RESEARCH PROJECT REPORT

ON
IMPACT OF ADVERTISEMENT
CAMPAIGN OF ELECTION
Submitted in partial fulfillment of the requirement for three Year
BACHELOR O B!S"NESS A#$"N"STRAT"ON
Submitted To% Submitted B&%
$r' Ati(h )had(e !t*ar(h Baran+al
Senior Le,turer- S$S BBA .th Sem'
/arana(i Roll No' B0120123
1
PREFACE
The course of BBA require one to undergo a research project with
the end of the 3nd Semester, so as to get a practical knowledge and
understanding the practical aspects of all the theories read. It helps
us to make the best use of our skills and intelligence so as to
make a better research report. It is really the most important thing
during the course of the study. The purpose of my research project
was to study the Performance appraisal system and its use in
appraisal the employee, candidates. It was a continuous learning
experience as I got to know different kinds of Appraisal procedure,
how they are conducted and are beneficial.
!t*ar(h Baran+al
BBA 6th Sem.
SMS, Varanasi
2
AC)NO4LE#5E$ENT
It is indeed a moment of immense gratefulness for me to express my
deepest gratitude to the faculty of SMS for proiding me !ith any
opportunity to carry out this surey and help me create surey report on
"omparatie study of #"$PACT O A#/ERT"SE$ENT
CA$PA"5N O ELECT"ON6
I am immensely grateful to $rof $.%. &ha '(irector of SMS) for
proiding me opportunity to proe my s*ills and shoulder the
responsi+ilities through this surey report. I !ould also li*e to coney my
sincere gratitude to co,coordinator Mr. Atish -hadse and my pro.ect
guide $r' Ati(h )had(e for his alua+le guidance and suggestions !hile
pursuing the pro.ect and for ta*ing pains to gie his alua+le inputs to
structure the report. /ithout his help and alua+le inputs and guidelines,
the completion of this pro.ect !ould not hae +een possi+le.
I am highly inde+ted and than*ful to each and eery person !ho deoted
alua+le time out of their +usy schedule to fill,up the 0uestionnaire in
the time. I am also than*ful to our faculty and classmates for their
suggestion and support to underta*e this !or* and also during the course
of study.
!t*ar(h Baran+al
BBA 6th Sem.
SMS, Varanasi
1
#ECLARAT"ON
I !t*ar(h Baran+al a student of BBA of #School of Management
Science, Varanasi2 here+y declares that all the information collected
through the 0uestionnaire is correct in accordance !ith the sample si3e.
4he entire statistical diagram from the information collected through the
0uestionnaire.
I also declare that no part of this pro.ect has +een duplicated from another
source, the information included in the pro.ect has +een researched and
pro.ect !ritten +y me and the information collected or presented in the
report is correct to the +est of my *no!ledge and +elief.
4han*s
!t*ar(h Baran+al
BBA 6th Sem.
SMS, Varanasi
5
Particulars
1.$ro+lem (efinition
2.6B&7"4IV7
1.89$6487SIS
5.:7S7A:"8 M7486(6;6<9
=. Mar*eting
6.$olitical mar*eting
>.$olitical campaign
?.8istory of Indian politics
@.7mergence of political adertising in India
1A.Model code of conduct for the guidance
of $olitical parties and candidates
11.<eneral 7lection in India 2AA@
12. (ifferent media used for adertisements
in recent elections
11.Analysis
15. "onclusion
1=. Bi+liography
=
PROBLE$ #E"N"T"ON
The "ndian Lu7ur& $ar*et i( (till a ni,he mar*et and people ha8e
9ot a 8er& lo+ per(onal di(po(able in,ome- thou9h it ha( in,rea(ed a
lot from before but not (o mu,h to afford international lu7ur&
fa(hion brand( and the people +ho ha8e 9ot a hi9h di(po(able in,ome
la,* enou9h *no+led9e about the international fa(hion brand(
a8ailable in "ndia a( the lu7ur& international (tore( are limited to
metropolitan( onl&'
OBJECT"/E
PR"$E OBJECT"/E%
4o analy3e the "urrent Scenario and the <ro!th of Indian ;uxury fashion +rands and
the Mar*et.
CO:OBJECT"/ES%
1' Analy3e the ;uxury Brand A!areness among the Indian consumers.
;' :easons +ehind customers +uying ;uxury fashion Brands
<' Analy3e the ma.or international fashion +rands in India.
6
HYPOTHES"S
1' Assuming that there is a strong scope for the gro!th of international luxury
fashion +rands in India.
;' 4a*ing an assumption that ;uxury fashion +rands do not hae much scope in the
Indian mar*et.
RESEARCH $ETHO#OLO5Y
NAT!RE O RESEARCH%
7xploratory and Analytical research.
PR"$ARY SO!RCES%
Sureys and interie!s !ith the luxury +rand
:etailers.
Buestionnaires to +e filled +y the customers.
SECON#ARY SO!RCES%
Boo*s
Maga3ines
%e!spapers
Internet and !e+sites
>
POL"T"CAL $AR)ET"N5
Before learning the facts a+out political mar*eting it is
mandatory to learn !hat mar*eting is and !hat its scope is.
1'$ar*etin9
Mar*eting is a+out identifying and meeting human and social
needs. 6ne of the shortest good definitions is #meeting needs
profita+ly2. 4he American Mar*eting Association offers the
follo!ing formal definitionC Marketing is an organizational
function and a set of process for creating, communicating, and
delivering value to customers and for managing customer
relationships in ways that benefit the organization and its
stakeholders. "oping !ith these exchange process calls for a
considera+le amount of !or* and s*ill.
4he definition presented a+oe reflects the managerial side of
mar*eting. /e can distinguish +et!een a social and a
managerial definition of mar*eting. A social definition sho!s
the role mar*eting plays in society. 8ere is a social definition
that seres our purposeC Marketing is a societal process by
which individuals and groups obtain what they need and want
through creating, offering and freely exchanging products and
services of value with others.
Aim of mar*eting is to ma*e selling superfluous. 4he aim of
mar*eting is to *no! and understand the customer so !ell that
the product or serice fits him and sells itself.
%o! the 0uestion arises !hat all things can +e mar*eted.
Mar*eting people mar*et seeral types of entities such as goods,
serices, eents, experiences, persons, places, properties,
organi3ations, information and ideas.
%o! days in arious democratic countries, political parties hae
started adopting mar*eting concepts and strategies. $olitical
?
parties try to mar*et persons 'contestants), organi3ations 'their
o!n parties) and ideas 'their philosophies).
;et us discuss !hat is political mar*eting, its scope,
characteristics, releance etc.
;'1 Politi,al $ar*etin9% a definition
8arrop '1@@A) perceies political mar*eting as +eing not .ust
a+out $olitical adertising, party political +roadcasts and
electoral speeches +ut coering the !hole area of party
positioning in the electoral mar*et. -aanagh '1@@=, 1@@6) sees
political mar*eting as electioneering, i.e. as a set of strategies
and tools to trace and study pu+lic opinion +efore and during an
election campaign, to deelop campaign communications and to
assess their impact. A similar ie! is expressed +y Scammell
'1@@=).
Maare* '1@@=) conceptualises political mar*eting as #a complex
process, the outcome of a more glo+al effort implicating all the
factors of the politicianDs political communication2 and
emphasises that #Epolitical mar*etingD is the general method of
Epolitical communicationD, one of its means2. 8e considers the
introduction of mar*eting in politics as an outcome of #the
ela+oration of a policy of political communicationFa glo+al
strategy of design, rationalisation and coneyance of modern
political communication2 .
@
As a isual aid for his use of terminology, Maare* '1@@=),
proides figure 1.
In Maare*Ds ie!, political mar*eting has +ecome an integral
and ital component of political communication. In his !ordsC
#$olitical communicationFencompasses the entire mar*eting
process, from preliminary mar*et study to testing and targeting2.
It should +e noted that Maare* admits that the main areas of
application of political mar*eting are image,ma*ing campaigns
and election "ampaigns.
;oc* and 8arris '1@@6) point out that #political mar*eting is
concerned !ith communicating !ith party mem+ers, media and
prospectie sources of funding as !ell as the electorate2 !hile
/ring '1@@>) defines political mar*eting as #the party or
candidateDs use of opinion research and enironmental analysis
to produce and promote a competitie offering !hich !ill help
reali3e organi3ational aims and satisfy groups of electors in
exchange for their otes2
6D "ass '1@@6) argues that the use of mar*eting #offers political
parties the a+ility to address dierse oter concerns and needs
1A
through mar*eting analyses, planning, implementation and
control of political and electoral campaigns2. 4a*ing this one
step for!ard he argues that #the central purpose of political
mar*eting is to ena+le political parties and oters to ma*e the
most appropriate and satisfactory decisions2 .
6D "ass '1@@6) uses an exchange model to define political
mar*eting. According to him, !hen oters cast their otes, a
transaction ta*es place. In return for their otes, the
partyGcandidate offers +etter goernment and policies after
election.4his !ay, 6D "ass argues, mar*eting can +e applied to
political processes as it is specifically interested in ho! these
transactions are created, stimulated and alued.
;oc* and 8arris '1@@6), commenting on the exchange model,
argue that it has #a great deal to offer as a !or*ing definition of
political mar*eting2. 4hey note though that, as it is, the
exchange definition of political mar*eting is +road enough to
include #eerything that is conentionally regarded as political
science2 .
Scammell '1@@@) notes that, due to the rapid expansion and the
diersity of this field of science, there is still no consensus on
the definition of political mar*eting. In her ie!, political
mar*eting shares !ith history the desire to explain political
leadersD +ehaiour, shares !ith political science the desire to
understand the political processes and shares !ith political
communication an interest in the art of persuasion.
