" BRAND VERSUS PRODUCT


The Modi brand was built on the promise of delivery. The 2014 campaign was promoted under the theme ‘Achche din aane
wale hain’ (good days are on the way). It assumed that Modi would
bring change. It was not an empty promise: it came from his
certitude and his reductive understanding of the problems that India
and its government grapple with.
The Modi view of the world is also the view of the middle
classes, generally speaking. It can be understood thus: the system is
bad, but it cannot be fixed because politicians are corrupt. India’s
poverty and inefficiency was the product, therefore, of bad
politicians.
The view also is that India’s potential has been kept suppressed
and the people, especially the middle class, have suffered for this.
The nation had not become developed though it was full of people
who were talented. The politicians had let the rest of us down.
The system had failed because of the party which had created it
and run it. The Congress stood for corruption and socialism and
dynasty (this last bit is less damaging than is assumed, in a society
where such things as a ‘good family’, meaning virtue spread through
genes, are believed to be true). The Gandhis were nepotistic, and
people like Rahul Gandhi are not equipped or qualified in any way to
lead India to its deserved greatness.
A good man, an honest man, a strong man who means well is
the thing needed to fix this system because the system is the
problem and needs to be fixed. Once that is done, this great society
will be able to take its destined place in the world. "

― , Price of the Modi Years