One Nation, 29 States, nearly 90 Cr voters, a total of 543 seats, seven national parties, 38.5%
voting in their favour, win on 303 seats, and one brand, name: Bharatiya Janata Party(BJP) …
It’s a Lark!
The result of general elections of the largest democracy in the world and the BJP emerged
as the victorious party with record breaking number of seats. Which factors were really
responsible for these results? Let’s try to see BJP as a brand from a unique perspective.
How can powerful content attract the nation’s mandate? The best example of this is the BJP.
Wide-selling smart-phones, affordable Internet, and up to 30% of Internet access. As a result
of this, the online presentation of people has been increasing greatly. Most Internet users
spend most of their time on various social media platforms. In today’s tech-savvy era,
political campaigns have become digital from traditional. Today, almost every political party
has its own online presence. They are constantly appealing to their voters. The Bharatiya
Janata Party has emerged ahead of the Lok Sabha elections in the year 2014.
Barack Obama launched an online campaign for the first time in the US election in Year of
2008. He mainly used Facebook and Twitter to share his thoughts. Many scholars point out
this powerful social media campaign as the main reason behind Barack Obama’s victory.
The Bharatiya Janata Party used the same tactics to win the Lok Sabha elections. In view of
the specific goals the party had adopted and executed the entire campaign. Likely,
(1) Creating a strong brand of the Party – Creating a strong brand means establishing an
emotional and long-lasting connection with the people.
2) To spark enough enthusiasm among people before voting – Emotional connection is not
enough. It is equally important to maintain it consistently and maintain the momentum till
the last moment.
(3) Motivating people to react/feedback – An important step is to stimulate people’s interest
in the party as well as to make them give some kind of reaction.
(4) Digital content according to local region – Communication with locals in their own
language is a very important aspect.
The Bharatiya Janata Party’s campaign was mainly based on these four principles. Its team
also got success by focusing on some important things.
They started their campaign very sooner and then, gradually made the momentum. In digital media, maintaining consistency
is very important for anyone.
The BJP looked at four things: first to draw the attention of the voters, then to generate
interest in their activities, to generate a sense of right decision making and finally to vote. Its
timeliness has benefited the party. Items that are posted on Facebook and Twitter are
originally posted of different types and targeting specific people. The BJP has been doing the
same thing for a long time. Their target audience is everyone over the age of 18 who holds
the election card and participating in the general elections. They differentiated like men and
women voters, Even if you still make a divide in it, the first time voters, the Intellectual
People, the Observer, the minority community, etc. Etc.
The BJP’s strategy has to take special care for all these groups by delivering messages in
different and vernacular languages.
Maintaining constant communication with people and connecting them with the party
emotionally and maintaining their loyalty to the party was also an important issue in the
BJP’s campaign. The Bharatiya Janata Party kept in mind that its progressive ideology and
the list of works done in the last five years reach the people very carefully and
appropriately. In digital media, it is possible to be present everywhere actually at very low
cost. BJP took full advantage of this. They mainly focussed on Facebook, WhatsApp and
Instagram, as according to the Omidar Network report, about 95% of social media is used on
these three applications only. Apart from this, they also made a strong identity on Twitter.
BJP also adopted some special online techniques. For example, to create more than one
social media pages (My Go India, My First Vote for Modi, Bharat ke Mann Ki Baat, Modi XI,
Nation with NaMo, etc.). English and Hindi are the main languages used in India but the BJP
has also targeted campaigns in almost every vernacular language. They created separate
pages of each state and looked at them constantly. They tried to spread the word among
people in almost all formats, including audio-video, and were successful. Apart from this,
one important aspect of its campaign was the effective use of WhatsApp. WhatsApp is the
most popular communication application and is used by every Indian Internet user. This
time, the BJP kept the target of about 15000 WhatsApp groups per the statistics.
BJP IT cell posted effective and interactive content for youth through different contests and
quizzes (My First Vote for Modi’s Facebook page). Apart from this, they also focused on user
generated content. The party focused on common human psychology that people listen to
their own circles before hearing any political leader. They joined people in campaigns like
‘Bharat ke Mann Ki Baat’ ;. ‘The Main Bhi Chowkidar’ ; campaign which was one of the most
interesting among all the campaigns was part of this strategy only. The campaign proved
popular among the mass and many people put a prefix “Chowkidar” before their first name
copying Mr. Narendra Modi.
BJP made run ‘digital ratha’ in Delhi, in which videos of the party’s five-year successes and
failures of the next government were continuously being played. Such ‘rathas’ also had
built-in WiFi and guess what was his password? – ; ‘Kejriwal Fail To Give Free Wifi’ . The BJP
has built a network of its own fans. When it comes to the number of actual membership,
Amit Malviya, the party’s national information and technology in-charge, says the party
currently has a team of about 1.2 million digital volunteers.
Thus, the BJP was far ahead of the other parties and the ‘brand BJP’ was formed under the
umbrella of digital media. What is remarkable throughout his campaign is that they focused
on even the smallest matters. Their digital team worked hard and ensured that their
messaging was consistent, bold, clear, and convincing, and that it would touch the voters
All in all, this is the brand strategy of the brand BJP. The BJP is a good example of how a
political party can engage audience professionally.
Kudos to team BJP & Brand value Hon. Prime Minister Narendra Modi!