;';$ain(tream mar*etin9 and politi,al mar*etin9
4he American Mar*eting Association #adopted2 the concept of
political mar*eting +y incorporating the crucial !ord #ideas2 in
its redefinition of mar*eting in 1@?=. 4hus, the AMA definition
of mar*eting readC #Mar*eting is the process of planning and
executing the conception, pricing, promotion and distri+ution of
ideas, goods and serices to create exchanges that satisfy
11
indiidual and organi3ational o+.ecties2 'cited in /ring, 1@@>C
6=2). 8arrop '1@@A) finds similarities +et!een political
mar*eting and serices mar*etingH a ie! !hich is also shared
+y Scammell '1@@=). Ior ;ees Marshment political mar*eting is
the outcome of the marriage +et!een mar*eting and politics
and, empirically, #it represents the permeation of the political
arena +y mar*eting2. In her ie! this com+ination proides a
more complete picture of the +ehaiour of political parties.
;oc* and 8arris '1@@6) identify seen main differences +et!een
mainstream and political mar*etingC
1. Jnli*e eery other purchasing decision, all oters ma*e
their choice on the same day. Moreoer, although there are
similarities +et!een opinion polls and +rand sharesD
trac*ing methods, the latter are +ased on actual purchasing
decisions !hile the former are +ased on hypothetical
0uestions.
2. Voting choice, unli*e any other purchasing decision, has no
direct or indirect indiidual costs attached to it.
1. Voters hae to lie !ith the collectie choice een though
it may not hae +een their preference
5. In elections !inner ta*es all, especially in countries such as
the J- !here the electoral system is #first past the post2.
=. $olitical parties and candidates are complex intangi+le
products !hich the oters cannot un+undle and thus they
hae to decide on the totality of the pac*age
6. In many countries 'this applies to the J- as !ell) it is ery
difficult to form a ne! and successful party
>. In most mainstream mar*eting situations, +rand leaders
tend to stay in front
12
-otler and -otler '1@@@) also add that the political arena, unli*e
the commercial !orld, is highly charged !ith ideas, emotions,
conflict and partisanship. Moreoer, 6D Shaughnessy '1@@@)
points out that the use of negatie adertising does not apply to
mainstream mar*eting.
;oc* and 8arris '1@@6) conclude that political mar*eting is at a
#craft2 stage and they find the assumption that there is direct
transfera+ility of mainstream mar*eting theory to political
mar*eting #0uestiona+le2. 4hey claim that political mar*eting
has to deelop its o!n frame!or*s +y adapting the core
mar*eting literature and deelop its o!n predictie and
prescriptie models.
;'< A ne+ role for politi,al mar*etin9C the permanent
,ampai9n
Scammell '1@@=) argues that the +lurring of +oundaries
+et!een goerning and permanent campaigning could lead to
the engineering of consent. She also notes the !orrying fact of
political consultantsD participation #into the inner sanctum of
goernment2. Still, she counter argues that the application of the
mar*eting concept in politics may result in politics +ecoming
more democratic. $olitical mar*eting can improe the 0uantity
and 0uality of information flo!s from the electorate to parties
and candidates, thus ma*ing them more sensitie and responsie
to otersD needs. At the same time, it improes the channels of
communication from politicians to the electorate and een more
to eery specific segment of oters. 4hus, Scammell '1@@=)
concludes that #Epolitical mar*etingD proides a rational !ay for
parties or candidates to +ehae in conditions of competitie
mass democracy2.
6D Shaughnessy '2AA1) argues that through the concept of the
permanent campaign, political mar*eting has +ecome #the
organi3ing principle round !hich policy !as constructed2. Ior
Smith and 8irst '2AA1) this deelopment signals that political
mar*eting has moed to the era of strategic mar*eting and, thus,
it is not .ust a short,term tactical deice mainly for gathering
11
information in the run,up to elections, +ut a longer,term
permanent process !hich aims to ensure continued goernance.
Similarly, ;ees,Marshment '2AA1) puts for!ard a +roader
theoretical conceptC that of comprehensie political mar*eting.
She argues that this ne! concept ie!s political mar*eting as
applica+le to the !hole +ehaiour of a political organisation. In
her !ords, it is a+out #not simply ho! KpartiesL campaign, or
ho! indiidual candidates organise, +ut ho! parties design their
#product2. Analysis is made of +ehaiour at the +eginning
through to end of an electoral cycle 'not .ust the election
campaign) and includes the leadership, M$s 'and candidates),
mem+ership, staff, sym+ols, constitution, actiities such as party
conferences and policies2.
;'= Politi,al Communi,ation% a definition
In an oerie! of the field of political communication in the
J-, Iran*lin '1@@=) points out the +roadness of character, the
range and the lac* of clarity of !hat falls into the concept of
political communication. Iran*lin, in an effort, to operationalise
this ast field, proides the follo!ing, ery comprehensie and
detailed, definitionC
#4he field of political communication studies the interactions
+et!een media and political systems, locally, nationally, and
internationally2. Iran*lin argues that political communication
focuses on the analysis ofC
a) 4he political content of the media
+) 4he actors and agencies inoled in the production of that
content
c) 4he impact of political media content on the audience andGor
on
policy deelopment
15
d) 4he impact of the political system on the media system
e) 4he impact of the media system on the political system
"ommenting on that definition, Iran*lin '1@@=) emphasi3es that
it #!ill need to accommodate een further diersity, expressing
the aried analytical approaches, assumptions, and disciplinary
+ac*grounds of communication scholars2.4hese +ac*grounds
range from political science to history, from cultural theory to
sociology and to social psychology.
;'2 Politi,al $ar*etin9 and Politi,al Communi,ation
Scammell '1@@@) notes that #the political communications
literatureFtends to treat political mar*eting as only one aspect
of +roader processes2. According to her, political
communicators perceie political mar*eting as #a response to
deelopments in media and communication technologies2 and
tend to ie! modern politics as intert!ined !ith the media. 4he
emergence of non ideological #catch,all2 parties and the role of
the media as an autonomous ma.or actor in the political process
trou+le political communication scholars !ho emphasi3e the
potential conse0uences for ciic engagement !ith politics and
oice concerns oer the 0uality of communication output and its
influence on the democratic system as a !hole.
In ScammellDs '1@@=, 1@@@) ie!, mar*etingDs uni0ue
contri+ution is the introduction of strategic concern regarding
the electorateDs !ants and needs. 4he incorporation of strategy
in election campaigning influences goals, priorities,policies and
party +ehaiour. At the same time, this #strategy2 element is a
ery serious threat to democratic processes. Scammell '1@@=)
notes though that political mar*eting should +e discerned from
propaganda as the former inoles reciprocity !hich the latter
lac*s.
7mphasis on strategy introduces a ne! focus, !hich shifts a!ay
from the use of promotional techni0ues and deals !ith the
1=
oerall strategic o+.ecties of parties and candidates. According
to Scammell '1@@@), this ne! focus #effectiely reerses the
perspectie offered +y campaign studiesGpolitical
communications approaches. $olitical mar*eting is no longer a
su+set of +roader processesC political communications +ecomes
a su+set of political mar*eting, tools of promotion !ithin the
oerall mar*eting mix2.
;ees,Marshment '2AA1) argues that political communication
focuses on the role of long,term communication !hile political
mar*eting is more comprehensie +inding together
campaigning, political communication, mar*et intelligence, and
product design and product promotion.
Butler and "ollins '1@@5) present the structural characteristics of
political mar*eting as follo!s 'figure 2)C
16
4hrough the prism of the aforementioned arguments it can +e
claimed that political communication can offer guidance to
political mar*eting on ho! to improe its negatie perception,
on ho! to ma*e its outcomes more su+stantial to oters, on ho!
to improe its standards and on ho! to attract media attention.
4he aforementioned analysis sho!s 0uite clearly the #shift2 in
the focus and range of the concept of political mar*eting, !hich
has ta*en place in the past decade. Irom +eing a set of
theoretical and practical tools for the successful conduct of
election campaigns, political mar*eting has expanded to a
permanent strategic
1>
element of goernance. 4hus, from +eing a su+set of a partyDs
electoral communication, it has no! gro!n so much that it has
#annexed2 political communication as one of its components.
6f course that is ho! political mar*eters perceie it. $olitical
communication scholars clearly hae a much different
perception of the field. According to them, political
communication is much !ider in scope, focusing on the totality
of communications and interactions ta*ing place !ithin the
political process and is not .ust interested in oter +ehaiour and
campaign studies.
;'. un,tion( of Politi,al mar*etin9
Iunctions of political mar*eting are pre, re0uisites for
successful political mar*eting management. According to
political mar*eting theorist, there ? generic functions of a
successful political mar*eting !hich includes the follo!ingC
1. Produ,t un,tion%
In political mar*eting practice, there should +e an exchange
+et!een political parties and electorate in the electoral mar*et.
;i*e mainstream mar*eting each political party has to offer
some product !hich they !anted to sell in the mar*et. 8ere
party !ants to mar*et its product !hich is the promise of a good
goernment. In some cases, the product may +e image of the
candidate, an ideology or certain specific foreign policies.
8ence the entire mar*eting process is designed to mar*et the
product. In JSA, the main product function of (emocratic party
!as to sell Obama Brand and a good goernance +ased on
change.
. #i(tribution un,tion% 4he distri+ution function refers to the
conditions regarding the aaila+ility of exchange offer to the
exchange partner. 4he function has t!o aspects campaign
deliery and offering deliery. 4he campaign deliery function
proides the primary exchange partner, the electorate,!ith
access to all releant information a+out the political product.
