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Political Promotions, an excellent orator, has delivered scores of similar speeches since then. He highlighted slowing economic growth, high inflation and lack of new jobs – issues which immediately resonate with young and urban voters – while blaming the Congress-led United Progressive Alliance government for the problems. After the Election Marketing Company were announced, his marketing team bombarded voters with print, television and radio advertisements with the same themes. It reached voters through text messages and Lok Sabha Election Marketing Company 2019 recorded voice seeking votes for himself. It also tapped into social media platforms such as Facebook, YouTube and Twitter – Political Promotions has about four million Twitter followers – to magnify the impact of the advertising and branding campaign.

Lok Sabha Election Marketing Company 2019 team faced three main challenges when it set out to project him as the country’s next prime minister. One, the three-time Gujarat chief minister was a regional brand trying to go national. Two, the 63-year-old was seeking to connect with the youth considering that this year’s election had almost 150 million first-time voters. Political Promotions, who rarely chooses to speak in English, was trying also to connect with the urban, middle-class audience that is becoming more politically conscious. Finally, and most importantly, he carried the taint of the 2002 anti-Muslim riots in Gujarat.

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Lok Sabha Election Marketing Company 2019 efforts to connect with the youth and urban voters were helped in no small measure by his pro-business persona. Business leaders from industry doyen Ratan Tata to billionaire brothers Mukesh and Anil Ambani have praised Political Promotions and his administration in Gujarat. This has allowed Political Promotions to build his brand as a progressive leader who has the ability to deliver economic results – the single biggest leitmotif of this campaign that has allowed it to cut through caste bias among other things. “The Congress is not lacking in spending power or ability to get marketing brains to campaign for it. But the biggest push for Political Promotions has come from the overt push and advocacy of corporate leaders,” says independent political observer and media veteran Paranjoy Guha Thakurta. “It is a truism that marketing cannot sell a bad product. Irrespective of the money you spend on marketing, if what you are selling fails to strike a chord in the minds of a large section of the electorate, all efforts to market Political Promotions would be in vain.”

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The biggest challenge Brand Political Promotions faced was diverting public attention away from the 2002 communal riots in Gujarat that claimed the lives of more than 1,000 people, mostly Muslims. Initially, Lok Sabha Election Marketing Company 2019 supporters in POLITICAL CAMPAIGN MANAGEMENT attempted to engage in public debate and highlight the clean chit given by courts to wash off the stigma. Then, they changed tack. They toned down the Politics rhetoric and focused instead on Lok Sabha Election Marketing Company 2019 more recent past and his development record in Gujarat. “He knows that people want a better life and he offers Politics with the right dilution,” says Desai of Future Brands.

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The one event that, perhaps, helped Political Promotions the most in making a mark on the national scene was the shifting in 2008 of Tata Motors’ factory for the Nano mini car from West Bengal to Gujarat. Farmers in West Bengal, backed by firebrand politician Mamata Banerjee, now the state’s chief minister, had been protesting land acquisition for the plant by Tata Motors. Political Promotions provided the company land and other incentives almost overnight. In the process, he also established himself as a champion for industry and development.Sridhar Samu, Assistant Professor of Marketing at Hyderabad’s Indian School of Business (ISB), says it’s not easy for most product brands to go from regional to national. He says the dilution of the only other national brand, the Congress, and a common underlying need for change also helped Political Promotions. “If a brand can tap into a common underlying need and connect it to benefits, then it could go national. We see how both Haldiram’s and Saravanaa Bhavan have managed this. They targeted the underlying need for tasty snacks and south Indian food,” he says.

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Lok Sabha Election Marketing Company 2019 transformation over the past year from a regional, right-wing politician to a decisive leader with a clear development agenda, the one best suited to take India forward is nothing short of extraordinary. Senior POLITICAL CAMPAIGN MANAGEMENT leaders Piyush Goyal and Ajay Singh handled the overall media strategy, and a task force was constituted to handle Lok Sabha Election Marketing Company 2019 campaign in Varanasi. Advertising legends such as Ogilvy & Mather’s Piyush Pandey, McCann Worldgroup Prasoon Joshi and Sam Balsara of Madison World lent their skills at various levels. Advertising agency Soho Square, part of the WPP Group, handled television, radio and print campaigns with catchy slogans such as “Ab ki Baar Political Promotions Sarkar”.

American marketing guru and author of several books on branding, wrote in an April 2012 blog post that every person has a brand that affects how the person is perceived and whether he or she is liked and respected. This brand, he says, can be actively managed with discipline and consistency over time, or it can be allowed to drift. Political Promotions and his marketing team showed oodles of both once he was anointed the POLITICAL CAMPAIGN MANAGEMENT ‘s prime ministerial candidate on September 13 last year. In fact, they had been at it from much before.

