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March 2019

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Social Media : How to win an election

DECADES ago, when I was sitting with Harmohan Dhawan, the then minister of Civil Aviation in the Chandra Shekhar Government, I was told that the latter had asked the relevant ministers to give 5,000 telephone connections and 5,000 LPG connections to win the Lok Sabha election from Chandigarh constituency. I suggested to him, “You cannot win a Parliament election with only largesse. What you really need is a political narrative that can appeal to and woo the masses.” He ignored me; he also lost the election. A leader needs a compelling electoral narrative to enhance his support, especially with the growing population of fence-sitters and first-time voters. Similarly, decades ago, Narasimha Rao, the former Prime Minister of India, was asked by his party colleagues on what could be done to stop the rising popularity of the Bharatiya Janata Party (BJP) after it embraced the Ram Mandir strategy to win the elections.

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gfiles is the country’s first independent magazine written, designed and produced for India’s civil services—the vast and formidable network of bureaucracies and public sector organisations that provide continuity and stability to this nation’s governance.

Every month this niche market product reaches 76,800 individuals with a universe of more than 3,50,000 readers.

Its exclusive audience consists of the men and women who lead the Indian Administrative Service (IAS), the Indian Foreign Service (IFS), the Indian Police Service (IPS), the Indian Revenue Service (IRS), Class I Union Services, as well as a host of Allied Services.

gfiles magazine edited by India’s senior most journalists who have made an intensive study of the reading preferences of decision makers and implementers in government services.

The magazine—with substantial contributions from serving and retired officers—is uniquely designed to engage the bureaucrat’s attention in the entire content.

It has therefore been divided into sections according to the specific reading needs of this target audience. While these readers flip through newspapers and general magazines, they read gfiles from page to page.

This is because gfiles magazine provides not only exclusive news unavailable anywhere else in the media or the Internet, but also focuses exclusively on the future, anticipating events and developments.

It contains detailed, extensive, and accurate reports about transfers and postings.

It features interviews, case studies, snippets, retirement profiles, financial planning advice, political changes, as well as birthdays and alumni tracking.

gfiles magazine cuts through rumour mills and hearsay and helps India’s civil servants reach out to one another, share and become acquainted with their issues, practical problems, everyday challenges and the intricacies of their working environment.

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