Public image of Narendra Modi

One of the main strategies used by Narendra Modi and his government has been the extensive use of Social media to directly communicate with the public. In September 2014 Modi became the second-most-followed leader in the world with 5 million Twitter subscribers.[20][21] Modi's 31 August 2012 post on Google Hangouts made him the first Indian politician to interact with netizens on live chat.[22][23] Modi was the second-most-followed leader in the world (with over 30 million followers on Twitter, as of June 2017[24] behind only Barack Obama.[20] For the 2014 elections, The BJP's National Digital Operations Centre (NDOC) led a group of volunteers for the social media campaign. The volunteers were charged with trolling and attacking mainstream journalists considered unfavorable to Modi. The group was headed by Arvind Gupta.[25] Gupta joined the team in 2009 and for 2014 election campaign, he was in charge of websites, uploading videos of rallies and meetings, distributing them to media houses, and posting comments and releases and trolling opponents online.[26]

There has been concern over misinformation and fake news being spread on social media platforms, particularly Whatsapp, by Modi's BJP. [27] [28][29]

Modi's use of social media has been at the expense of traditional media such as Television and print media. He rarely gives interviews or holds a press conference.[30] Since coming to power in 2014, Modi has also been hosting a monthly monologue called Mann Ki Baat on the government owned All India radio and Doordarshan.[31][32][33]His supporters applaud the use of an old fashioned medium like radio to promote positive social causes while his detractors call it another propaganda tactic by Modi to reach out to millions of people untouched by the internet. [34]

Modi has been called a controversial, polarising and divisive figure by many media sources. [35][36][37] There are reports that Modi and his government are highly anxious to avoid negative media attention. Journalists and public figures have lost their jobs following criticism of Modi.[38]

Modi has been called a fashion leader in India, and his clothing choices have been discussed internationally.[41][42] Recognition of his sartorial style is a major part of his public image.[39] The type of vest regularly worn by Modi have become popular, and called as Modi Jackets.[43]

In January 2015 while receiving United States President Barack Obama in a state visit at the Hyderabad House, Modi wore a suit with his name embroidered repeatedly in the pinstripes.[44] Modi claimed that the suit was gifted to him.[45] Modi's political opposition criticized his wearing the suit, complaining that he campaigns on an image of coming from a poor background and living without money while at the same time wearing luxury products such as this suit.[46] Other commentators said that in choosing this suit Modi was being a parvenu,[47] at the height of vanity,[46] going to a ridiculous extreme,[48] and political opposition party leader Jairam Ramesh said that he was a megalomaniac.[45] A month later the suit was auctioned for US$695,000 and amount was which was directly donated to Clean Ganga Mission. Journalist Siddharth Varadarajan commented on the public support for the auction by saying "the manner in which Mr. Modi's leadership has been projected is extremely unhealthy in any democratic society".[46] What was noticeable was that though Modi had not paid a penny for the suit material and also the making which was done free of cost by Jade Blue, he still managed to auction the suit for US$695,000 and contributed the entire amount for Clean Ganga project.

Modi's usual attire is a kurta and vest,[49] and his half-sleeve kurta is sometimes called the Modi Kurta.[50][51][52] The prime minister's clothes are made of silk or cotton, are crisply ironed and are handmade in Gujarat. When he was chief minister he wore bold, bright colours, changing to pastels as prime minister. For holidays, Modi wears a traditional turban from wherever he is.[49] Some of his clothing has been created by Bollywood fashion designer Troy Costa.[53][54]

In 2009, Modi's clothing was said to be Bollywoodesque and indicative of Gujarat's modernism.[55] According to Vogue India editor Priya Tanna in a New York Times blog, "Never before has there been such a strong convergence between what a politician in India stands for and his clothing." Tanna called his clothing choice "100% India": democratic, supportive of Indian industry (separating him from politicians in Western suits), emblematic of his humble birth, clean and hygienic.[51] Responding to Tanna, another commentator said that Modi's fashion choice has no particular meaning and there is no need to interpret it.[56]

Modi also likes to don the orange (bhagwa) robes of a Hindu sanyasi for photo opportunities. At the end of the election campaign in May 2019, he travelled to a mountain cave in the Himalayas at Kedarnath for meditation.He was heavily mocked by national and international media for conducting his meditation (tapasya in Sanskrit) in a cave that had an attached toilet, a heater, a bathing area, an electric geyser, a telephone, WiFi, and a grand view. A cameraperson was allowed to record the session.[57]

Modi donates big chunk of amount for different government related schemes. He always auctions gifts received. He has raised Rs 89.96 crore by auctioning all gifts he received as Chief Minister of Gujarat and donated this to the Kanya Kelavani Fund. After becoming PM, he has contributing to public causes ranging from Girl Child Education to Clean Ganga to welfare of underprivileged. These donations have now exceeded 103 crores and most of that comes from auctions of the gift he has received and from his personal savings. The ethics of his auctioning of gifts that he received as a government official has been subjected to criticism.[58]

After promoting Yoga in his 2015 address to the UN, Modi has been holding the International Day of Yoga every year on Northern Summer solstice which falls on 21 June.[59]