Social Media Campaign Review for ChaiPeCharcha with Narendra Modi by Indian CAG. On February 12th 2014 , Narendra Modi launched one of the biggest digital on ground activation in the history of Indian Digital Ecosystem. Chai Pe Charcha is a mega outreach programme for BJP’s Prime Ministerial Candidate Shri Narendra Modi conceptualized and executed by Indian Citizens for Accountable Governance (CAG) A unique platform devised to discuss and highlight local issues with senior leaders from BJP and Narendra Modi over a cup of tea this indeed is a revolutionary step towards direct and participative democracy. The theme for the first edition of Chai Pe Charcha was Good Governance. The Big idea for this innovative and resilient campaign stems from the controversial remark by Congress Leader Mr. Mani Shankar Aiyar "I promise you in 21st Century Narendra Modi will never become the Prime Minister of the country. But if he wants to distribute tea here, we will find a place for him" As a part of the campaign, Modi will interact with people at tea stalls through video conferencing covering 300 Cities and 1000 different locations across the country.

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Chai Pe Charcha with NaMo
Social Media Campaign Review By – Hitesh Rajwani’s Marketing Bytes

2. INTRODUCTION
• On February 12th 2014 , Narendra Modi launched one of the biggest
digital on ground activation in the history of Indian Digital Ecosystem
with a tweet.
• Chai Pe Charcha is a mega outreach programme for BJP‟s Prime
Ministerial Candidate Shri Narendra Modi conceptualized and
executed by Indian Citizens for Accountable Governance (CAG)
Hitesh Rajwani’s Marketing Bytes

3. INTRODUCTION
• A unique platform devised to discuss and highlight local issues with
senior leaders from BJP and Narendra Modi over a cup of tea this
indeed is a revolutionary step towards direct and participative
democracy. The theme for the first edition of Chai Pe Charcha was
Good Governance.
• The Big idea for this innovative and resilient campaign stems from
the controversial remark by Congress Leader Mr. Mani Shankar Aiyar
"I promise you in 21st Century Narendra Modi will never become the
Prime Minister of the country. But if he wants to distribute tea
here, we will find a place for him" As a part of the campaign, Modi
will interact with people at tea stalls through video conferencing
covering 300 Cities and 1000 different locations across the country.
Hitesh Rajwani’s Marketing Bytes

4. OBJECTIVES
• The Objectives of Chai Pe Charcha campaign by Citizens for
Accountable Governance are strategically planned, the whole idea
revolves around leveraging the humble origins of Narendra Modi as a
tea seller in the early stages of his career in the light of the recent
controversial remark by the Congress Leader Mani Shankar Aiyar.
With this innovative and resilient approach CAG intends to :• Reach out to the masses offline as well as online, engage in a
personal real time conversation over issues which are relevant to
them.
• Crowd source views , suggestions and content on issues from
netizens, which can be used in devising personalized election
manifestos.
• Convert the online buzz and engagement into a tangible community
of brand advocates who propel a positive word of mouth for
Narendra Modi and BJP prior to the General Elections Hitesh Rajwani’s Marketing Bytes

5. Citizens for Accountable Governance started
Facebook Page for „Chai Pe Charcha‟ on Jan 21st
i.e 3 Days later to Mani Shankar Aiyar‟s remark.
The Twitter handle for the campaign was
launched on 30th January subsequently.
EXECUTION
Hitesh Rajwani’s Marketing Bytes

6. EXECUTION
• As a prequel to the campaign and to create the initial buzz video bytes from
various tea vendors were posted on Youtube channel for CAG and shared
https://www.youtube.com/user/IndianCAG?feature=watch
• The spiel for all the videos was more or less the same it stated
“Main Suresh Kumar Yadav Mungelli, Chattisgarh se Modi ji ke Rashtravyapi
Chai Pe Charcha abhiyaan se jud raha hu”
Hitesh Rajwani’s Marketing Bytes

7. EXECUTION
• On February 4th , 2014 Chai pe Charcha was officially launched by Smt. Sushma
Swaraj in Delhi with an official Video in a press conference.Embedding for the video
is disabled you can view the video on link below http://youtu.be/Ev2-N3tuJzU
„Addressing a press conference Sushma Swaraj said party's PM candidate Narendra Modi
would launch the campaign nationwide on February 12.The party expects to dialogue
with at least two crore people through interactive sessions at tea stalls.
Hitesh Rajwani’s Marketing Bytes

8. EXECUTION
• The video went viral in a short span of time with over 20,000 views in one day , people
really liked the music and lyrics for the Chai pe Charcha song. Cashing on the
popularity the song was available for download as a ringtone the next day itself.
Hitesh Rajwani’s Marketing Bytes

