‘MODI’FIED NATION #NaMo4PM to #PMOIndia

ONE 360º IMC CAMPAIGN THAT

CHANGED

THE WAY ELECTIONS WERE FOUGHT IN INDIA

INTRODUCTION• WHO CARRIED OUT THE

CAMPAIGN?• WHEN THE CAMPAIGN WAS

STARTED?

• BHARTIYA JANATA PARTY(BJP)

• 13 SEPTEMBER, 2013

One of the major party in Indian political system Bharatiya Janata party was formed in 1951 Ideology of the BJP is “Integral Humanism"

SITUATIONAL ANALYSIS

IMPORTANT ISSUES• Inefficient government• Corruption• Inflation•Women Security• Infrastructure such as

roads, electricity and water.

BJP PROMISED• Good governance• Transparent operations• Sustainable Development• Security• Better infrastructure

facilities•More employment

opportunities

WHAT BJP WAS MARKETING ?

Objectives•Brand Loyality in terms of good governance •Clean up a Tainted past•Focused on growth Agenda•Concentrate on Youth •Vote for Change

STRATEGY AND EXECUTION

ONLINE

OFFLINE

INTERNET WAS EMERGING

YOUTH

POPULATI

ON WAS INCREASING

NaMo HAS

FORSEEN THE

IMPORTANCE OF DIGITAL

PRESENCE

C IMC FOCUS – DIGITAL MARKETING

Marketing Budget TV-1000Cr Ads- 3000Cr Online- 2000Cr

Total : 6000 Cr

NaMo’s Online Presence

Content Seeding

He left no place for any negative content and stuffed it with a lot of positive content: Content Seeding

Suppressed Content: Negative posts about the Godhra Riots and his Marriage.

Campaigning Tools

JANTA MAAF NAHI KAREGI

3D Hologram Rallies: First of

it’s kind

Catchy Slogans

Mass Outreach:

Rallies

3-D Spectre

Chai Pe Charcha with

NAMo

Brand TouchPoints

T-Shirts/Merchandise Station

ery

MasksMobile Billboards

Hoardings and Mupis

INTERVIEWS

AAP KI ADALAT SEEDHI BAAT

Mai Bhi Modi

Game Apps

Newspapers

Personal Interactions

Door Knocks Phone CallsMicro

Messaging

100 Million $That’s a lot of money

100%Total success!

23,40,00,000 peopleAnd a lot of people interacted

BJP; 0.519; 52%

INC; 0.081; 8%

AITC; 0.062; 6%SD; 0.009; 1%

AIADMK; 0.068; 7%

CPM; 0.017; 2%BJD; 0.036; 4%

SHIV SENA; 0.033; 3%TDP; 0.029; 3%

OTHER; 0.146; 15%

SEAT SHARE OF DIFFERENT PARTIES IN ELECTION

BJP INC BSP AITC SD AIADMK CPM BJD SHIV SENA TDP OTHER

BJP31%

INC19%

BSP4%

AITC4%

SP3%

AIADMK3%

CPM3%

BJD2%

SHIV SENA2%

TDP2%

OTHERS26%

VOTE SHARE OF DIFFERENT PARTIES IN THE ELECTION

BJP INC BSP AITC SP AIADMK CPM BJD SHIV SENA TDP OTHERS

76k

CONGRATULATORY TWEETS

“ CONGRATS Na Mo”

For 10 hours

320 ThousAnds TWEETS Just Talking about MODI’S WIN

7.19 LAKHS FOLLOWERS

210 LAKHS FOLLOWERS

64919 RETWEETS

CREATED HISTORY

BY

30,530,173 likes on Facebook

2 ND MOST POPULAR POLITICIAN IN THE WORLD.

1 IN 3

1 IN 55 WEEKS

550 MILLIONS

66% ELECTORATE

Hindu NationalistDESCRIBED MODI AS

AND IS 1 OF 12 NEWCOMERS IN THE LIST

BUT STILL RANKED 15

ORBES

India's newest rock star doesn't hail from Bollywood

Narendra Modi featuring in Aap Ki Aadalat

TAM data

For Week 15,

74 per cent viewers in India

were watching this show at one point of time.

Total TVT (000s)

3135

2,036 TVT

Almost 57 lakh viewers watching the original run

Topping the charts with 65 per cent relative share

– Special Episode broke all TV news viewership records.