Marketing Management

1. Disclaimer
No animals were harmed during the research and making of this presentation. We do
not wish to hurt anyone’s sentiments. The presentation is only for marketing purposes
and non intended in favour or against any political party in general. The elements and
people in presentation are living and non-fictional. All the facts and figures presented
are true and have been collected from verified sources. No facts have been altered or
hidden under any circumstances.

2. BJP’s 2019 Integrated
Marketing Campaign
How the tables turned in favor of BJP in 4 months

3. Introduction
Years BJP in 2009 BJP in 2014 BJP in 2019
Legislature 15th Lok Sabha 16th Lok Sabha 17th Lok Sabha
Number of Seats Won 116 / 543 282 / 543 303 / 543
Number of Votes 7,84,35,538 17,16,60,230 22,90,75,170
Percentage of Votes 18.80% 31.34% 37.46%
Party Leader Lal Krishna Advani Narendra Modi Narendra Modi
Winning Party Indian National
Congress
Bharatiya Janata
Party
Bharatiya Janata
Party
• The Bharatiya Janata Party (BJP) was founded in 1980
• BJP is one of the two major political parties in India, along with the
Indian National Congress
• As of 2019, it is the country's largest political party in terms of
representation in the national parliament and state assemblies and is
the world's largest party in terms of primary membership

4.  Convince Audience on Product Quality
 Make Audience Believe it’s the Best
Option
 Address Needs of the Audience

5. Campaign Objectives
1. Build a solid brand
2. Generate enough excitement before
actual voting
3. Convincing Audiences that BJP is the
Best and Only Option

6. Millennials
49.83
47.35
51.07
52.32
14.9
14.71
15.9
19.02
35.27
37.94
33.03
28.66
GENS ZERS
YOUNG MILLENNIALS
OLD MILLENNIALS
GENS XERS AND OLDERS
% OF RESPONDENTS BY AGE GROUP
BJP Congress Others (Including those who do not support any National Party)
Younger millennials refer to those born between 1990 & 1996. Older millennials are those born between 1981 & 1989. The younger generation , born after 1996 ,
is referred to as ‘Generation Z’ or Gen Zers. The older generation born between 1965 & 1980 is referred to as ‘Generation X’ or Gen Xers.
SOURCE: YouGov-Mint Millennial Survey (Jan – Feb 2019)

7. Affluent Youth
46.07
50.7
54.953.3
49.4
45.1
Below Rs 20,000 Between Rs 20,000 -
70,000
Above Rs 70,000
% OF URBAN YOUTH , BY HOUSEHOLD INCOME
BJP Non BJP Parties

8. Politically Active Voters
53.1
44.946.9
55.1
Active Non Active
% OF URBAN YOUTH , BY POLITICAL ACTIVISM*
BJP Other Parties

9. Constituencies – By Population

10. Social Groups
52
32 29
40
22
38
8
60
38 40
46
30
42
7.4
Upper
Caste
Peasant
Caste
Upper
OBC
Lower
OBC
Scheduled
Castes
Scheduled
Tribes
Muslims
% OF VOTE SHARE FOR BJP AMONG DIFFERENT GROUPS
2014 2019

11. Classes
24
31 32
37
34 36 37
44
Poor Lower Middle Upper Middle
% OF VOTE SHARE FOR BJP
2014 2019

12. India Decides Late

13. Prime Ministerial Candidate

14. Emotional vs. Rational Appeal
Predominantly emotional
Significant highlighting of past performance
Promise of a decisive government

15. Countering the Opposition
Extensive social media
usage
Maximum regional reach
out
Opposition’s jibes taken
head-on
Boasting of a clean
government

16. Campaign Theme
Phir Ek Baar Modi Sarkaar
Imaandar Sarkaar
Bade Faisle Lene Waali
Sarkaar
Kaam Karne Waali
Sarkaar

17. Revised Theme
Phir Ek Baar Modi Sarkaar
Mai Bhi Chowkidar Saaf Niyat, Sahi Vikas
Modi Hai Toh Mumkin
Hai
Aayega Toh Modi Hi

18. Campaign Strategies
1
Start Early, Build
Momentum & Expedite
2
Target Everyone, But In A
Segmented Manner
3
Nurture Attachment &
Loyalty
5
Be Present Everywhere
To Be Visible &
Remembered
6
Ensure Maximum Reach
& Engagement
7
Integrate Online
Marketing With
Offline Efforts
4
Bring Attention To The
Party’s Achievements

19. Campaign Expenditure
INR 27,000 cr

20. BJP Rules the Digital World
Channel Google Ads
Budget ₹13,86,11,750
No. of Ads 9,998
Channel Facebook Ads
Budget ₹4,30,00,000
No. of Ads 2,649

21. Most Viewed Google Image Ads
>10 Million Impressions for each

22. Multi-Lingual Content

23. Online Merchandise

24. AIDA Model of BJP
Attention
Attention towards the party’s
actions, Awareness about its
political agenda, Guiding
ideologies and key leaders
Desire
Desire for making the
right decision
Interest
Interest in their
activities
Action
Action in terms of
voting for their
candidates.

