Largest Mass Outreach Campaign in Electoral History of a Democracy

Published By : Admin | May 13, 2014 | 11:02 IST

Largest Mass Outreach Campaign in Electoral History of a Democracy

Narendra Modi’s election campaign during the 2014 Lok Sabha polls was been an unprecedented one in terms of outreach and innovation and has changed the way India looks at campaigns forever. In fact, every party is going to study it and try to match up to its scale in future elections. When the history of this election is written, one thing that will stand out is how an inexhaustible Narendra Modi managed to get his message of development and good governance to people in every corner of the country either by holding a rally or finding some other way to transmit it. Never before in India’s electoral history has a campaign been undertaken with so much rigor and precision. Modi’s campaign has also been one of biggest mass mobilisation exercises seen anywhere in the world. The scale and intensity of the campaign is mindboggling.

Narenrdra Modi on his way to seek blessings of Maa Vaishno Devi before initiating Bharat Vijay rallies

Narenrdra Modi on his way to seek blessings of Maa Vaishno Devi before initiating Bharat Vijay rallies

Starting from 15th September 2013, when Narendra Modi addressed his 1st rally after being appointed the BJP’s PM candidate till 10th May 2014, when campaigning for the last phase ended, Narendra Modi addressed 440 historic rallies across India from Jammu to Kanyakumari, from Amreli to Arunachal Pradesh. From 15th March to 10th May he would have travelled almost 3 lakh kilometers! To that add the figure 1350, the number of rallies held through the 3D technology across the nation.


1,787 rallies and almost 3,00,000 kilometers! Have you heard of something so massive? For a simpler and clearer understanding of the subject we will divide the rallies in 3 distinct phases:

1. Phase of preparatory mobilisation

2. 2013 Vidhan Sabha Elections and other rallies

3. Bharat Vijay Rallies post 26th March.

Preparatory Mobilisation: 38 mega rallies to set the ground

The juggernaut rolled out on the afternoon of September 15, 2013, when Narendra Modi addressed ex-servicemen at a historic rally in Rewari, Haryana. From then, till his rally in a land that is closely linked with Mahatma Gandhi and Acharya Vinoba Bhave, Wardha on March 20, Narendra Modi held 38 rallies to enthuse BJP workers as well as supporters.

These 38 rallies covered 21 states. In a historic first, Narendra Modi even covered states where the BJP is not known to be traditionally strong and the response in every location was electric. The locational spread of the rallies is as follows:


On an average, the rallies in the bigger states drew crowds of around 4 lakh. The crowds in the Northeast and Goa were also unprecedented. These 38 rallies were attended by almost one crore people!


Historic crowd at Hunkaar Rally, Patna

One rally that will remain etched in one’s memory forever is the Hunkar Rally on October 27, 2013 in Patna. While Narendra Modi addressed the crowd bombs were exploding on the grounds, but no one left. In his address, Narendra Modi’s message to the people was one of peace and unity.He said that Hindus and Muslims should together fight poverty instead of fighting among themselves. In the end he urged the crowd to disperse peacefully. This was a landmark moment and it convinced the people of Bihar and the rest of India that this was a leader who will face any risk, even on his life, for the sake of Bharat Mata.

Bharat Vijay Rallies: 200 rallies in 45 days

The Bharat Vijay Rallies began on the morning of March 26, 2014 from the scenic Jammu and Kashmir, where Narendra Modi addressed a large rally in Udhampur after paying his respects at the Vaishno Devi Temple. The Bharat Vijay rallies have spanned across over 25 states, covering 200venues. Again, Narendra Modi’s unwavering determination and energy is a factor that cannot be overlooked. No other leader would even undertake an operation of this scale.


The people’s response to the Bharat Vijay rallies was bordering on hysteria. Wherever he went chants of ‘Modi Modi Modi’ rent the air.

Unlike the earlier 38 rallies, these were held for a fixed target area for a Lok Sabha constituency so the average attendance was between 1 to 2 lakh people per rally. The number of people Narendra Modi would have reached out to through these rallies stands anywhere between 5 to 10 crore.


Road Show before Narendra Modi files nomination from Vadodara

Two programmes that stand out are the historic roadshows in Varanasi and Vadodara, when Narendra Modi filed his nomination papers. It was as if the entire town had converged on the streets to show their support to Narendra Modi. Everyone was amazed at the scale of the roadshows.

Other programmes, events and rallies

In addition to these rallies Narendra Modi joined several other rallies and programmes between September and March 2014. The number stands at 240.

