NDA govt will shift gears in communication strategy at right time: Arvind Gupta

Interview with National head of the information technology & communications cell at the BJP

Arvind Gupta, national head of the information technology & communications cell at the Bharatiya Janata Party, was a much sought-after man at Surge2016, a two-day start-up event in Bengaluru that concluded on Wednesday. Several start-ups came up to Gupta, requesting him to showcase their projects to Prime Minister Narendra Modi, who has been a big champion for entrepreneurs. Gupta spoke to Nivedita Mookerji on the National Democratic Alliance (NDA) government's signature schemes, communication strategy and its start-up policy. Edited excerpts:

You seem to be much in demand as start-ups seem to be chasing Prime Minister Narendra Modi...

The whole country is after the PM - why only start-ups?

How many such start-ups have you met that had a message for the PM?

It's one of the largest conferences on start-ups that I have attended. There's tremendous energy here. There must be around 1,000 start-ups here and 50-60 have said how they gained from the start-up policy. I have got inputs from many of them.

Where is the start-up policy headed? We haven't heard much about it after the January event in New Delhi...

The start-up policy has multiple aspects. On tax and funds, we need to wait for the Union Budget. On April 1, a lot of it will take off.

Among the many signature projects of the NDA government - Smart City, Start Up India, Swachch Bharat, and Digital India - which one would you call the most successful?

They are addressing different segments - youth, employment, urban life, farmers, etc. These are all flagship schemes. You must realise that the government has to do multiple things together.

Has there been any which has not clicked?

They are all work in progress. Some could have been faster. Smart city is a reality as it has taken off. There's lot happening in Startup India and Digital India. Make in India is also a project in progress.

What's the Budget theme like?

We must wait for the finance minister to tell us.

Has the communication strategy of the NDA government been all good? Do you feel any need for a change?

The communication of the government and of the PM is direct and participative. But, a car does not move in the same gear; one must shift gears. In the same way, the government, too, will shift gear appropriately.

When is change likely?

The communication is direct to consumers through many means, including social media and Mann ki baat. I am sure at the right time, it will change gears.

Has work started on the communication strategy for general election of 2019?

I can't comment on that. Will let you know at the right time.