Indian Elections & The Slogan Wars

Social Business Intelligence
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Introduction…………………………………………………………………………………………………………………………………………….1
Slogan Wars………………………………………………………………………………………………………………………………......6-11
Social Media and TV campaigns ............................................................................................. 12-16
Social Media Buzz ................................................................................................................. 17-26
Conclusion………………………………………………………………………………..………………………...………... 27

Introduction
Every 5 years, India celebrates one of its biggest festivals in the world crossing all the boundaries of religions, caste and creed.
People of India wake up to the loud sounds and unite together to complete their responsibilities and duties to secure their future, to undo the mistakes they have done 5 years ago.
Yes, I am talking about Indian Elections, which is a symbol of hope, better future and it truly determines the spirit of Indian democracy.
When the Election season comes nearer, parties and candidates start preparing strategies to lure population on their side, and support them to win and rule. This is the start of Indian Election Campaign.
SSI Score

Introduction
Now this election campaign can be of various types.
 The first one is Door to Door campaign, which involves conventional mode of election campaigning i.e. direct interaction with voters.
 The other forms are Web campaign and Print campaign.
The leaders who are more acquainted or famous usually promote the lesser known candidates from their party and try to influence the voters in their favor.
No political leader or party leave any stone unturned to ensure their parties victory in the elections.

Introduction
This year India's electorate was very different as compared to 10 years ago, when PM Manmohan Singh’s coalition government came to power.
Today, about two-third of the population is younger than 35. Voters are more in urban culture and knowledgeable than ever before, and the per-captia income is also on the rise.
To reach this population, political parties are going beyond the traditional campaign rallies of conducting rallies.
Now it involves more of volunteer mobilization, social media outreach and targeting small groups such as business executives, youth, and retirees and forming their own opinion and communities. Politicians spent crores of rupees to reach this population.

Introduction
Political parties turn into marketing agency, each portraying their candidate as the savior of masses, and the only person who can take the country to new heights, at the cost of discrediting their rivals.
The usual placards, billboards and advertisements are the various parts of the campaign but what adds real magic color to such campaigns are the slogans, used as an instrument to strike the right chord to the masses.
This year’s Indian election saw many well framed, catchy slogans which created huge impact on the voters, which money was not able to buy.
This year's election campaign saw new heights in this slogan war. Aam Adami party leader Arvind Kejriwal reached Varanasi and supporters in social media started the buzz
with the catchy line
which was a remark
on the bad throat that had marked his initial days as Delhi Chief Minister.
Aa Beta Kashi, Mita Denge Teri Khansi"

Introduction
The AAP volunteers were also quick to respond with
"Kashi hogi AAP ki"
where as in the rallies they made the banners which read "Chamke panja, Kamal ka phool, Ambani ka jhoola jhool" (The hand and the lotus (party sign of Congress and BJP) are prospering because of Mukesh Ambani).

Slogan Wars
Let's take a look at the slogan wars of Indian Elections’ 2014, and the impact it created over the voting population of India.
(Will eat full meals, will work for 100 days, will take free medicines and Will vote for Congress) is the slogan with which Congress started their election campaign, replacing the earlier slogan "Aadhi roti khayenge Congress ko jitayenge" (will take half meal and will vote for Congress).
The Slogan was coined while Mr. Rahul Gandhi was highlighting the welfare schemes on food security and land acquisition bills that Congress has pushed through parliament, and faced the opposition by BJP.
“Poori roti khayenge, 100 din kaam karenge, dawai lenge aur Congress
ko jitayenge”

Slogan Wars
While Congress has focused on its commitment to the Aam Aadmi, through its slogans, its arch rival BJP began its campaign around the prime ministerial candidate, Narendra Modi for the 16th Lok Sabha elections.
These two parties in the past also followed the same election campaign approach, BJP slogan's focusing on one man like Atal Bihari Vaypayee, Lal krishna Adwani, whereas Congress focusing on people of India.
This year’s famous slogan by BJP,
"Modi for PM"
"Ab ki baar Modi Sarkaar"

Slogan Wars
and some other Modi centric slogans are reminders of the slogans used by the party when it came to power in 1996 - "Abki baari Atal Bihari" projecting Vajpayee as its candidate.
"Congress Mukt Bharat"
‘Congress Mukt Bharat’ another slogan launched by Narendra Modi, in an effort to make gains of the anti- incumbency wave in the country.
Interestingly, Congress stayed away from taking BJP's name in their campaigns; rather they tried to highlight its own achievements.

