Making Waves

By: | Updated: January 20, 2015 5:20 AM

Prime minister Narendra Modi led ‘Make In India’ campaign is generating huge buzz online. Industry veterans say it’s time for the campaign to move forward

Prime minister Narendra Modi’s dream project ‘Make In India’ has been succesful in creating buzz online. Social media platforms such as Twitter and Facebook have seen humungous response from netizens across the world.

On Twitter, for instance, the campaign has 2,84,000 followers and the countries that maximum number of followers come from are India, the US and the UK. “Over the  past four months since the account opened, it has added almost 19 thousand followers per week, with its most popular tweet, amassing more than 1.7 thousand re-tweets, and favorites respectively,” says Raheel Khursheed, head – news, politics & government at Twitter India.

The prime minister had kicked off the campaign on September 25 last year. Make In India was launched with the objective of transforming Indian into a global manufacturing hub. According to the Press Information Bureau, Make in India is one of the fastest growing initiatives ever in the digital space. PIB said the campaign has generated more than 2 billion global impressions on social media and the website has so far been accessed by over 1.7 million users from across the world.

Digital analytics firm MindShift Interactive says that in terms of engagement, ‘Make In India’ has been hash-tagged or viewed in hash tag more than 217.4 thousand times. The campaign’s page on Facebook gets a new member added every three seconds which is definitely unusual for government led campaigns and not many private enterprises can boast of such success online.

Industry experts point out that it is extraordinary for an industrial campaign, as against those that target mass consumers directly or indirectly, to generate such response. “BJP government in general and prime minister Modi in particular are the masters of spin. They recognize the importance of public communication. They know the necessity of engaging with the people,” says Sam Balsara, chairman and managing director, Madison Group. Arguing that in the past many governments undertook ambitious landmark projects but did not engage with the people in promoting and thus, lost the plot.

“Such large scale projects in the past were not supported with a detailed action and communication plan. The Modi government understands the need of a good action and communication plan, implemented and executed with the collaboration of the people,” he says.

Another industry veteran Prathap Suthan, founder of ad agency Bang In The Middle, says a good campaign is only half the job done and a lot more needs to be done to take the initiative to its logical conclusion. “It will take more than just a campaign to stoke patriotic fire
and get our industries and enterprises to rally under that cry and actually start living the idea. To me, the campaign is something that gets the people of India united under a banner, but that’s just about what the advertising can deliver. To make this work, a whole new slew of government policies and principles need to be laid out. Making in India has to turn habit and reflex,” says Suthan who had led the India Shining campaign for the BJP in 2004. “What this country needs is no longer advertising. But case studies or stories of real action, of companies and CEOs acting as ambassadors of this movement. Actual facts and figures of renowned Indian companies taking up this call and aligning their growth plans in sync with this initiative,” he adds.

Is the government listening?

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