Kshitij A038 Jaspartap A053 Jahnavi B060

Prateek A039 Daksh A064

Sudarshan A045 Saurabh B042
Indian Political Scenario Janhavi

c
Brand Modi
Rigid and
Modi has become Communal Image
the mascot of BJP
Risk taker, self
made, strong,
Digital Revolution efficient ,
for India inspiring

Destroyer of the
Corrupt Some Innovative
Campaigns credited
to his name: Swachh
Progressive Bharat, Beti Padhao
Futuristic Leader Beti bachao, Start up
India, Pradahan
Mantri Jan Dhan
Hindutva Brigde Yojna
c
Campaign Objective
Connect with new and existing voter population

Spread awareness abut the partys agenda, campaign

Nurture a community of Brand Advocates for the party

Generate Interest for the partys initiatives and future prospects

Engage with the youth and inspire them to contribute towards the
partys mission
c
 2019 election strategy
Avoid complacency and work tirelessly for the welfare of the people of the nation
Retain existing seats
Grab narrowly contested seats
Retain the 282 seats won by BJP in
2014 elections Try and win the 120 winnable
seats lost by an narrow margin
o Could have formed the govt
without the NDA alliance
Tackling anti incumbency would be
crucial
UP, MP, Gujarat, Rajasthan ,
Maharashtra
Expand # seats Expand vote segments
Organically Got less vote share from women,
Expand presence in states where Dalits, Muslims and poor
it hasnt been strong historically Triple Talaq UPs Muslim
West Bengal, Odisha, Tamil women
Nadu, Kerala etc. Weakening of BSP - Dalits
Inorganically Initiatives like NREGA, Housing
Induct new partners especially for all for the poor
from the South (DMK) and
Northeast c
 STP
Segmentation Targeting Positioning

Pradhan Mitra
Urban Youth (18-25) Rural and Urban Progressive
Urban above age 25 youth Revolutionary
Rural Youth (18-25) Business community Hindutva Mascot
Rural above age 25 Rural women Messiah of poor
NRIs Minority Ensures
Minority Dalit representation
Dalits

c
 Nanda
IMC Mix
ATL Media

Branded
Print TVC Radio OOH Banners Cinema
Products

BTL Media

Google Holographic Whatsapp

Rallies Ad Vans PR Google talks
Adwords addressals and SMS

Innovative mix

Mobile Social Nukkad

VR goggles Infotainment Podcasts
media natak

c
 Sud
IMC Mix
Rural Mix Urban Mix

Campaign focussed on Pradhan Higher utilization of digital medium

Mitra and social media

Customized for each states OOH using hoardings and public

transport
Mobile infotainment with Ads on
important issues of the state Web shorts (4 episodes: 1 for each
year highlighting achievements).
Making use of rural fairs, wall
paintings, nukkad naatak VR and AR to showcase transparency.
Revamp the existing Modi app
Use of VR and AR: Tour of PMs
office, Chai with PM Tone of Communication: Informative,
Modern, Hi-Tech
Tone of Ads: Warm, Caring, Helpful
c
 Message Strategy
Cognitive Affective Conative

Highlight
achievements of
Government
Call for action
USP based: financial Trust, Reliablility,
Vote for BJP
inclusion, Make in Friendship
Volunteer for BJP
India Overarching tone of
Towards the end of
Launched at the all ads
the campaign
beginning of the
campaign

c
Key Message

c
 Execution stylem (WIP)
Personality and Tone
Tone Reliable, Competent and Helpful
Personality Diligent and technologically advanced

c
 Sud
Budget Allocation
Campaign Budget: Rs 6,000 Cr (+20%)
Budget Allocation
2.0% 0.9% 1.0%
0.1%
Hold and Maintain Share (60%)
0.1%
20.0%
46.0%
No. of Seats in Lok Sabha 1.0%

High Medium Low 19.0%

High UP, Mah, MP, Guj Manipur 10.0%

Bihar
Strength Medium AP Karn, Goa OOH Newspaper
of BJP Orissa, Events Radio
Uk TVC Website
Email/Text Social Media
Low WB, TN Kerala Megh
Mobile Infotainment New Innovations

Growth Markets (25%)

c
 Measurement

Call 7820078200
# Action # Comments received # TotalOpens
#
#MonitorAverageOpenRates
# Call to action # Hashtag Ask/share/suggest
# Frequency #AverageScreenShots
# Engagements /follower
# Sentiment analysis #AverageCompletionRate
# Followers gained
#FollowerGrowth

#BounceRate GRP Visibility to contact Sentiment Analysis

#ExitRate Direct response Mobility Poll Surveys
metrics Call Traffic data
02245014501

c
 Daksh
Media Schedule
No of campaigns
Media 1-3 months 4-6 months 7-9 months 10-11 month 12 month
Print 1/week 2/week 2/week 3/week 5/week
TVC 1/week 2/week 3/week 4/week 5/week
Radio 1/week 2/week 3/week 4/week 5/week

Brand products - - 2 products 4 products 5 products

OOH - - - 15/city 25/city

Banners - - 50/city 75/city 100/city
Cinema 1/week 2/week 2/week 3/week 5/week
Rallies - 15 25 30 25
Holographic addresals - - - - 5
Google Talks - - - - 15
VR gogles - - - 25 25
Mobile infotainments Everyday Everyday Everyday Everyday Everyday
Nukkad Natak - - - 1/taluka 1/taluka
Podcasts - - - 10 10