The marketing of Narendra Modi: 7 points

May 01 2014, 13:37 IST
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Narendra Modi takes a 'selfie' with a mobile phone after casting his vote. (Reuters) Narendra Modi takes a 'selfie' with a mobile phone after casting his vote. (Reuters)
SummaryExplained: The juggernaut that has powered Narendra Modi to the forefront of Lok Sabha polls.

The Lok Sabha elections are well on their way and BJP PM candidate looks well ensconced in the drivers seat. Here's what put him there:

1. Analytics as a tool: A bunch of engineers and statisticians analyses data of the past six elections, fuses it with demographic, socio-economic and their own opinion poll data, and slices it to the level of polling booths across 400 constituencies. This is analytics, a tool employed by hardcore market research and digital companies, and the Modi team says it helped them get a nuanced picture of patterns, issues and votersí inclinations. The analytics team is in constant touch with other teams, using their real-time inputs, blending them with its own data and updating all teams on any changes in public mood, trends and issues. The analytics team even decides the routes to be taken by the Modi cavalcade, besides keeping an account of vehicles and drivers. ďAt any point in time, we have exact information on which vehicle is placed where and who is driving,Ē says a member of the team.

Narendra Modi marketing machine keeps ticking. Here's how

2. The big brains

The Citizens for Accountable Governance is a think-tank spearheading Modiís marketing and communication push. Itís a central research team of policy analysts, economists, foreign policy experts and graduates from leading institutions across the world. The team has prepared reports on national policies and social and economic issues that have been discussed this election. It provides constant inputs for Modiís speeches, social media conversations and chai pe charcha.

3. Mind reading

On-ground surveys and interviews spot electoral patterns and preferences ó in short, internal opinion and exit polls. The information gathered is passed on to the analytics team that fuses it with its own data and other inputs from the research team. The team then analyses the data for trends and aberrations. This effort results in a Rapid Action Report, which presents a constantly evolving picture of a constituency. These inputs are passed on to Modiís team and they use it to fine-tune his campaign.

4. Fanning out: Beyond TV commercials, print ads and radio jingles, the strategists conduct several events and programmes across the country, especially in rural areas, to build a direct connect with people.

5. The mainstream: A team of professionals operating out of New Delhi supervises commercial messages released to the mainstream media, besides buying space and time on various media platforms.

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