PM Modi's GST Festival: A Masterclass in Marketing Communication

The recent GST reform in India, branded as GST Bachat Utsav, wasn’t just a policy shift—it was a masterclass in communication. By naming it, timing it with Navratri, and speaking to people’s needs, it turned a reform into a memorable movement, offering lessons for brands everywhere. 

There’s a belief many of us hold: “Let the work speak for itself.”  And yes, without good work, there is no foundation. A strong product, a reliable service, a meaningful policy — these are the minimum requirements.

But if the work is left to speak only for itself, its impact often stays muted. The world needs to know. People need to feel what’s been created. 

That’s where communication transforms effort into impact. Take the recent GST reform in India. On 22nd September, Prime Minister Modi didn’t let a major simplification exercise remain buried in paperwork.

The government could have quietly issued a press note saying most goods had been shifted to just two tax slabs. Useful, yes. Memorable, no. Instead, it was branded and launched like a campaign. 

• Named GST Bachat Utsav — the Savings Festival. 
• Timed with Navratri, when the nation is already in a celebratory, purchasing mindset. 
• Flagged off by the leader himself, giving visibility and weight. 
• Communicated in human terms: not about “5% or 18% slabs,” but about cheaper groceries, clothing, and essentials for families. 

That’s not just policy. That’s positioning. 

That’s not just reform. That’s reframing. 

The Branding Lesson 

Excellence in work is non-negotiable. But excellence without communication risks invisibility. By naming it, timing it, leading it, and simplifying it, the GST Festival shows us a formula every brand can use: 

• Anchor in culture (a festival, a metaphor people understand) 
• Lead from the top (the leader lends authority and urgency) 
• Speak in people’s language (benefits, not technicalities) 
• Synchronise timing (launch when people are receptive) 

Also Read: How Storytelling Campaigns Drive Brand Engagement in 2025

The message is simple: Do the work well. But also make the work visible. 

Because in branding, the difference between being useful and being unforgettable is communication.