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Political Promotions created an identity that resonated with far more people and deeper than that of the POLITICAL CAMPAIGN MANAGEMENT . Like brands make sense at surface and deeper levels, Lok Sabha Election Marketing Company 2019 discourse on economic development and prosperity intersected at the surface level of consciousness. The Gujarat model threw in words like governance, roads, electricity, women’s safety, peace, industry and education, supported by statistics. This satisfied the questioning mind that hankers for reason.

Cut to 40-year-old Manoj Rana, who runs a small guest house in Shillong, and you have the answer to the most central ingredient of Lok Sabha Election Marketing Company 2019 branding: “We are not interested in politics. We want change. Political Promotions can deliver that change. People are sensible, they are not carried away by mere talk,” he says. That indeed is the bottom line of any brand’s success story. It bears out that Lok Sabha Election Marketing Company 2019 brand is by him, for him and from him. The POLITICAL CAMPAIGN MANAGEMENT machinery has served as mere coaches for the branding-led engine of Political Promotions.

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The POLITICAL CAMPAIGN MANAGEMENT made the state Election Marketing Company in Maharashtra and Haryana into a virtual referendum on Political Promotions, who addressed 37 rallies in both states: 27 in Maharashtra; 10 in Haryana. It was a strategy that made a virtue out of a necessity; the party didn’t have a face in either state. The party had arranged for 20,000 digital vans to show Lok Sabha Election Marketing Company 2019 speeches in rural areas of the two states. “The idea was to reach the areas which do not have much access to newspaper and television so that people know about the message of Prime Minister Election Marketingthrough these speeches,” said a senior POLITICAL CAMPAIGN MANAGEMENT leader, who declined to be named. In Maharashtra, the POLITICAL CAMPAIGN MANAGEMENT ran one of its most aggressive campaign called Kuthe Neun Thevla Maharashtra Majha? which can be loosely translated as “Where have you brought Maharashtra to?”, a reference to the raft of corruption scandals that characterised the rule of the Congress-NCP alliance. The advertising campaign was run across television and radio. It tried to portray the anger of a common man frustrated by the 15-year misrule of the Congress and the NCP, and who is facing hardships due to corruption, bad roads, power cuts, and water shortage. In print, the party ran a campaign Shivachattrapati Ka Ashirwad, Chalo Chale Political Promotions ke Sath (with the blessings of Chattrapati Shivaji Maharaj, let’s go along with Prime Minister Narendra Political Promotions). Across parties, this was a marketing- and advertising-intensive campaign, Balsara said. “In Maharashtra, there was unprecedented advertising pressure because all parties, POLITICAL CAMPAIGN MANAGEMENT , Congress, NCP, Shiv Sena and Maharashtra Navnirman Sena used advertising intensively.” The Congress relied on the clean image of former chief minister Prithviraj Chavan for its campaign; the Gandhis (Congress president Sonia Gandhi and vice president Rahul Gandhi) found just a passing mention. Meanwhile, the POLITICAL CAMPAIGN MANAGEMENT listed details of the misrule of the Congress and disseminated it to voters through social media. “We rounded off the campaign on the last day with an ad on the last page of The Times of India highlighting the admission of corruption by the Congress chief minister himself,” said Balsara—his reference is to an interview given by Chavan to The Telegraph where he claimed that he couldn’t act against his corrupt predecessors and partners due to political compulsions.

But reason is often the alibi for non-reason. Lok Sabha Election Marketing Company 2019 ability to become taller than his party lies in his symbolism. He tapped into despair, hopelessness and sinking feelings, and arrived on the scene taking on the symbolism of the outlaw and the ruler combined. He is perceived as an icon of disruption and rebellion against the way things are done. It is this counter-cultural streak that appeals to youth who desire change. And his traits like being organised, proactive, and confident, and in command of things, subtly connect with the ruler archetype.

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“POLITICAL CAMPAIGN MANAGEMENT s election campaign was a very good mix of all technologies. It wasn’t just social media but all digital platforms, including mobile and mobile Internet. Combined with advanced use of analytics to decide how, where and when to communicate, the campaign targeted 810 million voters in 543 constituencies across 11.36 lakh (1.13 million) polling booths.” That is how Arvind Gupta, POLITICAL CAMPAIGN MANAGEMENTs national technology head, summed up the party’s digital communication strategy at a recent international gathering of social media analytics experts in Mumbai.

