Election Final11111111

8/12/2019 Election Final11111111

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RESEARCH PROJECT REPORT

ONIMPACT OF ADVERTISEMENT

CAMPAIGN OF ELECTION

Submitted in partial fulfillment of the requirement for three Year

BACHELOR O B!S"NESS A#$"N"STRAT"ON

Submitted To% Submitted B&%

$r' Ati(h )had(e !t*ar(h Baran+al

Senior Le,turer- S$S BBA .th Sem'

/arana(i Roll No' B0120123

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PREFACE

The course of BBA require one to undergo a research project with

the end of the 3nd Semester, so as to get a practical knowledge and

understanding the practical aspects of all the theories read. It helps

us to make the best use of our skills and intelligence so as to

make a better research report. It is really the most important thing

during the course of the study. The purpose of my research project

was to study the Performance appraisal system and its use in

appraisal the employee, candidates. It was a continuous learning

experience as I got to know different kinds of Appraisal procedure,

how they are conducted and are beneficial.

!t*ar(h Baran+al

BBA 6th Sem.SMS, Varanasi

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AC)NO4LE#5E$ENT

It is indeed a moment of immense gratefulness for me to express my

deepest gratitude to the faculty of SMS for proiding me !ith any

opportunity to carry out this surey and help me create surey report on

"omparatie study of #"$PACT O A#/ERT"SE$ENT

CA$PA"5N O ELECT"ON6

I am immensely grateful to $rof $.%. &ha '(irector of SMS) for

proiding me opportunity to proe my s*ills and shoulder the

responsi+ilities through this surey report. I !ould also li*e to coney my

sincere gratitude to cocoordinator Mr. Atish -hadse and my proect

guide $r' Ati(h )had(efor his alua+le guidance and suggestions !hile

pursuing the proect and for ta*ing pains to gie his alua+le inputs to

structure the report. /ithout his help and alua+le inputs and guidelines,

the completion of this proect !ould not hae +een possi+le.

I am highly inde+ted and than*ful to each and eery person !ho deoted

alua+le time out of their +usy schedule to fillup the 0uestionnaire in

the time. I am also than*ful to our faculty and classmates for their

suggestion and support to underta*e this !or* and also during the course

of study.

!t*ar(h Baran+al

BBA 6th Sem.

SMS, Varanasi


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#ECLARAT"ON

I !t*ar(h Baran+al a student of BBA of #School of Management

Science, Varanasi here+y declares that all the information collected

through the 0uestionnaire is correct in accordance !ith the sample si3e.4he entire statistical diagram from the information collected through the

0uestionnaire.

I also declare that no part of this proect has +een duplicated from another

source, the information included in the proect has +een researched and

proect !ritten +y me and the information collected or presented in the

report is correct to the +est of my *no!ledge and +elief.

4han*s

!t*ar(h Baran+alBBA 6th Sem.

SMS, Varanasi

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Particulars

1.$ro+lem (efinition2.B&7"4IV7

.89$487SIS

5.:7S7A:"8 M748(;.$olitical campaign

?.8istory of Indian politics

@.7mergence of political adertising in India

1.Model code of conduct for the guidanceof $olitical parties and candidates

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POL"T"CAL $AR)ET"N5

Before learning the facts a+out political mar*eting it ismandatory to learn !hat mar*eting is and !hat its scope is.

1'$ar*etin9

Mar*eting is a+out identifying and meeting human and socialneeds. ne of the shortest good definitions is #meeting needs

profita+ly. 4he American Mar*eting Association offers thefollo!ing formal definitionC Marketing is an organizationalfunction and a set of process for creating, communicating, and

delivering value to customers and for managing customer

relationships in ways that benefit the organization and its

stakeholders."oping !ith these exchange process calls for aconsidera+le amount of !or* and s*ill.

4he definition presented a+oe reflects the managerial side ofmar*eting. /e can distinguish +et!een a social and amanagerial definition of mar*eting. A social definition sho!s

the role mar*eting plays in society. 8ere is a social definitionthat seres our purposeC Marketing is a societal process bywhich individuals and groups obtain what they need and want

through creating, offering and freely exchanging products and

services of value with others.

Aim of mar*eting is to ma*e selling superfluous. 4he aim ofmar*eting is to *no! and understand the customer so !ell that

the product or serice fits him and sells itself.

%o! the 0uestion arises !hat all things can +e mar*eted.Mar*eting people mar*et seeral types of entities such as goods,serices, eents, experiences, persons, places, properties,organi3ations, information and ideas.

%o! days in arious democratic countries, political parties hae

started adopting mar*eting concepts and strategies. $olitical

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parties try to mar*et persons 'contestants), organi3ations 'theiro!n parties) and ideas 'their philosophies).;et us discuss !hat is political mar*eting, its scope,characteristics, releance etc.

;'1 Politi,al $ar*etin9% a definition

8arrop '1@@) perceies political mar*eting as +eing not usta+out $olitical adertising, party political +roadcasts andelectoral speeches +ut coering the !hole area of party

positioning in the electoral mar*et. -aanagh '1@@=, 1@@6) seespolitical mar*eting as electioneering, i.e. as a set of strategiesand tools to trace and study pu+lic opinion +efore and during anelection campaign, to deelop campaign communications and toassess their impact. A similar ie! is expressed +y Scammell'1@@=).

Maare* '1@@=) conceptualises political mar*eting as #a complexprocess, the outcome of a more glo+al effort implicating all thefactors of the politicianDs political communication and

emphasises that #Epolitical mar*etingD is the general method ofEpolitical communicationD, one of its means. 8e considers theintroduction of mar*eting in politics as an outcome of #theela+oration of a policy of political communicationFa glo+alstrategy of design, rationalisation and coneyance of modern

political communication .

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As a isual aid for his use of terminology, Maare* '1@@=),proides figure 1.

In Maare*Ds ie!, political mar*eting has +ecome an integral

and ital component of political communication. In his !ordsC#$olitical communicationFencompasses the entire mar*etingprocess, from preliminary mar*et study to testing and targeting.It should +e noted that Maare* admits that the main areas ofapplication of political mar*eting are imagema*ing campaignsand election "ampaigns.

;oc* and 8arris '1@@6) point out that #political mar*eting is

concerned !ith communicating !ith party mem+ers, media andprospectie sources of funding as !ell as the electorate !hile/ring '1@@>) defines political mar*eting as #the party orcandidateDs use of opinion research and enironmental analysisto produce and promote a competitie offering !hich !ill helpreali3e organi3ational aims and satisfy groups of electors inexchange for their otes

D "ass '1@@6) argues that the use of mar*eting #offers politicalparties the a+ility to address dierse oter concerns and needs

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through mar*eting analyses, planning, implementation andcontrol of political and electoral campaigns. 4a*ing this onestep for!ard he argues that #the central purpose of politicalmar*eting is to ena+le political parties and oters to ma*e themost appropriate and satisfactory decisions .

D "ass '1@@6) uses an exchange model to define politicalmar*eting. According to him, !hen oters cast their otes, atransaction ta*es place. In return for their otes, the

partyGcandidate offers +etter goernment and policies afterelection.4his !ay, D "ass argues, mar*eting can +e applied to

political processes as it is specifically interested in ho! thesetransactions are created, stimulated and alued.

