Indian candidate leverages brands but are political associations a good idea for corporates?

It’s clear that Narendra Modi, the Bharatiya Janata Party’s candidate for prime minister in India’s 2014 elections, has identified the power of brands. To date he has attracted a number of companies to his cause and, so far, a smartphone called Smart Namo has been launched as well as an action game called Modi Run in which the politician - depicted as a superhero - has to ’win‘ twelve states to emerge triumphant in his quest. While the benefits of attracting brands to a campaign are clear-cut for Modi’s team, the question of whether brand owners themselves should associate with the volatile business of politics is hazier.

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