Political branding is not new to Indian polity. It evolved during the Independence movement when political personalities like Mahatma Gandhi, Pandit Nehru, Subhashchandra Bose, Dr.Rajendra Prasad, Rajaji, Dr.Ambedkar and Maulana Azad became the inspiring symbols for masses. They collectively represented the popular resent and aspirations of the people. Post-Independence, for many years, it was Nehru alone as the logo of the Indian National Congress which in course of time got fossilized in his family name. The nuanced leader-centric sophistication of such branding is the essence of Indian politics. The driving instrument of change, however, in present times is the digital tools that are creating memorable images of leaders, immersed in deep emotions that resonate around the leader’s persona. Leader’s personality sets the points of emphasis in policies and party manifestos.
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