;oc* and 8arris '1@@6), commenting on the exchange model,argue that it has #a great deal to offer as a !or*ing definition of

political mar*eting. 4hey note though that, as it is, theexchange definition of political mar*eting is +road enough toinclude #eerything that is conentionally regarded as politicalscience .

Scammell '1@@@) notes that, due to the rapid expansion and thediersity of this field of science, there is still no consensus onthe definition of political mar*eting. In her ie!, politicalmar*eting shares !ith history the desire to explain politicalleadersD +ehaiour, shares !ith political science the desire tounderstand the political processes and shares !ith politicalcommunication an interest in the art of persuasion.

;';$ain(tream mar*etin9 and politi,al mar*etin9

4he American Mar*eting Association #adopted the concept ofpolitical mar*eting +y incorporating the crucial !ord #ideas inits redefinition of mar*eting in 1@?=. 4hus, the AMA definitionof mar*eting readC #Mar*eting is the process of planning andexecuting the conception, pricing, promotion and distri+ution of

ideas, goods and serices to create exchanges that satisfy

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-otler and -otler '1@@@) also add that the political arena, unli*ethe commercial !orld, is highly charged !ith ideas, emotions,conflict and partisanship. Moreoer, D Shaughnessy '1@@@)

points out that the use of negatie adertising does not apply tomainstream mar*eting.;oc* and 8arris '1@@6) conclude that political mar*eting is at a#craft stage and they find the assumption that there is directtransfera+ility of mainstream mar*eting theory to politicalmar*eting #0uestiona+le. 4hey claim that political mar*etinghas to deelop its o!n frame!or*s +y adapting the coremar*eting literature and deelop its o!n predictie and

prescriptie models.

;'< A ne+ role for politi,al mar*etin9C the permanent,ampai9n

Scammell '1@@=) argues that the +lurring of +oundaries+et!een goerning and permanent campaigning could lead tothe engineering of consent. She also notes the !orrying fact of

political consultantsD participation #into the inner sanctum ofgoernment. Still, she counter argues that the application of the

mar*eting concept in politics may result in politics +ecomingmore democratic. $olitical mar*eting can improe the 0uantityand 0uality of information flo!s from the electorate to partiesand candidates, thus ma*ing them more sensitie and responsieto otersD needs. At the same time, it improes the channels ofcommunication from politicians to the electorate and een moreto eery specific segment of oters. 4hus, Scammell '1@@=)concludes that #Epolitical mar*etingD proides a rational !ay for

parties or candidates to +ehae in conditions of competitiemass democracy.

D Shaughnessy '21) argues that through the concept of thepermanent campaign, political mar*eting has +ecome #theorgani3ing principle round !hich policy !as constructed. orSmith and 8irst '21) this deelopment signals that politicalmar*eting has moed to the era of strategic mar*eting and, thus,

it is not ust a shortterm tactical deice mainly for gathering

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information in the runup to elections, +ut a longertermpermanent process !hich aims to ensure continued goernance.

Similarly, ;eesMarshment '21) puts for!ard a +roadertheoretical conceptC that of comprehensie political mar*eting.She argues that this ne! concept ie!s political mar*eting asapplica+le to the !hole +ehaiour of a political organisation. Inher !ords, it is a+out #not simply ho! KpartiesL campaign, orho! indiidual candidates organise, +ut ho! parties design their#product. Analysis is made of +ehaiour at the +eginningthrough to end of an electoral cycle 'not ust the electioncampaign) and includes the leadership, M$s 'and candidates),mem+ership, staff, sym+ols, constitution, actiities such as partyconferences and policies.

;'= Politi,al Communi,ation% a definition

In an oerie! of the field of political communication in theJ-, ran*lin '1@@=) points out the +roadness of character, therange and the lac* of clarity of !hat falls into the concept of

political communication. ran*lin, in an effort, to operationalise

this ast field, proides the follo!ing, ery comprehensie anddetailed, definitionC

#4he field of political communication studies the interactions+et!een media and political systems, locally, nationally, andinternationally. ran*lin argues that political communicationfocuses on the analysis ofC

a) 4he political content of the media

+) 4he actors and agencies inoled in the production of thatcontent

c) 4he impact of political media content on the audience andGoron

policy deelopment

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d) 4he impact of the political system on the media system

e) 4he impact of the media system on the political system

"ommenting on that definition, ran*lin '1@@=) emphasi3es thatit #!ill need to accommodate een further diersity, expressingthe aried analytical approaches, assumptions, and disciplinary

+ac*grounds of communication scholars.4hese +ac*groundsrange from political science to history, from cultural theory tosociology and to social psychology.

;'2 Politi,al $ar*etin9 and Politi,al Communi,ation

Scammell '1@@@) notes that #the political communicationsliteratureFtends to treat political mar*eting as only one aspectof +roader processes. According to her, politicalcommunicators perceie political mar*eting as #a response todeelopments in media and communication technologies andtend to ie! modern politics as intert!ined !ith the media. 4heemergence of non ideological #catchall parties and the role ofthe media as an autonomous maor actor in the political process

trou+le political communication scholars !ho emphasi3e thepotential conse0uences for ciic engagement !ith politics andoice concerns oer the 0uality of communication output and itsinfluence on the democratic system as a !hole.

In ScammellDs '1@@=, 1@@@) ie!, mar*etingDs uni0uecontri+ution is the introduction of strategic concern regardingthe electorateDs !ants and needs. 4he incorporation of strategy

in election campaigning influences goals, priorities,policies andparty +ehaiour. At the same time, this #strategy element is aery serious threat to democratic processes. Scammell '1@@=)notes though that political mar*eting should +e discerned from

propaganda as the former inoles reciprocity !hich the latterlac*s.

7mphasis on strategy introduces a ne! focus, !hich shifts a!ay

from the use of promotional techni0ues and deals !ith the

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oerall strategic o+ecties of parties and candidates. Accordingto Scammell '1@@@), this ne! focus #effectiely reerses the

perspectie offered +y campaign studiesGpoliticalcommunications approaches. $olitical mar*eting is no longer asu+set of +roader processesC political communications +ecomesa su+set of political mar*eting, tools of promotion !ithin theoerall mar*eting mix.

;eesMarshment '21) argues that political communicationfocuses on the role of longterm communication !hile politicalmar*eting is more comprehensie +inding togethercampaigning, political communication, mar*et intelligence, and

product design and product promotion.

Butler and "ollins '1@@5) present the structural characteristics ofpolitical mar*eting as follo!s 'figure 2)C

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4hrough the prism of the aforementioned arguments it can +eclaimed that political communication can offer guidance to

political mar*eting on ho! to improe its negatie perception,on ho! to ma*e its outcomes more su+stantial to oters, on ho!to improe its standards and on ho! to attract media attention.

4he aforementioned analysis sho!s 0uite clearly the #shift inthe focus and range of the concept of political mar*eting, !hichhas ta*en place in the past decade. rom +eing a set oftheoretical and practical tools for the successful conduct ofelection campaigns, political mar*eting has expanded to a

permanent strategic

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element of goernance. 4hus, from +eing a su+set of a partyDselectoral communication, it has no! gro!n so much that it has#annexed political communication as one of its components.

f course that is ho! political mar*eters perceie it. $oliticalcommunication scholars clearly hae a much different

perception of the field. According to them, politicalcommunication is much !ider in scope, focusing on the totalityof communications and interactions ta*ing place !ithin the

political process and is not ust interested in oter +ehaiour andcampaign studies.

