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  • Writer's pictureAmit Shankar

I.N.D.I.A: A Branding Gone Wrong




It is often observed that middle-aged men from JNU tend to be poor speech writers and even worse at branding. It is understandable as no brand would have relied on Marx-Lenin for such an exercise. Therefore, it is perplexing why the supposed united, anti-Modi opposition chose to entrust them with the task.


I believe the opposition will face a defeat with the new branding of I.N.D.I.A, despite the liberal media hailing it as a master stroke. Modi's rise to power was fuelled by demolishing the concept of old, beleaguered India, which was seen as outdated and corrupt. He introduced the idea of a new Bharat, free from the grip of dynasties, nepotism, and corruption. In his new version of Bharat, power was not limited to a select group of elites like the Khan Market gang or English-speaking journalists such as Barkha-Rajdeep. Surprisingly, despite the writing on the wall, the opposition could not see this.


Can we forget how Modi challenged the 70-year-old idea of India promoted by Nehru, criticising it and presenting a new vision? In the past, India's elite attended Harvard, Cambridge, and Oxford, socialised at Gymkhana, and shopped at Khan Market. However, a tea seller rose to become the Prime Minister in New Bharat. With the help of a jibe from another Oxford-educated individual, Mani Shankar Aiyar, the Chai wala uprooted the entire banyan tree of Lutyens Delhi and replaced it with a new tender plant called 'New Bharat.’


Without warning, Hindi became the favoured language and was utilised in international gatherings. Gandhi Ashram, a little-known brand that solely served the political elite, became a trend and began generating unheard-of profits. Young people from modest origins started succeeding in the UPSC exams, women were piloting Rafale jets, and our passports were gaining more respect and inspiring awe. The new India was being sought after for answers, from environmental concerns to the Ukraine crisis, and our viewpoints were being sought after everywhere.



Although the opposition attempts to rename the UPA as I.N.D.I.A, the nation still remembers Chidambaram, a Harvard-educated elite, mocking Modi's proposal for a digital India in parliament. Nonetheless, India has become one of the largest digital economies globally, valued at over 500 billion dollars. Our digital currency, UPI and Rupay, are now accepted in France, and the country has shifted to using digital currency for everything from buying vegetables to air travel. Additionally, we have started paying for oil in Rupees instead of dollars.


Dear Rahul-Sonia-Kharge, dynasties will surely fade, and mediocrity will be ridiculed. Nehruvian India is a thing of the past, and trying to revive it, will yield no result. Wake up to a New Bharat, a land of equal opportunities, vibrancy and exuberance

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