This document discusses the marketing strategies used by Indian political parties, with a focus on the strategies used by Prime Minister Narendra Modi and the BJP in the 2014 Indian general election. It describes their use of banners, public appearances, manifestos, introduction videos, newspapers, radio, television, social media including 3D holograms, slogans like "Ache Din Aane Wale Hai", and branding to promote Modi as a leader who could deliver change and development. The BJP's marketing team developed a clear strategy to position Modi as the central focus and brand. These innovative strategies are said to have changed the rules of political campaigning in India.

1. INDIAN POLITICAL MARKETING

2. Marketing techniques before
5 years
Lawn Signs (Posters) and Pamplets

3. CANVASSING (Door to Door)

4. At Present
Banners

5. Public Appearance

6. Manifesto

7. TOP PARTIES IN ELECTION
BEST MARKETING
BJP CONGRESS AAP

8. BHARTIYA JANTA
PARTY

9. INTODUCTION VIDEO
AVAILABLE ON YOUTUBE
https://www.youtube.com/watch?v=FxA_fMhoYOo

10. 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.

11. VITAL CHANNELS OF
MARKETING
 CHAI PE CHARCHA
 PUBLIC APPEARANCE
 NEWSPAPERS
 RADIO
 TELEVISION
 SOCIAL MEDIA
 3D HOLOGRAM
 BRANDING
 SLOGANS

12. CHAI PE CHARCHA

13. 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

14. CHAI PE CHARCHA VIDEO

15. PUBLIC APPEARANCE

16. CAMPAIGNS
Narendra Modi Roadshow in Varanasi Draws
Huge Crowds

17. We want change, not revenge, says Modi in Amethi

18. Narendra Modi visited Kashmir valley

19. Narendra Modi
is very
particular
about his
appearance

20. NEWSPAPERS

21. Narendra modi in the headlines

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

23. 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

24. Social
Media

25. Narendra Modi world's second most
popular politician

26. Narendra modi’s social media
presence
 Twitter
 Facebook
 Google+
 Youtube
 Flickr
 Pintrest
 Tumblr
 Blogs

27. Twitter
 @narendramodi joined Twitter in January 2009
 5.09 million followers

29. Facebook
 Narendra modi’s official page-1,89,53,887 likes
 Official pages of Narendra Modi
1. Narendra Modi- official page
2. Narendra Modi for PM
3. I support Narendra Modi
4. Narendra Modi haters
• MEETING WITH COO FACEBOOK

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

32. 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.

33. Mobile Apps

34. 3D HOLOGRAM VIDEO

35. 3-D Hologram

36. 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

37. BRAND
FORMATION

40. SLOGANS
• AB KI BAAR MODI SARKAAR
• JANTA TUMHE MAAF NAHI
KAREGI
• ACHE DIN AANE WALE HAI

41. ACGE DIN ANE WALE HAI VIDEO

42.  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

43. Right Product at the right time.
RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MARKETING
MIX.

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

45. Modi, the Sachin of BJP

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

47. MODI AS DON VIDEO

48. Planning a Political
Campaign

49. Step 1. Political Research

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

51. Step 3.collection or arranging of funds

52. Step 4. Division of the works

53. Step 5. Implementation

54. 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

55. 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.

56. THANK YOU VIDEO

57. THANK YOU