;'. un,tion( of Politi,al mar*etin9

unctions of political mar*eting are pre re0uisites forsuccessful political mar*eting management. According to

political mar*eting theorist, there ? generic functions of asuccessful political mar*eting !hich includes the follo!ingC

1. Produ,t un,tion%

In political mar*eting practice, there should +e an exchange+et!een political parties and electorate in the electoral mar*et.;i*e mainstream mar*eting each political party has to offersome product !hich they !anted to sell in the mar*et. 8ere

party !ants to mar*et itsproduct !hich is the promise of a goodgoernment. In some cases, the product may +e image of thecandidate, an ideology or certain specific foreign policies.8ence the entire mar*eting process is designed to mar*et the

product. In JSA, the main product function of (emocratic party!as to sell Obama Brand and a good goernance +ased onchange.. #i(tribution un,tion% 4he distri+ution function refers to theconditions regarding the aaila+ility of exchange offer to theexchange partner. 4he function has t!o aspects campaigndeliery and offering deliery. 4he campaign deliery function

proides the primary exchange partner the electorate!ith

access to all releant information a+out the political product.

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4his includes the dissemination of information regarding crucialparty policies and programs, placing the candidates in rightchannels, ma*ing sure that medium of distri+ution fit theideology of the party etc.

. Co(t un,tionC ne of the main functions of mainstreammar*eting is to sell a product !hich is cost effectie comparedto other products in the mar*et so that customer gets greatermonetary satisfaction. In political mar*eting, cost functionrefers to the management of attitudinal and +ehaioural +arriersof oters through calculated campaign strategies. 4he otershould receie all the information regarding the product !ithoutspending money for it.

5. Communi,ation un,tionC "ommunication inoles thefunction of informing the primary exchange partner of the offerand its aaila+ility. It is often seen as the heart of politicalmar*eting. or a political party, it implies, proiding politicalcontent, political ideas and future and sense ma*ing of acomplex political !orld programs +ut also aiding theinterpretation ften the communication function inoles

simplification of political messages, concise political stand etc.4he communication function interacts !ith the campaigndeliery aspects of the distri+ution functionthe latter proidesthe medium !hile the former defines the content. 4hecommunication function prescri+es a dialogue !ith theexchange partners a multidirectional flo! of information andshared agenda setting.

=. Ne+( $ana9ement un,tionC 4his function is closely lin*edto communication function. But ne!s management function istargeted to secondary exchange partners or intermediaries of!hich media is an important part. In other !ords it is themanagement of pu+licity of the candidate and party. $u+licrelation actiities, media management, online adertisingcampaign management etc are ne!s management functions. Inthe era of communication reolution ne!s management plays a

ital role in success of political mar*eting.

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6. und Rai(in9 un,tionC In mainstream mar*eting fundraising is not an issue. But political mar*eting managementcannot surie !ithout fund raising. In fact the success of otherfunctions largely depends on fund raising function. In order to

proide the political actor !ith appropriate resources, a distinctfund raising function needs to +e addressed. A political partydepends to a arying extent on mem+ership fee, donations, etc.

>. Parallel Campai9n $ana9ement un,tionC 4his functiondescri+es the re0uirement of cocoordinating the campaignmanagement actiities of a political party !ith those of parallelorgani3ations. "oordinated and synergic use of managerialactiities allo!s for a more efficient deployment of campaignresources. urthermore, the use of parallel campaigns and theendorsements +y other organi3ations can increase thetrust!orthiness of the political messages.

?. "nternal Cohe(ion $ana9ement un,tion(% Besides theexternal management aspects, internal structure and functions ofthe political party also needs to +e managed professionally. 4he

function is concerned !ith relationship !ith party mem+ers andactiists as !ell as the spo*e persons. 4he internal mar*etingfunctions play a critical role in creating internal sta+ility andtherefore the credi+ility of the party regarding its outside image.

!uring the past decade even the "ndian political parties realized

the importance of marketing and advertising in elections.#arties started hiring political consultants and ad agencies, to

develop their positioning strategy among different socio

economic classes of "ndian public. Before understanding the

whole strategies and view point of political parties we must

learn what political campaigning is and its various techni$ues.

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"ampaign adertising is the use of paid media 'ne!spapers,radio, teleision, etc.) to influence the decisions made for and +ygroups. 4hese ads are designed +y political consultants and thecampaignNs staff.

$edia mana9ement

4he pu+lic media 'in JS parlance Nfree mediaN or Nearned mediaN)may run the story that someone is trying to get elected or to dosomething a+out such and such.

$a(( meetin9(- rallie( and prote(t(

8olding protests, rallies and other similar pu+lic eents 'ifenough people can +e persuaded to come) may +e a eryeffectie campaign tool. 8olding mass meetings !ith spea*ers is

po!erful as it sho!s isually, through the num+er of people inattendance, the support that the campaign has.

$odern te,hnolo9& and the internet

4he internet is no! a core element of modern politicalcampaigns. "ommunication technologies such as email, !e+sites, and pod casts for arious forms of actiism to ena+le fastercommunications +y citi3en moements and delier a message toa large audience. 4hese Internet technologies are used for causerelated fundraising, lo++ying, olunteering, community

+uilding, and organi3ing.

Other te,hnique(

/riting directly to mem+ers of the pu+lic 'either ia a

professional mar*eting firm or, particularly on a small

scale, +y olunteers)

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By distri+uting leaflets or selling ne!spapers

4hrough !e+sites, online communities, and solicited or

unsolicited +ul* email

4hrough a ne! techni0ue *no!n as Micro targeting that

helps identify and target small demographic slices ofoters.

4hrough a !histle stop tour a series of +rief

appearances in seeral small to!ns.

8ampering the a+ility of political competitors to

campaign, +y such techni0ues as counterrallies,pic*eting of rial partiesD meetings, or oer!helmingrial candidatesD offices !ith mischieous phone calls'most political parties in representatie democracies

pu+licly distance themseles from such disruptie andmoraleaffecting tactics, !ith the exception of those

parties selfidentifying as actiist ).

rgani3ing political house parties.

Jsing endorsements of other cele+rated party mem+ers

to +oost support.

:emaining close to or at home to ma*e speeches to

supporters !ho come to isit as part of a front porchcampaign.

Vote+ymail, preiously *no!n as Na+sentee +allotsN

hae gro!n significantly in importance as an electiontool. 4oday, campaigns in most states must hae astrategy in place to impact early oting.

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#arties want to reach to the maximum number of voters and

earn largest share of their minds and hearts. #olitical parties

indulge themselves into political communication to influence

masses. %he political campaigns though have existed since post

independence era but it is only the recent times when parties

have adopted modern techni$ues to reach maximum number of

people .%he various innovative techni$ues would be dealt in

latter sections.

=' Hi(tor& of "ndian politi,(

Since the first elections held in 1@=2, there had +een 15 ;o*Sa+ha elections in India, including that held in 25.

4he "ongress has +een a maor political party and had formedthe goernment maximum num+er of times. In 1@>>, the"ongress !as defeated +y the &anata $arty. Morari (esai'(esai) +ecame the first noncongress $M of India. 8o!eer,his goernment did not last long and the "ongress regained

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"ongress returned to po!er !ith $ V %arasimha :ao ':ao) as$M. 4he ne! goernment sered its full term. 8o!eer, the B&$had emerged stronger, !inning 12 seats...

