Prime minister Narendra Modi's increasing reliance on public relations (PR) to shape his image has drawn sharp criticism, particularly when national accomplishments are framed as personal victories. Operation Sindoor, widely regarded as a commendable achievement of the indian Air Force (IAF), showcased the bravery and efficiency of the armed forces in high-pressure circumstances. However, Modi’s decision to prominently feature the operation in his bihar election campaign has been seen by many as an attempt to convert a collective military success into a tool for political gain. This move risks politicizing the armed forces—an institution that ideally remains apolitical and representative of national unity.
The use of social media and marketing stunts further amplifies concerns about Modi’s image-centric governance. A recent example is the viral use of AI-generated posters featuring actor Sebastian Stan, which bore slogans like "Go and Tell Modi" followed by "I Told Modi." These were widely criticized as deceptive and manipulative, especially since Stan had no actual involvement. While such tactics may generate buzz and reinforce Modi’s brand among supporters, they can also erode trust, particularly among more discerning citizens who view them as disingenuous or tone-deaf. The blending of entertainment, propaganda, and politics dilutes the seriousness of democratic discourse and reduces governance to a spectacle.
Netizens, especially younger and politically aware voters, are increasingly voicing discomfort with this approach. social media platforms have become spaces where citizens critique the commodification of national events for personal or electoral benefit. The frustration stems not just from the repackaging of institutional achievements under a personal brand, but also from a broader concern that real issues—such as economic challenges, social welfare, and governance quality—are being overshadowed by hyper-curated image management. In a vibrant democracy, leaders are expected to celebrate collective achievements without monopolizing the credit, and Modi’s growing PR strategy risks alienating those who value transparency and substance over spectacle.
The use of social media and marketing stunts further amplifies concerns about Modi’s image-centric governance. A recent example is the viral use of AI-generated posters featuring actor Sebastian Stan, which bore slogans like "Go and Tell Modi" followed by "I Told Modi." These were widely criticized as deceptive and manipulative, especially since Stan had no actual involvement. While such tactics may generate buzz and reinforce Modi’s brand among supporters, they can also erode trust, particularly among more discerning citizens who view them as disingenuous or tone-deaf. The blending of entertainment, propaganda, and politics dilutes the seriousness of democratic discourse and reduces governance to a spectacle.
Netizens, especially younger and politically aware voters, are increasingly voicing discomfort with this approach. social media platforms have become spaces where citizens critique the commodification of national events for personal or electoral benefit. The frustration stems not just from the repackaging of institutional achievements under a personal brand, but also from a broader concern that real issues—such as economic challenges, social welfare, and governance quality—are being overshadowed by hyper-curated image management. In a vibrant democracy, leaders are expected to celebrate collective achievements without monopolizing the credit, and Modi’s growing PR strategy risks alienating those who value transparency and substance over spectacle.
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