With Modi eyeing PM chair,state PR contract put on hold

Soon after the earlier contract with a similar PR firm ended,tenders were invited in June. At this time,Modi was the chairman of the campaign committee. But in September when Modi was anointed as the BJP’s prime ministerial candidate,this was put on the back-burner.

One of the main reasons cited for this was that Modi,who has already established himself as a national leader,“does not need to sell the Gujarat development saga” any more,which is one of the briefs for the PR firm.

“The Gujarat growth story is now being told and sold. It has already transformed Modi into the top national leader from a CM. His campaign now focuses on national issues and personalities,” said a top level official from the information department. “Brand

Gujarat has been created. With that already being done,the department is not in a hurry to go for a new contract,though the previous contract has lapsed,” he added.

The technical sessions for the firms qualified in the initial bidding process was held in August end,as the government did not seem interested to renew the contract for the Delhi-based agency that ended after its three years’ contract period. Six firms had cleared the technical bids and two of them had been short-listed .”The decision is now pending with the top leadership of the state,” an official said.

Meanwhile,sources within the ruling party and Chief Minister’s Office maintained that while the Gujarat growth stories have served their role of a launch pad for Modi,now the campaign has gone to the next level through few but high profile events organised by Citizens for Accountable Governance (CAG),the BJP machinery,especially the youth wings,team of his cyber volunteers and technocrats.

Besides,the Gujarat government machinery is already working on the Statue of Unity project which will help network with the grassroots even in constituencies where the BJP has no roots.

The fine prints of confidential tender,copy of which is available with The Indian Express,had defined firm’s target as publication of six major stories from the state in a quarter in national newspapers,vernaculars of major languages and also in national news channels.

The PR re-prioritising is also reflected in Modi’s blogs. From writing about achievements in power and energy sectors and road network in Gujarat,it talks more about how his candidature has set the Sensex rallying,created a positive outlook for national economy and his short-listing as the only Indian in the Person of the Year survey by an international magazine. Even the BJP press releases on Modi events end up paraphrasing his comparisons of the BJP and Congress at the national level.