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From the author of Where Power Lies and The Spin Doctor's Diary, comes a new book that tells the story of Narendra Modi's meteoric rise to power on the international stage, The Modi Effect: Inside Narendra Modi's Campaign to Transform India. With exclusive access to the architects of Modi's campaign, Prime Minister Modi and his current cabinet, Mr. Price has delivered an insider's account of this incredible political movement. In examining Modi's character and his position as leader of an increasingly powerful nation, Mr. Price explores the global impact of Modi's victory and its on-going transformation of international politics.
On May 16, 2014, Narendra Modi was declared the winner of the largest democratic election ever conducted in human history. But how did this impoverished chai wallah, who sold tea on trains as a boy, rise to become Prime Minister of India?
Political parties in the West pride themselves on the sophistication of their election strategies, but they all have a lot to learn from this election. 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 in person. How did he do it? Via "virtual Modi"-a life-sized 3D hologram-beamed to parts of the vast nation he could not reach in person.
These pioneering techniques brought millions of young people-the holy grail of election strategists everywhere-to ballot boxes. Under Narendra Modi's leadership the Bharatiya Janata Party (BJP) won a crushing victory in the 2014 general election leaving the Congress Party of the Gandhi political dynasty in disarray. For the first time in the history of India, an opposition leader swept to power with an overall majority.
Former BBC correspondent and political consultant Lance Price was granted exclusive access to Prime Minister Modi and his team of advisers to write this book. With complete freedom to tell the story as he found it, Price details Modi's rise to power, the extraordinary election victory, and its aftermath. The book examines Modi's rise, his unprecedented mass appeal despite the controversies surrounding him (including the West shunning him), and the pivotal role he will now play on the international stage.
The Modi Effect exposes the changing landscape of electioneering in twenty-first century global politics through the story of Modi's campaign, when message management and technological wizardry combined to create a vote-winning colossus.
- Sales Rank: #1425096 in Books
- Published on: 2015-03-24
- Released on: 2015-03-24
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 1.25" w x 6.13" l, .0 pounds
- Binding: Hardcover
- 339 pages
Review
"A new biography of Narendra Modi, which grants rare access to the Indian prime minister, assesses his campaign to become leader of the world's largest democracy from a spin doctor's perspective. . . the result of hours of meetings with Mr. Modi at his official residence in New Delhi after his election . . . the author, a key Labour Party spin doctor in the late 1990s, examines Mr. Modi's brand, his social media dominance and his campaign that harnessed technology like never before in an Indian election."
―Wall Street Journal India
"Price brings to the debate is the spin-doctor's perspective . . . He dissects Modi's 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
an inside view that does not come from a bhakt. The account is readable precisely because the author makes no bones about his scepticism about Modi's politics, and yet, he displays the capacity to tell the story of how Modi achieved success, giving him full credit where he deserves it . . . Price has the advantage of the unfettered access he had to the many invisible people who made up the Modi campaign . . . with great clarity he meticulously tracks how the Opposition failed to match Modi's energy and "indomitable will" and hunger for the job."―An Amazon "hot new releases" pick in Asian Politics
"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 Price's book an exciting immediacy. Price gives us a ringside view of Modi's way of working."―The Times of India
"Highly readable . . . The chapters on planning related to the campaign-which liberally depended on new techniques like 3D masks, social media tools like Twitter and Facebook, and the chai pe charcha sessions-make for very interesting reading and provide an insight as to how fastidious Modi really is about the details: everything about the campaign-what worked, what didn't and at what point a plan was abandoned-has been described in vivid detail by Price . . . Price, who has in the past worked with the election team of former British PM Tony Blair, among others, provides some great global comparisons."―Financial Express
"A well-written, imminently readable book . . . Price captures the essence of the Modi campaign and provides crucial, colorful details without getting bogged down in minutiae."―Huffington Post
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. Price's account of his years with the Blair political machine were recounted in the UK bestseller The Spin Doctor. Price lives in London.
lanceprice.co.uk
Most helpful customer reviews
6 of 8 people found the following review helpful.
A good insight into Mr.Modi's hugely successful campaign
By Kiran K. Vasu
Just like many others, I was curious to understand how the hugely successfully campaign was carried out by Mr. Modi and the BJP for the 2014 general elections. This book definitely provides a lot of details, obtained from several quarters including party workers at different levels, organisers, ad agencies, TV, print and social media. However, the author was not able to meet with the master strategist Mr. Amith Shah for various reasons. Not that Mr. Shah would have provided much insight into his planning and execution, but we could have got his perspective.
While the entire book is narrated very well and kept me engaged for the most part, there is one incident where I believe the author could have looked elsewhere for information. This is regarding the 2002 Godhra roits. The author’s source of information are the NGO’s/human rights organizations. The issue here is, most of us know the NGO’s were merely there to promote the western interests by painting a negative picture of the Hindus and right wing organizations.
We have heard enough about Hillary Clinton’s “Get Modi” policy and the funding provided to several NGO’s , with the sole purpose of tarnishing Mr. Modi’s image and wrongly accusing him of state support to the riots. I believe the Nanavati commission report would have served as a more credible source.
That said, overall it is a well written book and will give you a lot of insights into the election campaign.
2 of 2 people found the following review helpful.
Well written good summary
By N. Simha
Overall the book is really well written and kept me engaged. I wish the author had spent some time on the personal stories of the main characters.
0 of 0 people found the following review helpful.
If you are from India and have followed much of ...
By Marlon shah
If you are from India and have followed much of the 2014 elections first hand, there is nothing much to read.
The only not so-much known things are how the back office team worked out the campaign.
The writer has unprecedented access to PMO but there is very little of what Mr Modi told the author.
Through this book Modi wanted "the world to know how we carried out election process for such big country".. Lofty statement - but what he actually said was "tell them how I won the election". Because this is not a book about election process and it is not written from the viewpoint of election commission nor does and nothing about how other parties fought the elections.
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