The Influence Of Amitabh Bachchan As A Tourism Ambassador: Gujarat Terangkat Tourism, Narendra Modi Becomes India's PM

Amitabh Bachchan (left) is labeled as a spokesman for Indian Prime Minister Narendra Modi (right) for his role in the Gujarat tourism campaign, Khushboo Gujarat Ki in 2012. (Wikimedia Commons)

JAKARTA - Naredra Modi's ambition to become the Prime Minister of India is not easy. He and his political machine Bharatiya Janata Party (BJP) must fight the domination of the ruling Congress Party. However, Modi was not afraid. The Minister of Gujarat began to tactics to keep up with the tastes of the times.

The most popular strategy of Modi is to cooperate with Amitabh Bachchan. The Indian superstar was used as a tour ambassador for Gujarat, who in fact boosted two things at once: Gujarat tourism and Modi.

Naredra Modi is considered a rare politician in India's political map. The man who was born in Vadnagar, September 17, 1950, was not born from the 'rahim' of a rich or high-ranking person. His father, only a tea host who often hangs out at the terminal.

Poverty is like a close friend with Modi. However, Modi has a strong desire to move forward. Education is the main tool for achieving dreams. His parents try to get Modi to go to school.

Modi is able to study at two major universities in India. Strata one Political Science at the University of Delhi. A two-political strata at the University of Gujarat. The educational base made Modi confident in appearing in the political arena.

He chose the political vehicle of the Hindu Nationalist Party or BJP. His supporters grew. Modi was able to become a member of parliament. His political career also rose until he was elected as the Main Minister of Gujarat from the 2001-2014 era. His career as Main Minister of Gujarat skyrocketed.

Modi was able to bring great economic growth in Gujarat. He managed to invite many investors into Gujarat. This condition makes job opportunities wide open. Modi was also praised and Modi's name was popular throughout India.

Modi didn't want to be left behind. He considered that popularity was like a ladder that could lead him to the seat of Prime Minister of India. Problems arise. Modi and BJP's steps will certainly be thwarted by the Congressional Party. The party, which was raised by Jawaharlal Nehru and his son Indira Gandhi, was considered strong opponents.

BJP is always overwhelmed with facing them, especially in the fight for PM seats. Modi began to think about new ways. He tried to match himself with the tastes of the times. populist issues began to be echoed: resistance to corruption and job opportunities were wide open. He also began to adopt the latest technological affairs in political campaigns.

According to imaging expert and social commentator Santosh Desai, millions of voters in India know Modi better than local parliamentary candidates in BJP. The marketing of Modi's name during this election is quite extraordinary. Not only product marketing, but all forms of marketing, he's only everywhere.

Over the past six months, Modi's team has been actively campaigning in every corner of the country, using television, radio, Internet, to cell phones, both in urban and rural areas. The team is trying to make Modi's name part of the main vortex in the election by promoting alternative new programs to the public," said Rosalina in her article in Tempo Magazine entitled Modi Breaking the Ruling Dynasty (2014).

Modi is known to be good at raising an image. Some of the most memorable tactics from Modi are choosing the Boliwood superstar, Amitabh Bachchan as the Gujarat Tourism Ambassador in 2012. Actors that have existed on the small screen since the 1970s are considered to have great capacity to raise tourism.

Modi believes that the figure who is familiarly called Big B is the perfect figure. Modi was not half-hearted to be involved in dozens of advertisement videos featuring Gujarat tourism with the theme "Khushboo Gujarat Ki".

The advertisements will air gradually. Modi's strategy also brings results. Many of the travelers who used to be reluctant to go to Gujarat, began arriving to Gujarat. It used to be possible before the time of the infrastructure and other supporting facilities did not exist.

Gujarat is already far from improving thanks to Modi. Bachchan was also able to bring travelers who came to Gujarat per year from 23 million to 35 million. The Congress party that became Modi's political opponent saw the advertisement as Modi's covert campaign.

Bachchan received criticism. He was accused of being Modi's sympathizers. Instead of purely lifting Gujarat tourism, the message contained was actually considered a storefront of Modi's achievements while leading Gujarat.

Bachchan did not remain silent. He often denies his involvement as a political Tourism Ambassador. He didn't even want to be associated with Modi's political steps. His involvement in Gujarat's tourism agenda is entirely his calling to promote Indian territory.

Recognized or not, the impact of Bachchan as Gujarat's tourism ambassador has had a big influence on Modi's name. Modi's figure became popular throughout India. Even then in the 2016 Indian elections. Modi and BJP made history.

BJP won a landslide victory in the 2016 Indian elections. Modi and BJB managed to beat the Congressional Party. The landslide victory brought Modi to the seat of the new Indian Prime Minister.

Gujarat's campaign is a boost for tourism. It has nothing to do with Modi's political beliefs. Gujarat is part of India and I support tourism in the part of the country. I promote my country."

"I don't see anything like that. My tourism campaign doesn't mean I'm in line with Modi. In a democratic society, we follow certain democratic rules and therefore, if he is elected as Prime Minister, it is the people's choice," said Bachchan as quoted on the India Today website, February 17, 2013.