Slogan Wars
In an attempt to showcase that this election is all about Narendra Modi and not about BJP party, Congress launched ‘Main nahi Hum’
"Main Nahi Hum"
slogan. But BJP claimed that it was used by them in 2010 and accused Congress of Plagiarism.

Slogan Wars
Another time BJP faced the backlash because of slogan, ‘Har har Modi, har ghar Modi’.
"Har har Modi, har ghar Modi”
The party had denied coining the slogan and Modi had himself asked the BJP supporters not to use it in any public gatherings or as a part of election campaign.

Slogan Wars
Congress launched another slogan to attack BJP, especially Narendra Modi for the 2002 Gujarat riots while portraying Rahul Gandhi as a young and passionate leader, ‘Kattar soch, nahi Yuva josh’.
"Kattar soch, nahi yuva josh"
Against Aam Aadmi Party, Congress launched the slogan, to mock the 49-day rule of the Aam Aadmi party government in Delhi,
"Na ghar ka na ghat ka, woh hain neta AAP ka"

Social Media and TV campaigns
In response AAP's slogan
"Jhadu chalao, beiman bhagao"
is an attack on both the political parties, and a way to market their party's election symbol.
BJP's campaign had two kinds of messaging - tactical and conceptual (about the party's philosophy).
In addition to the door to door campaigning efforts, BJP also rolled out three sets of television campaigns.
The main tagline of the promotions was "Abki baar, Modi Sarkar", a catch phrase that has already became the source of inspiration for the Twitter jokes.

The first set of films is based on a monologue format. In each ad, an individual talks into a camera and addressed the viewer, in a serious manner.
The issues raised in these ads were Unemployment, safety of woman, inflation and electricity problems.
The partly black-and-white films ended with hard hitting words like
'Bijli ke liye tarsaane walon, janta maaf nahi karegi'
'Yuvaon ko berozgar rakhne walon, janta maaf nahi karegi'

'Humari betiyon ko suraksha na de paane walon, janta maaf nahi karegi'
'Mehengayi ko lagataar badhane walon, janta maaf nahi karegi'.
These accusations are quite clearly directed at the Congress. Whereas the four-film monologue's where high on seriousness quotient, the second set of ads took the humorous route to win citizens.
The animated series of ads is based on cricket and was launched during the T20 world cup series,
the ads were meant to take a dig at Congress and Aam Aadmi party and ended with slogans like
“No gundagardi, no maaramaar, abki baar, Modi sarkar'”
“No faltu dharna, no time wasting, abki baar, Modi sarkar”
“No corruption, No bharshtachaar, abki baar,
Modi sarkar“
“No hera-pheri yaar, isliye abki baar, Modi Sarkar”

The Indian national Congress rolled out its first television campaign for the 2014 Lok Sabha Election two months before its primary opposition BJP.
Congress was forced to drop the "Aam Aadmi" from its earlier campaign. The INC adopted a new slogan for its 2014 campaign,
"Har Haath Shakti. Har Haath Tarakki"
(Power to every hand and progress for everyone.) With this slogan, the party campaigned across the country. While cities have been covered with hoardings, the ideas have been communicated through television as well.
A series of about 15 short films, including monologues, were released. The videos stated that the promises made by the party to citizens are an assurance to not let them down.

Social Media Buzz
This year's India voted in a nine-phased election that spanned six weeks.
Political parties took part in a very aggressive social media campaign for around two months and the slogans helped to create a huge buzz for the candidates.
More than 56 million election related tweets from January 1, 2014 until May 12, 2014 and at each polling day, there were around 5.4-8.2 lakhs of election related tweets.
BJP
#NaMo, #iModi, #CyberHindus, #Mission 272+, #Feku, #FekuExpress, #CongBJPQuitIndia
Indian National Congress
#VoteForRG, #Pappu, #VoteForRahulGandhi, #CongBJPQuitIndia
Aam Aadmi Party
#VoteForAAP, #AAPSweepingDelhi, #VoteForAamAadmiParty, #ThunderClap, #QuitAAP, #DharnaExpress ,#AapDrama, #MadCM

