MISSION 272+ - deepakmulchandani.com learn - A for Adarsh Scam, B for Bofors Scam, C for CWG Scam, D for Damaad CA. Deepak Mulchandani , NPa Indore Ka Karobar

MISSION 272+

- A ‘Modi’-fied India. CA. Deepak Mulchandani , NPa Indore

BUILDING BRAND MODI

CA. Deepak Mulchandani , NPa Indore

CREATING BRAND

IDENTITY

BUILDING BRAND

MEANING

SCRUTINIZING BRAND

RESPONSE

• Established his presence on various social platforms.

• Tried to strike a chord with the youth.

• Focused on performance.

• Built his imagery.

• Shook off the stigma from 2002 riots.

• Helped his audience build judgment and feelings.

• Built his credibility.

Steps Taken to Create Brand Modi


The Irresistibility Quotient (IQ) of brand Modi, would probably score a perfect 100.

It is all thanks to the giant team of experts he hired to create the buzz.

They successfully managed to sell Modi as a brand.

Modi was projected working on development and working towards secularism.

His development campaign aimed to cross market his achievement as well BJP’s, on a state and national level.

From Gujarat to Assam, Varanasi to South India, Brand Modi managed to make his mark everywhere.


Challenges Faced by ‘NAMO’

The three time Gujarat Chief-Minister was a regional brand trying to go national.

The 63-year old man was seeking to connect with the youth considering this year’s election had almost 150 million first-time voters.

He carried the taint of 2002 anti-Muslim riots in Gujarat which he had to clean up.


Strategies That Led To The Epic Win

A complete SWOT analysis was done of BJP and Modi. They played on their strengths and cracked every opportunity.

They recognized the weaknesses of their competitors and converted it as an opportunity for themselves.

A good eye was kept on the competitors moves and all was capitalized in their favor.

Adapting to the

current scenario the whole campaign was technology driven.


After stunning defeats in 2004 and 2009 respectively BJP evolved as a stronger and accomplished political party.

The party learnt the lesson of resilience the hard way and incorporated social media as an essential component in their election campaign mix.

Over the years, BJP became one of the pioneers in tapping the new age media to the best of its potential.

Right from having an interactive website, to a dedicated volunteers dashboard, mobile apps, Google Hangouts, Facebook page, Twitter handle, YouTube page, Whatsapp, integrated offline-online campaigns the party has been the jack of all trades in social media.

Strategies That Led To The Epic Win


Weakness of Congress

Strength of BJP

BJP led its campaign on the issue of development. It brought all the focus on the progress of Gujarat under the rule of Narendra Modi. It targeted the ruling government on matters of development and questioned the work done/not done till now. It’s target was to dislodge the UPA government. It emphasized the need to effectively communicate the alleged "failures" of the UPA government to the electorate and suggested leveraging "social media" platforms to reach out to the youth. It countered oppositions campaign by giving them back on every allegation put on him or his party. CA. Deepak Mulchandani , NPa Indore

Weakness of Congress

Strength of BJP

https://www.youtube.com/watch?v=DeX6P0xEag8


https://www.youtube.com/watch?v=DeX6P0xEag8

Twits for tat

Modi hangs out

Multiplicity in 3D

Facebook“ing”

Live streaming

Social

Media


Force it to answer tough questions on

its nine years of rule at the Centre.

Target the Congress on issues like corruption, state of the economy and misgovernance.

Mantras on Media Strategy

Spokespersons must be well prepared with good

research.

Only those who have expertise in a certain subject must speak on

that issue.

Get back on the ruling government more

aggressively but with decency and decorum.

Panelists must speak in one voice, decorously, while

firmly rubbishing arguments of political adversaries.

Set new agendas; don’t follow the

ones already made.

There must be better coordination between the

central and state units.

Do’s and Don’t’s by NAMO


MODI WAVE LOVE HIM OR HATE HIM BUT YOU CANT IGNORE HIM!