9. EXECUTION
• On 6th of Feb 2014 , the microsite for Chai Pe Charcha was hosted on the sub domain
of Indian CAG‟s website with web based apps on the website as well as the facebook
page. The web based apps which were also hosted on the facebook page offered three
features i.e Share, Ask and Suggest. Share the content of Good Governance in your
online and offline networks , ask your questions regarding Good Governance to
Narendra Modi and Suggest solutions for Good Governance , stand a chance to win an
opportunity for interacting with Narendra Modi via video conferencing.
Hitesh Rajwani’s Marketing Bytes

10. EXECUTION
• The Campaign integrated a mix of digital technologies (DTH , Satellite, Campaign
Microsite, Mobile, Whatsapp, Youtube, Twitter and Facebook to ensure maximum reach
and participation.
• On the website visitors could LOCATE the nearest tea stall where chai pe charcha is
being broadcasted, ATTEND the chai pe charcha discussion live at a tea stall
, online/DTH and CONNECT with chai pe charcha updates on city based with NaMo
Pages on the click of a button.
Hitesh Rajwani’s Marketing Bytes

11. EXECUTION
Individuals could also share, ask , content by sending SMS or Whatsapp to a designated
number 0 78 78 78 2014 for the campaign. Alternatively #ChaiPeCharcha could be used
to interact with Narendra Modi via Facebook and Twitter. The Event was streamed live
on the youtube channel for about three hours and the same was telecasted on Videcon
D2H Channel for television viewers.
Hitesh Rajwani’s Marketing Bytes

12. OUTCOME
80,000 Fans on Facebook
34070 Talking about this
Trending Topic on Facebook
5000+ Viewers watching live
Data Source – Hashtracking, Topsy, Keyhole
Hitesh Rajwani’s Marketing Bytes

13. OUTCOME
2000+ Contributors
38447 Tweets
2.49 million Timeline deliveries
12 Tweets per Contributor
Data Source – Hashtracking, Topsy, Keyhole
1,306,492 Reach
1,849,319 Impressions
Sentiment Score - 81
Hitesh Rajwani’s Marketing Bytes

14. POSITIVES
• The seamless integration of digital technologies with a strong offline connect live
discussions on issues relevant to the target audiences over a cup of tea was absolutely
flawless in terms of reach and participation. The perfect blend of tea and technology
made it India‟s one of the biggest Digital On ground activation in the recent times.
• The concept for Chai Pe Charcha was phenomenal and path breaking as it served as a
catalyst to expand his reach to the masses both online as well as offline. The stage
was set for him to express his views and opinions over issues raised by the general
public thus strengthening his connect with the masses which might help him score BIG
in the coming General Assembly elections.
• In terms of digital strategy the timing for the campaign was spot on Brand Modi has
reached a stage where in he has over 1 Crore followers on Facebook, 33 Lakhs on
Twitter, he is the most mentioned politician on social media in India today and this is
the ideal time for him to engage with the masses and convert them into brand
advocates and loyalists. The Campaign in itself was impeccable and very much
successful in leveraging on humble origins of Narendra Modi , the controversial remark
and his huge fan following across various online mediums
Hitesh Rajwani’s Marketing Bytes

15. SCOPE FOR IMPROVEMENT
• The conceptualization and execution for the campaign was brilliant, but the
#ChaiPeCharcha failed to trend on twitter despite of 35 thousand tweets in a span of
24 hours which is surprisingly strange and shocking. Although it was a trending topic on
Facebook but the campaign could have had a larger impact if it would have trended on
twitter in India.
• While the campaign tried to converge an array of digital technologies some social
media channels like Google+ , Instagram , Pinterest were ignored despite of their user
bases being 14 million , 4 million and 5.5 million respectively. An integration of the
campaign with these social media networks could have added huge numbers to reach
and participation.
• Moreover, the campaign could have traversed from tier 2, tier 3 cities to rural India
since the idea was to reach out to maximum number of people and as they say fortune
lies in bottom of the pyramid , touching upon the lives of rural folks would have been
the icing on the cake so well baked.
Hitesh Rajwani’s Marketing Bytes

16. CONCLUSION
• Chai Pe Charcha is by far one of the largest digital on ground activation India has seen.
In the past we have seen brands utilizing a mix of social networks and offline events to
fulfil their marketing objectives but the scale of this campaign was unprecedented
and exceptional.
• Citizens for Accountable Governance have done a fantabulous job in conceptualizing
and executing a simple idea with a creative and innovative approach resulting in
profound reach and participation.
• Overall , Chai Pe Charcha has managed to meet the objectives of engaging with the
masses , crowdsourcing views and suggestions and most importantly it has added a
considerable number of people to pool of brand advocates and brand loyalists for Shri
Narendra Modi.
Hitesh Rajwani’s Marketing Bytes

17. Hitesh Rajwani’s Marketing Bytes
For more information , details and to download the full analytics report for this Campaign Contact us
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Disclaimer :- All the logos , pictures in this review belong to IndianCAG sourced from facebook page , twitter handle and website