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- 1. Disclaimer No animals were harmed during the research and making of this presentation. We do not wish to hurt anyone’s sentiments. The presentation is only for marketing purposes and non intended in favour or against any political party in general. The elements and people in presentation are living and non-fictional. All the facts and figures presented are true and have been collected from verified sources. No facts have been altered or hidden under any circumstances.
- 2. BJP’s 2019 Integrated Marketing Campaign How the tables turned in favor of BJP in 4 months
- 3. Introduction Years BJP in 2009 BJP in 2014 BJP in 2019 Legislature 15th Lok Sabha 16th Lok Sabha 17th Lok Sabha Number of Seats Won 116 / 543 282 / 543 303 / 543 Number of Votes 7,84,35,538 17,16,60,230 22,90,75,170 Percentage of Votes 18.80% 31.34% 37.46% Party Leader Lal Krishna Advani Narendra Modi Narendra Modi Winning Party Indian National Congress Bharatiya Janata Party Bharatiya Janata Party • The Bharatiya Janata Party (BJP) was founded in 1980 • BJP is one of the two major political parties in India, along with the Indian National Congress • As of 2019, it is the country's largest political party in terms of representation in the national parliament and state assemblies and is the world's largest party in terms of primary membership
- 4. Convince Audience on Product Quality Make Audience Believe it’s the Best Option Address Needs of the Audience
- 5. Campaign Objectives 1. Build a solid brand 2. Generate enough excitement before actual voting 3. Convincing Audiences that BJP is the Best and Only Option
- 6. Millennials 49.83 47.35 51.07 52.32 14.9 14.71 15.9 19.02 35.27 37.94 33.03 28.66 GENS ZERS YOUNG MILLENNIALS OLD MILLENNIALS GENS XERS AND OLDERS % OF RESPONDENTS BY AGE GROUP BJP Congress Others (Including those who do not support any National Party) Younger millennials refer to those born between 1990 & 1996. Older millennials are those born between 1981 & 1989. The younger generation , born after 1996 , is referred to as ‘Generation Z’ or Gen Zers. The older generation born between 1965 & 1980 is referred to as ‘Generation X’ or Gen Xers. SOURCE: YouGov-Mint Millennial Survey (Jan – Feb 2019)
- 7. Affluent Youth 46.07 50.7 54.953.3 49.4 45.1 Below Rs 20,000 Between Rs 20,000 - 70,000 Above Rs 70,000 % OF URBAN YOUTH , BY HOUSEHOLD INCOME BJP Non BJP Parties
- 8. Politically Active Voters 53.1 44.946.9 55.1 Active Non Active % OF URBAN YOUTH , BY POLITICAL ACTIVISM* BJP Other Parties
- 9. Constituencies – By Population
- 10. Social Groups 52 32 29 40 22 38 8 60 38 40 46 30 42 7.4 Upper Caste Peasant Caste Upper OBC Lower OBC Scheduled Castes Scheduled Tribes Muslims % OF VOTE SHARE FOR BJP AMONG DIFFERENT GROUPS 2014 2019
- 11. Classes 24 31 32 37 34 36 37 44 Poor Lower Middle Upper Middle % OF VOTE SHARE FOR BJP 2014 2019
- 14. Emotional vs. Rational Appeal Predominantly emotional Significant highlighting of past performance Promise of a decisive government
- 15. Countering the Opposition Extensive social media usage Maximum regional reach out Opposition’s jibes taken head-on Boasting of a clean government
- 16. Campaign Theme Phir Ek Baar Modi Sarkaar Imaandar Sarkaar Bade Faisle Lene Waali Sarkaar Kaam Karne Waali Sarkaar
- 17. Revised Theme Phir Ek Baar Modi Sarkaar Mai Bhi Chowkidar Saaf Niyat, Sahi Vikas Modi Hai Toh Mumkin Hai Aayega Toh Modi Hi
- 18. Campaign Strategies 1 Start Early, Build Momentum & Expedite 2 Target Everyone, But In A Segmented Manner 3 Nurture Attachment & Loyalty 5 Be Present Everywhere To Be Visible & Remembered 6 Ensure Maximum Reach & Engagement 7 Integrate Online Marketing With Offline Efforts 4 Bring Attention To The Party’s Achievements
- 20. BJP Rules the Digital World Channel Google Ads Budget ₹13,86,11,750 No. of Ads 9,998 Channel Facebook Ads Budget ₹4,30,00,000 No. of Ads 2,649
- 21. Most Viewed Google Image Ads >10 Million Impressions for each
- 24. AIDA Model of BJP Attention Attention towards the party’s actions, Awareness about its political agenda, Guiding ideologies and key leaders Desire Desire for making the right decision Interest Interest in their activities Action Action in terms of voting for their candidates.
