2014 election ad pr

AD & PR in the time of WAR
(read election )
One Day MEDIA WORKSHOP
22nd February,2014 . Birendra
Mancha

Love in the Time of
Election
Just as the Election is announced
and a war wages between the
political parties, love blossoms
between the Media houses and the
Political parties. The reason is the
huge amount of money that is spent
in placing ads for the the election war.
Just like love during Cholera is
jarring , the love between the media
house and the political parties is
ridiculous.
Mancha

AD & PR in Election
A General Election will be held for
the 16th Lok Sabha in India.
Voting will take place in all
parliamentary constituencies of
India to elect members of
parliament in the Lok Sabha.
Mancha

AD & PR in Election
Advertising decibels are on
the rise in a year when more
than Rs 2,000 crore of AD
& PR money will be spent
by various political parties
on poll-related
communication.
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Spectra
Since the last general election
in 2011 Indian anti-corruption
movement by Anna Hazare,
and other similar moves has
changed the spectra of present
election.
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The Pitch
While BJP's Prime Ministerial
candidate Narendra Modi finds
it necessary to relentlessly harp
on his humble beginning as a
tea vendor's son. Blue- blooded
political elite Rahul Gandhi tries
to position himself as a classic
outsider like one of us, fed up
with the government, red
tapism. Arvind Kejriwal stands
for anti- corruption.

Mancha
The Indian National
Congress

New AD &PR Ninjas
To brush up the public image
before the polls, Congress
scion Rahul Gandhi has roped
in public relations agency
Genesis Burson-Marsteller
and Japanese advertising firm
Dentsu which are expected to
create a campaign that will
consist of print ads and short
films.

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AD Agency
Genesis Burson-Marsteller,
which has been hired by the
Congress to revamp Gandhi’s
image, is likely to handle
Gandhi’s twitter account and
facebook page. It will upload
pictures of his rallies, update
status messages to create
interesting debates and tweet on
daily developments to ensure
greater visibility on social media.
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The Budget
The party is going to spend Rs
500 crore on the campaign .
The bulk of the budget is going
to go into advertising and public
relation. There will be a lot of
focus on making Rahul look a
decisive and no-nonsense
politician. The amount is same
as FMCG major Britannia spent
on advertising in FY13.

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Brand Rahul
Positioning Rahul as a leader
and administrator who is quick
to take decisions will be a
priority since his brand has
taken a beating. He will need
to work on the language that
he uses, the tone and tenor of
his voice and the decibel level
at which he talks.

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Focus
Apart from Brand Rahul the
focus will be on GDP
growth, inflation and job
creation, the campaign will
speak about the menace of
corruption and actively
highlight Gandhi’s strong
stand on the issue.

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Campaign : Creation
Rahul Gandhi is closely
involved with the creation of
the campaign. However, one
has to keep in mind that
sophisticated campaign, built
with the same precision with
which product launches are
designed, doesn't essentially
help the voting population to
decide.

Mancha
The Campaign
The Ad shows unidentified citizen
standing before a plain
background and has given
Congress the confidence to go
ahead and use the tagline in its
campaign. Intended to a be
contrast to Modi's self-centered.
The "main nahin, hum" slogan will
also figure in Congress's Tv,
Radio spots.

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Regional Emphasis
The Gandhi scion has instructed
Dentsu, the Japanese
communication firm that handles
the Congress's election related
advertising account, to create 27-
28 regional campaigns for a
down-reaching impact in each
state. These will simultaneously
run alongside the flagship "main
nahin, hum" film featuring Rahul.

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Regional Campaign
For instance, the West Bengal
campaign will show the
insensitivity of the ruling
government against women's
issues, the one for Jharkhand
will show the ill effects of
corruption, UP's campaign will
have goonda-raj as its main
theme and the Orissa
campaign will talk about land
acquisition. Similarly, the Bihar
storyboard shows the
inefficiency of the current
government.

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The Bharatiya Janata Party

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BJP Campaign
The Bharatiya Janata Party
(BJP) has started its campaign
centered around its prime
ministerial candidate Narendra
Modi.

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NaMo Brand
The main brief is to create a
Brand out of Modi. The
NaMo Brand. Twirled around
the development of Gujarat,
which he promises the whole
of India if he is voted as the
Prime Minister.

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Ad Agency
The JP has lined up a team of
advertising professionals to
execute its election campaign.
Sam Balsara of Madison to
handle the Rs 400 crore
election account.This involves
communication across different
media platforms like print,
radio, TV and Digital.

