Lok Sabha Elections happen to occur every five years. Change is a constant and the way elections are being fought is constantly evolving. 2014, so far has been a tale with a twist. This year can be earmarked as a nationalistic revolution and change in course. The youth dominated country has compelled Political genius's to redraft their conventional strategies, of appeasing the cognizant voters. 125 crore eyes are glued on what these strenuous elections will bring along. Whatever be the result, the journey is all set to formulate a historic chapter.
These elections so far, look like a 'Right' angled triangular series, mentioning the three is palpable. While AAP garnering a strong base, BJP's perpendicular resurging and veteran Congress's hypotenuse seems to be on a decline. Almost fifty decades old, BJP is emerging as a 'Party with a Difference' and a back-seat driver. The steering wheel has clearly been shifted in the hands of 'Modi', who is the sole front runner for BJP's campaigning strategy. Modi, Modi, Har Ghar Modi is their marketing mantra under the umbrella tagline of 'Ab ki baar Modi Sarkaar'. Congress's 'Aam Admi' have been adroitly cannibalized by the new kid in the town. Hence, leaving Congress with no choice but to count voting hands by empowering the potentials alongside promising development. Team work is a back-stage story which is not appealing the voters, who are looking forward for Congress's protagonist. Novice 'AAP' still seems to be cascading along with the corruption wave flowing all over the country. Change being the main agenda, AAP too needs to change before the wave sets off to the sea.
'Hashtag' 'ModiMantra' i.e. the 5 T's of Narendra Modi talent, tradition, tourism, trade and technology could soon find a place in Marketing lessons. Brevity is the soul of all communication. Therefore, succinctly mentioning what he stands for. Development and good governance are the new rants of the transformed BJP, successfully repositioning itself. The anti-incumbency against Congress seems to be diluting what it stands for, due to its lost credibility. Youth and the traditional Congress vote bank forming its key focus areas. It is busy countering the Modi wave against one man-ship rather than substantiating what it stands for. Empowering the youth, women and all that fluff coming across as ambiguous. Public's fail to articulate its message. AAP keeping its strategy singular since day one as it seems to be working well for them so far. Theirs is a movement circumscribed to the aam admi, for the aam admi and by the aam admi. However, it'll be interesting to watch how well the national audiences embrace what they stand for.
BJP (from hereon referred to as Modi), has managed to instigate a curiosity among spectators to see the virtual Modi wave in real action. Die-hard cult, nevertheless looking as a powerful number as per media suggestions. Congress's value proposition to voters nullifies its stance under the black shadow of scams and enumerate controversies. Gandhi scion, although a youth icon already but not yet a national representative. AAP's 'lal-batti' claims set it apart in the crowd.
AAP's on-ground activation model, door to door campaigning and volunteer engagement model sets a benchmark for what an ideal campaigning should look like. Money or no money, Kejriwal's wittiness never fails to keep AAP in public domain making front-page burning. 3 dimensional Modi, has learnt and quickly adapted. His ubiquity has left an indelible imprint of what he advocates. Leaving no stone unturned, his confident persona and oratory skills is successfully influencing. While Rahul, having mastered the art of one to one campaigning is also leveraging on constant anti-Modi remarks. His face too has been conspicuous, although the background surrounding people of every community is not working too well.
Experts predicting the role of social media on around 160 constituencies. Facebook, Twitter and YouTube being the top key players. The stats are doing the talking, while complete astonishment of the youth icons non-presence, where his target group lies.
Facebook likes:-
BJP- 4.1m +
AAP -2m +
INC - 3.1m +
Narendra Modi - 13m +
Arvind Kejriwal- 5.2m +
Twitter followers:-
BJP- 460 K +
AAP - 648 K +
INC - 172 K +
Narendra Modi - 3.82m +
Arvind Kejriwal - 1.69m +
Holistically Modi leading the social media chart with engaging and frequent content. BJP on all social forums is promoting its Prime Ministerial candidate. Their constant attacks on opposition alongside promoting its work and rallies pictorially and using videos is appealing the users. Modi too is capitalizing on 'Modi for PM Fund' emulating AAP. AAP too is not far behind, its USP being user friendly pages, complete information about candidates, inviting nominations online, blogs and so on. The only party having the most convenient donation portal and transparency about funds. Congress is focusing on constantly updating their achievements and informing about rallies, Rahul Gandhi being the limelight. The parties are also efficiently using YouTube while its tremendous potential and agility still being effectively unexplored.
Animadvert AAP, Belligerent BJP, Coy Congress is the new 'ABC'of current politics. Modi aspiring for a 272+ while being surreptitious about his alliance disclosures, has exemplified extraordinary marketing techniques. If Modi losses, it'll be something else and not his marketing for sure. Arvind led AAP appears to be the future of the nation as of now. Completely banking on its efforts to translate into quantity. Congress is all set to sit in the opposition, with a huge task to reorganize its abstract pieces. But the entire gimmick can turn upside down, when the results unfold. The equations may change and new formulas might need to be applied.
Whatever the result may be, these elections have been fought both offline and online for 16 crore(approximately) internet users and almost ten percent first time voters. Innovation and Dynamism being the latest approaches, it is all about personalities and issues. The stage is set for the PM in waiting to prove what has been propagandized aggressively. Nevertheless, some great marketing lessons to be learnt from.
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