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  • Gautam Chintamani

Soft power for hard messaging

Updated: Oct 27, 2019

While PM Modi excels at using Bollywood's soft power for hard messaging, his predecessors used it to supplement their own messaging..


PM's star power: Shah Rukh Khan and Aamir Khan with PM Modi at the reception ahead of Mahatma Gandhi's 150th birth anniversary. (Photo: Twitter/ @iamsrk)

Recently, an interaction between Prime Minister Narendra Modi and several people from mainstream Hindi films and television made headlines. They had assembled to discuss various initiatives to commemorate the 150th birth anniversary of Mahatma Gandhi.


With video messages from the likes of actors Aamir Khan, Shah Rukh Khan, Kangana Ranaut, producers Ekta Kapoor and Boney Kapoor, directors Imtiaz Ali and Aanand L Rai, and playback singer SP Balasubrahmanyam, along with selfies with the PM going viral, the event was part of a growing list of outreach by the PM to engage the who's who of Indian entertainment to reach a wider audience.


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