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The BJP Glam Star
BJP has roped in celebrated
lyricist and adman Prasoon Joshi.
And Piyush Pandey, Executive
Chairman and Creative Director
(South Asia) at Ogilvy & Mather
(O&M), albeit indirectly, to spruce up
its advertising campaign.
O&M could not take up the account
as the agency on record due to a
strict global guideline which does not
allow group agencies to work on
election campaigns. Pandey has
been working with the Narendra
Modi-led Gujarat government for
some time.

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The RSS contribution
The RSS reconfirmed its
support to the poll campaign.
Senior Vishwa Hindu Parishad
leader Ashok Singhal said
15,000 sadhus will participate
in a campaign to marshal
public support for Modi
throughout the country during
the general election.

Mancha
Digital Media
BJP has picked two of the
country’s sharpest minds when
it comes to the Internet to
spearhead his election
campaign on the Web. Rajesh
Jain, an entrepreneur who
helped revolutionize Internet
use in India with his IndiaWorld
Web portal and B.G. Mahesh,
the founder of OneIndia, one of
India’s first regional language
news portals.

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The Aam Admi image
Narendra Modi, launched his
'chai pe charcha' or
discussion over tea from a tea
stall in Ahmedabad . It will be
used as "a unique
combination of satellite, DTH,
internet and mobile," for his
mega outreach programme.
The programme will be
relayed at 1,000 tea stalls in
300 cities across the country.
Modi will be in between 6 and
7 pm.

Mancha
NaMo Clone
Through Modi look alike
masks the BJP will create
the feeling of ‘me too’. I am
NaMo. This is to give the
feeling to the ordinary
populace that you too can be
a part of the government.

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Image Projection
Narendra Modi’s image
handlers defend his growth
projections, shout down his
opponents, and, importantly,
project him as the “hit and fit”
Prime Minister.

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The Aam Admi Party

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The Stand
The 2014 general elections,
will also see the Aam Aadmi
Party (AAP) led Arvind
Kejriwal give a fight to Modi
and Gandhi. AAP has
largely stuck to
communicating on social
media and use outdoor
activations programmes,
steering clear of any mass
media campaigns for the
elections.

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Activism to Election
Most of the people have
been attracted to the
Janlokpal movement. After
the formation of the party,
Kejriwal has infused the
same energy into his
campaign and the mood
remains that of protest,
change and hope.
Using both old fashioned
and modern ways, the AAP
is using every tool to amplify
its message.

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The 'pro common man'
pitch
Kejriwal's success was as much a
public relations triumph as it was one
of clever politicking. The 'pro common
man' pitch has been a favourite with
politicians in India down decades.
However, given how generously it has
been used and misused in our political
milieu, it is also easily identified with
the empty pre-poll theatrics of our
political leaders.

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Leaflet & Door to Door
As it did for the Delhi polls, the
theme of the AAP's campaign
will depend on the issues faced
by the districts it is active in.
Door-to-door campaigning and
leaflet distribution will be one of
the main thrust of the campaign.

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NO Ad or PR Agency
AAP plans to use successful
advertisement strategy of Delhi
assembly elections in 2014 polls. One
radio ad, some on-ground campaigns
and aggressive social media activity .
And it plans to use the same strategy
for the upcoming polls. AAP doesn't
intend to hire advertising, public
relations or any form of agency, but
will use an in-house team to craft its
messages, and its volunteer bank to
execute its communication strategy.

Mancha
Digital Media
The Aam Aadmi Party poised
as game-changer are also
tapping into the social media in
a big way. AAP's Arvind
Kejriwal has learnt from US
President Barack Obama's
campaign strategy.
The Obama campaign used
the Internet to create a large
volunteer base and reached
out to every person to get the
vote out.

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Support Base
IT professionals, Engineers,
Businessmen -- thousands of
them works backstage
tirelessly as volunteers of
AAP helping the party carve
itself a stupendous support
base.

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Social Media
Almost 500 students from IIT-D
are working around the clock to
ensure that AAP has a game
changing impact in the upcoming
elections. From managing social
media accounts, creating
websites to promote the party .
The young students are going the
distance for the political party of
their choice.

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Impact
There was a mini wave for this
newly formed party. The party
did the right things at the right
time gauging public sentiment
and the larger national parties
have a lot to worry about in the
days ahead AAP scored from
key Public Relations and for the
two large parties it is an eye
opener.

AD & PR in times of Election
Some highlights of the ongoing war
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Some highlights
Phrase “aam aadmi”, high
jacked. It was first coined by
Indira Gandhi before 1971
General Election.
BJP accused the Congress of
copying a Modi tagline,.Main
nahin, hum.
Even the Gandhi topi, a symbol
of Congress following Mahatma
Gandhi’s ideal has been
usurped.
Fighting for cause. Reaching
out to people. “Woh kehte hain
Indira hatao aur mein kehti hoon ki
garibi hatao.”The ‘Garibi Hatao’
slogan was coined by Indira
Gandhi and became the most
attractive in our electoral history.

