Modi's content strategy changed with changing communication objectives to influence the various stages of voter’s decision making. Initially, he intended to communicate his ‘brand identity’ and hence established his presence on various social platforms. The content revolved around inspirational quotes, quotes from scriptures and his daily activities.
In the final stage of building ‘brand preference’, Modi shifted his focus on building emotional connect with his audience. This was the stage where he built his credibility, increased his consideration and amplified his superiority. Also, there was a notable change in the content strategy. Apart from sharing his credentials, he turned more vocal about the opposition and created strong statements to express his opinions.
Sentiments on the social media clearly signalled enthusiasm for the brand Modi. In September 2013, when Modi was declared the PM candidate for BJP, he set on the final stage of building ‘brand resonance’ with active campaigning for elections. They integrated social media with ground level activations and other mediums. The party made extensive use of SMSes, Twitter, Emails and Facebook to garner support from masses. Modi’s comments on social platform were picked up by other mediums for greater discussion and buzz by newspapers, radios and TV channels. Twitter discussed Modi and his accomplishments in 140 words to educate people on the brand ‘Modi’. Many volunteers were entrusted with the tweeting activities across 12 tables.
To take care of urban youth, BJP put up small skits named nukkad natak (street corner play) to reach out to the youth. 1,200 such acts were performed on themes including price rise and corruption. They formed NaMo band which was played in malls, college canteens, barista and Cafe Coffee Day outlets.