Since a fortnight before Narendra Modi’s visit to Bhubaneswar, the city has been hit by a wave of ‘Chai’ popularity and branding of the leader.Tea is being sold at a price of Rs 2 at the stalls at nine places in prominent areas of the city and a mobile van with a 52’’-lCD talks about the achievements of the leader while doling out free tea by volunteers.
Around 200 people at any point of time are seen gathering around the tea centres and being deeply involved in discussions about NaMo. There are people with families who are coming from the outskirts to have the masala-flavoured tea. The visitors cut across the economic status bars. Rather over phone conversations, it has become a status symbol if you have had the Chai. It’s the in thing to be done.
Though it may seem to be a very simple exercise, I am sure a lot of experimentation has gone into maximising the reach with the audience at a very reasonable cost. There is also the word of mouth advertisement which is expected to ensure that the crowds are pulled to the NaMo’s mega rally in the city on Tuesday.
There is a sense of simplicity about the whole affair, which shows that any common man can aspire to reach the heights. It reminds of NaMo’s background as a tea seller. A multiplier effect is also expected in the long run when the idea is spread across the entire State.