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”Chai Pe Charcha with NaMoSocial Media Campaign Review By – Hitesh Rajwani’s Marketing Bytes

INTRODUCTION

• On February 12th 2014 , Narendra Modi launched one of the biggest digital on ground activation in the history of Indian Digital Ecosystem with a tweet.

• Chai Pe Charcha is a mega outreach programme for BJP’s Prime Ministerial Candidate Shri Narendra Modi conceptualized and executed by Indian Citizens for Accountable Governance (CAG) Hitesh Rajwani’s Marketing Bytes

INTRODUCTION

• A unique platform devised to discuss and highlight local issues with senior leaders from BJP and Narendra Modi over a cup of tea this indeed is a revolutionary step towards direct and participative democracy. The theme for the first edition of Chai Pe Charcha was Good Governance.

• The Big idea for this innovative and resilient campaign stems from the controversial remark by Congress Leader Mr. Mani Shankar Aiyar "I promise you in 21st Century Narendra Modi will never become the Prime Minister of the country. But if he wants to distribute tea here, we will find a place for him" As a part of the campaign, Modi will interact with people at tea stalls through video conferencing covering 300 Cities and 1000 different locations across the country.

Hitesh Rajwani’s Marketing Bytes

OBJECTIVES• The Objectives of Chai Pe Charcha campaign by Citizens for

Accountable Governance are strategically planned, the whole idea revolves around leveraging the humble origins of Narendra Modi as a tea seller in the early stages of his career in the light of the recent controversial remark by the Congress Leader Mani Shankar Aiyar. With this innovative and resilient approach CAG intends to :-

• Reach out to the masses offline as well as online, engage in a personal real time conversation over issues which are relevant to them.

• Crowd source views , suggestions and content on issues from netizens, which can be used in devising personalized election manifestos.

• Convert the online buzz and engagement into a tangible community of brand advocates who propel a positive word of mouth for Narendra Modi and BJP prior to the General ElectionsHitesh Rajwani’s Marketing Bytes

EXECUTION

Hitesh Rajwani’s Marketing Bytes

The Twitter handle for the campaign was launched on 30th January subsequently.

Citizens for Accountable Governance started Facebook Page for ‘Chai Pe Charcha’ on Jan 21st i.e 3 Days later to Mani Shankar Aiyar’s remark.

EXECUTION• As a prequel to the campaign and to create the initial buzz video bytes

from various tea vendors were posted on Youtube channel for CAG and shared https://www.youtube.com/user/IndianCAG?feature=watch

• The spiel for all the videos was more or less the same it stated “Main Suresh Kumar Yadav Mungelli, Chattisgarh se Modi ji ke Rashtravyapi Chai Pe Charcha abhiyaan se jud raha hu”Hitesh Rajwani’s Marketing Bytes

EXECUTION• On February 4th , 2014 Chai pe Charcha was officially launched by Smt. Sushma

Swaraj in Delhi with an official Video in a press conference.Embedding for the video is disabled you can view the video on link below http://youtu.be/Ev2-N3tuJzU

‘Addressing a press conference Sushma Swaraj said party's PM candidate Narendra Modi would launch the campaign nationwide on February 12.The party expects to dialogue with at least two crore people through interactive sessions at tea stalls. Hitesh Rajwani’s Marketing Bytes

EXECUTION

• The video went viral in a short span of time with over 20,000 views in one day , people really liked the music and lyrics for the Chai pe Charcha song. Cashing on the popularity the song was available for download as a ringtone the next day itself.

Hitesh Rajwani’s Marketing Bytes

EXECUTION• On 6th of Feb 2014 , the microsite for Chai Pe Charcha was hosted on the sub

domain of Indian CAG’s website with web based apps on the website as well as the facebook page. The web based apps which were also hosted on the facebook page offered three features i.e Share, Ask and Suggest. Share the content of Good Governance in your online and offline networks , ask your questions regarding Good Governance to Narendra Modi and Suggest solutions for Good Governance , stand a chance to win an opportunity for interacting with Narendra Modi via video conferencing.

Hitesh Rajwani’s Marketing Bytes

EXECUTION• The Campaign integrated a mix of digital technologies (DTH , Satellite,

Campaign Microsite, Mobile, Whatsapp, Youtube, Twitter and Facebook to ensure maximum reach and participation.

