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Kingpin Narendra Modi
One Nation, 29 States, nearly 900 million voters, a total of 543 seats, seven National Parties, 38.5% of the votes in favor of them, 303 winning seats, and one brand: Bharatiya Janata Party... It's a lark!
The election results of the world's largest democracy came out, and the BJP emerged as the winning party by breaking many records. What factors were really responsible for these results? Let us try to see BJP as a brand from a unique point of view.
How can powerful content attract the mandate of the entire country? The best example is BJP.
Wide selling of smartphones, cheap internet, and 30% of the people with internet connectivity - all of these have resulted in a great number of online presences of people. Most Internet users spend most of their time on various social media. In today's tech-savvy era, political campaigns have become digital, not traditional. Today almost every political party exists online. They are constantly appealing to their voters. The Bharatiya Janata Party has emerged as the leading figure in this regard since the 2014 Lok Sabha elections.
Barack Obama launched his first online campaign in 2008 before the election in the US. He had mainly used Facebook and Twitter to share his thoughts. Many pundits consider this powerful social media campaign as the main reason for Barack Obama's victory.
The Bharatiya Janata Party also used similar tactics to achieve success in the Lok Sabha elections. The party executed the entire campaign, keeping in mind the specific goals and objectives of the party.
The BJP focused on four things: first, to attract the attention of the voter, then to cultivate interest in them about their activities, to create a sense of decision making, and finally, to vote. The schedule has benefitted the party. The varied items posted on Facebook and Twitter, are originally posted targeting specific people. The BJP has been doing this for some time now. While campaigning in the general elections, their target audience is everyone above the age of 18, specifically both men and women if classified, who hold an election card. If they are further classified, they can be allotted in the categories of first-time voters, intellectuals, observers, minority communities. Sending messages in different and local languages to take special care of all these groups has been the strategy of BJP.
To connect people with the party emotionally by maintaining constant communication and preserving their loyalty to the party had been an important point of the BJP campaign. The Bharatiya Janata Party made sure that their progressive ideology and the list of work done by them in the last five years reached the people very carefully and properly. It is possible to be present everywhere in digital media at a very low cost. The BJP took full advantage of this. They focused on Facebook, WhatsApp, and Instagram as the Omider Network report said that about 95% of the use of social media is done on these three apps. They also created a strong identity on Twitter.
The BJP adopted some special online technologies, for example, creating multiple social media pages (My Go India, My First Vote for Modi, Bharat Ke Mann Ki Baat, Modi Eleven, Nation with NaMo, etc.). English and Hindi are mainly used languages in India, but the BJP also launched targeted campaigns in almost every local language. They created different pages of each state and focused on them. They tried to reach out to people in all formats, including audio-video and succeeded too. Besides, one of the most important aspects of their campaign was the effective use of WhatsApp. WhatsApp is almost the most popular communication app and is used by every Indian Internet user. This time, the BJP targeted about 15,000 WhatsApp groups per state.
The BJP posted effective and interactive content for the youth (My First Vote for Modi Facebook page) through various contests and quizzes. Besides, they also focused on user-generated content. The party focused on the general psychology that people listen to their circle before listening to political leaders. They also joined the people in the 'Bharat Ke Mann Ki Baat' campaign. The most interesting one in the entire campaign was the 'Main Bhi Chowkidar' campaign. The campaign proved popular, and following Prime Minister Modi, many people, wrote âChowkidarâ next to their names.
The BJP launched digital chariots in Delhi, which played videos of the party's five years of success and the failures of the previous government. Such chariots also had built-in Wi-Fi, and what was the password? âKejriwal failed to give free WiFi.â The BJP created a network of its fans. If we talk about the actual membership, National Information and Technology In-charge of the party, Amit Malaviya, said that the party currently has a team of about 12 lakh digital volunteers.
Thus, the BJP was ahead of other parties, and the âbrand BJPâ was created by the digital media. The remarkable thing about the entire campaign was that they also paid attention to the smallest things. The digital team worked hard to ensure that their messaging was constant, bold, clear, and convincing and would touch the voters emotionally.
This is the brand strategy of âbrand BJP.â BJP is a good example of how a political party can be consistently engaged with the audience professionally.
Kudos to team BJP & Brand value Hon. Prime Minister Narendra Modi!
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