2' Emer9en,e of politi,al ad8erti(in9 in "ndia

In India the maor credit of introducing political adertising onlarge and programmed !ay goes to B&$ !hich had launched an

ad campaign on teleision. 4he NIndia ShiningNcampaign thatmar*ed the +eginning of a ne! age of political adertising inIndia. It discusses in depth the political adertising strategy ofthe erst!hile %(A goernment and examines ho! the campaign

!as aimed as a tool to !in otes.

4he case also discusses the political adertising campaign of thepresent ruling party "ongress that mainly targeted the masses.4he case ends !ith a de+ate on the efficacy of politicaladertising campaign in general, and explores reasons !hy theNIndia ShiningN campaign !as unsuccessful

2'1"ntrodu,tion

In mid &anuary 25, the former $rime Minister '$M) of India Atal Bihari Vapayee 'Vapayee) announced plans to dissole the1th ;o* Sa+ha and go for early elections in AprilMay 25.4he term of the Vapayee goernment !as scheduled to end in

cto+er 25. 4he announcement of early dissolution did notsurprise political analysts in the country.

Analysts felt that the decision to go for early elections !as madein ie! of the +ooming Indian economy, encouraging stateassem+ly election results, peaceful relationship !ith IndiaNsneigh+oring countries and the maor opposition party theIndian %ational "ongress '"ongress) +eing in a demorali3edstate.

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4hey felt the popularity of the Bharatiya &anata $arty 'B&$) led%ational (emocratic Alliance '%(A) !as at its pea*.

A leading ne!spaper of India reported, O4he popularity of the%ational (emocratic Alliance and the standing of the $M

himself hae neer +een as high as they are currently.O

4he B&$ decided to leerage its popularity and initiated amaor poll campaign !ith the slogan NIndia Shining.N

4he campaign !as aimed at highlighting the progressIndia had made during the tenure of Vapayee as $M. 4hecampaign !as supported +y another catch phrase Neel


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2'; The Campai9n and it( Re(pon(e

4he genesis of the NIndia ShiningN campaign +egan in &uly 2.4he %(A goernment approached 2 adertising agencies in itsefforts to get an adertisement campaign deeloped that !ouldhighlight India as a fast deeloping country.

4he campaign !as aimed at highlighting IndiaNs achieementsunder the %(A goernment. 4he goernment reie!ed all the

proposals su+mitted +y the agencies +ut !as not satisfied. Itthen approached 11 other agencies in cto+er 2. inally,


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!ays. India Alie carries !ith it the implication of death orsic*ness.India :ising ta*es you +ac* to the Independence era !hen !e!ere ust formulating an identity. India (a33ling !as an oerclaim.O According to him, NIndia ShiningN coneyed a sense ofhealth, prosperity and radiance.

After finali3ing the slogan,


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It also claimed that during the fie years of the %(Agoernment, the Indian economy had gro!n only +y =.>P.4he NIndia ShiningN campaign claimed that ?.5 million ne!

o+s !ere created eery year... 4he "ampaign of the"ongress

4he "ongress also too* professional help to counter the OIndiaShiningO campaign. It hired rchard Adertising, an Indiansu+sidiary of ;eo BurnettH a JS +ased adertising company.4he company structured its campaign in the form of a 0uestion,!hich as*ed NAam Aadmi -o -ya MilaQN '/hat did the commonman getQ).

4he campaign argued that the masses !ere not +enefited +y theNfeel goodN factor that the %(A !as stressing.rchardNs adertisement strategy !as to counter the mood set +ythe OIndia ShiningO campaign.

Most adertisements +y the "ongress did not use colors andconcentrated more on the poor. ne adertisement sho!ed anold, poor man.

4he punch line said, O/oh hu*umat *is *aam *i isme garee+ *i3indgi mein su*h chain nahi haiQ SochiyeR "ongress *a haath,


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4he defeat of the %(ANs maor allies the 4($ and theAIA(M-, meant that the %(A did not hae any support todra! on.4he defeat of the %(A in the ;o* Sa+ha elections ignited ade+ate not only among its leaders +ut also among psephologistsand other experts. 4hey tried to dra! conclusions on !hy the

%(A had lost despite a maor adertising campaign. A fe!analysts felt that the OIndia ShiningO campaign made falseclaims since the !hole of India !as not shining.4hey said that the campaign alienated the common man for!hom India !as not shining at all. Salman :ushdie, a !ell*no!n !riter in India, commented, O4he gulf +et!een IndiaNsrich and poor has neer loo*ed !ider than it does today, and thegoernment has fallen into that chasm.O...

In india political parties hae to follo! a certain code of conductduring the !hole election campaign.

.' $O#EL CO#E O CON#!CT OR THE 5!"#ANCEO POL"T"CAL PART"ES AN# CAN#"#ATES

1' 5eneral Condu,t'1) %o party or candidate shall include in any actiity !hichmay aggraate existing differences or create mutual hatred orcause tension +et!een different castes and communities,religious or linguistic.

'2) "riticism of other political parties, !hen made, shall +econfined to their policies and programme, past record and !or*.

$arties and "andidates shall refrain from criticism of all aspects


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of priate life, not connected !ith the pu+lic actiities of theleaders or !or*ers of other parties. "riticism of other parties ortheir !or*ers +ased on unerified allegations or distortion shall

+e aoided.

') 4here shall +e no appeal to caste or communal feelings forsecuring otes. Mos0ues, "hurches, 4emples or other places of!orship shall not +e used as forum for election propaganda.

'5) All parties and candidates shall aoid scrupulously allactiities !hich are #corrupt practices and offences under theelection la!, such as +ri+ing of oters, intimidation of oters,impersonation of oters, canassing !ithin 1 meters of

polling stations, holding pu+lic meetings during the period of 5?hours ending!ith the hour fixed for the close of the poll, andthe transport and coneyance of oters to and from pollingstation.

'=)4he right of eery indiidual for peaceful and undistur+edhomelife shall +e respected, ho!eer much the political partiesor candidates may resent his political opinions or actiities.

rganising demonstrations or pic*eting +efore the houses ofindiiduals +y !ay of protesting against their opinions oractiities shall not +e resorted to under any circumstances.

'6) %o political party or candidate shall permit its or hisfollo!ers to ma*e use of any indiidualDs land, +uilding,compound !all etc., !ithout his permission for erecting flagstaffs, suspending +anners, pasting notices, !riting slogans etc.

'>) $olitical parties and candidates shall ensure that theirsupporters do not createo+structions in or +rea* up meetings and

processions organised +y other parties./or*ers or sympathisersof one political party shall not create distur+ances at pu+licmeetings organised +y another political party +y putting0uestions orally or in !riting or +y distri+uting leaflets of theiro!n party. $rocessions shall not +e ta*en out +y one party along

places at !hich meetings are held +y another party.$osters

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issued +y one party shall not +e remoed +y !or*ers of anotherparty.

""' $eetin9(

'1) 4he party or candidate shall inform the local policeauthorities of the enue and time any proposed meeting /ell intime so as to ena+le the police to ma*e necessary arragementsfor controlling traffic and maintaining peace and order.

'2) A $arty or candidate shall ascertain in adance if there is anyrestrictie or prohi+itory order in force in the place proposed forthe meeting if such orders exist, they shall +e follo!ed strictly.If any exemption is re0uired from such orders, it shall +e appliedfor and o+tained !ell in time.

