The Architecture of the Modi Cult: Media, Celebrations and Political Branding
The Cult of Modi: Media Amplification, Public Spectacle and Political Power (Image BJP)
By MANISH ANAND
The Making of the Modi Cult: How Media, Public Celebrations and Constant Praise Shaped Narendra Modi’s Image
New Delhi, June 10, 2026 — The Union Cabinet adopted a special resolution to applaud Prime Minister Narendra Modi on Wednesday. Modi achieved the milestone of the “longest elected PM of India” on June 10.
India’s first Prime Minister Jawaharlal Nehru is still ahead of Modi at the helm of the government. Nehru became PM in 1947. History also records him serving at the post even earlier, in 1946 after the Congress won the elections held under the watch of the British Rule.
Modi’s feat of becoming the longest serving elected PM has been projected as a key milestone. The media is amplifying the template. This helps in bringing the spotlight on Modi. With the print and the electronic media keeping lens on Modi excessively, the Prime Minister gains the advantage of a larger-than-life persona.
In the age of internet, a digital army of cheerleaders raise toasts for Modi constantly. They minutely shine positive aspects, finding praiseworthy attributes to amplify.
Leading media persons, who hold positions at which they could have critically examined performance in place of persona, are always at a competition with each other. The fear that one may be dropped from the list which approves access to the power makes the media persons showing their affections for the Prime Minister on the internet and their commentaries.
The cost of not following the drill, otherwise, is heavy — a job loss. The pattern allows the Prime Minister to be weighed on letters of gold for all his “achievements.” A win in a state election. A feat in number of days spent as head of the government. A foreign visit. Anything will serve to bring the animal spirit in the media and the internet cheer leaders to assert their credentials of belonging to the camp.
Modi serving a packet of “Jhaal Murhi” to Sanjay Paswan, and NDA leader, thus, becomes an occasion for decoding political meaning. The Prime Minister spent moments at a “Jhaal Murhi” counter at Bharat Mandapam where the meeting of the NDA was held. That was designed for full internet blast. That served the purpose. Reposts. Comments. Modi shined with commentators discovering his political acumen.
From the day Modi set eyes on New Delhi, the political branding has been his project that keep rolling. He rebutted then PM Manmohan Singh’s Red Fort speech in 2013. That invited a parallel media universe. After 12 years as the PM, Modi stays firm with his political branding project. That in his calculations arguably is the best insurance against anti-incumbency in elections.
(This is an opinion piece. Views expressed are the author’s own.)
BJP’s Push for a Super Majority Is Rewiring Opposition Politics
Follow The Raisina Hills on WhatsApp, Instagram, YouTube, Facebook, and LinkedIn
About The Author
