The Campaign That Changed The Game

                                     
                                                                Part-1

This blog is mostly a review of a book "The Modi Effect- Inside Narendra Modi's Camapaign To Transform India" - By Lance Price and few articles read on different articles.

On May 16, 2014 history of India took a new turn Narendra Modi was declared the winner of the largest democratic nation ever conducted in human history. But, many of us have that question in mind how this magic happened in such a short time.

On an interview with BBC correspondent and political vet Lance Price was granted exclusive access to write about this book which details message management and technological wizardry combined to create a vote winning colossus.

If you have ever observe on one of the Modi's campaign he claimed in his speech that he has an 56 inch chest ," 56 inches is very cleverly crafted tool to develop Modi's Alpha male image". Which also signifies that as soon as a  person  sees him there will be already in mind that he is physically commanding.

Mostly, speeches of  Indian politician used to be lengthy text, written by others covering all the issues confronting by government the major fallback of this used to people couldn't relate them in their personal life  it never used to pierce through the AAM ADMI's heart.

When Modi came to the picture his address straight touched people's heart, he has handful of notes  with him, though there was a little diversion of the topic in all his speeches where all spoke about India's greatness he spoke about its shame. The nation can send a mission to Mars but couldn't provide toilets. Poverty and filthy streets disfigured the country where it one of the most advanced nation in IT. He also spoke about degradation of women. After hour long mould-breaker speech he addressed the audience as an "I am an outsider" " quite isolated from the elite class of this place" which was an ice-breaker for all. Here, the ice being the hierarchy of Indian politicians " the elite class" where as in India most of our population is struggling from poverty Modi addressed him as he is from one among the public. Which, also signifies that he can better understand the need of the people and help them out in their way. 

Claiming outsider status is a familiar gambit among politics. It is effective in places where disillusionment with status quo is particularly intense. India in 2014 was in such place. Though nobody walks straight through an outsider corridor but they can absolutely pretend too!

On the day of results Modi had the best answer to all his critics public knows it all nonetheless that he was the man to take the nation forward.

Modi's campaign was partially taken from West but it is Indianised for us to reach all the corners of India.  Its use of innovative technology and social media with the capacity of galvanizing young people  uninterested and disillusioned Modis's campaign took the game over. A very high turnout among young , first time  voters was a notable feature .

The campaign hit the right people in right time.

As a marketing student I can tell Product, Price, Place, Promotion, Process and Physical Evidence all hit well!