About the Book: Modi Effect: Inside Narendra Modis Campaign To Transform India
How did a chai wallah who sold tea on trains as a boy become Prime Minister of India? On May 16, 2014, Narendra Modi was declared the winner of the largest election ever conducted anywhere in the world, having fought a campaign unlike any before. Political parties in Britain, Australia and North America pride themselves on the sophistication of their election strategies, but Modis campaign was a master-class in modern electioneering. His team created an election machine that broke new ground in the use of social media, the Internet, mobile phones and digital technologies. Modi took part in thousands of public events, but in such a vast country it was impossible to visit every town and village. The solution? A virtual Modi - a life-size 3D hologram - beamed to parts he could not reach in person. These pioneering techniques brought millions of young people to the ballot box - the holy grail of election strategists everywhere - as Modi trounced the governing Congress Party led by the Gandhi dynasty. Former BBC correspondent and Downing Street communications expert Lance Price has been granted exclusive access to Prime Minister Narendra Modi and his team of advisers. With complete freedom to tell it as he finds it, he details Modis rise to power, the extraordinary election victory and its aftermath. The Modi Effect: Inside Narendra Modis campaign to transform India lifts the lid on a whole new box of tricks, where message-management and IT wizardry combined to create a vote-winning colossus of awesome potency.
About the Author: Lance Price
Lance Price has written the definitive account of the campaign that got Modi to where he is now. He tells a good story. Extensive interviews with key aides, interesting comparisons with powerful politicians he has worked with, and detailed chats with Modi himself have given Prices book an exciting immediacy. Price gives us a ringside view of Modis way of working. The Times of India This book will help people around the world to understand more about Indian democracy and our campaign. Narendra Modi Price brings to the debate is the spin-doctors perspective ... He dissects Modis strategic and tactical decisions, the social media interventions starting as far back as 2010, the advertising campaigns, the media coverage and the role of the three crucial ecosystems that won Modi the election. Financial Times