– A Curtain Raiser before the Grand Finale
Authored by Mr . Shiva Prakash, Professor of Practice at ISBR Business School
As the days draw nearer for the pitched battle for the supremacy of the Brands – BJP and Congress let’s put forth the strategies adopted by both- a lesson for marketers no doubt. I get fascinated with Political Marketing and during every General election, I do an analysis of pre and post-on marketing arsensal used and the outcome. We seem to be having the best of brains as the Think Tank Group spearheading this warfare namely. McCann, DDB Mudra and the like.
This 2024 Election unlike the previous two Elections is witnessing the entry of Gen Z as the first-time voters in significant numbers. But the recent surveys of the impact of the Election Commission’s strategy to woo these first-time voters through a pledge – Mera Pehla Vote – Desh Ke Liye seems to have gone flat with just about 40% showing interest.
The previous slogans of BJP- India wants a Change, Modi is the change and then it was Har Baar Modi Sarkar, Is Baar be Modi Sarkar and now ‘Abki Baar 400 Paar, Phir Ek Baar Modi Sarkar. Congress seems to leave no stone unturned where we see a dig made with slogans like the Mangalasutra controversy, Modi’s elections or Dictator Aladeen’s Olympics. And last but not the least was the slang of Chumbu vs Akshayapatra. This was a regional flavour to the campaign, which I am sure is the case with other regions too.
In this war which is turning out to be a dirty street war has seen all the dirty linen being flung against each other. Last of all it is Sam Pitroda’s statement on inheritance tax being the topic for both to fret and fume.
When it comes to BJP we find everyone having a piggyback ride with Modi in the front unlike with the Congress where we have dime a dozen- right from Mallikarjun Kharge, Rahul and Priyanka.
Publicity and propaganda have been widely used by both parties where speeches and programs on TV and Social Media are structured accordingly to woo both the intellectuals and the Gen Z. Moreover with the lingo of the youth-#GOAT, #OG, #YOLO,#GREEN. And also personalised emails especially when we have a youth as the candidate- like here in South Bangalore by Tejasvi.
Added to this was the release of the movies like Swatantra Veer Savarkar, Kerala Story, Kashmir Files, and the like timed to one’s favor where an attempt was made as a precursor for the main battle to follow. We also find many a Corporate right from Dabur to Tinder and Rapido tagging on to the melee with a Social Objective to drive people Out to Vote. And also makes the best use of the hybrid mode of work – Flexi Hrs on Voting Day by many including Flipkart and Inmobi.
Finally, we see Brands especially Eateries trying to make a quick buck with a double-edged sword- Discounts and Freebies to voters. Patriotic gestures no doubt but definitely a smart way to woo the citizens to fill in their coffers. And the Public, Private transports, and Samaritans adding their bit by offering free rides.
In all I find this 2024 General Elections is a Circus of Entertainment, having lost all morality. Wonder what the Millennials and Gen Z will take home from our Generation of Seniors here. We do have high hopes of a Demographic Dividend an opportunity that’s come to us on a silver platter for another 2 decades max. Many educationists, Sociologists, and Consumer Psychologists have come up with their depth analysis with a Question Mark as a way forward. Even I have been motivating the youth at many a B-school here at Bangalore to take an interest and play an active part in Politics. But if this mud-slinging strategy is the Street War Politics today, time for the Election Commission to give a serious thought just like the 2009 campaign of Jaagore. The final results of this street war will be what the “Drivers of Destiny” as #Rama Bijapurkar sums up in her findings on How Young India Views the World and Polls, voicing their thoughts-“I want to Change the World/ I want the World to Change to be a better place for me. Hence summing up from a Marketing point of view this is a Dirty Competitive Advertising strategy with none of the parties daring to stand tall on their laurels.