These include 52 rallies in the four states of Chhattisgarh, Madhya Pradesh, Rajasthan and Delhi - that went to poll for its Assemblies in November and December 2013. The results were clearly in favour of the BJP. The party came to power with a historic mandate in Rajasthan, improved its tally in MP, retained power in Chhattisgarh and became the single largest party in Delhi.


Narendra Modi addresses “Bharat Vijay” rally in Jamshedpur

Other exclusive meetings included a range of events where Narendra Modi met lawyers, chartered accountants, cultural icons and presented cultural awards. It should be noted that despite being announced as the PM candidate till the Model Code of Conduct was announced, Narendra Modi continued to chair all Cabinet meetings, attended Assembly sessions in his state of Gujarat and was involved in the presentation of the state budget as well.

Pioneer of technology: 3D and Chai Pe Charcha

History was been scripted in this campaign by the manner in which Narendra Modi used technology and innovation to reach out to people.

The most prominent example of this was his 3D rallies. First used in Gujarat, albeit on a smaller scale, the 3D rallies were a way to connect with people in multiple places where he could not visit.

Historic Bharat Vijay 3D rallies

From April 11 to 30, several rounds of 3D rallies were held covering 750 locations - from Kashmir to Kerala and from Maharashtra to Assam. Those who attended the 3D rallies said it was an experience of a lifetime.

The other innovation was seen during Chai Pe Charcha. Over a cup of tea, Narendra Modi interacted with people across India on issues ranging from agriculture to women empowerment. The Charchas were held across 4,000 locations in 24 states. Internationally too these sessions were held across 50 locations in 15 countries. Almost 10 lakh people participated.


Discussing development over cups of tea: Chai Pe Charcha


Grand Total:


Why the Modi rallies stand out?

Unparalleled Vision

Everywhere he went, Narendra Modi presented a unique vision that the people of the area could relate to. His vision helped him connectwith the people, and they saw in him a man who can deliver good governance and development. An example of this was his visits to the Northeast. The BJP has never had a strong presence in this region. Narendra Modi visited the Northeast several times and addressed many rallies across the region. There, he rightly described the region as the ‘Ashta Lakshmi’ that will play an important role in India’s development. He addressed issues such as corruption, scope for tourism, fake encounters in Manipur, illegal refugees from Bangladeshis and the issue of persecuted Bangladeshi Hindus that most parties shy away from addressing. In Arunachal Pradesh he gave a sent out a message to China over the border issue.


Narendra Modi showed his strong commitment to the speedy development of the hill states of Uttarakhand and Himachal Pradesh through tourism and ensuring development funds reach the people its meant for. An out of the box idea that emerged of forming councils with similar states, such as a council of hill states or a council of coastal states, consisting of the PM and the respective CMs. These councils can ensure the smallest issue be addressed effectively. In the same way Narendra Modi is firm on his commitment to develop the South as well as East India.

The audience

It has long been a belief in India that people have to be paid to attend political rallies, but Narendra Modi has shown this theory is incorrect. Not only did he not pay people to attend, he charged them a small entrance fee, the proceeds of which went towards relief work for the Uttarakhand tragedy! In Trichy, police caught youngsters searching for empty alcohol bottles a day after the rally but the youngsters told them that for the first time not a single bottle was found! Infact, the BJP doing a rally in Trichy was also a historic feat in itself.

Mesmerizing the South: At the rally in Visakhapatnam

In UP and Bihar the rallies were double storied! It was not uncommon to see several people climbing on top of the polls to get a better view of Modi.


Through the campaign, Narendra Modi has given countless interviews to the print, electronic and local media. The list includes ‘Aap Ki Adalat’ on India TV, interview with Zee News, ABP Ghoshna Patra as well as Times Now. He had an elaborate interview with ANI where he talked about politics, policy and foreign relations.


In the people’s court of a different kind: Aap Ki Adalat with Rajat Sharma

Newspapers such as Hindustan Times, Hindustan, Jagran and The Economic Times have had interviews with Narendra Modi. In an interview with CNBC TV-18 he listed out his comprehensive economic vision that will script India’s recovery. Regional networks such as ETV, TV9 have interviewed Narendra Modi as well. At the same time local papers in West Bengal, Tamil Nadu and Gujarat among others have interviewed Modi too.

India has never seen such a wide and diverse outreach programme in the past.Narendra Modi’s day would begin at 5 am and sometimes end past midnight. These words by Narendra Modi perfectly sum up his routineand determination, “दौड़ रहा हूँ, जनता का प्यार दौड़ा रहा हैन थका हूँ, न रुका हूँ और देश विरोधी ताकतों के सामने झुकने कातो सवाल ही नहीं
( I am running, the affection of the people is making me run. There is no question of getting tired or stopping and bowing to anti-national forces simply does not arise.)

