputation solutions. The collaborative ambit will span tech-backed capabilities, including creative innovation, content creation, online branding, crisis management, social listening, and round the clock response management, CRM, SEO, social media, corporate communication, and perception management, to bolster the online reputation and presence for key brands.

Ayesha Chenoy, Chairperson and Founder, RepIndia, said, “I’m excited to partner with Value 360. We have a common vision, ethics and a proven track record and reputation. What the market needs today is a single strategic, seamless solution. Reputation management is not reactive, but proactive. We need to own our narrative. Every piece of communication needs to go through a reputation filter, every brand issue needs to be managed before it becomes a crisis. This is the first solution that will make the brands future ready, in a world where everything can change in a minute”

Kunal Kishore, Founder Director, Value 360 Communications, said, “Both Value 360 Communications and RepIndia have charted similar growth trajectories in the communications and digital space. In a world witnessing strong integration of comms and digital, the two powerhouses will together bring in a solution for Indian organisations that can lead to effective reputation management. In a digital-first world where online conversations impact the sentiment around a brand, we will offer a comprehensive solution that draws strengths from both and raises the bar in reputation management.”

Archit Chenoy, CEO, RepIndia, said, “The strategy will be based on the fundamental needs of the business and brand, and the partners will ensure economies of scale not only in terms of pricing but also in efficiency and quality so as to protect shareholder values.”

RepValue brings a brand promise of exceptional thought leadership, strategic, customised solutions and sniper-focussed execution with experience spanning across industries and a talent base of over 800+ dedicated professionals. It will create a single integrated solution to protect and nurture client reputation. Both communication firms have a legacy of building strong global and Indian brands, including Adani Group, JSW, Tata Trusts, MG Motor India, Canon, Suzuki, Amazon, Paytm, Audi, Shopify, KAYAK, The Body Shop, Haldiram’s, and many more.

The advisory board for RepValue will be announced soon.

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Mumbai: Crosshairs Communication, the leading communications agency specialising in Public Relations (PR) and social media, is thrilled to announce that it has bagged the PR mandate for Accor India, a world leading augmented hospitality group.

The agency bagged the account in a multi-agency pitch and will be responsible for mainline and digital public relations along with media duties for the brand. Accor, which employs over 290,000 hospitality professionals across the globe, places people at the centre of everything it does, evoking emotion in its visitors and fostering a passion for service and achievement that knows no bounds. They create new grounds to redefine hospitality and inspire new ways to experience the world by building on the strengths of their staff and integrated ecosystem of top brands, personalised services, and expert solutions.

The stakeholders at Accor—Heartists, owners, partners, guests, and communities—are all fully committed to sustainability, and they work together to shape tomorrow’s hospitality to make a meaningful impact. On winning the mandate, Crosshairs Communication founder Stuti Jalan said, “We are honoured to be associated with Accor, a brand that offers an integrated hospitality ecosystem and embraces the new trends, challenges and diversity. Looking at our team’s experience and knowledge in this industry and differentiated storytelling approach, I’m confident that we will be strengthening the brand’s affinity and helping the company in achieving its set ambitions.”

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