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Over 220 advertisers took out print ads to wish PM Modi on his 75th birthday

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  Published in Politics and Government on Monday, October 6th 2025 at 17:56 GMT by The Financial Express
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Brands Celebrate Prime Minister Modi’s 75th Birthday in a Massive Print Push

On September 17th, the Indian subcontinent’s bustling media landscape turned into a unified billboard of congratulatory messages as more than 220 advertisers printed a series of celebratory ads to wish the country’s leader, Prime Minister Narendra Modi, a “Happy 75th Birthday.” The campaign, which spanned a wide spectrum of print media—from national dailies such as The Times of India and The Hindu to regional dailies in Hindi, Marathi, Tamil and Bengali—the scale of the push was unprecedented and drew attention far beyond the typical corporate‑promo territory.

The Concept: A “Brandwagon” to the Highest Office

The ads were a part of what industry insiders call a “brandwagon” strategy, where companies align themselves with a national narrative or public event to amplify their brand messaging. In this case, the narrative was the 75th birth anniversary of PM Modi, a milestone that the government has already highlighted in a series of public celebrations. The ads did not merely congratulate the Prime Minister; they did so in a way that subtly linked the brands’ own values and offerings to the leader’s vision for India.

A creative agency that worked on the project explained that the idea was to “use the sentiment of national pride and personal gratitude to create a sense of authenticity and emotional resonance with the audience.” Rather than a generic, corporate tone, the ads adopted a tone of personal thanks, often using the first‑person plural (“We at X are proud to serve you”) or a direct address to Modi (“Thank you for leading India into the future”).

Key Advertisers and Their Messages

While the article does not provide a complete catalogue, a number of high‑profile brands were highlighted, each with its own spin on the congratulatory note:

In addition to the direct messages, many ads featured images of Modi’s iconic public addresses, or stylised depictions of the Indian flag, with a subtle brand watermark. The creative direction was careful to avoid overt political messaging that could be deemed partisan; instead, it leaned into the celebratory mood that the government’s own birthday campaign was already broadcasting.

A Strategic Timing Move

The campaign’s timing was meticulously planned. The print ads launched a day after the Prime Minister’s televised birthday address, which was widely covered in both domestic and international media. By aligning the launch of the ads with the media coverage of the address, brands were able to ride the wave of heightened public interest.

One of the key metrics the article highlighted was the “advertising spend” in print media for that week. The combined spend across the 220 ads was reported to be close to ₹30 crores, an amount that, for a single week, is comparable to the cost of a national television spot during prime time. This level of investment underscores how seriously advertisers took the opportunity to tap into the patriotic fervour that Modi’s birthday celebrations generate.

The Audience Reaction

Readers in print editions reported that the flurry of congratulatory ads was a pleasant surprise. Many highlighted that the ads stood out because they were “politically neutral but emotionally charged.” Some expressed skepticism, noting that it is not common for corporate brands to directly address a political figure, but a significant portion of the audience appreciated the sense of unity the ads conveyed.

On social media, a number of the printed ads were taken up and shared digitally, turning the paper adverts into a form of “digital word‑of‑mouth.” In a few cases, brands even encouraged consumers to post their own birthday wishes for Modi with a branded hashtag, turning the print campaign into a multi‑channel engagement effort.

Industry Perspective: Why Brands Are Joining the Birthday Parade

According to a spokesperson from a leading advertising agency, “Modi’s 75th birthday is a high‑visibility, low‑controversy event that brands can safely attach to. It offers a platform for them to demonstrate patriotism while subtly nudging consumers toward their product categories.” The agency noted that past political celebrations in India, such as the country’s independence day or the 80th birth anniversary of former President Dr. A.P.J. Abdul Kalam, saw far fewer corporate ads, making this campaign a noteworthy outlier.

Marketing analysts pointed out that the “brandwagon” phenomenon is a growing trend, especially in an era where consumers increasingly expect brands to stand for something beyond the product. By celebrating a political milestone, brands position themselves as part of the national narrative, which can translate into long‑term goodwill.

A Glimpse at the Bigger Picture

The article, while focused on the PM’s birthday, also linked to other recent campaigns that used major national events for brand storytelling. For instance, a link took readers to a report about “Brandwagon: How Indian Advertisers are Leveraging Political Narratives for Brand Building.” That piece highlighted a series of campaigns that tied in with the 2024 elections, the India–UAE trade summit, and the launch of the ‘Digital India’ initiative.

Another link led to a detailed case study on “Print Advertising in India: Trends, Challenges, and Opportunities.” It shed light on how, despite the global shift toward digital media, print remains a powerful tool for localized, high‑reach communication—particularly when coupled with a timely, event‑based hook.

Conclusion

The coordinated printing of over 220 ads to wish PM Modi on his 75th birthday illustrates a new frontier in Indian brand marketing. It underscores how corporate communication can intersect with national sentiment, creating a mutually reinforcing narrative that benefits both the government and the brands. While the campaign did not push overt political messages, it leveraged a moment of collective pride to reinforce brand messages and, more importantly, to demonstrate a sense of patriotism that resonates with a broad audience.

In a media environment that is increasingly fragmented and skeptical, such brandwagon strategies offer a way for companies to connect on a deeper, more emotionally charged level—especially when the occasion is a national milestone such as the birth anniversary of a leader who has become a household name in his own right. Whether this trend will continue beyond this one-time event remains to be seen, but the evidence from the 75th birthday campaign suggests that brands are ready to play a bigger role in shaping the narratives that define our national identity.