- 25. Active Social Media Users in India YouTube 265 Million WhatsApp 200 Million Twitter 34 Million Instagram 70 Million Facebook 300 Million
- 26. Social Media Followers: Congress vs BJP 5.5 6.2 0.65 0.92 15 12.7 12.9 2.56 0 2 4 6 8 10 12 14 16 Facebook Twitter Instagram YouTube Congress BJP
- 27. Social Media Followers: Narendra Modi vs BJP 44 53 35.5 4.54 15 12.7 12.9 2.8 0 10 20 30 40 50 60 Facebook Twitter Instagram YouTube Narendra Modi BJP
- 28. ● Maximum use of Twitter to engage and attract voters. ● Ensured that at least one hashtag such as #ModiHiAyega was trending every day. ● Online campaigns such as the #MaiBhiChowkidar was launched. Twitter Campaign
- 30. Facebook Campaign ● BJP created a number of pages on Facebook to appeal to various segments of voters. ● These pages shared content that attracted voters to engage with them. ● The various topics that were discussed on these pages were the BJP party’s accomplishments with respect to women empowerment, career opportunities, etc. ● The party also used the pages to deploy strategic online campaigns which included quizzes and contests with attractive prize ● Created in the local languages of all 29 states of the country. Along with the primary languages, English and Hindi, each post on social media platforms was made in local languages for all regional pages.
- 32. Instagram Campaign ● Leveraging the popularity and reach of Insta stories to its core by updating 35.5 million Instagram followers about each and every activity. ● From his ride in the Delhi Metro and chit- chat with the ‘aam aadmi’ to his visits to various regions of India to urging people to vote for a New India, PM Modi’s ‘Insta election rally’ of sorts has been quite informative for his followers.
- 33. Content Marketing Strategies 3 WhatsApp YouTube NaMo TV NaMo Mobile App Sponsored Ads Entertainment Industry Social Media Pages
- 34. Films
- 35. Television Media
- 36. BJP Introduced three important programmes for Expansion, Consolidation and Training in the party. ● Maha Sadasyata Abhiyan – Enrolled 11 crore party members – Largest political party in the world ● MahaSampark Abhiyan – Each new members were contacted by party cadres ● Pt. Deendayal Upadhyaya Prashikshan Mahabhiyan - Trained over 10 lakh workers. An unique world record. National level training - 3 days, State, District and Mandal level training - 2 days. Direct Marketing: Party Workers and RSS
- 37. Rally, Road-Shows and PR ● 51 days, 1.3 Lakh Km, 142 rallies plus four road shows reaching 1.5 crore people ○ 29 rallies in U.P., 17 in West Bengal, 17 in M.P. and Rajasthan ○ ‘Spiritual break' on May 18 ,19 in the shrines of Kedarnath and Badrinath. ● The Bharatiya Janata Party became the number one advertiser on television in the run-up to assembly elections according to BARC data ● ‘Mann ki Baat’ programme which, although mocked by some as a monologue, reached even the remotest villages and millions of people every month
- 40. Getting the Communication Correct ● The BJP’s ground-breaking victory is the result of political communication done right. It’s time we understood how politics is all about storytelling. ○ Focussed on national security and clean government ● The idea of every vote going straight to make Mr. Modi PM rather than to an individual candidate was pushed at every meeting by BJP leaders ○ “Aap button dabayiye aur seedha vote Modi ko Pradhan Mantri banayega“ ● 2019 Elections: BJP Launches Crowdsourcing Initiative for Manifesto - The party said to 'democratise' the process, suggestions from over 10 crore people in 4,000 constituencies would be sought. ● Congress leaders, instead, asked for proof of the air strikes. This type of communication is not just negative, it's fatal for a party which is already trying hard to escape the 'anti-national' pigeonhole. ○ “Chowkidaar Chor hai” “Neech Aadmi”
- 41. Dhanyawad Mitron