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Text of PM’s remarks on Union Budget 2023
February 01, 2023
“First budget of the Amrit Kaal lays a strong foundation for the aspirations and resolutions of a developed India”
“This Budget gives priority to the deprived”
“PM Vishwakarma Kaushal Samman i.e. PM Vikas will bring a big change in the lives of crores of Vishwakarmas”
“This Budget will make cooperatives a fulcrum of development of the rural economy”
“We have to replicate the success of digital payments in the agriculture sector”
“This budget will give an unprecedented expansion to Green Growth, Green Economy, Green Infrastructure, and Green Jobs for Sustainable Future”
“Unprecedented investment of ten lakh crores on infrastructure that will give new energy and speed to India's development”
“The middle class is a huge force to achieve the dreams of 2047. Our government has always stood with the middle class”

अमृतकाल का ये पहला बजट विकसित भारत के विराट संकल्प को पूरा करने के लिए एक मजबूत नींव का निर्माण करेगा। ये बजट वंचितों को वरीयता देता है। ये बजट आज की Aspirational Society- गांव-गरीब, किसान, मध्यम वर्ग, सभी के सपनों को पूरा करेगा।

मैं वित्त मंत्री निर्मला जी औऱ उनकी टीम को इस ऐतिहासिक बजट के लिए बधाई देता हूं।


परंपरागत रूप से, अपने हाथ से, औज़ारों और टूल्स से कड़ी मेहनत कर कुछ न कुछ सृजन करने वाले करोड़ों विश्वकर्मा इस देश के निर्माता हैं। लोहार, सुनार, कुम्हार, सुथार, मूर्तिकार, कारीगर, मिस्त्री अनगिनत लोगों की बहुत बड़ी लिस्ट है। इन सभी विश्वकर्माओं की मेहनत और सृजन के लिए देश इस बजट में पहली बार अनेक प्रोत्साहन योजना लेकर आया है। ऐसे लोगों के लिए ट्रेनिंग, टेक्नॉलॉजी, क्रेडिट और मार्केट सपोर्ट की व्यवस्था की गई है। पीएम विश्वकर्मा कौशल सम्मान यानि पीएम विकास, करोड़ों विश्वकर्माओं के जीवन में बहुत बड़ा बदलाव लायेगा।


शहरी महिलाओं से लेकर गांव में रहने वाली महिलायें हों, कारोबार रोजगार में व्यस्त महिलायें हों, या घर के काम में व्यस्त महिलायें हों, उनके जीवन को आसान बनाने के लिए बीते वर्षों में सरकार ने अनेक कदम उठाएँ हैं। जल जीवन मिशन हो, उज्जवला योजना हो, पीएम-आवास योजना हो, ऐसे अनेक कदम इन सबको बहुत बड़ी ताकत के साथ आगे बढ़ाया जाएगा। उसके साथ-साथ महिला सेल्फ हेल्प ग्रुप, एक बहुत बड़ा सामर्थ्यवान क्षेत्र आज भारत में बहुत बड़ी जगह aquire कर चुका है, उनको अगर थोड़ा सा बल मिल जाए तो वो miracle कर सकते हैं। और इसलिए women self help group, उनके सर्वांगीण विकास के लिए नई पहल इस बजट में एक नया आयाम जोड़ेगी। महिलाओं के लिए एक विशेष बचत योजना भी शुरू की जा रही है। और जन धन अकाउंट के बाद ये विशेष बचत योजना सामान्य परिवार की गृहिणी माताओं-बहनों को बहुत बड़ी ताकत देने वाली है।

ये बजट, सहकारिता को ग्रामीण अर्थव्यवस्था के विकास की धुरी बनाएगा। सरकार ने को-ऑपरेटिव सेक्टर में दुनिया की सबसे बड़ी अन्न भंडारण योजना बनाई है-स्टोरेज कपेसिटी। बजट में नए प्राइमरी को-ऑपरेटिव्स बनाने की एक महत्वाकांक्षी योजना का भी ऐलान हुआ है। इससे खेती के साथ-साथ दूध और मछली उत्पादन के क्षेत्र का विस्तार होगा, किसानों, पशुपालकों और मछुआरों को अपने उत्पाद की बेहतर कीमत मिलेगी।


