Choice. That?s what the free economy and competition gives the masses. What she/he likes today could be totally divergent tomorrow. Consumers declare in jest that they cannot change husbands, so they compensate that urge by changing brands. Nobody disturbs such decisions, there?s no social discrimination here. Perhaps people choose political parties the way they do brands. What?s next for rulers and opposition political parties just elected in five states? Let?s look at politics through the branding perspective as that?s intertwined with mass preferences. To achieve brand loyalty, they engage with people?s psychological aspect. Do political parties understand that?

Connect to BPLs and billionaires: A consumer product brand cannot enjoy market monopoly when choice is aplenty. Sony was top-of-mind for electronic products for 25 years. Almost overnight Apple ate up its market share. Even LG and Samsung are more talked about than Sony and Philips. Should Indian political parties take a lesson from how brands conquer the masses? It?s easy to connect to the small number of millionaires who have mutual political interest.

But politicians need to pull in mass support. Brands have no caste consideration, but category differentiation can be created. Everyone consumes Britannia?s Tiger biscuits, but Mercedes is not for everybody. The masses are no longer passive spectators awaiting the five year voting festival, they?re participating activists. Political leaders may lead a Mercedes-driven lifestyle, but their mass representation has to be Tiger biscuits.

In the free economy of this digital technology era, they need to connect on a global platform, BPL (below poverty line) to billionaires alike. Just as brands try to understand society?s micro nuances, political parties have to co-opt changing trends in this triangular focus by coping with: (1) three conflicting generations, (2) the micro judgment of people of eight socio-behavioural clusters, and (3) the crunched distance between rural and metro.

Three conflicting generations: Do industries, parents and political leaders pay heed to the existence of three conflicting generations, Retro (45+ years), Compromise (30 to 45 years) and Zap (below 30 years)? The Zapper mindset is attuned to globalisation post India?s economic liberalisation and impact of digital technology. When they reach 40/50 years of age, they?ll be mature Zappers, different from their Compromise and Retro parents. You know the landline, but have you experienced the mobile homeline?

During research in Maharashtra?s deep rural, an 18-year-old took me to his congested, single-room, 13-member joint family home to show how he changed his family?s economic condition. From a central pole, a mobile phone was hanging. He said he had to fight family elders to buy the phone. It now helps him coordinate rates in nearby small towns and reach his family?s meager farm produce to the best offer. His family?s addicted to the hanging homeline so he doesn?t carry it himself. Zappers, irrespective of income and rural/metro residence, have this same enterprising mindset. Are political leaders engaging with their enthusiasm?

Why are SMEs (small and medium enterprises) complaining that Zap children are not interested in family business? Take a leaf from Germany?s tremendous success in outperforming other European countries. Agile German SMEs are the backbone of the country?s economy, they?ve competitively grabbed business across the globe. Indian SMEs have difficulty professionalising their enterprises and inspiring their Zap children who think differently. In fact, even in higher education, Zappers are not taught the three pillars of entrepreneurship: (a) Focus on domain expertise from an early age to digest the domain?s nitty-gritty, (b) Develop management skills to activate teamwork, (c) Cultivate the capacity to sell. Entrepreneurship needs to be driven by daringness, passion and hard work. Can ruling and opposition political parties play a role here? They can facilitate their agenda of strengthening the economy and reducing unemployment by motivating SMEs to grow and sustain.

Micro judgment from eight socio behaviourial clusters: Irrespective of income and social class, the 21st century is witnessing eight socio-behavioural clusters comprising individuals who are low key, value seeker, sober, flamboyant, novelty seeker, critical, techy or gizmo lovers. This is a change from 20th century?s socio economic classes and 19th century?s colonial agrarian classes. The power of micro judgment influenced by every individual?s behaviour is what makes or breaks a brand today. That?s why all products are specifically positioned in the market to appeal to selected socio-behavioural clusters. Just as social inclusion is important for a brand, political parties need the passion to enter the social cauldron to understand and care for its political base. Furthermore, micro segmentation of Zappers to attune their political future may be required, the way brands are micro-segmented for penetration and consumption. Or will caste politics continue to rule the roost? Of course, West Bengal is an exception as caste is irrelevant here.

Crunching distance from rural to metro: Every Indian marketer?s nightmare is reaching rural areas, which in his mind is equivalent to big distance, bad infrastructure and non-commutable. But these physical barriers have been crunched virtually. And it?s scheduled to shrink more and more. What?s happening in metros, urban and small cities is almost transparent in the rural through mobile electronic media and cyber communication.

Rural people will not remain silent for long. They?ve understood that they are the larger vote bank, yet development happens in metros and urban areas only. How soon can politicians bring prosperity to 6,00,000 small villages of 1,200 to 6,000 population each? Otherwise, for lack of livelihood opportunities, these people will be compelled to continue coming to big cities to grow 21st century slums at an alarming rate.

Voters of five states have exercised their democratic right, elected their governing representatives. Politicians have to broaden their shoulders now. The masses, no longer spectators, expect their leaders to facilitate them a better livelihood and lifestyle. From BPL to billionaires, everyone wants to enjoy the fruits of our free economy.

Shombit Sengupta is an international creative business strategy consultant to top managements. Reach him at http://www.shiningconsulting.com