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Narendra Modi’s Successful Prime Ministerial Campaign Leveraging Social Media Case study

In today’s digital age, social media has become an integral part of marketing communication strategies for organizations across various domains. This blog post aims to analyze the reasons behind the growing importance of social media channels, particularly in the context of Narendra Modi’s successful prime ministerial campaign in India’s 2014 general elections. We will delve into the strategies employed by the Bharatiya Janata Party (BJP) and discuss the advantages of social media over traditional media channels. Additionally, we will explore the potential strategies that the new government could adopt to foster effective communication with the public.

Section 1: An Obamaesque Campaign

During the 2014 general elections, Narendra Modi’s campaign drew inspiration from Barack Obama’s successful presidential campaigns in the United States. By leveraging the power of social media, the BJP aimed to connect with the masses on a personal level, much like Obama did. This approach involved utilizing various social media platforms to effectively communicate their message and engage with potential voters.

Section 2: Background Note

India’s political landscape witnessed a significant shift in the 2014 general elections, with the BJP emerging as the dominant force. This election marked a turning point in Indian politics, as it showcased the potential of social media in shaping public opinion and garnering support. The BJP effectively utilized social media platforms to amplify their message, mobilize volunteers, and create a wave of enthusiasm among the electorate.

Section 3: BJP's Campaign For The Elections

The BJP’s campaign for the 2014 general elections was meticulously planned and executed. They recognized the power of social media in reaching a diverse audience and engaging them in a dialogue. Through targeted campaigns, innovative hashtags, and compelling visuals, they were able to capture the attention of millions of Indians across different demographics. The campaign focused on highlighting Narendra Modi’s leadership qualities, promoting the party’s manifesto, and countering opposition narratives effectively.

Section 4: Use Of Social Media For Campaigning

Social media provided the BJP with a unique advantage over traditional media channels like television, radio, and print. It allowed them to bypass the limitations of geographical boundaries, delivering their message directly to the masses. The real-time nature of social media facilitated instant feedback, enabling the campaign team to adapt and refine their strategies promptly. Moreover, social media platforms provided cost-effective means of communication, reaching a wider audience at a fraction of the cost compared to traditional media channels.

Section 5: Reaching The Bottom

One of the key strengths of the BJP’s social media campaign was its ability to connect with the grassroots level. The party utilized social media platforms to empower volunteers and supporters, encouraging them to actively participate in spreading the party’s message. This bottom-up approach helped create a sense of ownership among the masses and fostered a strong community spirit. 

Section 6: A Spectacular Victory

The effective utilization of social media channels proved instrumental in the BJP’s spectacular victory in the 2014 general elections. By leveraging these platforms, the party successfully engaged with the youth, urban population, and those previously disengaged from politics. The BJP’s social media campaign was not only innovative but also transformative, setting new benchmarks for political communication in India.


Narendra Modi’s successful prime ministerial campaign in India’s 2014 general elections serves as a testament to the power of social media in shaping public opinion and mobilizing support. The BJP’s strategic use of various social media platforms played a pivotal role in connecting with the masses, promoting their agenda, and ultimately securing a resounding victory. As the new government takes charge, it is essential for them to continue leveraging social media to foster effective communication, transparency, and public engagement. Also get to know about Mercedes-Benz India: Approach to Capturing a Younger Segment case study