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The Modi Effect
Author: Lance Price

ISBN: 9781473610910
Format: Paperback
Number Of Pages: 352
Published: 10 May 2016
Country of Publication: GB
Dimensions (cm): 19.8 x 12.9 x 2.8
Description:
Political strategist Lance Price reveals the amazing story behind Narendra Modi's 2014 Indian election vistory

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 Modi's 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.

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