Mancha
The Tag Line
The Congress has advised
the Ad & PR agencies to be
careful with the phrase “aam
aadmi”, originally coined by
the Congress, as it is now
closely associated with the
Aam Aadmi Party.

Mancha
The Slogan
BJP accused the Congress of
copying a Modi tagline,”Main
nahin, hum”, from 2011 for its
campaign. Strongly rebutting
BJP's allegations that it has
lifted Narendra Modi's slogan
"main nahin, hum” (not I, we),
Congress hit back saying it first
used the tagline in 2010 and
made it clear that the line will
be very much part of their
campaign .

Mancha
Who owns ‘aam aadmi’ ?
The Aam Aadmi Party's resounding
success in Delhi has confirmed one
thing - elections can indeed be won
by a strong Public Relation. AAP
got literally everything in their
election paraphernalia right - from
the Gandhi topi and the wacky
jhadu symbol to the intensive door-
to-door PR campaigns. However,
what capped the party's poll
blitzkrieg was AAP's carefully
practised 'aam aadmi' rhetoric -
something that was easy to believe,
easy to relate to and didn't ring as
hollow as the other 'I'm-one-of-you'
declarations made by other
seasoned politicians.

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APP for Congress &
BJP
AAP leader Arvind Kejriwal's
unorthodox ways of protesting
against corruption may have left
many Congress and BJP leaders
red-faced but if there is someone
from the Congress and BJP who is
determined to replicate the tactics
in the upcoming Lok Sabha polls,
it's Rahul Gandhi and Narendra
Modi.

Mancha
Reach out to People
After Kejriwal's stunning victory
in Delhi, Rahul had spoken
about learning from the AAP
strategy of reaching out to
people. As he said, "I think, we
need to think in terms of
empowering the people which I
have been saying within the
party. We are going to involve
them in a way you can't
imagine."

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In Summation
Congress : AD. PR . SM
BJP : AD . PR , SM
AAP : PR . SM

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Advice
What is your advice to the
Political Parties ?

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First, 1 advice to the
common man
Do not wait to frame the victor, GO
out and Vote.

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Secondly, 2 advices to
parties on the verge
1.To immediately stop sitting on
the fence.
2. To immediately increase AD &
PR activities.

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Third, 3 advices for AAP:
1.To immediately begin the task of replicating
the Delhi model of building a political
movement nationally through PR and AD
2.To not let this victory make one arrogant or
complacent but rather deliver on promises
and work towards an economic policy which
is crucial at this juncture.

3.Thirdly, do not do anything that the
common man will not forget and forgive
easily especially those that are harmful from
an ethical point of view.

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Four 4 Advices for the
BJP
1 Not to mistake result of recent win to
be a Modi wave and underestimate the
power of a wounded opponent to bounce
back
2.To respect the emergence of a new
politics in the form of AAP and shun the
politics of hate and communalism
3.To focus on the conversation of
building a better India which is inclusive
and all-encompassing and
4.To do the impossible – get the PM
candidate to demonstrate a more
humane side and if need be apologize for
a past that still haunts.

Mancha
Five, 5 Advices to
Congress
1.)To stop introspecting and start acting. Every
second is precious if one is serious about the
upcoming elections
2.Actions have to include some drastic steps that
connect with the people. Even if it means making a
few heads roll, so be it
3.Announcing a PM candidate and if possible
making that person take charge as soon as possible.
The electorate will not take a Congress with Rahul or
Manmohan leading UPA 3 seriously.That writing is
on the wall and it is not rocket science.
4.) Mobilise resources in terms of volunteers,
technology and social communications at a rapid
pace and not allow any more missteps like
Telangana to come in the way of winnable states
5.Respect rivals – be it Narendra Modi, Arvind
Kejriwal or the M duo of Mulayam or Mayawati in
UP.

Mancha
The Ballot
Finally, 2014 will be an election
that is fought on 5 Ps
performance record, policies
implemented, public sentiment,
people’s perception and a
perseverance that is undying
for a cleaner, smarter
governance that the young and
old aspire for. NO public
service ads and public
relations can change that. Ad
and PR can only highlight your
work.

Mancha
Do continue the discussion.
Contacts
facebook : https://www.facebook.com/prof.alokekumar
twitter : https://twitter.com/ProfAlokeKumar
e-mail : prof.alokekumar@gmail.com
snail mail : D 560, Lake Gardens. Kolkata : 700045

Mancha
NAMASKAR
Thank You

2014 election ad pr

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