MODI COMICS CA. Deepak Mulchandani , NPa Indore

CA Exams Not Too Far

Ab Ki Baar Modi Sarkaar

CATCHY SLOGANS CA. Deepak Mulchandani , NPa Indore

3D HOLOGRAM RALLIES CA. Deepak Mulchandani , NPa Indore

ACTIVE PRESENCE ON FACEBOOK CA. Deepak Mulchandani , NPa Indore

REGULAR UPDATION ON YOUTUBE CA. Deepak Mulchandani , NPa Indore

FREQUENT TWEETS BY MODI CA. Deepak Mulchandani , NPa Indore

ADDRESSING MILLIONS OF PEOPLE IN HIS RALLIES CA. Deepak Mulchandani , NPa Indore

The Modi Way


Social Media Campaign Analysis

BJP | AAP | CONGRESS





Facebook and Twitter Popularity F a c e b o o k

BJP

AAP

CONGRESS

T w i t t e r

BJP

AAP

CONGRESS

2.1 million

1.4 million

1.0 million

4,40,925 Followers

3,25,751 Followers

76,261 Followers *This data was before the results were announced. CA. Deepak Mulchandani , NPa Indore

BJP gathered maximum exposure on Facebook with 2 pages: • Ek Hi Vikalp • Mission 272+

AAP was the most popular party on

twitter with 4.40,925 followers • #VoteForAAP • Aam Aadmi party Campaigns

Congress experienced low visibility

across social media streams on Facebook and Twitter.

The Media Mix



Impact of Social Media Campaigns

BJP AAP CONGRESS

2% 7%

17% 16%

33%

20%

82%

60% 63%

NEWS/FORUMS SOCIAL NETWORKS BLOGS/MICROBLOGS


Sentiment Analysis

69%

62%

41%

17%

25%

39%

14% 13%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BJP AAP CONGRESS

POSITIVE NEGATIVE NEUTRAL


Learning From Social Media Marketers

Innovate to Attract Social Media Influencers New ways of engagement can attract a lot more social media users and influencers. AAP’s replica of Obama’s campaign strategy in India exactly did this. The use of Google+ Hangouts gave them a huge opportunity to engage with voters and members on the booth. While BJP’s use of Android applications was very popular among users.

Use a Combination of Social Media Platforms Increase the overall impact of the campaign by combining it with multiple platforms and then linking each platform. BJP linked Narendra Modi’s Google+ Hangouts to Twitter hashtags and Facebook pages to create a buzz and gathered over 2,00,000+ views on the hangout promotional videos.

Timing Matters If your competitors are throwing in some interseting campaigns and content, get inspired. Observe their strategy to know what’s working for their community, what’s trending in their circles and how they are implementing it.


Learning From Mr. Modi

Desire + Stability = Resolution.

Resolution + Hardwork = Success.

Transforming obstacles into opportunity.

Sheer commitment in whatever he does.

“Never looking back “ attitude.

Master strategist.

Long term planning and clear focus.

Risk taker.

Thinker. CA. Deepak Mulchandani , NPa Indore

“The UPA Government is non-serious, it has taken the people for granted & it is not bothered about the youth. Their approach shows lack of faith in democracy.

Our goal is to win the trust of the people & give dignity to them.”

“Congress' dynastic politics has shattered the hopes & aspirations of people. Congress hides behind the veil of secularism whenever its governance falters and its

misconduct is exposed. This will no longer go unchallenged. The younger generation will not accept these actions of Congress!”

“Indian economy is suffering from policy paralysis and lack of optimism. I am confident that with right kind of decisions, we can once again generate hope and

confidence and turnaround our economy.”

“While Congress is immersed in Bhakti of one family after 1947, BJP is immersed in Bharat Bhakti, the Bhakti of 125 crore Indians! For BJP, India’s youth are not just

voters but they are the Nation’s power & strength. I appeal all youngsters to register to vote and understand their strength in the form of vote.”

Quotes by Mr. Modi

“Congress has invented a new way of reciting the English alphabets. Now a student will learn - A for Adarsh Scam, B for Bofors Scam, C for CWG Scam, D for Damaad

Ka Karobar.” CA. Deepak Mulchandani , NPa Indore

Let us work together to take India to new levels.

Thank you.


Documents

MISSION 272+ - deepakmulchandani.com learn - A for Adarsh Scam, B for Bofors Scam, C for CWG Scam, D for Damaad CA. Deepak Mulchandani , NPa Indore Ka Karobar