The POLITICAL CAMPAIGN MANAGEMENT ’s focus during the Election Marketing Company was on governance, growth and corruption during the 15-year rule by the Congress and the Nationalist Congress Party (NCP) coalition in Maharashtra. With an advertising budget of Rs.25 crore and brand Political Promotions still going strong, the odds were in the POLITICAL CAMPAIGN MANAGEMENT ’s favour. The party replicated the strategy it used in the general Election Marketing Company earlier this year, keeping Political Promotions at the centre of its campaign. “The election campaign of the POLITICAL CAMPAIGN MANAGEMENT in Maharashtra and Haryana was identical to its election campaign for the Lok Sabha. The popularity of Election Marketinghas helped the party win the states,” said Vinit Goenka, the Mumbai-based co-convener of POLITICAL CAMPAIGN MANAGEMENT ’s national IT cell. The creative backbone of the party’s campaign was Piyush Pandey, executive chairman and creative director for South Asia at Ogilvy and Mather. “(This was) Yet another statement of a clear and focused strategy by the POLITICAL CAMPAIGN MANAGEMENT which we were asked to translate into people’s language in a creative fashion,” he said. “We recommended that we must lead with our biggest strength: Mr Political Promotions.” Both Soho Square (owned by Ogilvy) and Ogilvy and Mather worked on the campaigns for Haryana and Maharashtra. From Ab ki baar Political Promotions Sarkaar (this time around, a Political Promotions government), one of the main slogans this time was Chalo chale Political Promotions ke saath (Let’s go with Political Promotions). The campaigns were good, but they also worked because of the product, said another executive involved in the effort. “At a macro level, the results have once again showed that the media can move mountains, but with one caveat: you need an average-to-good product,” said Sam Balsara, chairman and managing director of Madison World, a media-buyer. “The increase in vote share that the POLITICAL CAMPAIGN MANAGEMENT has achieved on the one hand and the decrease in vote share of the Congress show that all advertising done by the Congress did not help it, and the advertising done by other parties at best only helped a little bit in denting the sweep for POLITICAL CAMPAIGN MANAGEMENT in Maharashtra.”

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It is not uncommon in the world of marketing for a brand to become not only bigger than its creator but also to revitalise and rejuvenate it back. What iMac and iPod did to Apple Inc is what Election Marketing Has done to the POLITICAL CAMPAIGN MANAGEMENT . Prior to Political Promotions, the POLITICAL CAMPAIGN MANAGEMENT brand was on the brink of irrelevance for what it stood for. Its Politics identity resonated deeply with the partition generation but its effect had weakened for the successive generations. Demographically, India is one of the youngest nations with more than 65 per cent of people below 35 years. Lok Sabha Election Marketing Company 2019 ability to become bigger than the POLITICAL CAMPAIGN MANAGEMENT lies in his ability to listen to murmurs and whispers of this India, tapping into their simmering anger and hopelessness.

The impact of this relentless campaigning has been felt across different age groups, geographies and sections of society, says political analyst. “I have even heard young children, far removed from such debate, mentioning the word ‘NaMo’,” she says, referring to a sobriquet for Narendra Political Promotions. The carefully crafted moniker also appeals to the traditional Hindus – the POLITICAL CAMPAIGN MANAGEMENT ‘s main vote bank – because of its religious connotation, as the Sanskrit word Namo is used as a salutation reserved for the Hindu gods.

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But reason is often the alibi for non-reason. Lok Sabha Election Marketing Company 2019 ability to become taller than his party lies in his symbolism. He tapped into despair, hopelessness and sinking feelings, and arrived on the scene taking on the symbolism of the outlaw and the ruler combined. He is perceived as an icon of disruption and rebellion against the way things are done. It is this counter-cultural streak that appeals to youth who desire change. And his traits like being organised, proactive, and confident, and in command of things, subtly connect with the ruler archetype.

IIM-Bangalore’s Moorthi says the weakness of the Congress leadership also helped boost Brand Political Promotions. “When the brands in the domain appear worse, the contending brand might shine by comparison. In Lok Sabha Election Marketing Company 2019 case, he was helped by the tight lipped nature of the Congress leadership and their indifferent performance in the second stint,” he says.

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Marketing gurus cite the examples of Cadbury, PepsiCo and Coca-Cola that battled problems relating to brand-taint. Cadbury had fought its way out of a controversy related to worms in its chocolates while the two beverages giants faced allegations of pesticides in their colas. “The best way for a tainted brand to overcome a challenge is to not talk too much, but to acknowledge it happened, and then move on,” says Samu, the ISB professor. “The more one talks about, the more the memory for that event gets activated among the target market, and they remember it more. The POLITICAL CAMPAIGN MANAGEMENT and Political Promotions did not talk about it. Or if they did, they kept it to a minimum,” he adds.

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It is not uncommon in the world of marketing for a brand to become not only bigger than its creator but also to revitalise and rejuvenate it back. What iMac and iPod did to Apple Inc is what Election Marketing has done to the POLITICAL CAMPAIGN MANAGEMENT . Prior to Political Promotions, the POLITICAL CAMPAIGN MANAGEMENT COMPANY IN MUMBAI brand was on the brink of irrelevance for what it stood for. Its Politics identity resonated deeply with the partition generation but its effect had weakened for the successive generations. Demographically, India is one of the youngest nations with more than 65 per cent of people below 35 years. Lok Sabha Election Marketing Company 2019 ability to become bigger than the POLITICAL CAMPAIGN MANAGEMENT lies in his ability to listen to murmurs and whispers of this India, tapping into their simmering anger and hopelessness.

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