As India takes the helm of this week’s Group of 20 (G20) summit, the nation’s capital, New Delhi, is adorned with massive posters and billboards. Proclaiming India’s presidency of this influential gathering of nations. Amidst this display, one leader’s image stands out prominently – that of Prime Minister Narendra Modi.
Modi’s visage also graces the front pages of major newspapers. While Indian television channels flash his picture alongside the Hindi word “Vishwaguru,” meaning “leader of the world.” His ministers, in public addresses, portray him as a custodian of India’s surging progress.
This unabashed homage to the populist prime minister and staunch Hindu nationalist underscores his stature among his supporters and within his political party. He is lauded as the leader guiding a developing nation of over 1.4 billion people towards a promising future.
However, this extensive advertising campaign also serves to highlight Modi’s personal ambitions. Historically, he has leveraged New Delhi’s growing geopolitical influence and foreign policy achievements to consolidate his political power. Experts suggest that the presidency of India at the G20 summit is a source of national pride. Modi’s government is using it as an opportunity to bolster the leader’s image. Moreover, enhances his party’s prospects in the run-up to the national elections scheduled for the next year.
“Modi is positioning himself as a global statesman, a global thought leader… and the voice of a rising India. All of this, I believe, is designed to bolster the Modi personality cult. It is very expertly created and well-marketed, intended to resonate with a demographic swayed by promises of India’s ascent,” explained political analyst Sagarika Ghose.
From Monuments to Classrooms: India’s G20 Marketing
The G20 summit, slated for September 9-10, brings together the world’s 19 wealthiest nations along with the European Union. This event holds particular significance for Modi in the lead-up to the 2024 elections. Offering his ruling Hindu nationalist party a platform to project its domestic power.
Leading up to the summit, historical landmarks, airports, and major sites have showcased this year’s G20 logo. Featuring a globe inside a lotus using the colours of the Indian flag. Critics argue that the lotus symbol is no coincidence. It also serves as the election symbol of Modi’s Bharatiya Janata Party.
Indian authorities have organized events showcasing the country’s global contributions, such as yoga and a highly successful government-run digital transactions system. Schools have been encouraged to hold quiz competitions related to the G20. During his regular radio talk show “Maan Ki Baat” (Straight from the Heart), Modi emphasized, “The month of September is going to witness the potential of India.”
Simultaneously, his ministers have been clear about crediting the prime minister for the success of the G20 summit. Amit Shah, the influential Home Minister, stated earlier this year, “If G20 has come to the country during his (Modi’s) time and it is completed with success, then he must get the credit.”
As India’s leadership of the G20 unfolds, it is apparent that the event is not just about global diplomacy but also about positioning Modi as a world leader and consolidating his appeal among Indian voters.
