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HindustanTimes Sun,21 Sep 2014

BJP focuses on brand Modi to boost its outdoor campaign

Neelam Pandey, Hindustan Times  New Delhi, March 14, 2014
First Published: 11:58 IST(14/3/2014) | Last Updated: 12:01 IST(14/3/2014)

The Delhi BJP is planning to cash in big time on brand Modi in the run-up to the coming Lok Sabha polls.

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The outdoor publicity campaign of the party is now focusing entirely on the party’s prime ministerial candidate and highlighting the important issues of price rise, corruption, women security and unemployment.

According to senior BJP leaders, the tagline of the posters and hoardings that have been put up across the city mostly centres around Narendra Modi. Some taglines are ‘’Bohat hui mehngai ki maar (enough of price rise), Abki baar Modi Sarkaar’ (This time it is Modi’s government).

More than 1,000 hoardings and posters displaying Modi have been put up at various places including Ashoka Road, Moolchand, Defence Colony flyover, Karol Bagh, Shankar Road, Shadipur, among others.

Apart from Modi, other senior leaders of the party have been given a complete miss from the banners and hoardings put up by the party during phase one of its outdoor publicity campaign.

According to senior BJP leaders, this is only phase one of the campaign where the issues were being highlighted. In the coming days, the campaign will focus on the vision and the ideas of Modi in terms of the alternative BJP will offer if voted to power.

“Narendra Modi is a huge brand and his popularity rating is much higher than anyone else. For the BJP, he is the biggest brand so there is no question of not highlighting him the most in our campaign,” said a senior BJP leader.

Apart from the outdoor campaign, the party has started advertisements on FM channels too. “We are highlighting the traits and qualities of our leadership. Narendra Modiji has proved that he represents change and is a decisive leader. He had said during a rally that we are the servant of the masses and not rulers like the Congress,” added another leader.

In the Delhi assembly elections too, apart from the chief ministerial candidate Harsh Vardhan and other senior leaders, the campaign of the BJP had focused on Narendra Modi too.

“We haven’t announced candidates for Delhi yet. Once that is done a decision will be taken whether they will be included in the phase II or whether they have a separate campaign altogether,” said another leader.


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