1?
4his includes the dissemination of information regarding crucial
party policies and programs, placing the candidates in right
channels, ma*ing sure that medium of distri+ution fit the
ideology of the party etc.
1. Co(t un,tionC 6ne of the main functions of mainstream
mar*eting is to sell a product !hich is cost effectie compared
to other products in the mar*et so that customer gets greater
monetary satisfaction. In political mar*eting, cost function
refers to the management of attitudinal and +ehaioural +arriers
of oters through calculated campaign strategies. 4he oter
should receie all the information regarding the product !ithout
spending money for it.
5. Communi,ation un,tionC "ommunication inoles the
function of informing the primary exchange partner of the offer
and its aaila+ility. It is often seen as the heart of political
mar*eting. Ior a political party, it implies, proiding political
content, political ideas and future and sense ma*ing of a
complex political !orld programs +ut also aiding the
interpretation 6ften the communication function inoles
simplification of political messages, concise political stand etc.
4he communication function interacts !ith the campaign
deliery aspects of the distri+ution function,the latter proides
the medium !hile the former defines the content. 4he
communication function prescri+es a dialogue !ith the
exchange partners M a multidirectional flo! of information and
shared agenda setting.
=. Ne+( $ana9ement un,tionC 4his function is closely lin*ed
to communication function. But ne!s management function is
targeted to secondary exchange partners or intermediaries of
!hich media is an important part. In other !ords it is the
management of pu+licity of the candidate and party. $u+lic
relation actiities, media management, online adertising
campaign management etc are ne!s management functions. In
the era of communication reolution ne!s management plays a
ital role in success of political mar*eting.
1@
6. und Rai(in9 un,tionC In mainstream mar*eting fund
raising is not an issue. But political mar*eting management
cannot surie !ithout fund raising. In fact the success of other
functions largely depends on fund raising function. In order to
proide the political actor !ith appropriate resources, a distinct
fund raising function needs to +e addressed. A political party
depends to a arying extent on mem+ership fee, donations, etc.
>. Parallel Campai9n $ana9ement un,tionC 4his function
descri+es the re0uirement of co,coordinating the campaign
management actiities of a political party !ith those of parallel
organi3ations. "oordinated and synergic use of managerial
actiities allo!s for a more efficient deployment of campaign
resources. Iurthermore, the use of parallel campaigns and the
endorsements +y other organi3ations can increase the
trust!orthiness of the political messages.
?. "nternal Cohe(ion $ana9ement un,tion(% Besides the
external management aspects, internal structure and functions of
the political party also needs to +e managed professionally. 4he
function is concerned !ith relationship !ith party mem+ers and
actiists as !ell as the spo*e persons. 4he internal mar*eting
functions play a critical role in creating internal sta+ility and
therefore the credi+ility of the party regarding its outside image.
!uring the past decade even the "ndian political parties realized
the importance of marketing and advertising in elections.
#arties started hiring political consultants and ad agencies, to
develop their positioning strategy among different socio
economic classes of "ndian public. Before understanding the
whole strategies and view point of political parties we must
learn what political campaigning is and its various techni$ues.
2A
<'1 Politi,al ,ampai9n
A political campaign is an organi3ed effort !hich see*s to
influence the decision ma*ing process !ithin a specific group.
In democracies, political campaigns often refer to electoral
campaigns, !herein representaties are chosen or referenda are
decided. $olitical campaigns also include organi3ed efforts to
alter policy !ithin any institution or organi3ation.
$olitics is as old as human*ind and is not limited to democratic
or goernmental institutions. Some examples of political
campaigns areC the effort to execute or +anish Socrates from
Athens in the =th century B", the uprising of petty no+ility
against &ohn of 7ngland in the 11th century, or the 2AA= push to
remoe Michael 7isner from the helm of 4he /alt (isney
"ompany.
<'; Te,hnique(
A campaign team '!hich may +e as small as one inspired
indiidual, or a heaily,resourced group of professionals) must
consider ho! to communicate the message of the campaign,
recruit olunteers, and raise money. "ampaign adertising dra!s
on techni0ues from commercial adertising and propaganda.
4he aenues aaila+le to political campaigns !hen distri+uting
their messages is limited +y the la!, aaila+le resources, and the
imagination of the campaignsN participants. 4hese techni0ues are
often com+ined into a formal strategy *no!n as the campaign
plan. 4he plan ta*es account of a campaignNs goal, message,
target audience, and resources aaila+le. 4he campaign !ill
typically see* to identify supporters at the same time as getting
its message across.
Campai9n ad8erti(in9
21
"ampaign adertising is the use of paid media 'ne!spapers,
radio, teleision, etc.) to influence the decisions made for and +y
groups. 4hese ads are designed +y political consultants and the
campaignNs staff.
$edia mana9ement
4he pu+lic media 'in JS parlance Nfree mediaN or Nearned mediaN)
may run the story that someone is trying to get elected or to do
something a+out such and such.
$a(( meetin9(- rallie( and prote(t(
8olding protests, rallies and other similar pu+lic eents 'if
enough people can +e persuaded to come) may +e a ery
effectie campaign tool. 8olding mass meetings !ith spea*ers is
po!erful as it sho!s isually, through the num+er of people in
attendance, the support that the campaign has.
$odern te,hnolo9& and the internet
4he internet is no! a core element of modern political
campaigns. "ommunication technologies such as e,mail, !e+
sites, and pod casts for arious forms of actiism to ena+le faster
communications +y citi3en moements and delier a message to
a large audience. 4hese Internet technologies are used for cause,
related fundraising, lo++ying, olunteering, community
+uilding, and organi3ing.
Other te,hnique(
/riting directly to mem+ers of the pu+lic 'either ia a
professional mar*eting firm or, particularly on a small
scale, +y olunteers)
22
By distri+uting leaflets or selling ne!spapers
4hrough !e+sites, online communities, and solicited or
unsolicited +ul* email
4hrough a ne! techni0ue *no!n as Micro targeting that
helps identify and target small demographic slices of
oters.
4hrough a !histle stop tour , a series of +rief
appearances in seeral small to!ns.
8ampering the a+ility of political competitors to
campaign, +y such techni0ues as counter,rallies,
pic*eting of rial partiesD meetings, or oer!helming
rial candidatesD offices !ith mischieous phone calls
'most political parties in representatie democracies
pu+licly distance themseles from such disruptie and
morale,affecting tactics, !ith the exception of those
parties self,identifying as actiist ).
6rgani3ing political house parties.
Jsing endorsements of other cele+rated party mem+ers
to +oost support.
:emaining close to or at home to ma*e speeches to
supporters !ho come to isit as part of a front porch
campaign.
Vote,+y,mail, preiously *no!n as Na+sentee +allotsN
hae gro!n significantly in importance as an election
tool. 4oday, campaigns in most states must hae a
strategy in place to impact early oting.
21
#arties want to reach to the maximum number of voters and
earn largest share of their minds and hearts. #olitical parties
indulge themselves into political communication to influence
masses. %he political campaigns though have existed since post
independence era but it is only the recent times when parties
have adopted modern techni$ues to reach maximum number of
people .%he various innovative techni$ues would be dealt in
latter sections.
=' Hi(tor& of "ndian politi,(
Since the first elections held in 1@=2, there had +een 15 ;o*
Sa+ha elections in India, including that held in 2AA5.
4he "ongress has +een a ma.or political party and had formed
the goernment maximum num+er of times. In 1@>>, the
"ongress !as defeated +y the &anata $arty. Morar.i (esai
'(esai) +ecame the first non,congress $M of India. 8o!eer,
his goernment did not last long and the "ongress regained
po!er in 1@?A under the leadership of Indira <andhi 'Indira).
Indira !as the daughter of IndiaNs first $M, &a!aharlal ;al
%ehru. Indira remained as $M till 6cto+er 11, 1@?5 !hen she
!as assassinated +y her personal +odyguard. Iollo!ing her
death, the "ongress fielded IndiraNs son :a.i <andhi ':a.i) as
the $rime Ministerial candidate.
:iding on the sympathy !ae generated +y IndiraNs
assassination, the party !on +y a huge margin, +agging 51= of
the =52 seats in the 1@?5 elections. In 1@?5, the B&$ got only
t!o seats in the ;o* Sa+ha.
4he B&$ consolidated its position in the 1@?@ elections and !on
?6 seats. In 1@?@, though the "ongress !as the single largest
party !ith 1@> seats, the &anata (al, !hich had !on 152 seats,
formed the goernment !ith the support of the B&$. 4he
coalition goernment lasted for 1= months, after !hich mid,
term elections !ere announced. (uring the election campaign,
:a.i !as assassinated at an election rally in Sriperum+udur,
4amil %adu. Again, a sympathy !ae s!ept the country and the
25
"ongress returned to po!er !ith $ V %arasimha :ao ':ao) as
$M. 4he ne! goernment sered its full term. 8o!eer, the B&$
had emerged stronger, !inning 12A seats...
2' Emer9en,e of politi,al ad8erti(in9 in "ndia
In India the ma.or credit of introducing political adertising on
large and programmed !ay goes to B&$ !hich had launched an
ad campaign on teleision. 4he NIndia ShiningN campaign that
mar*ed the +eginning of a ne! age of political adertising in
India. It discusses in depth the political adertising strategy of
the erst!hile %(A goernment and examines ho! the campaign
!as aimed as a tool to !in otes.
4he case also discusses the political adertising campaign of the
present ruling party , "ongress that mainly targeted the masses.
