The document discusses political marketing strategies in India. It covers various communication mediums used including mass campaigns, print media, TV, and social media. It also discusses influencing factors like symbols, caste, language, and celebrity endorsements. It summarizes the BJP's "India Shining" campaign from 2004 and how the Congress countered it. It provides statistics on budgets for the 2009 and 2014 campaigns and covers strategies used by parties like AAP, BJP, Congress, DMK, and others. New techniques for political marketing included the use of mobile apps, social media, and celebrity endorsements.

1. POLITICAL MARKETING

2. Trust Hope
Money

3. COMMUNICATION MEDIUM
Mass & Face to Face campaigns
Drama, Body paintings
Print Media
Television
Social Media

4. INFLUENCING FACTORS
• Symbols
• Caste
• Party
• Language
• Celebrity
• Color
• Technology

5. 4C’s of Political Marketing
• Cause
• Constituency
• Comparative Advertising
• Celebrity Endorsements

6. INDIAN
NATIONAL
CONGRESS
BHARATIY
A JANATA
PARTY

7. NDA’s India Shining
Campaign during 2004
Elections
 Beginning of a new age of political advertising in India.
 Campaign aimed at highlighting the progress India had made during the
tenure of NDA government and to stress the Feel Good factor.
Estimated to be Rs. 150 crore and done by Grey Worldwide.
The 'India Shining' slogan was created by Prathap Suthan, national creative
director, GWI.
 “First ever national brand building initiative by any Indian government”
as praised by Dr Jagdish N Sheth, known as the father of relationship
marketing and professor of marketing at the Emory University in the US

9. NDA lost the 2004
election !!

10. 'India Shining' campaign the 'worst' poll strategy
in Indian history
• Congress countered with the campaign Aam Aadmi Ko Kya Mila?
• The campaign didn't reflect the reality - "lopsided" focus on urban growth
story while neglecting the distress and backwardness of the rural landscape.
• Had an instant recall value, but recalled only the failures attached to the
campaign.

11. 2009 Election Campaigns
• The estimates of CMS(Centre for Media Studies) - - Rs 10,000
crore spent during the Lok Sabha elections
• Rs 2,000 crore by the Election Commission and other
government agencies
• The remaining Rs 8,000 crore by the political parties and
candidates for campaigning.
• The total advertisement spending by the political parties will
be around Rs 800 crore.
• Nearly 10% of the budget was spent on Digital marketing.

12. 2009 Election Campaigns
The common man moves forward, And
with his every step India prospers.
Mazboot Neta, Nirnayak Sarkaar

13. Jai Ho
Vs Bhay Ho
• 48% in ad liking
• 55% felt happy
• 72% voting in high on entertainment
and enjoyment parameters
• Elements around women
• Feel good and a sense of optimism
(parody of Jai Ho)
• 19% in ad liking
• 40% felt happy
• 51% voting in high on entertainment
and enjoyment parameters
• No gender focus
• Negative shades and ads projecting LK
Advani as ‘Nidar Neta’ (fearless leader)

14. Different media used for advertisements
• Television – 15%
• Outdoor Ads – 20 to 25%
• Print Ads – 40 to 50%
• Radio – 5%
• Internet – 10%
• Mobiles – 3 to 5%

18. • The growth of AAP has been organic
• Content creation plays a big role along with the timing of the content
• Creating connection with the hottest issues
• AAP concentrated on constituency level manifesto to resulting in
better connection with voters. Trust in candidates and leaderships
are other parameters where AAP raised its standard higher than other
parties to differentiate itself

19. Explore the Technology to Reach out
Your Target Market Effectively and
Efficiently
•
•
5,00,000 calls made by more than 7,000
volunteers in just a week
Enabled even the financially weak sector of the
society to actively involve themselves in the
political campaign of the AAP

20. • To reach young first-time voters, it
used social media
• It was useful for publicizing the
voter registration campaigns it ran
in institutes of higher education in
Delhi
The campaign raised approximately Rs. 20 crore [Ed: ~$4.6M] through
marketing, and most of that money was raised through online marketing

21. This sort of grassroots effort is impossible to mobilize
for large political parties with their hierarchical
structures.

22. DMK & AIADMK

23. DMK & AIADMK

24. BSP & SP
Elephant Statues
“Umeed ki Cycle”

25. BSP & BJP
• 19 special trains - BSP
• 27 special trains - BJP
The total outlay for these extra services is expected to be US$1.2
million

26. General Election 2014

27. Congress Campaign

28. Congress Campaign

29. BJP campaign
• MISSION 272+ campaign
• Mobile app & website on India272+
• Modi for PM fund – One note, one vote campaign

31. HISTORY OF NaMo
Tea vendor
CM of Gujarat
Prime Ministerial candidate of BJP

32. Brand NaMO
Vibrant Gujarat – promoted by Apco Worldwide
 One of the trendiest male politicians in India.
 He was among the first to possess a digital diary.
 He is always well groomed.
 He goes for made-to-order Modi kurta with hand-tailored
button holes.

33. • NaMo Store – Online merchanidise portal
• "The products inspire people to wear a cause,
embrace the change and be the creator of a better
tomorrow,“

36. #POPULARITY

37. #MENTIONS

38. Arnab: what do you think about Modi ?
Rahul: Open the system, empower women,
bring in youngsters
Arnab: will you punish Chavan ?
Rahul: Open the system, empower women,
bring in youngsters
Arnab: WTF is wrong with you ?
Rahul: Open the system, empower women,
bring in youngsters

39. • Excellent Oratorical Skills
• Quick Decision Making Ability
• Clarity of Vision

40. • Honest and Simple
• Candidates

42. Rahul Gandhi must meet Uday Chopra to give tough competition to Salman-Modi meet.
Modi: When I’m driving,
even if a puppy …
Salman: Don’t talk to me
about driving, yaar!
Modi: Bhai SRK ke saath film karoge
dobara?
Salman: Sir aap Rahul gandhi ke saath
sarkar banaoge?
Modi: LOL
Salman: LOL

45. Social Media Users in India
As of July 2013,
- 82 million users in FB
- 33 million users in Twitters

46. Twitter Wars & Controversies

47. Sheila Dixit & Arvind Kejriwal
"Is this the same party that accused Sheila Dikshit of
making excuses? Today when they should take
responsibility, they say that we need to study this issue.“
– NDTV News

49. Thank You!!