') If permission or license is to +e o+tained for the use ofloudspea*ers or any other facility in connection !ith any

proposed meeting, the party or candidate shall apply to theauthority concerned !ell in adance and o+tain such permission

or license.

'5) rganisers of a meeting shall inaria+ly see* the assistanceof the police on duty for dealing !ith persons distur+ing ameeting or other!ise attempting to create disorder. rganisersthemseles shall not ta*e action against such persons

"""'Pro,e((ion

'1) A $arty or candidate organi3ing a procession shall decide+efore hand the time and place of the starting of the procession,the route to +e follo!ed and the time and place at !hich the

procession !ill terminate. 4here shall ordinary +e on deiationfrom the programme.

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'2) 4he organisers shall gie adance intimation to the localpolice authorities of the programme so as to ena+le the letter toma*e necessary arrangement.

') 4he organisers shall ascertain if any restrictie orders are inforce in the localities through !hich the procession has to pass,and shall comply !ith the restrictions unless exempted specially

+y the competent authority. Any traffic regulations orrestrictions shall also +e carefully adhered to.

'5) 4he organisers shall ta*e steps in adance to arrange forpassage of the procession so that there is no +loc* or hindranceto traffic. If the procession is ery long, it shall +e organised insegments of suita+le lengths, so that at conenient interals,especially at points !here the procession has to pass road

unctions, the passage of held up traffic could +e allo!ed +ystages thus aoiding heay traffic congestion.

'=) $rocessions shall +e so regulated as to *eep as much to theright of the road as possi+le and the direction and adice of the

police on duty shall +e strictly complied !ith.

'6) If t!o or more political parties or candidates propose to ta*eprocessions oer the same route or parts thereof at a+out thesame time, the organisers shall esta+lish contact !ell in adanceand decide upon the measures to +e ta*en to see that the

processions do not clash or cause hindrance to traffic. 4heassistance of the local police shall +e aailed of for arriing at asatisfactory arrangement. or this purpose the parties shall

contact the police at the earliest opportunity.

'>) 4he political parties or candidates shall exercise control tothe maximum extent possi+le in the matter of processionistscarrying articles !hich may +e put to misuse +y undesira+leelements especially in moments of excitement.

'?) 4he carrying of effigies purporting to represent mem+er of

other political parties or their leaders, +urning such effigies in


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pu+lic and such other forms demonstration shall not +ecountenanced +y any political party or candidate.

"/' Pollin9 #a&

All $olitical parties and candidates shall

'i) cooperate !ith the officers on election duty to ensurepeaceful and orderly polling and complete freedom tothe oters to exercise their franchise !ithout +eingsu+ected to any annoyance or o+struction.

'ii) supply to their authori3ed !or*ers suita+le +adges oridentity cards.

'iii) agree that the identity slip supplied +y them to otershall +e on plain '!hite) paper and shall not contain anysym+ol, name of the candidate or the name of the partyH

'i) refrain from sering or distri+uting li0uor on pollingday and during the fourty eight hours preceding it

') not allo! unnecessary cro!d to +e collected near thecamps set up +y the political parties and candidates nearthe polling +ooths so as to aoid "onfrontation andtension among !or*ers and sympathi3ers of the partiesand the candidate.

'i) ensure that the candidateDs camps shall +e simple .4he

shall not display any posters, flags, sym+ols or anyother propaganda material. %o eata+le shall +e sered orcro!d allo!ed at the camps and

'ii) cooperate !ith the authorities in complying !ith therestrictions to +e imposed on the plying of ehicles onthe polling day and o+tain permits for them !hichshould +e displayed prominently on those ehicles.

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/"' Ob(er8er(

4he 7lection "ommission is appointing +serers. If thecandidates or their agents hae any specific complaint or

pro+lem regarding the conduct of elections they may +ring thesame to the notice of the +serer.

/""' Part& in Po+er

4he party in po!er !hether at the "entre or in the State orStatesconcerned, shall ensure that no cause is gien for any complaintthat it has used itsofficial position for the purposes of its election campaign and in

particular

'i) 'a) 4he Ministers shall not com+ine their official isit!ith electioneering !or* and shall not also ma*e use ofofficial machinery or personnel during the electioneering!or*.'+)


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campaign office or for holding any pu+lic meeting for thepurposes of election propagandaH

'i) Issue of adertisement at the cost of pu+lic exche0uer in thene!spapers and other media and the misuse of official massmedia during the election period for partisan coerage of

political ne!s and pu+licity regarding achieements !ith a ie!to furthering the prospects of the party in po!er shall +escrupulously aoided.

') Ministers and other authorities shall not sanctiongrantsGpayments out of discretionary funds from the timeelections are announced +y the "ommissionHand

'i) rom the time elections are announced +y "ommission,Ministers and other authorities shall not 'a) announce any financial grants in any form or promisesthereofH or'+) 'except ciil serants) lay foundation stones etc. of proectsor schemes of any *indH or'c) ma*e any promise of construction of roads, proision of

drin*ing !ater facilities etc.H or'd) ma*e any adhoc appointments in


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India is currently holding general electionsthe largestdemocratic election in the !orldto the 1=th ;o* Sa+ha in fie

phases on April 16, April 22G2, April , May > and May 1,2@. 4he results of the election !ill +e announced on May 16,2@.

According to the Indian "onstitution, elections in India for the;o* Sa+ha 'the lo!er house) must +e held at least eery fieyears under normal circumstances. /ith the last elections heldin 25, the term of the 15th ;o* Sa+ha expires on &une 1, 2@.

4he election is conducted +y the 7lection "ommission of India,!hich estimates an electorate of >15 million oters, anincrease of 5 million oer the 25 election. (uring the

+udget presented in e+ruary 2@, :s.1,12 "rores 'T1>6million)+a(+udgeted forelection expenses.

Prime mini(terial ,andidate(

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7ach of the party coalitions has indicated their choice for primeminister, should they !in a maority to form a goernment.

>'1'1!nited Pro9re((i8e Allian,e

ollo!ing the August 2? confidence ote ictory for thecurrent goernment, a statement +y Indian %ational"ongress $resident Sonia


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Sandesh that Manmohan Singh is the J$A coalitionNs $rimeMinisterial candidate for the 2@ elections.

>'1'; National #emo,rati, Allian,e

4he main opposition, the Bharatiya &anata $arty 'B&$) and itscoalition partners in the %ational (emocratic Alliance,announced on (ecem+er 11, 2> that their candidate for

prime minister !ould +e B&$ party leader ;al -rishna

Adani, the ;eader of the pposition. n &anuary 2,2?, leaders from B&$ and other %(A parties conened to

officially elect him their candidate. %o other party oralliance has announced a prime ministerial candidate.

>'1'< Third ront

A group of regional parties including "ommunist parties haeformed a third front to counter the B&$led and "ongressled alliances. 4he mem+ers are the ;eft ront and the

Jnited %ational $rogressie Alliance. 8o!eer the "$I'M) has openly said that they are not against +argaining for

@


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alliance !ith "ongress if they get enough num+er of seatsafter the election. nce again, the media has speculated thatMaya!ati, the chief minister of Jttar $radesh, could

potentially +e proected as the frontNs $rime Ministerialcandidate, +ut no official moe has ta*en place yet. IfMaya!atiNs party can !in enough seats, she has openlystated that she !ould +e !illing to ta*e the support of thenational parties to +ecome $rime Minister. %o othercandidate has pu+licly expressed interest in +ecoming$rime Minister thus far.