4he case ends !ith a de+ate on the efficacy of political
adertising campaign in general, and explores reasons !hy the
NIndia ShiningN campaign !as unsuccessful
2'1"ntrodu,tion
In mid &anuary 2AA5, the former $rime Minister '$M) of India ,
Atal Bihari Va.payee 'Va.payee) announced plans to dissole the
11th ;o* Sa+ha and go for early elections in April,May 2AA5.
4he term of the Va.payee goernment !as scheduled to end in
6cto+er 2AA5. 4he announcement of early dissolution did not
surprise political analysts in the country.
Analysts felt that the decision to go for early elections !as made
in ie! of the +ooming Indian economy, encouraging state
assem+ly election results, peaceful relationship !ith IndiaNs
neigh+oring countries and the ma.or opposition party , the
Indian %ational "ongress '"ongress) +eing in a demorali3ed
state.
2=
4hey felt the popularity of the Bharatiya &anata $arty 'B&$) led
%ational (emocratic Alliance '%(A) !as at its pea*.
A leading ne!spaper of India reported, O4he popularity of the
%ational (emocratic Alliance and the standing of the $M
himself hae neer +een as high as they are currently.O
4he B&$ decided to leerage its popularity and initiated a
ma.or poll campaign !ith the slogan NIndia Shining.N
4he campaign !as aimed at highlighting the progress
India had made during the tenure of Va.payee as $M. 4he
campaign !as supported +y another catch phrase NIeel
<ood Iactor.N
By the end of &anuary 2AA5, almost all leading teleision
channels, ne!spapers and maga3ines in India had carried
adertisements as part of the campaign. :eportedly, the B&$
spent close to :s = +illion on the campaign. As the polls neared,
the B&$ gained more confidence. Seeral opinion polls
conducted +efore the elections and exit polls on election days
predicted that the %(A !as coming +ac* to po!er.4he B&$Ns
$resident, Ven*aiah %aidu '%aidu) claimed the alliance !ould
get more than 1AA ;o* Sa+ha seats.
6n the other hand, the "ongress hoped it !ould !in more than
the 112 seats it had !on in the last elections. $arty leaders
expressed the opinion that the maximum they could !in !as
11= seats
26
2'; The Campai9n and it( Re(pon(e
4he genesis of the NIndia ShiningN campaign +egan in &uly 2AA1.
4he %(A goernment approached 2A adertising agencies in its
efforts to get an adertisement campaign deeloped that !ould
highlight India as a fast deeloping country.
4he campaign !as aimed at highlighting IndiaNs achieements
under the %(A goernment. 4he goernment reie!ed all the
proposals su+mitted +y the agencies +ut !as not satisfied. It
then approached 11 other agencies in 6cto+er 2AA1. Iinally,
<rey /orld!ide,India '</I), a part of the <rey <lo+al <roup,
+agged the contract.
(uring the conceptuali3ation stage of the campaign, the
goernment told </I that the campaign should focus on the
improing economic conditions and the rapid progress made +y
India in recent years. 4he NIndia ShiningN slogan !as created +y
$rathap Suthan 'Suthan), national creatie director, </I
Before selecting this slogan, Suthan also considered some other
lines such as NIndia Alie,N NIndia :isingN and NIndia (a33ling.N
8o!eer, he felt that none of these !ere as appropriate as NIndia
Shining.N Suthan said, O7ach of them !ere !rong in certain
2>
!ays. India Alie carries !ith it the implication of death or
sic*ness.
India :ising ta*es you +ac* to the Independence era !hen !e
!ere .ust formulating an identity. India (a33ling !as an oer,
claim.O According to him, NIndia ShiningN coneyed a sense of
health, prosperity and radiance.
After finali3ing the slogan, </INs planning department gathered
preliminary information including *ey statistics and information
on Indian economy. 4he Ministry of Iinance also proided the
company !ith some releant facts and figures to use in the
campaign. Iurther, a search !as done on the Internet to gather
useful information...
2'< The #ebate
4he "ongress, under the leadership of Sonia <andhi 'Sonia), the
!ife of the late :a.i, ehemently opposed the claims made in
the NIndia ShiningN campaign. In the initial days of the campaign,
"ongress opposed the campaign +y terming it as NIndia "heated.N
4he party leaders said that in reality, the Indian economy !as
not +ooming and there !as no reason for the country to feel
good. It also ridiculed AdaniNs catch phrase +y terming it as
NIail <ood.N
4he campaign sho!ed 1A.5P gro!th in the <ross (omestic
$roduct '<($) of India in the third 0uarter of the fiscal year
2AA1,A5, compared to the third 0uarter in the fiscal year 2AA2,
A1. 8o!eer, the "ongress, insisted that the increase in <($
!as largely due to +etter monsoon.
&airam :amesh ':amesh), a senior leader of the "ongress
commented, O4he large picture loo*s good only +ecause the
monsoon has +een good in 2AA1. 6ther!ise, the Va.payee era
could hae +een !ritten off.O 4he "ongress also said that the
<($ gro!th for 2AA1,A5 !as high as it had +een compared !ith
a dismal gro!th of 5.2P during 2AA2,A1.
2?
It also claimed that during the fie years of the %(A
goernment, the Indian economy had gro!n only +y =.>P.
4he NIndia ShiningN campaign claimed that ?.5 million ne!
.o+s !ere created eery year... 4he "ampaign of the
"ongress
4he "ongress also too* professional help to counter the OIndia
ShiningO campaign. It hired 6rchard Adertising, an Indian
su+sidiary of ;eo BurnettH a JS, +ased adertising company.
4he company structured its campaign in the form of a 0uestion,
!hich as*ed NAam Aadmi -o -ya MilaQN '/hat did the common
man getQ).
4he campaign argued that the masses !ere not +enefited +y the
Nfeel goodN factor that the %(A !as stressing.
6rchardNs adertisement strategy !as to counter the mood set +y
the OIndia ShiningO campaign.
Most adertisements +y the "ongress did not use colors and
concentrated more on the poor. 6ne adertisement sho!ed an
old, poor man.
4he punch line said, O/oh hu*umat *is *aam *i .isme garee+ *i
3indgi mein su*h chain nahi haiQ SochiyeR "ongress *a haath,
<aree+ *e SaathO 'O/hat is a use of that goernment !hich
cannot +ring peace and prosperity in the lies of the poor.
4hin*R O4he hand of "ongress is !ith the poor.O...
2'= The Re(ult
Various opinion polls and exit polls too suggested that the %(A
goernment !ould +e re,elected. 8o!eer, the election results
stunned all political parties in India as !ell as leading
psephologists and political experts.
4he %(A managed to get only 1?? seats !ith the leading party ,
the B&$ getting 11? seats. 4he "ongress and its allies got 21@
seats of !hich the "ongress on its o!n +agged 15= seats. /ith
the support of the ;eft parties, !ho +agged =1 seats, the
"ongress formed the next goernment.
2@
4he defeat of the %(ANs ma.or allies , the 4($ and the
AIA(M-, meant that the %(A did not hae any support to
dra! on.
4he defeat of the %(A in the ;o* Sa+ha elections ignited a
de+ate not only among its leaders +ut also among psephologists
and other experts. 4hey tried to dra! conclusions on !hy the
%(A had lost despite a ma.or adertising campaign. A fe!
analysts felt that the OIndia ShiningO campaign made false
claims since the !hole of India !as not shining.
4hey said that the campaign alienated the common man for
!hom India !as not shining at all. Salman :ushdie, a !ell,
*no!n !riter in India, commented, O4he gulf +et!een IndiaNs
rich and poor has neer loo*ed !ider than it does today, and the
goernment has fallen into that chasm.O...
In india political parties hae to follo! a certain code of conduct
during the !hole election campaign.
.' $O#EL CO#E O CON#!CT OR THE 5!"#ANCE
O POL"T"CAL PART"ES AN# CAN#"#ATES
1' 5eneral Condu,t
'1) %o party or candidate shall include in any actiity !hich
may aggraate existing differences or create mutual hatred or
cause tension +et!een different castes and communities,
religious or linguistic.
'2) "riticism of other political parties, !hen made, shall +e
confined to their policies and programme, past record and !or*.
$arties and "andidates shall refrain from criticism of all aspects
1A
of priate life, not connected !ith the pu+lic actiities of the
leaders or !or*ers of other parties. "riticism of other parties or
their !or*ers +ased on unerified allegations or distortion shall
+e aoided.
'1) 4here shall +e no appeal to caste or communal feelings for
securing otes. Mos0ues, "hurches, 4emples or other places of
!orship shall not +e used as forum for election propaganda.
'5) All parties and candidates shall aoid scrupulously all
actiities !hich are #corrupt practices2 and offences under the
election la!, such as +ri+ing of oters, intimidation of oters,
impersonation of oters, canassing !ithin 1AA meters of
polling stations, holding pu+lic meetings during the period of 5?
hours ending !ith the hour fixed for the close of the poll, and
the transport and coneyance of oters to and from polling
station.
'=)4he right of eery indiidual for peaceful and undistur+ed
home,life shall +e respected, ho!eer much the political parties
or candidates may resent his political opinions or actiities.
6rganising demonstrations or pic*eting +efore the houses of
indiiduals +y !ay of protesting against their opinions or
actiities shall not +e resorted to under any circumstances.
'6) %o political party or candidate shall permit its or his
follo!ers to ma*e use of any indiidualDs land, +uilding,
compound !all etc., !ithout his permission for erecting flag,
staffs, suspending +anners, pasting notices, !riting slogans etc.
'>) $olitical parties and candidates shall ensure that their
supporters do not createo+structions in or +rea* up meetings and
processions organised +y other parties./or*ers or sympathisers
of one political party shall not create distur+ances at pu+lic
meetings organised +y another political party +y putting
0uestions orally or in !riting or +y distri+uting leaflets of their
o!n party. $rocessions shall not +e ta*en out +y one party along
places at !hich meetings are held +y another party.$osters
11
issued +y one party shall not +e remoed +y !or*ers of another
party.