अब हमें डिजिटल पेमेंट्स की सफलता को एग्रीकल्चर सेक्टर में दोहराना है। इसलिए इस बजट में हम डिजिटल एग्रीकल्चर इंफ्रास्ट्रक्चर की एक बहुत बड़ी योजना लेकर आए हैं। आज दुनिया इंटरनेशनल मिलेट ईयर मना रही है। भारत में मिलेट्स के अनेक प्रकार हैं, अनेक नाम हैं। आज जब मिलेट्स, घर-घर में पहुंच रहा है, पूरी दुनिया में पॉपुलर हो रहा है, तो उसका सर्वाधिक लाभ भारत के छोटे किसानों के नसीब में है, और इसलिए आवश्यकता है कि एक नए तरीके से उसको आगे ले जाया जाए। इसकी एक नई पहचान, विशेष पहचान आवश्यक है। इसलिए अब इस सुपर-फूड को श्री-अन्न की नई पहचान दी गई है, इसके प्रोत्साहन के लिए भी अनेक योजनाएँ बनाई गई हैं। श्री-अन्न को दी गई प्राथमिकता से देश के छोटे किसानों, हमारे आदिवासी भाई-बहन जो किसानी करते हैं, उनको आर्थिक सम्बल मिलेगा और देशवासियों को एक स्वस्थ जीवन मिलेगा।


ये बजट Sustainable Future के लिए, Green Growth, Green Economy, Green Energy, Green Infrastructure, और Green Jobs को एक अभूतपूर्व विस्तार देगा। बजट में हमने टेक्नॉलॉजी और न्यू इकॉनॉमी पर बहुत अधिक बल दिया है। Aspirational भारत, आज रोड, रेल, मेट्रो, पोर्ट, water ways, हर क्षेत्र में आधुनिक इंफ़्रास्ट्रक्चर चाहता है, Next Generation Infrastructure चाहिए। 2014 की तुलना में इंफ़्रास्ट्रक्चर में निवेश पर 400 परसेंट से ज्यादा की वृद्धि की गई है। इस बार इंफ़्रास्ट्रक्चर पर दस लाख करोड़ का अभूतपूर्व investment, भारत के विकास को नई ऊर्जा और तेज गति देगा। ये निवेश, युवाओं के लिए रोज़गार के नए अवसर पैदा करेगा, एक बहुत बड़ी आबादी को आय के नए अवसर उपलब्ध कराएगा। इस बजट में Ease of Doing Business के साथ-साथ हमारे उद्योगों के लिए क्रेडिट सपोर्ट और रिफॉर्मस् के अभियान को आगे बढ़ाया गया है। MSMEs के लिए 2 लाख करोड़ रुपए के अतिरिक्त ऋण की गारंटी की व्यवस्था की गई है। अब presumptive tax की लिमिट बढ़ने से MSMEs को grow करने में मदद मिलेगी। बड़ी कंपनियों द्वारा MSMEs को समय पर पेमेंट मिले, इसके लिए नई व्यवस्था बनाई गई है।


बहुत तेजी से बदलते भारत में मध्यम वर्ग, विकास हो या व्यवस्था हो, साहस हो या संकल्प लेने का सामर्थ्य को जीवन के हर क्षेत्र में आज भारत का माध्यम वर्ग एक प्रमुख धारा बना हुआ है। समृद्ध और विकसित भारत के सपनों को पूरा करने के लिए मध्यम वर्ग एक बहुत बड़ी ताकत है। जैसे भारत की युवा शक्ति ये भारत का विशेष सामर्थ्य है, वैसे ही बढ़ता हुआ भारत का माध्यम वर्ग भी एक बहुत बड़ी शक्ति है। मध्यम वर्ग को सशक्त बनाने के लिए हमारी सरकार ने बीते वर्षों में अनेकों निर्णय लिए और Ease of Living को सुनिश्चित किया है। हमने टैक्स रेट को कम किया है, साथ ही प्रॉसेस को simplify, transparent और फ़ास्ट किया है। हमेशा मध्यम वर्ग के साथ खड़ी रहने वाली हमारी सरकार ने मध्यम वर्ग को टैक्स में बड़ी राहत दी है। इस सर्व-स्पर्शी और विकसित भारत के निर्माण को गति देने वाले बजट के लिए मैं फिर एक बार निर्मला जी और उनकी पूरी टीम को बहुत-बहुत बधाई देता हूं और देशवासियों को भी बहुत बधाई के साथ-साथ मैं आहवाहन करता हूँ, आइए अब नया बजट आपके सामने है, नए संकल्पों को लेकर के चल पड़ें। 2047 में समृद्ध भारत, समर्थ भारत, हर प्रकार से सम्पन्न भारत हम बनाकर रहेंगे। आइए इस यात्रा को हम आगे बढ़ाएँ। बहुत-बहुत धन्यवाद।