>'; Campai9nin9

>';'1 !nited Pro9re((i8e Allian,e

4he "ongress party has +ought the rights for the scar !inningsoundtrac* &ai 'o from the moie Slum dog Millionaireand this song !ill +e used as the official campaign tune +ythe party. 4he song title &ai 'o translates to ;et there +eictory, and the "ongress hopes that this popular song !illgalani3e the masses during the almost one month long

election season.

n March 25, 2@, "ongress $resident Sonia


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underpriileged sections of the Indian society. 4he full textof the manifesto is aaila+le at the "ongress !e+site.

@"n ;33= the "nternet a,,ounted for le(( than 1 of the

ad8erti(in9 bud9et of politi,al partie(' Toda& ho+e8er-

the di9ital media ma*e( up at lea(t 13 of the bud9et-6

(a&( Atul He9de- Chief E7e,uti8e- "9nitee "ndia P8t'

Ltd'- the a9en,& handlin9 di9ital ad8erti(in9 for the

Con9re(('

4ith =3 million "nternet u(er( and "nternet penetration

in urban "ndia at around ? the importan,e of di9ital

media in politi,al ,ampai9n( ,annot be i9nored' Add to

that the fa,t that 133 million &oun9(ter(- half of +hom

li8e in urban "ndia are e7pe,ted to ,a(t their 8oter( for

the fir(t time in the Lo* Sabha poll( ne7t Year- and the

"nternet emer9e( a( 8er& u(eful tool to en9a9e +ith

&oun9 people'

@The fo,u( on di9ital and mobile media i( to en9a9e the

urban &outh in "ndia +ho ma*e up a lar9e 8oter( ba(e-6

(a&( Hiren Pandit- mana9in9 partner of 5roup$ ESP-

the entertainment- (port( and partner(hip( di8i(ion of

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media bu&er 5roup$' @4hile the& are in8ol8ed in

politi,al affair(- the& ma& not be intere(ted or in,lined to

8ote- (o the(e di9ital initiati8e( aim at intera,tin9 +ith

them and 9ettin9 the me((a9e out6

Con9re(( ha( al(o laun,hed man& e:ad8erti(ement( +hi,happear on mo(t of the popular (ite('

ollo+in9 a ti9ht pit,h a9ain(t lo,al a9en,& Cra&on(-

$ind(hare #elhi (napped the "ndian National Con9re((

"NC media a,,ount e(timated to be +orth !SD12

million'

The a9en,& handled the politi,al part&( ele,troni, media,ampai9n in the run up to the 9eneral ele,tion( held

from 1.th April on+ard( in (ta9e('

$ind(hare fo,u((ed primaril& on T/ and radio : rea,hin9

out to the F,ommon man : +hi,h ,on(titute( the

maGorit& of the 8otin9 population in the ,ountr&'

The a,,ount i( led b& ,lient leader(hip and +ill dra+ hea8il&

on re(our,e( from the e7,han9e team( at $ind(hare'

>';'< National #emo,rati, Allian,e

4o counter the "ongressN selection of &ai 8o as their officialanthem, the B&$ coined the phrase)ushal *eta, *irnayak+arkaar !hich translates to A+le leader, decisiegoernment. 4he B&$ hope to +enefit from the fact that theyhae +een consistently proecting one single leader, Adani,as the partyNs $rime Ministerial candidate for more than 1

year, !hile the "ongress appears to hae dual po!er centres'party $resident Sonia


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Minister Manmohan Singh). 4he B&$ intends to useAdaniNs name U image as the main focus in theseelections.B&$ also launched parody of&ai ho. It is sho!n inthe media asBhay ho.

n April , 2@, B&$ released its election manifesto in %e!(elhi. 4he party is ta*ing on the incum+ent J$A


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4he !e++ases campaign has modest targets +ut is perhaps themost interesting part of the partyNs poll efforts. It +egins +yhoping to enrol a la*h of olunteers online in addition tosome 5, !ho hae signed up. 4hose !ho sign up !ill

+e as*ed to organise small neigh+ourhood or dra!ing roomdiscussions on politics and !ill +e proided ideos and

presentations +y the B&$.

4he !e++ases campaign has modest targets +ut is perhaps themost interesting part of the partyNs poll efforts. It +egins +yhoping to enrol a la*h of olunteers online in addition tosome 5, !ho hae signed up. 4hose !ho sign up !ill

+e as*ed to organise small neigh+ourhood or dra!ing roomdiscussions on politics and !ill +e proided ideos and

presentations +y the B&$.

The BJP ha( tra,*ed !S Pre(ident:ele,t Bara,* Obama(

(u,,e((ful online ,ampai9n:(o,ial net+or*in9 (ite( (u,h

a( a,eboo*- Or*ut and $&Spa,e ha8e ,ommunitie(

built around the t+o partie( and indi8idual politi,ian('

On a,eboo*- for in(tan,e- a BJP 9roup ha( ;>2

member( +ho en9a9e in di(,u((ion( and po(t

information on important date( and e8ent( related to theele,tion(- +hile Con9re(( Leader Sonia 5andhi and

Prime $ini(ter $anmohan Sin9h ha8e their o+n

,ommunitie( built on the (ite +ith


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The Con9re(( opted for a dedi,ated "nternet ,ampai9n

for the RaGa(than a((embl& ele,tion('

"n addition- part& ha( en9a9ed 8oter( throu9h 8ideo:(harin9

(ite( (u,h a( YouTube and 8ideo ad( on popular +eb(ite(

(u,h a( $SN and Rediffmail'

4he attempt to reach oters !ho usually do not turn up atpolling +ooths is drien +y an estimate that many of themmight share B&$Ds ision for a strong "entre and aOnationalistO approach to security that includes OhardO ie!son antiterror la!s and illegal infiltration. 4hese groupscould motiate people to shed +oth their cynicism and

lethargy to actually go to the polling stations.

$arty sources said this !ould +e accompanied +y a massieSMS campaign !hich hopes to ultimately reach 1 croreoters. B&$ managers claim that !ith close to half theoting population connected +y mo+iles, this campaign isno! a must. 4hey agreed that the party !as loo*ing for!ardto a sustained effort +y Sangh organisations to reach and

motie +oth the faithful and sympathisers.4he B&$Ns print campaign !ill focus on spelling out its

programme !hich is expected to +e replete !ith feelgoodoffers li*e targeted schemes for girl children, cheapfoodgrain, lo!er farm loan rates and seeral sops for theur+an oter.

ran* Simoes has ta*en care of the teleision and print

campaign that also includes outdoor media and Jtopia !asin charge of the radio campaign.4!o companies, ran*Simoes and Jtopia, prepared the campaign adertisementsfor B&$ !hich !ere used on teleision, M radio channelsand the print media from March 16 on!ard.

Jnli*e the "ongress that chose one of its adertising and mediaagency "rayons !ay +ac* in Septem+er, the final call on

the agencies for B&$ comes after much delay. 4han*s to thepresent slo!do!n, there is a pressure on the countryDs main

5=


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opposition partyDs fund raising !hich also comes from thepriate sector companies.

B&$Ds creatie and the media +uying duties !ere handled +yran* Simoes, !hich is also has the ministry of tourism as a

client. 4he agency too* care of its print and teleisioncampaign.

4he party started its signoff campaign !ith the punchlineMa3+oot neta, nirnaya* sar*ar '(etermined leader, decisiegoernment) from March 16.