""' $eetin9(
'1) 4he party or candidate shall inform the local police
authorities of the enue and time any proposed meeting /ell in
time so as to ena+le the police to ma*e necessary arragements
for controlling traffic and maintaining peace and order.
'2) A $arty or candidate shall ascertain in adance if there is any
restrictie or prohi+itory order in force in the place proposed for
the meeting if such orders exist, they shall +e follo!ed strictly.
If any exemption is re0uired from such orders, it shall +e applied
for and o+tained !ell in time.
'1) If permission or license is to +e o+tained for the use of
loudspea*ers or any other facility in connection !ith any
proposed meeting, the party or candidate shall apply to the
authority concerned !ell in adance and o+tain such permission
or license.
'5) 6rganisers of a meeting shall inaria+ly see* the assistance
of the police on duty for dealing !ith persons distur+ing a
meeting or other!ise attempting to create disorder. 6rganisers
themseles shall not ta*e action against such persons
"""'Pro,e((ion
'1) A $arty or candidate organi3ing a procession shall decide
+efore hand the time and place of the starting of the procession,
the route to +e follo!ed and the time and place at !hich the
procession !ill terminate. 4here shall ordinary +e on deiation
from the programme.
12
'2) 4he organisers shall gie adance intimation to the local
police authorities of the programme so as to ena+le the letter to
ma*e necessary arrangement.
'1) 4he organisers shall ascertain if any restrictie orders are in
force in the localities through !hich the procession has to pass,
and shall comply !ith the restrictions unless exempted specially
+y the competent authority. Any traffic regulations or
restrictions shall also +e carefully adhered to.
'5) 4he organisers shall ta*e steps in adance to arrange for
passage of the procession so that there is no +loc* or hindrance
to traffic. If the procession is ery long, it shall +e organised in
segments of suita+le lengths, so that at conenient interals,
especially at points !here the procession has to pass road
.unctions, the passage of held up traffic could +e allo!ed +y
stages thus aoiding heay traffic congestion.
'=) $rocessions shall +e so regulated as to *eep as much to the
right of the road as possi+le and the direction and adice of the
police on duty shall +e strictly complied !ith.
'6) If t!o or more political parties or candidates propose to ta*e
processions oer the same route or parts thereof at a+out the
same time, the organisers shall esta+lish contact !ell in adance
and decide upon the measures to +e ta*en to see that the
processions do not clash or cause hindrance to traffic. 4he
assistance of the local police shall +e aailed of for arriing at a
satisfactory arrangement. Ior this purpose the parties shall
contact the police at the earliest opportunity.
'>) 4he political parties or candidates shall exercise control to
the maximum extent possi+le in the matter of processionists
carrying articles !hich may +e put to misuse +y undesira+le
elements especially in moments of excitement.
'?) 4he carrying of effigies purporting to represent mem+er of
other political parties or their leaders, +urning such effigies in
11
pu+lic and such other forms demonstration shall not +e
countenanced +y any political party or candidate.
"/' Pollin9 #a&
All $olitical parties and candidates shall M
'i) co,operate !ith the officers on election duty to ensure
peaceful and orderly polling and complete freedom to
the oters to exercise their franchise !ithout +eing
su+.ected to any annoyance or o+struction.
'ii) supply to their authori3ed !or*ers suita+le +adges or
identity cards.
'iii) agree that the identity slip supplied +y them to oters
hall +e on plain '!hite) paper and shall not contain any
sym+ol, name of the candidate or the name of the partyH
'i) refrain from sering or distri+uting li0uor on polling
day and during the fourty eight hours preceding it
') not allo! unnecessary cro!d to +e collected near the
camps set up +y the political parties and candidates near
the polling +ooths so as to aoid "onfrontation and
tension among !or*ers and sympathi3ers of the parties
and the candidate.
'i) ensure that the candidateDs camps shall +e simple .4he
shall not display any posters, flags, sym+ols or any
other propaganda material. %o eata+le shall +e sered or
cro!d allo!ed at the camps and
'ii) co,operate !ith the authorities in complying !ith the
restrictions to +e imposed on the plying of ehicles on
the polling day and o+tain permits for them !hich
should +e displayed prominently on those ehicles.
15
/"' Ob(er8er(
4he 7lection "ommission is appointing 6+serers. If the
candidates or their agents hae any specific complaint or
pro+lem regarding the conduct of elections they may +ring the
same to the notice of the 6+serer.
/""' Part& in Po+er
4he party in po!er !hether at the "entre or in the State or
States
concerned, shall ensure that no cause is gien for any complaint
that it has used its
official position for the purposes of its election campaign and in
particular M
'i) 'a) 4he Ministers shall not com+ine their official isit
!ith electioneering !or* and shall not also ma*e use of
official machinery or personnel during the electioneering
!or*.
'+) <oernment transport including official air,crafts,
ehicles, machinery and personnel shall not +e used for
furtherance of the interest of the party in po!erH
'ii) $u+lic places such as maidans etc., for holding election
meetings, and use of helipads for air,flights in connection !ith
elections shall not +e monopoli3ed +y itself. 6ther parties and
candidates shall +e allo!ed the use of such places and facilities
on the same terms and conditions on !hich they are used +y the
party in po!erH
'iii) :est houses, dar* +ungalo!s or other <oernment
accommodation shall not +e monopoli3ed +y the party in po!er
or its candidates and such accommodation shall +e allo!ed to +e
used +y other parties and candidates in a fair manner +ut no
party or candidate shall use or +e allo!ed to use such
accommodation 'including premises appertaining thereto) as a
1=
campaign office or for holding any pu+lic meeting for the
purposes of election propagandaH
'i) Issue of adertisement at the cost of pu+lic exche0uer in the
ne!spapers and other media and the misuse of official mass
media during the election period for partisan coerage of
political ne!s and pu+licity regarding achieements !ith a ie!
to furthering the prospects of the party in po!er shall +e
scrupulously aoided.
') Ministers and other authorities shall not sanction
grantsGpayments out of discretionary funds from the time
elections are announced +y the "ommissionHand
'i) Irom the time elections are announced +y "ommission,
Ministers and other authorities shall not M
'a) announce any financial grants in any form or promises
thereofH or
'+) 'except ciil serants) lay foundation stones etc. of pro.ects
or schemes of any *indH or
'c) ma*e any promise of construction of roads, proision of
drin*ing !ater facilities etc.H or
'd) ma*e any ad,hoc appointments in <oernment, $u+lic
Jnderta*ings etc. !hich may hae the effect of influencing the
oters in faour of the party in po!er.
%ote C 4he "ommission shall announce the date of any election
!hich shall +e adate ordinarily not more than three !ee*s prior
to the date on !hich thenotification is li*ely to +e issued in
respect of such elections.
'ii) Ministers of "entral or State <oernment shall not enter
any polling station or place of counting except in their capacity
as a candidate or oter or authori3ed agent.
>'5eneral Ele,tion ;33? in "ndia
16
India is currently holding general electionsSthe largest
democratic election in the !orldSto the 1=th ;o* Sa+ha in fie
phases on April 16, April 22G21, April 1A, May > and May 11,
2AA@. 4he results of the election !ill +e announced on May 16,
2AA@.
According to the Indian "onstitution, elections in India for the
;o* Sa+ha 'the lo!er house) must +e held at least eery fie
years under normal circumstances. /ith the last elections held
in 2AA5, the term of the 15th ;o* Sa+ha expires on &une 1, 2AA@.
4he election is conducted +y the 7lection "ommission of India,
!hich estimates an electorate of >15 million oters, an
increase of 51 million oer the 2AA5 election. (uring the
+udget presented in Ie+ruary 2AA@, :s.1,12A "rores 'T1>6
million) +a( +udgeted for election expenses.
Prime mini(terial ,andidate(
1>
7ach of the party coalitions has indicated their choice for prime
minister, should they !in a ma.ority to form a goernment.
>'1'1!nited Pro9re((i8e Allian,e
Iollo!ing the August 2AA? confidence ote ictory for the
current goernment, a statement +y Indian %ational
"ongress $resident Sonia <andhi has caused speculation
that $rime Minister Manmohan Singh !ould +e pro.ected
as the $rime Ministerial candidate in the next
elections.%ationalist "ongress $arty leader Sharad $a!ar
has indicated that he is also a possi+le $rime Ministerial
candidate post elections.6n &anuary 25, 2AA@, Manmohan
Singh under!ent cardiac +ypass surgery at All India
Institute of Medical Sciences, %e! (elhi. Iollo!ing the
surgery, speculation of alternate $M candidates arose +oth
!ithin the "ongress and amongst coalition partners. In an
attempt to 0uell such speculations, Sonia <andhi on
Ie+ruary 6, 2AA@, !rote in the "ongress party maga3ine
1?
Sandesh that Manmohan Singh is the J$A coalitionNs $rime
Ministerial candidate for the 2AA@ elections.
>'1'; National #emo,rati, Allian,e
4he main opposition, the Bharatiya &anata $arty 'B&$) and its
coalition partners in the %ational (emocratic Alliance,
announced on (ecem+er 11, 2AA> that their candidate for
prime minister !ould +e B&$ party leader ;al -rishna
Adani, the ;eader of the 6pposition. 6n &anuary 21,
2AA?, leaders from B&$ and other %(A parties conened to
officially elect him their candidate. %o other party or
alliance has announced a prime ministerial candidate.
