indian political marketing

INDIAN POLITICAL MARKETING

Marketing techniques before 5 years

Lawn Signs (Posters) and Pamplets

CANVASSING (Door to Door)

At Present

Banners

Public Appearance

Manifesto

TOP PARTIES IN ELECTIONBEST MARKETING

BJP CONGRESS AAP

BHARTIYA JANTA PARTY

INTODUCTION VIDEO AVAILABLE ON YOUTUBE

https://www.youtube.com/watch?v=FxA_fMhoYOo

NARENDRA MODI Born 17 September 1950 in Vadnagar. Sold Tea at railway station. At 8 came in contact with RSS Married Jashodaben Chimanlal when 18. Went to Ramakrishna Mission and then Belur Math. Became a full–time pracharak of RSS in 1970 1978 Graduated in political science from DU. Master's degree from Gujarat University Participated in the movement against the Emergency under Jayaprakash Narayan. In November 1995, was elected National Secretary of BJP. Was promoted to the post of general secretary 1998. 7 October 2001, was appointed the Chief Minister of Gujarat, with the responsibility of preparing the BJP

for elections in December 2002.

VITAL CHANNELS OF MARKETING

CHAI PE CHARCHA PUBLIC APPEARANCE NEWSPAPERS RADIO TELEVISION SOCIAL MEDIA 3D HOLOGRAM BRANDING SLOGANS

CHAI PE CHARCHA

Key Features

“A unique combination of satellite, DTH, internet and mobile," for 'chai pe charcha,' a mega outreach programme which is part of campaign

The programme Mr. Modi who sold tea on trains as a young boy, is positioned well

An out-of-the-box initiative, that bucks traditional campaigning methods

61 locations have been chosen all over Gujarat, 36 in Bihar, 32 in Kerala and 46 in Delhi among other states

CHAI PE CHARCHA VIDEO

PUBLIC APPEARANCE

CAMPAIGNS

Narendra Modi Roadshow in Varanasi Draws Huge Crowds

We want change, not revenge, says Modi in Amethi

 Narendra Modi visited Kashmir valley

Narendra Modi is very particular about his appearance

NEWSPAPERS

Narendra modi in the headlines

RADIO Widely used by BJP Private FM as well as Government FM stations Mass localised Different issues for different regions

TELEVISION

• Only one advertisement• Telecasted between 7pm to 1am • Twice in each 30 mins• Narendra Modi himself addressing• The highest influencing means of marketing as per the survey

Social Media

Narendra Modi world's second most popular politician

Narendra modi’s social media presence

Twitter Facebook Google+ Youtube Flickr Pintrest Tumblr Blogs

Twitter @narendramodi joined Twitter in January 2009 5.09 million followers

Facebook

Narendra modi’s official page-1,89,53,887 likes Official pages of Narendra Modi1. Narendra Modi- official page2. Narendra Modi for PM3. I support Narendra Modi4. Narendra Modi haters

• MEETING WITH COO FACEBOOK

Google+

First Google+ hangout hosted by Ajay Devgan- August 2012 Popular with NRI’s Huge success

Youtube

5000+ videos 44,685 subscribers , with 62 million views registered till date The videos were mainly: Press conferences from distinguished speakers Speeches of Narendra Modi Question and answer session Coverage of several events Videos for donation Videos clarifying the party’s stand over issues of national importance.

Mobile Apps

3D HOLOGRAM VIDEO

3-D Hologram

Advantage of using 3d- Hologram in election campaigns First mover advantage Innovative idea Omnipresent Targeting the areas where other means of technology was

not available Guinness world record- over 1000 rallies

BRAND FORMATION

SLOGANS• AB KI BAAR MODI SARKAAR• JANTA TUMHE MAAF NAHI

KAREGI• ACHE DIN AANE WALE HAI

ACGE DIN ANE WALE HAI VIDEO

Members of the party— Piyush Goyal and Ajay Singh—set the creative and media strategy. 

Prasoon Joshi to write the party's anthem and into a music video-"Saugandh is mitti ki“

Sushil Goswami  created radio ads and create cricket ads around Twenty20 World Cup. Also touched upon issues like lack of leadership, corruption, law and order issues and "dharnas"

AB KI BAAR MODI SARKAAR - designed by Samrat Bedi, Soho Square Also launched an anthem "Achche din anewale hain."

People involved

Right Product at the right time.

RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MARKETING MIX.

Changing the rules of the game

• Traditionally elections in India were fought between parties, not any more!• Highlighted the strength of the party.

Modi, the Sachin of BJP

Strategy is Sacrifice

• Marketing- Clear positioning- good governance- development- job prospects.• A leader inspires people to follow him.

MODI AS DON VIDEO

Planning a Political Campaign

Step 1. Political Research

Step 2 : Make the decision to Run or NOT TO RUN

Step 3.collection or arranging of funds

Step 4. Division of the works

Step 5. Implementation

Strengths : Industry support, Image stands for change & economic development, Success of Gujarat model

. Weakness : Gujarat Riots, Right wing leader

Opportunities : Urban Middle class, Youth Voters, Country wanting change

Threat : Possibility of dilution during transition from Regional to National Brand , Rise of regional stakeholders

SWOT OF MODI

IN BRIEF

Create a fatherly figure- invoked tales of childhood, in books and comics. Connect with the youth (150 million first-time voters). Attended more than 5,000 events and 470 political rallies across the country. Addressed students at Delhi's Shri Ram College of Commerce-talked about

Gujarat's model of development. And about the need to improve skills of the youth

Business leaders praised Modi and his administration in Gujarat allowed him to build brand as progressive leader.

The vision of the party to understand that for winning the elections only a strong individual leader should be the focus for branding.

THANK YOU VIDEO

THANK YOU