25. Active Social Media Users in India
YouTube
265 Million
WhatsApp
200 Million
Twitter
34 Million
Instagram
70 Million
Facebook
300 Million

26. Social Media Followers: Congress vs BJP
5.5
6.2
0.65 0.92
15
12.7 12.9
2.56
0
2
4
6
8
10
12
14
16
Facebook Twitter Instagram YouTube
Congress BJP

27. Social Media Followers: Narendra Modi vs BJP
44
53
35.5
4.54
15
12.7 12.9
2.8
0
10
20
30
40
50
60
Facebook Twitter Instagram YouTube
Narendra Modi BJP

28. ● Maximum use of Twitter to engage and attract voters.
● Ensured that at least one hashtag such as
#ModiHiAyega was trending every day.
● Online campaigns such as the #MaiBhiChowkidar was
launched.
Twitter Campaign

29. The Chowkidar Movement

30. Facebook Campaign
● BJP created a number of pages on Facebook to appeal to
various segments of voters.
● These pages shared content that attracted voters to
engage with them.
● The various topics that were discussed on these pages
were the BJP party’s accomplishments with respect to
women empowerment, career opportunities, etc.
● The party also used the pages to deploy strategic online
campaigns which included quizzes and contests with
attractive prize
● Created in the local languages of all 29 states of the
country. Along with the primary languages, English and
Hindi, each post on social media platforms was made in
local languages for all regional pages.

31. Facebook Search Comparison

32. Instagram Campaign
● Leveraging the popularity and reach of
Insta stories to its core by updating 35.5
million Instagram followers about each and
every activity.
● From his ride in the Delhi Metro and chit-
chat with the ‘aam aadmi’ to his visits to
various regions of India to urging people to
vote for a New India, PM Modi’s ‘Insta
election rally’ of sorts has been quite
informative for his followers.

33. Content Marketing Strategies
3
WhatsApp
YouTube
NaMo TV
NaMo
Mobile App
Sponsored Ads
Entertainment
Industry
Social Media
Pages

34. Films

35. Television Media

36. BJP Introduced three important programmes for Expansion, Consolidation
and Training in the party.
● Maha Sadasyata Abhiyan – Enrolled 11 crore party members – Largest
political party in the world
● MahaSampark Abhiyan – Each new members were contacted by
party cadres
● Pt. Deendayal Upadhyaya Prashikshan Mahabhiyan - Trained over 10
lakh workers. An unique world record. National level training - 3 days,
State, District and Mandal level training - 2 days.
Direct Marketing: Party Workers and RSS

37. Rally, Road-Shows and PR
● 51 days, 1.3 Lakh Km, 142 rallies plus four road shows reaching 1.5 crore people
○ 29 rallies in U.P., 17 in West Bengal, 17 in M.P. and Rajasthan
○ ‘Spiritual break' on May 18 ,19 in the shrines of Kedarnath and Badrinath.
● The Bharatiya Janata Party became the number one advertiser on television in
the run-up to assembly elections according to BARC data
● ‘Mann ki Baat’ programme which, although mocked by some as a monologue,
reached even the remotest villages and millions of people every month

38. Innovative Campaigns

39. Campaign Highlights

40. Getting the Communication Correct
● The BJP’s ground-breaking victory is the result of political communication done right. It’s time we
understood how politics is all about storytelling.
○ Focussed on national security and clean government
● The idea of every vote going straight to make Mr. Modi PM rather than to an individual candidate was
pushed at every meeting by BJP leaders
○ “Aap button dabayiye aur seedha vote Modi ko Pradhan Mantri banayega“
● 2019 Elections: BJP Launches Crowdsourcing Initiative for Manifesto - The party said to 'democratise' the
process, suggestions from over 10 crore people in 4,000 constituencies would be sought.
● Congress leaders, instead, asked for proof of the air strikes. This type of communication is not just negative,
it's fatal for a party which is already trying hard to escape the 'anti-national' pigeonhole.
○ “Chowkidaar Chor hai” “Neech Aadmi”

41. Dhanyawad
Mitron