What Corporate Marketers Can Learn from Government Messaging

Government communication in India is engaging, relatable and deeply rooted in cultural context— whether it’s PM Narendra Modi’s Mann Ki Baat or grassroots campaigns. Unlike corporate messaging, which is often driven by sales considerations and brand positioning, government messaging is Jan Hit Mein Jaari—designed to build public trust, generate political goodwill and nudge long-term behavioural change, ultimately influencing electoral outcomes. For corporations and nonprofits struggling to craft narratives that resonate, government communication can offer valuable lessons.

Speak the Language of the People

One of the biggest strengths of government messaging is its ability to connect with diverse audiences through idiomatic, culturally resonant language. In India, storytelling, emotional narratives and larger-than-life rhetoric have historically played a significant role in shaping public perception. This is largely due to India’s deep-rooted oral traditions and mass entertainment culture, where storytelling—whether in folklore or popular cinema—has long been defined by grand, emotionally charged narratives. 

The government understands that securing public support, and by extension electoral trust, depends on speaking to people in a language and style that resonates with them. The PM himself frequently references pop culture—including dialogues from Sholay and Gangs of Wasseypur—in his speeches, whether in Parliament or during mass rallies. This is a deliberate strategy—pop culture is relatable, accessible and instantly recognizable and can make policy discussions feel less esoteric and more engaging for the common citizen. 

Although Western audiences, particularly in Europe, tend to favour communication that is direct, data-driven and less emotionally charged, the success of emotionally resonant and populist slogans like ‘Make America Great Again’ (MAGA) in the US demonstrates that simple, memorable messaging that appeals to collective identity and nostalgia has universal appeal.

Corporate communicators can learn from this—ditch the jargon and craft stories that people connect with emotionally.

Use Slogans to Inspire

The government understands that language is not just about words, it is about perception. One of the most defining features of the incumbent government’s communication strategy is its effective use of slogans to mobilize public participation. Slogans like Sabka Saath, Sabka Vikas, Sabka Vishwas are not just catchy - they simplify and encapsulate a vision that people can rally behind. 

When the BJP government took office in 2014, major policies were framed as jan andolans (people’s movements) rather than top-down mandates. Swachh Bharat Abhiyan succeeded where the UPA’s Nirmal Bharat failed because it was framed as a national mission tied to dignity, Gandhian ideals, and personal responsibility - not just a sanitation program. This well-calibrated messaging strategy played a crucial role in the incumbent government’s resounding victory in the 2019 Union Elections.

Corporate communicators should apply this thinking to brand messaging. Instead of stating, “Our product is made from 50% recycled materials,” say, “Every bottle you buy helps remove plastic from our rivers.” A simple shift in framing makes the message more personal and action-driven.

Make Complex Ideas Simple and Relatable

The government excels at breaking down complex policies into accessible narratives. The ‘JAM’ trinity - Jan Dhan, Aadhaar, Mobile - transformed a financial inclusion framework into a simple, memorable concept. Likewise, Ujjwala Yojana wasn’t just about LPG subsidies; it was framed as a movement to protect women from indoor pollution, making it more relatable.

Corporate communicators should focus on simplifying their messaging. If you’re launching a fintech app, don’t just talk about AI-driven security; try “your personal digital vault.” People engage with narratives they can see themselves in.

Embrace Multilingual, Regional Communication

Government messaging is multilingual and tailored to different regions, ensuring it reaches even the most remote audiences. In contrast, corporate communication in India still leans heavily on English or Hinglish. A deeper investment in multilingual content could dramatically expand reach and engagement.

Prioritize Authenticity Over Perfection

One reason government communication is effective is its authenticity. The PM’s addresses feel direct and personal—unlike corporate statements, which are often sanitized and impersonal. People connect with people, not polished statements.

Even in crisis communication, admitting fault and addressing concerns openly can be far more effective than carefully crafted formal statements. When the three farm laws faced backlash, PM Modi addressed the nation and admitted the government’s failure to communicate their benefits effectively.

Corporate communicators should take note: overly polished messaging can feel disconnected. Speaking honestly and addressing public sentiment head-on often yields better results than scripted perfection.

Make Messages Aspirational and Emotionally Charged

India is a country of contrasts — vibrant, chaotic and richly diverse in its languages, cultures and traditions. Here, communication must be more than just clear and factual, or for that matter even catchy — it must be colourful, evocative and emotionally stirring. There can be no one-size-fits-all approach in India — different regions, linguistic and socio-economic groups require tailored messaging that resonates with their lived experiences. 

Government communicators understand that in a country as complex as India, messaging must be both compelling and culturally rooted, ensuring it reaches and moves the people it intends to serve. Whether it’s Make in India, Digital India, or Viksit Bharat, the government crafts narratives that appeal to national pride, aspiration, and collective progress.

Corporate communicators can apply the same principles by focusing on storytelling that connects, simplifying complex ideas, and speaking to audiences in a language that feels personal and relatable. Whether it's a government initiative or a brand campaign, the goal remains the same: to turn communication into connection and information into impact.