2014 election ad pr
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  • 1. AD & PR in the time of WAR (read election ) One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 2. Love in the Time of Election Just as the Election is announced and a war wages between the political parties, love blossoms between the Media houses and the Political parties. The reason is the huge amount of money that is spent in placing ads for the the election war. Just like love during Cholera is jarring , the love between the media house and the political parties is ridiculous. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 3. AD & PR in Election A General Election will be held for the 16th Lok Sabha in India. Voting will take place in all parliamentary constituencies of India to elect members of parliament in the Lok Sabha. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 4. AD & PR in Election Advertising decibels are on the rise in a year when more than Rs 2,000 crore of AD & PR money will be spent by various political parties on poll-related communication. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 5. Spectra Since the last general election in 2011 Indian anti-corruption movement by Anna Hazare, and other similar moves has changed the spectra of present election. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 6. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Pitch While BJP's Prime Ministerial candidate Narendra Modi finds it necessary to relentlessly harp on his humble beginning as a tea vendor's son. Blue- blooded political elite Rahul Gandhi tries to position himself as a classic outsider like one of us, fed up with the government, red tapism. Arvind Kejriwal stands for anti- corruption.
  • 7. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Indian National Congress
  • 8. New AD &PR Ninjas To brush up the public image before the polls, Congress scion Rahul Gandhi has roped in public relations agency Genesis Burson-Marsteller and Japanese advertising firm Dentsu which are expected to create a campaign that will consist of print ads and short films.   One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 9. AD Agency Genesis Burson-Marsteller, which has been hired by the Congress to revamp Gandhi’s image, is likely to handle Gandhi’s twitter account and facebook page. It will upload pictures of his rallies, update status messages to create interesting debates and tweet on daily developments to ensure greater visibility on social media. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 10. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Budget The party is going to spend Rs 500 crore on the campaign . The bulk of the budget is going to go into advertising and public relation. There will be a lot of focus on making Rahul look a decisive and no-nonsense politician. The amount is same as FMCG major Britannia spent on advertising in FY13.
  • 11. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Brand Rahul Positioning Rahul as a leader and administrator who is quick to take decisions will be a priority since his brand has taken a beating. He will need to work on the language that he uses, the tone and tenor of his voice and the decibel level at which he talks.
  • 12. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Focus Apart from Brand Rahul the focus will be on GDP growth, inflation and job creation, the campaign will speak about the menace of corruption and actively highlight Gandhi’s strong stand on the issue.
  • 13. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Campaign : Creation Rahul Gandhi is closely involved with the creation of the campaign. However, one has to keep in mind that sophisticated campaign, built with the same precision with which product launches are designed, doesn't essentially help the voting population to decide.
  • 14. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Campaign The Ad shows unidentified citizen standing before a plain background and has given Congress the confidence to go ahead and use the tagline in its campaign. Intended to a be contrast to Modi's self-centered. The "main nahin, hum" slogan will also figure in Congress's Tv, Radio spots.
  • 15. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Regional Emphasis The Gandhi scion has instructed Dentsu, the Japanese communication firm that handles the Congress's election related advertising account, to create 27- 28 regional campaigns for a down-reaching impact in each state. These will simultaneously run alongside the flagship "main nahin, hum" film featuring Rahul.
  • 16. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Regional Campaign For instance, the West Bengal campaign will show the insensitivity of the ruling government against women's issues, the one for Jharkhand will show the ill effects of corruption, UP's campaign will have goonda-raj as its main theme and the Orissa campaign will talk about land acquisition. Similarly, the Bihar storyboard shows the inefficiency of the current government.
  • 17. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Bharatiya Janata Party
  • 18. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha BJP Campaign The Bharatiya Janata Party (BJP) has started its campaign centered around its prime ministerial candidate Narendra Modi.
  • 19. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha NaMo Brand The main brief is to create a Brand out of Modi. The NaMo Brand. Twirled around the development of Gujarat, which he promises the whole of India if he is voted as the Prime Minister.
  • 20. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Ad Agency The JP has lined up a team of advertising professionals to execute its election campaign. Sam Balsara of Madison to handle the Rs 400 crore election account.This involves communication across different media platforms like print, radio, TV and Digital.
  • 21. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The BJP Glam Star BJP has roped in celebrated lyricist and adman Prasoon Joshi. And Piyush Pandey, Executive Chairman and Creative Director (South Asia) at Ogilvy & Mather (O&M), albeit indirectly, to spruce up its advertising campaign. O&M could not take up the account as the agency on record due to a strict global guideline which does not allow group agencies to work on election campaigns. Pandey has been working with the Narendra Modi-led Gujarat government for some time.
