Brand experts believe only the chief minister will benefit from this event. But optimists say the fast will be a show of ‘good faith’ for communal harmony in Gujarat.
Optimists believe, chief minister Narendra Modi's mission is really in "good faith" for communal harmony as he kicks off three day fast at Gujarat University Convention Hall on Saturday. Pessimists believe, with or without good faith- Modi is trying hard to wash away his communal image as he readies to emerge in national political scenario.
But brand pundits in city believe that Modi’s 'Sadbhavna Mission' is a public relation exercise ahead of assembly elections in the state and only the CM will benefit from it.
Experts also believe it is only after introspection for many years that Modi wants to do away with his image tainted after the 2002 communal riots. So, when the CM resorts to 'Annagiri' from Saturday, will it yield good results for him? Indian Institute of Management, Ahmedabad (IIMA) faculty, Prof Arvind Sahay, is quick to reply, "It (Sadbhavna Mission) is a PR exercise and such exercises are always beneficial."
Chandan Nath, ad-guru of repute believes, like Anna fought for the cause of corruption, Modi is fasting for communal harmony. "I didn't know anything about Anna a year back, but after his movement against corruption through his fast, I know much more. In Modi's case, the cause for the fast and the individual are equally important. The fasting is going to affect him positively," he said choosing not to elaborate on the 'positivity'.
Officiating director at the Mudra Institute of Communications, Ahmedabad (MICA), Prof Arvind Sinha, believes Modi doesn't need any PR exercise as he is popular and a brand in himself. He, however, believes the mission is also an exercise to erase the negative image he has had over the years.
He said that the mission has three messages for the people: Fast is good for purity of body and soul. Secondly, it is important to see how he reaffirms himself after the fast, since it comes after realising that has to do something to change his image, said Sinha. The third lesson, he believes, is a message for the people that they should reconcile with the past and introspect to improve things.
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