ANN ARBOR, Mich. — Indian Prime Minister Narendra Modi’s appearance on the television program Man vs. Wild with survivalist Bear Grylls offers an example of how entertainment media can shape the public image of political leaders, according to a University of Michigan scholar.
Swapnil Rai, an associate professor of film, television and media, examines the episode in her essay, “Modi vs. Wild: Celebritized Politics and the Mediations of a Spiritual Strongman,” published in the Journal of Cinema and Media Studies.
Rai argues that the program illustrates “celebritized politics,” in which political leaders use entertainment formats, personal storytelling and celebrity associations to establish their public identities and communicate authority beyond traditional political speeches and interviews.
On Man vs. Wild, Modi discussed his childhood, relationship with nature and spiritual pursuits while navigating a wilderness setting with Grylls. According to Rai, the format helped present Modi as both physically strong and spiritually disciplined, reinforcing an image she describes as a “spiritual strongman.”
Rather than relying solely on political arguments or policy positions, such appearances invite viewers to form impressions of a leader’s personality, character and values, Rai argues. The setting can convey qualities such as courage, self-restraint and resilience through a leader’s actions and personal stories.
Celebrity and religion in political branding
Rai places Modi’s television appearance within a broader media strategy that includes interactions with Bollywood figures, international celebrities and a prominent presence on social media.
She argues that these appearances allow politicians to reach audiences through formats that may seem less overtly political than rallies or campaign interviews. Celebrity associations can build familiarity, while personal stories and visual imagery help establish a recognizable public persona.
Rai also examines how Modi’s public image intersects with religion and Hindu nationalism. She uses the term “Moditva” to describe what she sees as a political and cultural identity increasingly centered on Modi himself.
“There are aspects of the religion that are fundamentally not even the religion, but because of how Modi has wanted to project or push a certain kind of politics, they have changed,” Rai said.
She argues that political messaging can emphasize selected religious practices and symbols, presenting them as representative of a broader tradition. Rai distinguishes this process from Hinduism itself, noting that the public image of the religion can be shaped by its association with a prominent political leader.
Rai also points to the international reach of Modi’s public appearances, including events attended by members of the Indian diaspora. Such engagements can influence how foreign audiences understand India, Hinduism and Hindu nationalism, she argues.
A broader shift in political communication
Rai’s analysis considers how celebrity culture is influencing political communication beyond India. She cites examples including New York Mayor Zohran Mamdani’s rap performances, Michigan U.S. Senate candidate Abdul El-Sayed’s public appearances and Nepal Prime Minister Balendra Shah’s background as a rapper.
These examples illustrate how entertainment, personal identity and popular culture can become part of political messaging.
In Modi’s case, Rai argues, the wilderness setting of Man vs. Wild brought together images of physical strength and spiritual restraint. The program allowed viewers to observe the qualities associated with his public image rather than simply hear them described.
Her research examines how such media appearances can influence perceptions of leadership and shape public understandings of the cultural, religious and national identities associated with political figures.