>'1'< Third ront
A group of regional parties including "ommunist parties hae
formed a third front to counter the B&$,led and "ongress,
led alliances. 4he mem+ers are the ;eft Iront and the
Jnited %ational $rogressie Alliance. 8o!eer the "$I
'M) has openly said that they are not against +argaining for
1@
alliance !ith "ongress if they get enough num+er of seats
after the election. 6nce again, the media has speculated that
Maya!ati, the chief minister of Jttar $radesh, could
potentially +e pro.ected as the frontNs $rime Ministerial
candidate, +ut no official moe has ta*en place yet. If
Maya!atiNs party can !in enough seats, she has openly
stated that she !ould +e !illing to ta*e the support of the
national parties to +ecome $rime Minister. %o other
candidate has pu+licly expressed interest in +ecoming
$rime Minister thus far.
>'; Campai9nin9
>';'1 !nited Pro9re((i8e Allian,e
4he "ongress party has +ought the rights for the 6scar !inning
soundtrac* &ai 'o from the moie Slum dog Millionaire
and this song !ill +e used as the official campaign tune +y
the party. 4he song title &ai 'o translates to ;et there +e
ictory, and the "ongress hopes that this popular song !ill
galani3e the masses during the almost one month long
election season.
6n March 25, 2AA@, "ongress $resident Sonia <andhi released
the partyNs manifesto for the 2AA@ election. 4he partyNs
slogan for the election is (am (dmi )e Badthe )adam, 'ar
)adam #ar Bharat Buland !hich roughly translates to 4he
common man moes for!ard, And !ith his eery step India
prospers. 4he manifesto highlights all the achieements of
the J$A <oernment oer the last = years in po!er and
identifies improing arious policies to faour more rural U
5A
under,priileged sections of the Indian society. 4he full text
of the manifesto is aaila+le at the "ongress !e+site.
@"n ;33= the "nternet a,,ounted for le(( than 1A of the
ad8erti(in9 bud9et of politi,al partie(' Toda& ho+e8er-
the di9ital media ma*e( up at lea(t 13A of the bud9et-6
(a&( Atul He9de- Chief E7e,uti8e- "9nitee "ndia P8t'
Ltd'- the a9en,& handlin9 di9ital ad8erti(in9 for the
Con9re(('
4ith =3 million "nternet u(er( and "nternet penetration
in urban "ndia at around ?A the importan,e of di9ital
media in politi,al ,ampai9n( ,annot be i9nored' Add to
that the fa,t that 133 million &oun9(ter(- half of +hom
li8e in urban "ndia are e7pe,ted to ,a(t their 8oter( for
the fir(t time in the Lo* Sabha poll( ne7t Year- and the
"nternet emer9e( a( 8er& u(eful tool to en9a9e +ith
&oun9 people'
@The fo,u( on di9ital and mobile media i( to en9a9e the
urban &outh in "ndia +ho ma*e up a lar9e 8oter( ba(e-6
(a&( Hiren Pandit- mana9in9 partner of 5roup$ ESP-
the entertainment- (port( and partner(hip( di8i(ion of
51
media bu&er 5roup$' @4hile the& are in8ol8ed in
politi,al affair(- the& ma& not be intere(ted or in,lined to
8ote- (o the(e di9ital initiati8e( aim at intera,tin9 +ith
them and 9ettin9 the me((a9e out6
Con9re(( ha( al(o laun,hed man& e:ad8erti(ement( +hi,h
appear on mo(t of the popular (ite('
ollo+in9 a ti9ht pit,h a9ain(t lo,al a9en,& Cra&on(-
$ind(hare #elhi (napped the "ndian National Con9re((
B"NCC media a,,ount e(timated to be +orth !SD12
million'
The a9en,& handled the politi,al part&E( ele,troni, media
,ampai9n in the run up to the 9eneral ele,tion( held
from 1.th April on+ard( in (ta9e('
$ind(hare fo,u((ed primaril& on T/ and radio : rea,hin9
out to the F,ommon manE : +hi,h ,on(titute( the
maGorit& of the 8otin9 population in the ,ountr&'
The a,,ount i( led b& ,lient leader(hip and +ill dra+ hea8il&
on re(our,e( from the e7,han9e team( at $ind(hare'
>';'< National #emo,rati, Allian,e
4o counter the "ongressN selection of &ai 8o as their official
anthem, the B&$ coined the phrase )ushal *eta, *irnayak
+arkaar !hich translates to A+le leader, decisie
goernment. 4he B&$ hope to +enefit from the fact that they
hae +een consistently pro.ecting one single leader, Adani,
as the partyNs $rime Ministerial candidate for more than 1
year, !hile the "ongress appears to hae dual po!er centres
'party $resident Sonia <andhi and incum+ent $rime
52
Minister Manmohan Singh). 4he B&$ intends to use
AdaniNs name U image as the main focus in these
elections.B&$ also launched parody of &ai ho. It is sho!n in
the media as Bhay ho.
6n April 1, 2AA@, B&$ released its election manifesto in %e!
(elhi. 4he party is ta*ing on the incum+ent J$A
<oernment on the 1 fronts of <ood <oernance,
(eelopment and Security. 4he manifesto highlights all the
different %(A policies that the J$A reersed oer the last =
years. 4he manifesto lays a lot of importance on re0uiring
strong, $64A,li*e anti,terrorism la!s and o!s to ma*e
India a safer place if the B&$ is elected. 4he full text of the
manifesto is aaila+le at the B&$ !e+site.
8aing ta*en on "ongressNs some!hat triumphalist O&ai hoO
campaign through its OBhay hoO parody, B&$ is loo*ing to
marshal statistics and isuals to argue that deelopment
pro.ects hae slo!ed do!n, farm distress is unmitigated and
threat of terrorism undiminished. B&$ !ill 0uestion J$A
initiaties li*e the farm loan !aier !hich it says is hardly
+eing referred to +y the goernment itself.
51
4he !e+,+ases campaign has modest targets +ut is perhaps the
most interesting part of the partyNs poll efforts. It +egins +y
hoping to enrol a la*h of olunteers online in addition to
some 5A,AAA !ho hae signed up. 4hose !ho sign up !ill
+e as*ed to organise small neigh+ourhood or dra!ing room
discussions on politics and !ill +e proided ideos and
presentations +y the B&$.
4he !e+,+ases campaign has modest targets +ut is perhaps the
most interesting part of the partyNs poll efforts. It +egins +y
hoping to enrol a la*h of olunteers online in addition to
some 5A,AAA !ho hae signed up. 4hose !ho sign up !ill
+e as*ed to organise small neigh+ourhood or dra!ing room
discussions on politics and !ill +e proided ideos and
presentations +y the B&$.
The BJP ha( tra,*ed !S Pre(ident:ele,t Bara,* ObamaE(
(u,,e((ful online ,ampai9n:(o,ial net+or*in9 (ite( (u,h
a( a,eboo*- Or*ut and $&Spa,e ha8e ,ommunitie(
built around the t+o partie( and indi8idual politi,ian('
On a,eboo*- for in(tan,e- a BJP 9roup ha( ;>2
member( +ho en9a9e in di(,u((ion( and po(t
information on important date( and e8ent( related to the
ele,tion(- +hile Con9re(( Leader Sonia 5andhi and
Prime $ini(ter $anmohan Sin9h ha8e their o+n
,ommunitie( built on the (ite +ith <2H and 1-<13
(upporter( re(pe,ti8el&' @"tI( the (u,,e(( of ObamaI(
,ampai9n +e are tr&in9 to repli,ate here-6 (a&( He9de'

The BJP had laun,hed a +eb(ite for it( prime:
mini(terial ,andidate L') Ad8ani' "t had one- too- for
/') $alhotra- it( ,hief mini(terial ,andidate for #elhi'
55
The Con9re(( opted for a dedi,ated "nternet ,ampai9n
for the RaGa(than a((embl& ele,tion('
"n addition- part& ha( en9a9ed 8oter( throu9h 8ideo:(harin9
(ite( (u,h a( YouTube and 8ideo ad( on popular +eb(ite(
(u,h a( $SN and Rediffmail'
4he attempt to reach oters !ho usually do not turn up at
polling +ooths is drien +y an estimate that many of them
might share B&$Ds ision for a strong "entre and a
OnationalistO approach to security that includes OhardO ie!s
on anti,terror la!s and illegal infiltration. 4hese groups
could motiate people to shed +oth their cynicism and
lethargy to actually go to the polling stations.
$arty sources said this !ould +e accompanied +y a massie
SMS campaign !hich hopes to ultimately reach 1A crore
oters. B&$ managers claim that !ith close to half the
oting population connected +y mo+iles, this campaign is
no! a must. 4hey agreed that the party !as loo*ing for!ard
to a sustained effort +y Sangh organisations to reach and
motie +oth the faithful and sympathisers.
4he B&$Ns print campaign !ill focus on spelling out its
programme !hich is expected to +e replete !ith feel,good
offers li*e targeted schemes for girl children, cheap
foodgrain, lo!er farm loan rates and seeral sops for the
ur+an oter.
Iran* Simoes has ta*en care of the teleision and print
campaign that also includes outdoor media and Jtopia !as
in charge of the radio campaign.4!o companies, Iran*
Simoes and Jtopia, prepared the campaign adertisements
for B&$ !hich !ere used on teleision, IM radio channels
and the print media from March 16 on!ard.
Jnli*e the "ongress that chose one of its adertising and media
agency "rayons !ay +ac* in Septem+er, the final call on
the agencies for B&$ comes after much delay. 4han*s to the
present slo!do!n, there is a pressure on the countryDs main
5=
opposition partyDs fund raising !hich also comes from the
priate sector companies.
