In 2014 Indian General Elections, CAG was credited with steering the Narendra Modi -led Bhartiya Janata Party (BJP) towards an absolute majority of epic proportions, this was the first time in two whole decades that the country had voted a single party to absolute majority. Some of our campaigns such as the 3D hologram rallies, Chai pe Charcha, Bharat Vijay Rallies, Modi Aaane Wala Hai, etc. were lauded as the most successful components of the Narendra Modi campaign. By successfully positioning brand Narendra Modi as a Vikas Purush (man of progress), we were credited for producing the eponymous wave that powered Mr. Narendra Modi to the Prime Minister’s Office.
Young India Leaders Conclave was conceptualized and executed by CAG in June 2013. Two hundred young minds from across India obtained a platform to deliberate with the eminent leaders on the theme of ‘Vision 2020: How Government and Business can change to provide better opportunities for the Indian Youth’. This conclave was addressed by the then Gujarat Chief Minister Mr Narendra Modi. The inaugural keynote speaker for the event was Honorable Former President of India Late Dr. APJ Abdul Kalam he spoke on ‘How to realize an economically developed India’. The conference was also graced by other distinguished speakers like Mr. Deepak Parekh (Chairman, HDFC), Mr. Arindam Bhattacharya (Sr Partner & MD, BCG India), Mr. Sidharth Punshi (MD, JP Morgan (India)).
To incorporate the views of college-going Youth of India in national policy-making – CAG conceived and organized “Manthan”. This movement encouraged more than 20,000 students from over 700 colleges across 250 cities to come up with innovative solutions to 14 most pressing challenges faced by contemporary India. A jury of more than 50 domain experts and the opinion of 5, 00,000 online voters adjudicated the best entries, which were invited to present their case studies at a culmination event in October 2013. Mr. Narendra Modi, Mr. Arun Jaitley, Mr. Ram Jethmalani, and Mr. Chandra Babu Naidu attended the event and were present for an upwards of 8-hours.
CAG as the social mobilization partner of Sardar Vallabhbhai Patel Rashtriya Ekta Trust (SVPRET) executed the Statue of Unity Movement- one-of-its public outreach and engagement program that mobilized more than 50,00,000 citizens of India. SOU Movement was a nationwide campaign, a call for action to the citizens that urged them to join a cause that would build not only an iconic 182 metre tall statue of Sardar Vallabhai Patel, the iron-man of India, but also rebuild the ethos of the country that he represented. A mammoth grassroots mobilization campaign was designed and run by CAG that collected over 700 tonnes of iron from five lakh villages, which would be used to build the statue and mark the contribution of each and every citizen of India.
CAG designed and helped execute Run for Unity. An extension of the Statue of Unity Movement, which was held on 15th December, 2013, on the 63rd Death Anniversary of Sardar Patel. The run witnessed Over 5.8 million people from various age groups, demographics, religions and regions coming together to pay tributes to the ‘Iron Man’ of India by running at the same time across 1050 locations all over India setting a Guinness World Record.
‘Chai Pe Charcha’ was the mega outreach program conceptualized and implemented by CAG. Chai Pe Charcha facilitated a technology driven direct interaction between the citizens of India and Mr. Narendra Modi over a cup of tea. This innovative initiative showcased Mr. Narendra Modi ’s resolve to utilize 5 different types of technology with a unique mix of satellite, DTH, internet and mobile technology enabled him to have a live, constructive dialogue with the people of India across 4000 tea stalls in about 400 cities and internationally, across 50 locations in 15 countries over the three rounds. The three themes of Chai pe Charcha were Good Governance, Women Security, and Agrarian Crisis.
CAG, in 2014 used 3D hologram technology for the first time in India. The scale at which this was deployed had never been attempted before anywhere in the world. The hologram technology, which was used in 1350 3D rallies, facilitated Mr. Narendra Modi to reach out to a massive crowd of 14 million voters during his election campaign. A three-tier coordination of the 3D was centrally handled from the war room in Gandhinagar. The central team coordinated with the teams present at the state and constituency level to make the 3D rally cater to a larger audience. The technology used during the rally enabled to engage the massive following and campaign at various locations during the Lok Sabha elections.
Modi Aane Wale Hain was an outreach program where 400 GPS enabled video trucks were deployed on-ground covering more than 1 lakh villages across Uttar Pradesh. These video vans carrying the message of BJP’s PM candidate would reach out to the remotest of villages that were cut off from the main centre. The entire campaign was strategized, monitored and executed by the CAG. These trucks while on the road also distributed around 1 Crore collaterals which included banners, stickers, calendars and Narendra Modi masks.
As a part of the mega poll campaign plans, Mr. Narendra Modi addressed a series of 180 rallies across 295 constituencies. Bharat Vijay rallies was characterized by a unique mix of a standardized format adapted to suit localized requirements but was remarkably different from traditional rallies in terms of attracting masses and communicating with them. Using a combination of social media and other communication mediums voters in the relevant constituencies were intimated sufficiently in advance. Rallies spread the party’s message and vision even after the culmination of the rally via specially designed pamphlets, Namo Mantra Cards and CDs – that will contain the synopsis of Mr. Narendra Modi’s speech. In the last-leg of campaigning, and running against time, CAG helped strategically schedule Mr. Narendra Modi’s time across various rallies in different locations based on electoral data and on-ground reports. CAG also provided extremely localized and very specific inputs to Mr. Narendra Modi’s speeches.
A specific campaign targeted at the party-cadre to rejuvenate the grassroots workers and connect them to the top leadership, and to also celebrate the 34th Foundation Day of the BJP. CAG helped facilitate this exercise and reach over 6 lakh polling booths agents across the country covering 400 parliamentary constituencies. Again the use of technology was at the forefront wherein Mr. Narendra Modi connected with the party workers via direct to home technique. This event was an audacious attempt to digitize the booth level workers data for BJP across India which had never been tried before in the Indian election scenario.
Moditva the book is a collection of 14 short essays derived from quotes of Mr. Narendra Modi’s 13 year tenure as Chief Minister. The 14 quotes covered critical challenges facing the country such as governance, economy, education, sanitation etc. The book, conceptualized and compiled by CAG, through successful international and domestic case studies established that Mr. Narendra Modi’s ideas have a global relevance along with an Indian context. In order to do justice to Mr. Narendra Modi’s philosophy, all the quotes were selected before he was declared as the BJP’s Prime Ministerial candidate for the 2014 elections.
For the first time a structured attempt at fundraising was made by CAG for Mr. Narendra Modi’s Prime Ministerial Campaign. With the help of this campaign CAG wanted citizens of the country to associate with Mr. Narendra Modi’s campaign. Targeted advertisements encouraging people to pledge their monetary commitment were published on Facebook and his website. The on-ground aspect of the campaign involved a door-to-door outreach where volunteers procured the pledged amounts from people across 250 districts pan India.
The Indian Republic (TIR) has been conceptualized by Citizens for Accountable Governance (CAG) as an endeavor to create one of India’s finest news and views portal run by a not-for-profit organization. Devoid of any commercial pressures, The Indian Republic was a mainstream news dissemination platform, reporting stories as they break and articulating views, fearlessly. Through its City Journal section, TIR seeked to engage over one lakh citizen reporters via its web and mobile platforms. It was the most democratic corner of the portal, where the issues that matter to its readers take centre stage. Considering India’s fast growing internet connected population, TIR’s comprehensive and detailed coverage of stories from politics to potpourri, business to Bollywood, tech to travel and national to international offer a much needed alternative news and opinion medium used during the 2014 election period.