Role of Human Relations Competencies in Building

a Brand

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 1

Human Relations Competencies• Leadership

• Attitude

• Communication through Orator-ship.

• Body Language

• Positive Influence on audience

• Disciplined Lifestyle

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 2

Evolution of Brand Modi……

• Branding of Modi from “Chaiwala to PM”

• How the branding agency played a pivotal role in casting of stigma

• Mechanism of transformation and revolution.

• HAR HAR to GHAR GHAR

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 3

Back stage sculptor• BJP Media Policy regulator

• Piyush Goyal• Ajay Singh

• Advertisement • Piyush Pande (Advertisement expert)• Ogilvy and Mather’s (Advertisement Agency)• Sam Balsara (Madison World) • Mccann world group – Sougandh Mithi Ki - Audio Clip in Modi’s Voice.• Ab Ki Bar ….SOHO SQUARE (Advertisement Agency)

• Developed and percolated among media channels to make it viral among masses

• Brand Consultant: Harish Bijor• Crafted a picture of next in PM Persona.• Branded Modi through comics, books and articles.

• Childhood Modi , Bravery stories, Patriotism cast-off of Material life

Developed a Task Force exclusive for media management @ Varanasi

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 4

Challenges

• Regional Identity. Gujrat and Modi. 3 timer CM.

• India’s Young Gen 12 Cr. Modi’s Age 63. Traditional vs. Modern Outlooks. May

create a catastrophic contrary influence.

• GODHRA – MUSLIM carnage – A stigma.

• Dictator, Racist, etc.

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 5

Transformation Scheme – Points Bold and Underlined.• TATA NANO (2008) Singur to Sanand – Champion in Corporate world .

• The brand is basic need of every citizen. Visionary, Patriotic, Technocrat, Garibi,

Business. etc.

• English Interface with maximum audience (Young Educated).

• Modern Technology – Facebook, Twitter etc. Self Handle.

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 6

Image en route for Brand Image• Modi

• Sincere

• Trustworthy

• Productive

• Inspirational

• Immortal

• Capable.

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 7

Emotional Appeal• Acche Din a planned Catchphrase to counter the administration of

earlier UPA government and pitch Modi led NDA government.

• MODI Jacket – Body Language – Waving of hand in particular style.

• Emphasizing: Daily Routine , Yoga, Nature Lover, Affection towards Mother, Communication style.

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 8

Actions - Reactions

• Bowing before Parliament step – reflecting the faith and sincerity

towards Parliament - treating it as God.

• Going directly in crowd – showing no protocol important in front of

fellow citizens – Peoples’ PM.

• First Independence day speech from Red Fort – Fluttering Tricolor

turban – Patriotism.

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 9

Management Oriented Development of India

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 10

Epitome - The Barack Obama

• The impeachment of the Republic.

• Nailing the Negatives of Bush Admin.

• Personification of Martin Luther King Jr.

• First BLACK.

• The vocabulary and the exemplary Orator-ship…..

Prof. Akshay N. Ganbote, JSPM's JSCOE MBA Department 11