The Bharatiya Janata Party (1) (1)
2
EVEN POLITICIANS NEED MARKETING The Bharatiya Janata Party’s landslide victory, which saw it corner 282 seats in the 16th Lok Sabha, was the result of the collective effort of individuals who powered the party’s juggernaut. If Narendra Modi connected with the voters like no one else, then there was also a team of extraordinary men behind his media campaign that struck a chord with millions who voted for the party. Such was the strength of the campaign that it cut across boundaries of caste, creed and even had kids humming, ‘Ab Ki Bar, Modi Sarkar’. But who are the men behind the campaign that acquired a cult status? It was Ogilvy-Mather’s agency Soho Square that created the BJP campaign as it is Ogilvy’s policy not to encourage political campaigns. Soho Square did 200 commercials, 1,000 print ads in all languages and 100 radio scripts. But Piyush Pandey, executive chairman and creative director at Ogilvy & Mather, credits BJP’s success to the ‘fantastic product’ that it had in Modi and his ability to communicate with the people. In an interview to The Economic Times, Piyush Pandey says he wrote ‘Ab ki baar Modi Sarkaar' and 'Janta Maaf Nahi Karegi’. He also accepted that he lead the campaign and told ET: 'Yes, I was leading and today I can admit it. It was important for me to not to come out in the open because this is a very confidential exercise. I would have wasted half my time talking to media.' No line can ever be read out of context. It is the context that you create that adds relevance. Earlier the line, “Abki Baari Atal Bihari” (this is the time for Atal Bihari) was used, but we had to add context to it. “Bahut hua brashtachar, ab ki baar, Modi sarkar.” (enough of corruption, this is the time for a Modi government) Or “Bahut hui mahengayi ki vaar, ab ki baar, Modi Sarkar.” (enough of inflation, this is the time for a Modi government). That gives it context. So you have to see what is the
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Transcript of The Bharatiya Janata Party (1) (1)
EVEN POLITICIANS NEED MARKETINGThe Bharatiya Janata Partys landslide victory, which saw it corner 282 seats in the 16th Lok Sabha, was the result of the collective effort of individuals who powered the partys juggernaut. If Narendra Modi connected with the voters like no one else, then there was also a team of extraordinary men behind his media campaign that struck a chord with millions who voted for the party. Such was the strength of the campaign that it cut across boundaries of caste, creed and even had kids humming, Ab Ki Bar, Modi Sarkar.But who are the men behind the campaign that acquired a cult status? It was Ogilvy-Mathers agency Soho Square that created the BJP campaign as it is Ogilvys policy not to encourage political campaigns. Soho Square did 200 commercials, 1,000 print ads in all languages and 100 radio scripts. But Piyush Pandey, executive chairman and creative director at Ogilvy & Mather, credits BJPs success to the fantastic product that it had in Modi and his ability to communicate with the people.In an interview to The Economic Times, Piyush Pandey says he wrote Ab ki baar Modi Sarkaar' and 'Janta Maaf Nahi Karegi. He also accepted that he lead the campaign and told ET:'Yes, I was leading and today I can admit it. It was important for me to not to come out in the open because this is a very confidential exercise. I would have wasted half my time talking to media.'No line can ever be read out of context. It is the context that you create that adds relevance. Earlier the line, Abki Baari Atal Bihari (this is the time for Atal Bihari) was used, but we had to add context to it. Bahut hua brashtachar, ab ki baar, Modi sarkar. (enough of corruption, this is the time for a Modi government) Or Bahut hui mahengayi ki vaar, ab ki baar, Modi Sarkar. (enough of inflation, this is the time for a Modi government). That gives it context. So you have to see what is the product, what is the audience, and where is the relevance of the product with the audience and lines emerge. There were thousands of people involved in this campaign, and we were happy to be one of those contributors in the mass media. Battles are won on the ground. No election can be won without the karyakartas (party workers) on the ground. Everything else, is at best air cover.