  • 22. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The RSS contribution The RSS reconfirmed its support to the poll campaign. Senior Vishwa Hindu Parishad leader Ashok Singhal said 15,000 sadhus will participate in a campaign to marshal public support for Modi throughout the country during the general election.
  • 23. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Digital Media BJP has picked two of the country’s sharpest minds when it comes to the Internet to spearhead his election campaign on the Web. Rajesh Jain, an entrepreneur who helped revolutionize Internet use in India with his IndiaWorld Web portal and B.G. Mahesh, the founder of OneIndia, one of India’s first regional language news portals.
  • 24. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Aam Admi image Narendra Modi, launched his 'chai pe charcha' or discussion over tea from a tea stall in Ahmedabad . It will be used as "a unique combination of satellite, DTH, internet and mobile," for his mega outreach programme. The programme will be relayed at 1,000 tea stalls in 300 cities across the country. Modi will be in between 6 and 7 pm.
  • 25. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha NaMo Clone Through Modi look alike masks the BJP will create the feeling of ‘me too’. I am NaMo. This is to give the feeling to the ordinary populace that you too can be a part of the government.
  • 26. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Image Projection Narendra Modi’s image handlers defend his growth projections, shout down his opponents, and, importantly, project him as the “hit and fit” Prime Minister.
  • 27. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Aam Admi Party
  • 28. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Stand The 2014 general elections, will also see the Aam Aadmi Party (AAP) led Arvind Kejriwal give a fight to Modi and Gandhi. AAP has largely stuck to communicating on social media and use outdoor activations programmes, steering clear of any mass media campaigns for the elections.
  • 29. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Activism to Election Most of the people have been attracted to the Janlokpal movement. After the formation of the party, Kejriwal has infused the same energy into his campaign and the mood remains that of protest, change and hope. Using both old fashioned and modern ways, the AAP is using every tool to amplify its message.
  • 30. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The 'pro common man' pitch Kejriwal's success was as much a public relations triumph as it was one of clever politicking. The 'pro common man' pitch has been a favourite with politicians in India down decades. However, given how generously it has been used and misused in our political milieu, it is also easily identified with the empty pre-poll theatrics of our political leaders.
  • 31. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Leaflet & Door to Door As it did for the Delhi polls, the theme of the AAP's campaign will depend on the issues faced by the districts it is active in. Door-to-door campaigning and leaflet distribution will be one of the main thrust of the campaign.
  • 32. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha NO Ad or PR Agency AAP plans to use successful advertisement strategy of Delhi assembly elections in 2014 polls. One radio ad, some on-ground campaigns and aggressive social media activity . And it plans to use the same strategy for the upcoming polls. AAP doesn't intend to hire advertising, public relations or any form of agency, but will use an in-house team to craft its messages, and its volunteer bank to execute its communication strategy.
  • 33. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Digital Media The Aam Aadmi Party poised as game-changer are also tapping into the social media in a big way. AAP's Arvind Kejriwal has learnt from US President Barack Obama's campaign strategy. The Obama campaign used the Internet to create a large volunteer base and reached out to every person to get the vote out.
  • 34. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Support Base IT professionals, Engineers, Businessmen -- thousands of them works backstage tirelessly as volunteers of AAP helping the party carve itself a stupendous support base.
  • 35. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Social Media Almost 500 students from IIT-D are working around the clock to ensure that AAP has a game changing impact in the upcoming elections. From managing social media accounts, creating websites to promote the party . The young students are going the distance for the political party of their choice.
  • 36. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Impact There was a mini wave for this newly formed party. The party did the right things at the right time gauging public sentiment and the larger national parties have a lot to worry about in the days ahead AAP scored from key Public Relations and for the two large parties it is an eye opener.
  • 37. AD & PR in times of Election Some highlights of the ongoing war One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha
  • 38. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Some highlights Phrase “aam aadmi”, high jacked. It was first coined by Indira Gandhi before 1971 General Election. BJP accused the Congress of copying a Modi tagline,.Main nahin, hum. Even the Gandhi topi, a symbol of Congress following Mahatma Gandhi’s ideal has been usurped. Fighting for cause. Reaching out to people. “Woh kehte hain Indira hatao aur mein kehti hoon ki garibi hatao.”The ‘Garibi Hatao’ slogan was coined by Indira Gandhi and became the most attractive in our electoral history.