B&$Ds creatie and the media +uying duties !ere handled +y
Iran* Simoes, !hich is also has the ministry of tourism as a
client. 4he agency too* care of its print and teleision
campaign.
4he party started its sign,off campaign !ith the punch,line
Ma3+oot neta, nirnaya* sar*ar '(etermined leader, decisie
goernment) from March 16.
4he party had su+mitted a :s 52,55 crore +udget for the
campaign !ith the election commission of India.
"onsidering the +udget constrains, the party planned to go +ig
on internet and radio. #It is not possi+le to ignore teleision
and print medium een though they are expensie.
8o!eer, !e !ill focus on other media such as internet and
radio this time,2 party spo*esperson said.
4he party has tied up !ith <oogle to redesign its official !e+site
+.p.org to ma*e it more user,friendly and interactie.
4he party has also run its campaign on radio, through priate
IM channels and All India :adio. Because a+out 2??
constituencies today hae access to IM !hich is all the
more reason to use the medium extensiely. It has huge
penetration and is not too expensie too.
$olitical parties are re0uired to report to the 7" their
expenditure since there are restrictions on it. Besides, a lot
of spending is in the form of direct help from +usinessmen
that may +e in cash or *ind and is not included in the
figures sent to the commission, !hich regulates political
parties in the country.
(uring general elections in 2AA5, B&$ had used teleision,
ne!spapers and telemar*eting to promote its EIndia
56
ShiningD slogan. 4he party !ishes to run a positie
campaign this year.
>';'< Communi(t Part& of "ndia B$ar7i(tC
4he "$I'M) has created a campaign !e+site hosting its
campaign information to attract sympathi3ers among the
neti3en pu+lic to ote for the party.
H' #ifferent media u(ed for ad8erti(ement( in re,ent
ele,tion(
(uring the recent assem+ly elections and ongoing ;o* sa+ha
elections many conentional and non,conentional media
are used +y arious political parties.4he +iggest difference
in recent and past elections is that all the parties hired their
consultant ad agencies, planned a frame!or* and laid
aggressie ad campaigns.
/ith political adertising crossing oer :s 6AA crore in ad
spends this year, all *inds of adertising agencies, +ig and
small, shoed and pushed for a slice of the pie. Ior some
li*e the &/4, adertising in the political arena is a first. 4he
agency, that tasted success !ith its campaigns for $epsi and
%i*e, no! has the challenge of selling a party as old and as
aried as the "ongress to as complex a mar*et as 7lectorate
India.
;et us discuss all those media types and their adantages.
H'1 Tele8i(ion
6nly 1=P of the total campaign +udgets is spent on t ads.
Adertising experts +eliee it is +ecause 4V does not gie
political parties enough +ang for the +uc*. A 1A second spot
5>
can sell for any!here +et!een :s. =,AAA on a regional
language channel to at least :s. 1.= la*h on a popular
channel during prime time, say media +uyers, !hile other
platforms such as radio and outdoor are as effectie and
cheaper.
#Voter +an*s are not in +ig cities +ut in rural areas !here
posters, meetings and mo+ile ans reach out to more
potential oters than a 4V ad !hich costs 1A times the
amount,2 says Sumira :oy, founder of Mum+ai,+ased
adertising agency $ostscript. #And spending so much on a
political campaign li*e the B&$ did !ith the India Shining
campaign last elections, can actually +ac*fire and !or*
against the party.2
#At a time !hen Indian adertising has +ecome so creatie and
has set standards internationally, the 0uality of political
campaigns on 4V remains poor and reflects +adly on the
industry2, says a senior adertising agency executie !ho
didnNt !ant to +e named. #7specially the B&$ ads that
featured politicians using the attac*s in Mum+ai to gain
otes on 4V and print !as atrocious and !ill ma*e them
lose supporters.2

Adds 7mmanuel Jpputuru, %ational "reatie (irector, $u+licis
India, #7arlier, political ads on 4V loo*ed li*e an AGV
'audio,isual), so at least no! they loo* li*e an
adertisement as the production has improed after
adertising agencies !ere hired, +ut at the end of the day,
the adertising !ill +e .ust as good or +ad as the product, so
may+e product is +ad.2
8o!eer !ith 5AA,$lus 4V channels, 6A,>AP of !hich are
regional language channels, the media does hold potentialS
if used intelligently.
H'; Outdoor ad8erti(ement(
5?
/hile door,to,door campaigning and political rallies continue to
+e the mainstay of election campaigns, political parties in
India are loo*ing at adertising campaigns across media
platforms to reach the elusie oter, especially in ur+an
areas.
$olitical parties are no! more focused in their mar*eting
strategies, and communication campaigns are going +eyond
reinforcing the party sym+ol. 4he proportion of poll
+udgets allocated to adertising has gone up and
professional adertising agencies are +eing used.
Ior adertising agencies, too, it has +een a learning cureSthe
target group is diffused and most ads ta*e the regional
language route.
6utdoor media, !ith its +anners, hoardings and pamphlets, is
the most o+ious choice in political campaigns, !ith print
ads a close second. 4he digital media has gained
significance +ecause of its a+ility to interact !ith ur+an
otersH radio ads made their de+ut in the ongoing assem+ly
elections. 4eleision, despite its potential, has failed to clic*
!ith parties and oters ali*e, mainly due to the poor 0uality
of the ads.
"ampaign loo*s at ho! political parties are using these
mediums to spread the !ord,and ho! effectie each is.
8oarding, +us stands, mo+ile ans and floats hae proed to +e
most effectie forms of communication and are used
extensiely +y political parties. In fact, the outdoor medium
gets a higher +udget than teleision. According to a media
+uyers, 2AP of the :s. 5AA crore adertising +udget !as
spent on outdoor, !hile 1=P !as spent on teleision.
#6utdoor adertising is the first indication that elections are
coming up +ecause all of a sudden, streets and par*s in
cities and illages across the country are filled !ith +anners
and hoardings of politicians, says Sumira :oy of $ostscript.
5@
#4his platform connects !ith the rural populations on the
+est +ecause it tal*s to them in the language they
understand and is effectie in deliering results.2
Adds <ullu Sen of (entsu India, #/e *no! the leaders of
political parties such as Sonia <andhi or Manmohan Singh
+ut ho! many of us *no! the other politicians standing for
elections in the statesQ So outdoor adertising helps spread
a!areness and educate people on !ho is !ho2. Apart from
effectieness and recall, outdoor media is more cost,
effectie than adertising in the main stream media.
According to a leading outdoor adertising agency in (elhi,
hoardings in a city such as (elhi cost political parties :s.
2.=,= la*h for a month depending on the location and can +e
as lo! as :s. =A,AAA a month in smaller to!ns. 4he cost of
adertising in +us shelters for a month can +e +et!een :s.
?A,AAA and :s. 1.= la*h for digital print +anners. "ompare
this to approximately :s. 1.= la*h for a 1A,second 4V spot
ad during prime time on a general entertainment channel or
a full,page adertisement across all editions of a national
ne!spaper that can cost up to :s. 1.> crore a day.
A hoarding of Indian %ational "ongress
H'< Print
=A
4he lionDs share has traditionally gone to ne!spapers, and een
though platforms such as digital and radio hae gained
significance, loyalties hae not shifted yet. According to a
media +uying agency, print accounts for 5AM=AP of the :s.
5AA crore +udget in the latest assem+ly elections.
#%e!spapers account for =AP of our spends +ecause it
reaches out to the masses, yet it is a ery localised form of
adertising that gets the message across to the lo!est local
denominator,2 says :an.an Bargotra, $resident of "rayons
Adertising ;td., the agency handling the "ongress
account.
According to the latest figures of the :egistrar of %e!spapers in
India, or :%I, India had 65,@@? registered ne!spapers as of
March 2AA>, !ith a total circulation of 1@A million. A
political party can pay any!here +et!een :s. = la*h and :s.
5= la*h for one full,page adertisement in a ne!spaper,
depending on the reach it has, says a senior media +uyer
!ho did not !ant to +e identified.
$rint ads also allo! parties to respond to unexpected situations.
#9es, print is a localised from of adertising +ut the main
reason for using so much of this media is +ecause these
political campaigns are all deeloped 'at the) last minute
and print is the fastest !ay to do it. All it needs is some
script, party sym+ol and mug shots of the politicians2, says
<ullu Sen, 7xecutie Vice "hairman and "reatie (irector
of adertising agency (entsu, India.
(espite all this, experts +eliee the entire efforts may +e a
!aste. O the Buality of print Adertisements is still ery
tac*y and seem li*e a +ig sham to me,Osays Anil
Madan,founder and creatie director,A0ua
"ommunications.
Adds Sen, O 4hey are +ad leaflets, not adertisements,all it does
is familiari3e oters to their faces, so !hen someone does
=1
go to the poll +ooth, they might .ust recall the face and
ma*e a connection.O
$rint ad +y I%"
H'= Radio
6n 21 %oem+er, 4he 7lection "ommission allo!ed political
campaigns on air!aes. Irom the ery next day, radio
stations in (elhi and other states going to the polls aired
political adertisements, mainly from the B&$ and
"ongress.
Analysts say the speed !ith !hich parties integrated radio into
their campaigns is indicatie of the potential it has to reach
out locally. #:adio is a locali3ed medium that reaches out to
1@ crore listeners 'a+oe the age of 12) and unli*e print and
4V, !here there are time and space restrictions, radio
allo!s parties to actually communicate to listeners in their
language2 says Sunil -umar, Managing (irector at :adio
Business "onsultancy Big :ier :adio 'India) $t. ;td.
#/ith the poll panel putting restrictions on the expenditure for
campaigns, parties are loo*ing at less expensie outlets. It is
natural for political parties to use radio channels !hich are
popular among youngsters,2 says B&$ spo*esperson :a.i
$ratap :udy.
