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The Modi Effect
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 01 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. 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 Modi's rise to power, the extraordinary election victory and its aftermath. The Modi effect inside Narendra Modi's 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. Political strategist Lance Price reveals the amazing story behind Narendra Modi's 2014 Indian election victory. Lance Price is the only author to have secured interviews with Narendra Modi and with several of his ministers and others closely involved in the campaign. Modi has never spoken in detail about his reflection on the election before. No other book will have these insights from the inside. It is also the only book written from the perspective of an impartial outside observer with no axe to grind. The author is also an expert on elections and has drawn on comparisons with elections in the west. He was director of communications for Tony Blair's labour party in the UK Modi's international profile continues to rise with extremely successful foreign tours and in India the economic mood is buoyant. How the victory was won-the detailed planning and strategy, the revolutionary use of IT and social media, meticulous mustering of grassroots party workers-is all detailed here with the right overview for the general reader. Without becoming either a management case study or a narrow view of one aspect Narendra Modi's official Facebook page has more than 21 million likes. And he has more than 6 million followers on Twitter. The book is timed right (Just about a year after the elections) and has many insights provided by Modi himself and his core team. This book will be the definitive book on the election campaign and will be the one book general readers, corporates and institutions will buy as a record of a watershed moment in Indian history. About the Author Lance Price is a political strategy consultant who worked at 10 Downing Street from 1998 to 2000 where he was a deputy to Alistair Campbell. He was the Labour Party's director of communications from 2000 until the general election of 2001, when Tony Blair secured his second landslide. Before joining Number ten he was a BBC Political Correspondent for many years.