Mumbai, India — In November, as India’s election campaign was beginning to take shape, a catchphrase coined by Prime Minister Narendra Modi’s Bharatiya Janata Party (BJP) started gaining traction.
“Modi ki guarantee” (Modi’s guarantee) was positioned by the governing party as the personal promise of the vastly popular prime minister to Indian voters, as the BJP tried to draw a contrast with the seemingly hodgepodge coalition of opposition parties railing against it. The BJP launched advertisements on Google with that tagline in the third week of November.