According to a senior executie from a media +uying agency,
!ho did not !ant to +e identified, radio accounted for :s.
2A crore of the :s. 5AA crore political adertising +udget.
=2
4he "ongress too* six radio spots, the B&$ too* three. 4he
ads ranged from 1AM=A seconds and cost the parties
+et!een :s. 2=A and :s. 1,2AA.
:eaching out to 21P of the population, radio may +e a more
effectie and cheaper medium, +ut experts say political
parties !ill hae to learn ho! to use it to de+ate and discuss
opposing ie!points instead of using it as a platform for
mud,slinging.
In (elhi !here "ongress is the ruling party, radio ads
highlighted the !or* done so farSno promises !ere made.
But in :a.asthan, !here the "ongress is in the opposition,
the ads loo*ed at the inefficiency of the goernment and
pointed out !hat could hae +een done +etter. Similarly,
B&$Ns campaign !arned oters a+out the shortcomings of
the goernment and rhetorically as*ed oters if they !ould
ma*e the same mista*e.
#4hese ads !ere not fancy and did not need much production
!or* as they +asically had oice,oers communicating to
oters. So the ads !ere pro+a+ly deeloped in a span of t!o
days and !ere all set to air as soon as the goernment gae
the green light,O says $rathap Suthan, "reatie (irector of
"heil "ommunications.
"onfirms Ashit -u*ian, 7xecutie Vice $resident of :adio city
@1.1IM, #4he commercials !ere ready. /e !ere !aiting
for the 7lection "ommission Ior the +roadcast certificate
and as soon as the formality !as met, the ads !ere aired on
our station.2
4he gro!ing reach of priate IM radio is expected to find
political expression for the first time in India as parties tap it for
their campaigns, +ringing in !elcome reenue to the :s.?.1
+illionGV16= million radio industry in the country.
#Many political parties realise the reach of the radio and the
play that the ads !ould get and are !arming up to the idea
of +roadcasting their ads on radio,O $anday, !ho is also
=1
senior ice president of the Association of :adio 6perators
for India 'A:6I), told IA%S.
Broadcasting of political ads !as not allo!ed on priate radio
stations until 2AA= !hen the second phase of IM radio
priatisation !as rolled out. 4his is the first time general
elections !ill +e held after that.
$rior to this, only stations li*e the All India :adio 'AI:) or
BB"Ns 8indi station used to air such campaigns.
4a*ing adantage of the ne! deelopment, most ma.or parties
li*e the Bharatiya &anata $arty 'B&$), "ongress, Sama.!adi
$arty and Bahu.an Sama. $arty 'BS$) as !ell as a fe!
regional parties are already ma*ing use of the facility.
/hile the "ongress has roped in three *no!n ad agencies ,
$ercept, "rayons and &ames /alter 4hompson '&/4) , to
prepare the partyNs campaign strategy, the B&$ has hired the
serices of Iran* Simoes,4ag and Jtopia "onsulting.
%isheeth Sharan of Jtopia "onsulting told IA%SC O/e hae
placed B&$ campaigns on all priate IM channels as !ell as
on All India :adio +ecause any means of communication
during the elections only helps.
4here is no de+ating that the radio is the +est local media
aaila+le to connect !ith people een in far,flung areas.
And it ma*es more sense to campaign through it rather than
print +ecause it is cost effectie and is a mass medium, it
cuts across all literacy leels.
According to report compiled .ointly +y glo+al consultancy
-$M< and the Iederation of Indian "ham+ers of
"ommerce and Industry 'II""I), the countryNs radio
industry is set to gro! at 15.2 percent per annum and reach
the si3e of :s.16.1 +illion +y 2A11.%7/ (7;8IC 4he
gro!ing reach of priate IM radio is expected to find
political expression for the first time in India as parties tap
it for their campaigns, +ringing in !elcome reenue to the
:s.?.1 +illionGV16= million radio industry in the country.
=5
H'2 "nternet
#In 2AA5 the Internet accounted for less than 1P of the
adertising +udget of political parties. 4oday ho!eer, the
digital media ma*es up at least 1AP of the +udget,2 says
Atul 8egde, "hief 7xecutie, Ignitee India $t. ;td., the
agency handling digital adertising for the "ongress.
/ith 5A million Internet users and Internet penetration in ur+an
India at around @P the importance of digital media in
political campaigns cannot +e ignored. Add to that the fact
that 1AA million youngsters, half of !hom lie in ur+an
India are expected to cast their oters for the first time in
the ;o* Sa+ha polls next 9ear, and the Internet emerges as
ery useful tool to engage !ith young people.
#4he focus on digital and mo+ile media is to engage the ur+an
youth in India !ho ma*e up a large oters +ase,2 says 8iren
$andit, managing partner of <roupM 7S$, the
entertainment, sports and partnerships diision of media
+uyer <roupM. #/hile they are inoled in political affairs,
they may not +e interested or inclined to ote, so these
digital initiaties aim at interacting !ith them and getting
the message out2
4he B&$ and congress hae trac*ed JS $resident,elect Barac*
6+amaDs successful online campaign,social net!or*ing
sites such as Iace+oo*, 6r*ut and MySpace hae
communities +uilt around the t!o parties and indiidual
politicians. 6n Iace+oo*, for instance, a B&$ group has 2>=
mem+ers !ho engage in discussions and post information
on important dates and eents related to the elections, !hile
"ongress ;eader Sonia <andhi and $rime Minister
Manmohan Singh hae their o!n communities +uilt on the
site !ith 1=? and 1,11A supporters respectiely. #ItNs the
success of 6+amaNs campaign !e are trying to replicate
here,2 says 8egde.
==
4he B&$ has launched a !e+site for its prime,ministerial
candidate ;.- Adani. It had one, too, for V.- Malhotra, its
chief ministerial candidate for (elhi. 4he "ongress opted
for a dedicated Internet campaign for the :a.asthan
assem+ly elections.
In addition, the t!o parties hae engaged oters through ideo,
sharing sites such as 9ou4u+e and ideo ads on popular
!e+sites such as MS% and :ediffmail.
4he approximate cost for an extensie online campaign can +e
:s. 1 crore oer a month. #5AP of a typical adertising
campaign goes to!ards contextual search and adertising
net!or*ing and 6AP is spent on popular !e+sites such as
9ahoo, MS% and :ediff, among others,2 says Sidharth :ao,
chief 7xecutie and co,founder of /e+chutney, a leading
digital mar*eting company.
A colorful image from B&$Ds official !e+site
H'. $obile(
Around 2@ crore Indians use mo+ile phones. 4herefore political
parties are targeting these oters through SMS and
telecalling oters directly. 4his !ay of targeting people has
all the adantages of (irect mar*eting.(uring these ;o*
sa+ha elections all the parties hae used this medium +ut
definitely B&$ raced much ahead.
=6
4he attempt to reach oters !ho usually do not turn up at
polling +ooths is drien +y an estimate that many of them
might share B&$Ds ision for a strong "entre and a
OnationalistO approach to security that includes OhardO ie!s
on anti,terror la!s and illegal infiltration. 4hese groups
could motiate people to shed +oth their cynicism and
lethargy to actually go to the polling stations.
$arty sources said this !ould +e accompanied +y a massie
SMS campaign !hich hopes to ultimately reach 1A crore
oters. B&$ managers claim that !ith close to half the
oting population connected +y mo+iles, this campaign is
no! a must. 4hey agreed that the party !as loo*ing for!ard
to a sustained effort +y Sangh organisations to reach and
motie +oth the faithful and sympathisers.
4he saffron party B&$ used state,of,the,art campaigning,
including the recorded telephonic oice of its election
candidates.
=>
?' Con,lu(ion
8o! far these campaigns hae +een successful !ould only +e
possi+le to *no! !hen the election results are declared.
"ndian lu7ur& mar*et to tou,h !SD =2; million%
A recent luxury trends report from ;ed+ury :esearch adises companies to start
focusing on India. 4hey are estimating that the num+er of families !ith annual
incomes of more than V21A,AAA !ill hae more than dou+led from 2A,AAA in 2AA2 to
=1,AAA +y the end of 2AA= and !ill gro! to 15A,AAA +y 2A1A. By !ay of comparison,
the J- has 5AA,AAA families at this income leel currently.
;uxury carma*ers are pouring in to !oo the noueau riche 'Audi, BM/ are the most
recent entrants). A recent article in the "hristian Science Monitor tal*s a+out ho! the
luxury product ma*ers are trying to tap the laish spending that occurs around the
!edding season +y timing their ne! product introductions, mar*et promotions etc. An
aerage Indian !edding 'V15,AAA) costs almost 1AP more than the aerage American
!edding 'V26,12>), !ith rich Indian families spending as much as V2 million dollars.
"ndian lu7ur& mar*et ma& boom to !SD <3 billion b& ;312%
;uxury is all set for an unprecedented flourish here as the Indian consumer has
oercome the guilt pangs associated for ages !ith indulgence. 4he si3e of the luxury
mar*et in India is estimated at around V1.= +illion, and !hatDs +est, gien the right
impetus, it could easily leapfrog to V1A,+illion +y 2A1=.
Indians are lapping up luxury assets, serices and goods !ith oracious appetite,
according to a comprehensie surey done +y A4 -earney for 4he 7conomic 4imes.
Indians splurge V2.@ +illion on luxury assets 'essentially priate .ets and luxury
homes, cars or yachts and art), spend another V@=1 million on luxury serices and top
it +y +uying luxury goods !orth V1>> million.
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13' Anal&(i(
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11' Biblio9raph&
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