  • 39. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Tag Line The Congress has advised the Ad & PR agencies to be careful with the phrase “aam aadmi”, originally coined by the Congress, as it is now closely associated with the Aam Aadmi Party.
  • 40. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Slogan BJP accused the Congress of copying a Modi tagline,”Main nahin, hum”, from 2011 for its campaign. Strongly rebutting BJP's allegations that it has lifted Narendra Modi's slogan "main nahin, hum” (not I, we), Congress hit back saying it first used the tagline in 2010 and made it clear that the line will be very much part of their campaign .
  • 41. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Who owns ‘aam aadmi’ ? The Aam Aadmi Party's resounding success in Delhi has confirmed one thing - elections can indeed be won by a strong Public Relation. AAP got literally everything in their election paraphernalia right - from the Gandhi topi and the wacky jhadu symbol to the intensive door- to-door PR campaigns. However, what capped the party's poll blitzkrieg was AAP's carefully practised 'aam aadmi' rhetoric - something that was easy to believe, easy to relate to and didn't ring as hollow as the other 'I'm-one-of-you' declarations made by other seasoned politicians.
  • 42. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha APP for Congress & BJP AAP leader Arvind Kejriwal's unorthodox ways of protesting against corruption may have left many Congress and BJP leaders red-faced but if there is someone from the Congress and BJP who is determined to replicate the tactics in the upcoming Lok Sabha polls, it's Rahul Gandhi and Narendra Modi.
  • 43. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Reach out to People After Kejriwal's stunning victory in Delhi, Rahul had spoken about learning from the AAP strategy of reaching out to people. As he said, "I think, we need to think in terms of empowering the people which I have been saying within the party. We are going to involve them in a way you can't imagine."
  • 44. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha In Summation Congress : AD. PR . SM BJP : AD . PR , SM AAP : PR . SM
  • 45. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Advice What is your advice to the Political Parties ?
  • 46. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha First, 1 advice to the common man Do not wait to frame the victor, GO out and Vote.
  • 47. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Secondly, 2 advices to parties on the verge 1.To immediately stop sitting on the fence. 2. To immediately increase AD & PR activities.
  • 48. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Third, 3 advices for AAP: 1.To immediately begin the task of replicating the Delhi model of building a political movement nationally through PR and AD 2.To not let this victory make one arrogant or complacent but rather deliver on promises and work towards an economic policy which is crucial at this juncture.   3.Thirdly, do not do anything that the common man will not forget and forgive easily especially those that are harmful from an ethical point of view.
  • 49. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Four 4 Advices for the BJP 1 Not to mistake result of recent win to be a Modi wave and underestimate the power of a wounded opponent to bounce back 2.To respect the emergence of a new politics in the form of AAP and shun the politics of hate and communalism 3.To focus on the conversation of building a better India which is inclusive and all-encompassing and 4.To do the impossible – get the PM candidate to demonstrate a more humane side and if need be apologize for a past that still haunts.
  • 50. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Five, 5 Advices to Congress 1.)To stop introspecting and start acting. Every second is precious if one is serious about the upcoming elections 2.Actions have to include some drastic steps that connect with the people. Even if it means making a few heads roll, so be it 3.Announcing a PM candidate and if possible making that person take charge as soon as possible. The electorate will not take a Congress with Rahul or Manmohan leading UPA 3 seriously.That writing is on the wall and it is not rocket science. 4.) Mobilise resources in terms of volunteers, technology and social communications at a rapid pace and not allow any more missteps like Telangana to come in the way of winnable states 5.Respect rivals – be it Narendra Modi, Arvind Kejriwal or the M duo of Mulayam or Mayawati in UP.
  • 51. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha The Ballot Finally, 2014 will be an election that is fought on 5 Ps performance record, policies implemented, public sentiment, people’s perception and a perseverance that is undying for a cleaner, smarter governance that the young and old aspire for. NO public service ads and public relations can change that. Ad and PR can only highlight your work.
  • 52. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha Do continue the discussion. Contacts facebook : https://www.facebook.com/prof.alokekumar twitter : https://twitter.com/ProfAlokeKumar e-mail : prof.alokekumar@gmail.com snail mail : D 560, Lake Gardens. Kolkata : 700045
  • 53. One Day MEDIA WORKSHOP 22nd February,2014 . Birendra Mancha NAMASKAR Thank You