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Success Stories

The 2014 Indian elections have changed the way that elections are fought in the world’s largest democracy. Industry experts estimate that Indian political parties spent more than 100 million dollars in digital marketing campaigns.

Almost every political party was on the popular social media networks – some had 24 /7 dedicated social media teams and others had armies of volunteers – reaching out to voters, trying to influence or trying to attack the opposition. The Bharitiya Janata Party (BJP) was probably the most vocal on social media networks and they had a seemingly unlimited budget. The Aam Aadmi Party (AAP) was a close contender, with it’s armies of fanatically loyal volunteers. The Congress party, which is the current ruling party, failed to capitalize on digital media, and at best the campaigns were clumsy and the message came out confused

Political parties and politicians are not new to digital marketing. Some of them have proven themselves to be savvy marketers. Now that the 2014 Indian elections is over, those that have been sitting on the sidelines till now, have been forced to acknowledge the power of digital marketing.

BJP, the political party which used digital marketing most effectively, is expected to win the 2014 elections – the results are due on the 16th of May. How much of a role did digital marketing have to play in making this victory happen? This is a question for the experts to debate. But one thing is for certain – digital marketing has captivated the minds of Indian political parties and the Indian public.

Election Statistics

  • 342

    National Parties

  • 182

    State Parties

  • 16


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How Digital Media Galvanized the Indian Elections

    A party leader who has the second most Facebook fans in the world (after Obama) and whose election speech was projected in 3D holograms simultaneously at 100 locations. An intensive social media campaign across all the imaginable channels, aiding a staggering victory. During the recent Indian elections, the Bharatiya Janata Party achieved not only a majority of Parliament seats, but also showed the world that the world’s largest democracy has come of age in the digital era.

    First, the impressive result: The Bharatiya Janata Party, with Mr. Narendra Modi at the helm, walked away with a landslide victory, toting up an individual tally of 282 seats in a Parliament body that counts 540 seats as its total membership. It is a moot point whether the party’s digital media campaign spawned this phenomenal victory, considering the scale on which the BJP chose to employ the tools of this interactive medium.

    Until recently, the campaign strategies of political parties had centered largely on public rallies, and print, television and radio advertising. The proliferation, witnessed by the nation in the past few years, of the Internet, the computer and smart phones, has prompted politicians to look at the potential of the online medium. Digital media strategies are now part of the overall campaign briefs, and parties are spending an increasing amount of time and resources to mobilize netizens.

    India has the third largest Internet base, globally, with more than 239 million users. Though this number comprises only a fraction, when compared to the registered voter base, reaching out to this small segment of voters, with Internet access, proved crucial in this election.

    The BJP’s use of social media makes for an interesting case. The BJP ran a 360-degree, full-fledged campaign that involved the mass media outlets like print, television, radio and outdoor avenues, new media tools like online and social media forums and below-the-line activities.

    Arguably, the most social media savvy Indian politician is BJP’s Narendra Modi. He has 4.8 million Twitter followers, 17.8 million Facebook ‘Likes’, his own website and a team of professionals managing his social media strategy. Barack Obama is the only other politician to have more Facebook fans than Modi!

BJP’s online strategy was very well thought out

  • A website, Mission 272 (indicating the targeted number of seats they were aiming to win, and eventually going on to win 282!) became more than a reality.

  • Many creative contributions from BJP supporters – videos, jingles, songs and poems can be found on the websiteReceive a surprisingly high level of customer service.

  • The muscle power of the BJP’s ‘Social Media War Room’ was comprised of tech savvy youth who expertly manned the critical backstage maneuvers of the campaign, encompassing the collation and analysis of available data.

  • Once the election results were declared, a ‘Victory Wall’ was created online, to wish the new PM. Tweets, Facebook posts and messages from supporters and colleagues were displayed on a digital ‘Victory Wall’.

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