4he party had su+mitted a :s 5255 crore +udget for the

campaign !ith the election commission of India.

"onsidering the +udget constrains, the party planned to go +igon internet and radio. #It is not possi+le to ignore teleisionand print medium een though they are expensie.8o!eer, !e !ill focus on other media such as internet andradio this time, party spo*esperson said.

4he party has tied up !ith


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ShiningD slogan. 4he party !ishes to run a positiecampaign this year.

>';'< Communi(t Part& of "ndia $ar7i(t

4he "$I'M) has created a campaign !e+site hosting itscampaign information to attract sympathi3ers among theneti3en pu+lic to ote for the party.

' #ifferent media u(ed for ad8erti(ement( in re,ent

ele,tion(

(uring the recent assem+ly elections and ongoing ;o* sa+haelections many conentional and nonconentional mediaare used +y arious political parties.4he +iggest differencein recent and past elections is that all the parties hired theirconsultant ad agencies, planned a frame!or* and laidaggressie ad campaigns.

/ith political adertising crossing oer :s 6 crore in adspends this year, all *inds of adertising agencies, +ig andsmall, shoed and pushed for a slice of the pie. or someli*e the &/4, adertising in the political arena is a first. 4heagency, that tasted success !ith its campaigns for $epsi and

%i*e, no! has the challenge of selling a party as old and asaried as the "ongress to as complex a mar*et as 7lectorate

India.

;et us discuss all those media types and their adantages.

'1 Tele8i(ion

nly 1=P of the total campaign +udgets is spent on t ads.

Adertising experts +eliee it is +ecause 4V does not gie

political parties enough +ang for the +uc*. A 1 second spot

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can sell for any!here +et!een :s. =, on a regionallanguage channel to at least :s. 1.= la*h on a popularchannel during prime time, say media +uyers, !hile other

platforms such as radio and outdoor are as effectie andcheaper.

#Voter +an*s are not in +ig cities +ut in rural areas !hereposters, meetings and mo+ile ans reach out to morepotential oters than a 4V ad !hich costs 1 times theamount, says Sumira :oy, founder of Mum+ai+asedadertising agency $ostscript. #And spending so much on a

political campaign li*e the B&$ did !ith the India Shiningcampaign last elections, can actually +ac*fire and !or*

against the party.

#At a time !hen Indian adertising has +ecome so creatie andhas set standards internationally, the 0uality of politicalcampaigns on 4V remains poor and reflects +adly on theindustry, says a senior adertising agency executie !hodidnNt !ant to +e named. #7specially the B&$ ads thatfeatured politicians using the attac*s in Mum+ai to gain

otes on 4V and print !as atrocious and !ill ma*e themlose supporters.

Adds 7mmanuel Jpputuru, %ational "reatie (irector, $u+licisIndia, #7arlier, political ads on 4V loo*ed li*e an AGV'audioisual), so at least no! they loo* li*e anadertisement as the production has improed after

adertising agencies !ere hired, +ut at the end of the day,the adertising !ill +e ust as good or +ad as the product, somay+e product is +ad.

8o!eer !ith 5$lus 4V channels, 6>P of !hich areregional language channels, the media does hold potentialif used intelligently.

'; Outdoor ad8erti(ement(

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/hile doortodoor campaigning and political rallies continue to+e the mainstay of election campaigns, political parties inIndia are loo*ing at adertising campaigns across media

platforms to reach the elusie oter, especially in ur+anareas.

$olitical parties are no! more focused in their mar*etingstrategies, and communication campaigns are going +eyondreinforcing the party sym+ol. 4he proportion of poll

+udgets allocated to adertising has gone up andprofessional adertising agencies are +eing used.

or adertising agencies, too, it has +een a learning curethe

target group is diffused and most ads ta*e the regionallanguage route.

utdoor media, !ith its +anners, hoardings and pamphlets, isthe most o+ious choice in political campaigns, !ith printads a close second. 4he digital media has gainedsignificance +ecause of its a+ility to interact !ith ur+anotersH radio ads made their de+ut in the ongoing assem+ly

elections. 4eleision, despite its potential, has failed to clic*!ith parties and oters ali*e, mainly due to the poor 0ualityof the ads.

"ampaign loo*s at ho! political parties are using thesemediums to spread the !ordand ho! effectie each is.

8oarding, +us stands, mo+ile ans and floats hae proed to +emost effectie forms of communication and are usedextensiely +y political parties. In fact, the outdoor mediumgets a higher +udget than teleision. According to a media

+uyers, 2P of the :s. 5 crore adertising +udget !asspent on outdoor, !hile 1=P !as spent on teleision.#utdoor adertising is the first indication that elections arecoming up +ecause all of a sudden, streets and par*s in

cities and illages across the country are filled !ith +annersand hoardings of politicians, says Sumira :oy of $ostscript.

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#4his platform connects !ith the rural populations on the+est +ecause it tal*s to them in the language theyunderstand and is effectie in deliering results.

Adds


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4he lionDs share has traditionally gone to ne!spapers, and eenthough platforms such as digital and radio hae gainedsignificance, loyalties hae not shifted yet. According to amedia +uying agency, print accounts for 5=P of the :s.5 crore +udget in the latest assem+ly elections.#%e!spapers account for =P of our spends +ecause itreaches out to the masses, yet it is a ery localised form ofadertising that gets the message across to the lo!est localdenominator, says :anan Bargotra, $resident of "rayonsAdertising ;td., the agency handling the "ongressaccount.

According to the latest figures of the :egistrar of %e!spapers in

India, or :%I, India had 65,@@? registered ne!spapers as ofMarch 2>, !ith a total circulation of 1@ million. A

political party can pay any!here +et!een :s. = la*h and :s.5= la*h for one fullpage adertisement in a ne!spaper,depending on the reach it has, says a senior media +uyer!ho did not !ant to +e identified.

$rint ads also allo! parties to respond to unexpected situations.#9es, print is a localised from of adertising +ut the mainreason for using so much of this media is +ecause these

political campaigns are all deeloped 'at the) last minuteand print is the fastest !ay to do it. All it needs is somescript, party sym+ol and mug shots of the politicians, says


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go to the poll +ooth, they might ust recall the face andma*e a connection.O

$rint ad +y I%"

'= Radio

n 21 %oem+er, 4he 7lection "ommission allo!ed politicalcampaigns on air!aes. rom the ery next day, radiostations in (elhi and other states going to the polls aired

political adertisements, mainly from the B&$ and"ongress.

Analysts say the speed !ith !hich parties integrated radio intotheir campaigns is indicatie of the potential it has to reachout locally. #:adio is a locali3ed medium that reaches out to1@ crore listeners 'a+oe the age of 12) and unli*e print and4V, !here there are time and space restrictions, radioallo!s parties to actually communicate to listeners in theirlanguage says Sunil -umar, Managing (irector at :adioBusiness "onsultancy Big :ier :adio 'India) $t. ;td.

#/ith the poll panel putting restrictions on the expenditure forcampaigns, parties are loo*ing at less expensie outlets. It isnatural for political parties to use radio channels !hich are

popular among youngsters, says B&$ spo*esperson :ai$ratap :udy.

According to a senior executie from a media +uying agency,

!ho did not !ant to +e identified, radio accounted for :s.2 crore of the :s. 5 crore political adertising +udget.