• On the website visitors could LOCATE the nearest tea stall where chai pe charcha is being broadcasted, ATTEND the chai pe charcha discussion live at a tea stall , online/DTH and CONNECT with chai pe charcha updates on city based with NaMo Pages on the click of a button.

Hitesh Rajwani’s Marketing Bytes

EXECUTIONIndividuals could also share, ask , content by sending SMS or Whatsapp to a designated number 0 78 78 78 2014 for the campaign. Alternatively #ChaiPeCharcha could be used to interact with Narendra Modi via Facebook and Twitter. The Event was streamed live on the youtube channel for about three hours and the same was telecasted on Videcon D2H Channel for television viewers.

Hitesh Rajwani’s Marketing Bytes

OUTCOME

Hitesh Rajwani’s Marketing Bytes

Trending Topic on Facebook

80,000 Fans on Facebook

34070 Talking about this

Data Source – Hashtracking, Topsy, Keyhole

5000+ Viewers watching live

OUTCOME

Hitesh Rajwani’s Marketing Bytes

38447 Tweets

2000+ Contributors 1,306,492 Reach

2.49 million Timeline deliveries1,849,319 Impressions

12 Tweets per Contributor Sentiment Score - 81

Data Source – Hashtracking, Topsy, Keyhole

POSITIVES• The seamless integration of digital technologies with a strong offline connect live

discussions on issues relevant to the target audiences over a cup of tea was absolutely flawless in terms of reach and participation. The perfect blend of tea and technology made it India’s one of the biggest Digital On ground activation in the recent times.

• The concept for Chai Pe Charcha was phenomenal and path breaking as it served as a catalyst to expand his reach to the masses both online as well as offline. The stage was set for him to express his views and opinions over issues raised by the general public thus strengthening his connect with the masses which might help him score BIG in the coming General Assembly elections.

• In terms of digital strategy the timing for the campaign was spot on Brand Modi has reached a stage where in he has over 1 Crore followers on Facebook, 33 Lakhs on Twitter, he is the most mentioned politician on social media in India today and this is the ideal time for him to engage with the masses and convert them into brand advocates and loyalists. The Campaign in itself was impeccable and very much successful in leveraging on humble origins of Narendra Modi , the controversial remark and his huge fan following across various online mediumsHitesh Rajwani’s Marketing Bytes

SCOPE FOR IMPROVEMENT• The conceptualization and execution for the campaign was brilliant, but the

#ChaiPeCharcha failed to trend on twitter despite of 35 thousand tweets in a span of 24 hours which is surprisingly strange and shocking. Although it was a trending topic on Facebook but the campaign could have had a larger impact if it would have trended on twitter in India.

• While the campaign tried to converge an array of digital technologies some social media channels like Google+ , Instagram , Pinterest were ignored despite of their user bases being 14 million , 4 million and 5.5 million respectively. An integration of the campaign with these social media networks could have added huge numbers to reach and participation.

• Moreover, the campaign could have traversed from tier 2, tier 3 cities to rural India since the idea was to reach out to maximum number of people and as they say fortune lies in bottom of the pyramid , touching upon the lives of rural folks would have been the icing on the cake so well baked.Hitesh Rajwani’s Marketing Bytes

CONCLUSION

• Chai Pe Charcha is by far one of the largest digital on ground activation India has seen. In the past we have seen brands utilizing a mix of social networks and offline events to fulfil their marketing objectives but the scale of this campaign was unprecedented and exceptional.

• Citizens for Accountable Governance have done a fantabulous job in conceptualizing and executing a simple idea with a creative and innovative approach resulting in profound reach and participation.

• Overall , Chai Pe Charcha has managed to meet the objectives of engaging with the masses , crowdsourcing views and suggestions and most importantly it has added a considerable number of people to pool of brand advocates and brand loyalists for Shri Narendra Modi.

Hitesh Rajwani’s Marketing Bytes

Hitesh Rajwani’s Marketing Bytes

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Disclaimer :- All the logos , pictures in this review belong to IndianCAG sourced from facebook page , twitter handle and website