Union Minister Piyush Goyal said the late adman Piyush Pandey created BJP's "Abki Baar Modi Sarkar" campaign for 2014 Lok Sabha elections. He said Pandey initially refused the project but later agreed, saying, "Yeh desh ki zaroorat hai." Goyal also said that Pandey never took credit for the slogan and always said, "PM Narendra Modi knows it, that's what matters."