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4he "ongress too* six radio spots, the B&$ too* three. 4heads ranged from 1= seconds and cost the parties

+et!een :s. 2= and :s. 1,2.

:eaching out to 2P of the population, radio may +e a more

effectie and cheaper medium, +ut experts say politicalparties !ill hae to learn ho! to use it to de+ate and discussopposing ie!points instead of using it as a platform formudslinging.

In (elhi !here "ongress is the ruling party, radio adshighlighted the !or* done so farno promises !ere made.But in :aasthan, !here the "ongress is in the opposition,

the ads loo*ed at the inefficiency of the goernment andpointed out !hat could hae +een done +etter. Similarly,B&$Ns campaign !arned oters a+out the shortcomings ofthe goernment and rhetorically as*ed oters if they !ouldma*e the same mista*e.

#4hese ads !ere not fancy and did not need much production!or* as they +asically had oiceoers communicating to

oters. So the ads !ere pro+a+ly deeloped in a span of t!odays and !ere all set to air as soon as the goernment gaethe green light,O says $rathap Suthan, "reatie (irector of"heil "ommunications.

"onfirms Ashit -u*ian, 7xecutie Vice $resident of :adio [email protected], #4he commercials !ere ready. /e !ere !aitingfor the 7lection "ommission or the +roadcast certificateand as soon as the formality !as met, the ads !ere aired on

our station.

4he gro!ing reach of priate M radio is expected to findpolitical expression for the first time in India as parties tap it fortheir campaigns, +ringing in !elcome reenue to the :s.?.

+illionG16= million radio industry in the country.

#Many political parties realise the reach of the radio and the

play that the ads !ould get and are !arming up to the ideaof +roadcasting their ads on radio,O $anday, !ho is also

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senior ice president of the Association of :adio peratorsfor India 'A:I), told IA%S.

Broadcasting of political ads !as not allo!ed on priate radiostations until 2= !hen the second phase of M radio

priatisation !as rolled out. 4his is the first time generalelections !ill +e held after that.

$rior to this, only stations li*e the All India :adio 'AI:) orBB"Ns 8indi station used to air such campaigns.

4a*ing adantage of the ne! deelopment, most maor partiesli*e the Bharatiya &anata $arty 'B&$), "ongress, Sama!adi

$arty and Bahuan Sama $arty 'BS$) as !ell as a fe!regional parties are already ma*ing use of the facility.

/hile the "ongress has roped in three *no!n ad agencies $ercept, "rayons and &ames /alter 4hompson '&/4) to

prepare the partyNs campaign strategy, the B&$ has hired theserices of ran* Simoes4ag and Jtopia "onsulting.

%isheeth Sharan of Jtopia "onsulting told IA%SC O/e haeplaced B&$ campaigns on all priate M channels as !ell ason All India :adio +ecause any means of communicationduring the elections only helps.

4here is no de+ating that the radio is the +est local mediaaaila+le to connect !ith people een in farflung areas.And it ma*es more sense to campaign through it rather than

print +ecause it is cost effectie and is a mass medium, itcuts across all literacy leels.

According to report compiled ointly +y glo+al consultancy-$M< and the ederation of Indian "ham+ers of"ommerce and Industry 'I""I), the countryNs radioindustry is set to gro! at 15.2 percent per annum and reachthe si3e of :s.16. +illion +y 21.%7/ (7;8IC 4hegro!ing reach of priate M radio is expected to find

political expression for the first time in India as parties tap

it for their campaigns, +ringing in !elcome reenue to the:s.?. +illionG16= million radio industry in the country.

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'2 "nternet

#In 25 the Internet accounted for less than 1P of theadertising +udget of political parties. 4oday ho!eer, thedigital media ma*es up at least 1P of the +udget, says

Atul 8egde, "hief 7xecutie, Ignitee India $t. ;td., theagency handling digital adertising for the "ongress.

/ith 5 million Internet users and Internet penetration in ur+anIndia at around @P the importance of digital media in

political campaigns cannot +e ignored. Add to that the factthat 1 million youngsters, half of !hom lie in ur+anIndia are expected to cast their oters for the first time in

the ;o* Sa+ha polls next 9ear, and the Internet emerges asery useful tool to engage !ith young people.

#4he focus on digital and mo+ile media is to engage the ur+anyouth in India !ho ma*e up a large oters +ase, says 8iren$andit, managing partner of


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4he B&$ has launched a !e+site for its primeministerialcandidate ;.- Adani. It had one, too, for V.- Malhotra, itschief ministerial candidate for (elhi. 4he "ongress optedfor a dedicated Internet campaign for the :aasthanassem+ly elections.

In addition, the t!o parties hae engaged oters through ideosharing sites such as 9ou4u+e and ideo ads on popular!e+sites such as MS% and :ediffmail.

4he approximate cost for an extensie online campaign can +e:s. 1 crore oer a month. #5P of a typical adertisingcampaign goes to!ards contextual search and adertising

net!or*ing and 6P is spent on popular !e+sites such as9ahoo, MS% and :ediff, among others, says Sidharth :ao,chief 7xecutie and cofounder of /e+chutney, a leadingdigital mar*eting company.

A colorful image from B&$Ds official !e+site

'. $obile(Around 2@ crore Indians use mo+ile phones. 4herefore political

parties are targeting these oters through SMS andtelecalling oters directly. 4his !ay of targeting people hasall the adantages of (irect mar*eting.(uring these ;o*sa+ha elections all the parties hae used this medium +utdefinitely B&$ raced much ahead.

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4he attempt to reach oters !ho usually do not turn up atpolling +ooths is drien +y an estimate that many of themmight share B&$Ds ision for a strong "entre and aOnationalistO approach to security that includes OhardO ie!son antiterror la!s and illegal infiltration. 4hese groupscould motiate people to shed +oth their cynicism andlethargy to actually go to the polling stations.

$arty sources said this !ould +e accompanied +y a massieSMS campaign !hich hopes to ultimately reach 1 croreoters. B&$ managers claim that !ith close to half theoting population connected +y mo+iles, this campaign isno! a must. 4hey agreed that the party !as loo*ing for!ard

to a sustained effort +y Sangh organisations to reach andmotie +oth the faithful and sympathisers.

4he saffron party B&$ used stateoftheart campaigning,including the recorded telephonic oice of its electioncandidates.

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?' Con,lu(ion

8o! far these campaigns hae +een successful !ould only +epossi+le to *no! !hen the election results are declared.

"ndian lu7ur& mar*et to tou,h !SD =2; million%

A recent luxury trends report from ;ed+ury :esearch adises companies to start

focusing on India. 4hey are estimating that the num+er of families !ith annual

incomes of more than 2, !ill hae more than dou+led from 2, in 22 to

=, +y the end of 2= and !ill gro! to 15, +y 21. By !ay of comparison,

the J- has 5, families at this income leel currently.

;uxury carma*ers are pouring in to !oo the noueau riche 'Audi, BM/ are the most

recent entrants). A recent article in the "hristian Science Monitor tal*s a+out ho! the

luxury product ma*ers are trying to tap the laish spending that occurs around the

!edding season +y timing their ne! product introductions, mar*et promotions etc. An

aerage Indian !edding '5,) costs almost P more than the aerage American

!edding '26,2>), !ith rich Indian families spending as much as 2 million dollars.

"ndian lu7ur& mar*et ma& boom to !SD


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13' Anal&(i(

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11' Biblio9raph&

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