Social Media Buzz
Buzz Analysis of Hashtags started by various political parties:
0
1000000
2000000
3000000
#Namo
#Feku
#Mission272
#FekuExpress
#CongBJPQuitIndia
#iModi
#CyberHindus
BJP
0
50000
100000
150000
200000
#Pappu
#CongBJPQuitIndia
#VoteForRG
#VoteForRahulGandhi
Congress

Social Media Buzz
0
10000
20000
30000
#QuitAAP
#AAPSweepingDelhi
#VoteForAAP
#ThunderClap,
#MadCM
#VoteForAamAadm…
#DharnaExpress
AAP
Google also launched the election Hub, and utilized the power of social media

Social Media Buzz
This Lok Sabha election, Twitter became the medium of choice for people to engage in a political topic.
@NarendraModi has reached 3.97 million followers growing his follower base by 28% percent since Jan 1.
Not to be outdone, @ArvindKejriwal has raced to 1.79 million, an amazing 79% growth from the start of the year.
Similarly, @AamAadmiParty has grown to 682K followers registering a 119% increase since the beginning of the year.
@BJP4India has reached 491K followers, growing at 70%.
@INCIndia at 178K followers has grown at an incredible 376% starting with just 37,357 followers.
Narendra Modi, ArvindKejriwaland Rahul Gandhi were the top 3 most talked about politicians throughout the election.
NarendraModi led the chart with an SSI score of 86, compared to second placed Arvind Kejriwal with an SSI score of 83.

Social Media Buzz
Apart from election campaign, this election we saw some brilliant Twitter content being shared by Indian politicians.

Social Media Buzz
Twitter has played an important role in Indian elections, and in 2014 it was used aggresively for social media marketing by political parites.
During the counting day, Twitter traffic increased and around 2 milllion tweets were sent out by people.
The top 5 election related term which were trending are,
 Narendra Modi - 722.91K
 AAP - 118,717
 BJP - 322,596
 Rahul Gandhi - 47,054
 Varanasi - 21,018
In Twitter fan following also, Narendra Modi won by a large margin.

Social Media Buzz
The total number of tweets mentioning @NarendraModi on the day of counting was 0.75 million while the total number of tweets mentioning @NarendraModi since Jan 1st was 11.85 million, according to the data released by Twitter after the election result.
Not only this, on the day of counting Narendra Modi added the highest number of followers in a single day, from 3986878 to 4091739, i.e. more than a lakh followers in just one day.
He also went on to break the record for the most number of retweeted tweet by an Indian. The following tweet of his received more than 70K RTs.

Social Media Buzz
Some of the tweets which created highest buzz during the elections:

Conclusion
The three biggest social media players - Facebook, Twitter and Google have emerged as the major players and influencers in the Indian Elections 2014, with political parties and candidates competing with each other in breaking the news and spreading the message through these platforms.
‘Slogans’ was the most heavily used theme for advertisement of political parties during this Indian Elections 2014.
The most famous and viral slogans turned out to be "Abki baar Modi Sarkar"- It's a cry that reminds you of the various discomfort faced by the people in the form of Corruption, poverty, violence against women, etc and proposes one common solution "Ab ki baar Modi Sarkaar".
It is displayed on large outdoor hoardings and newspaper front pages.
Narendra Modi has swept the polls in a manner that had left the opposition speechless.
Social media has widened the reach of political parties. While there was some debate before the elections on whether or not there was an actual "Modi Wave" online at least.
This is the first Elections in India which is fought on Twitter.

Conclusion
All the major political parties and candidates actively campaigning and connection with people on Twitter.
This Lok Sabha election was highly influenced by social media, particularly with over 150 million first time voters between the age of 18-23 years old who are social media and tech savvy.
One cannot deny the fact that Twitter was the most effective platform during these elections, and the most buzzing as well.
The way parties and candidates have used it is really unbelievable, and it goes on to show how technology, and social media have changed the way world's largest democracy functions.

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Indian Elections & The Slogan Wars

Indian Elections & The Slogan Wars

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