BBA MBA and PostGraduate UnderGraduate Management Courses: Political leaders recognise the advantages of an integrated communications approach to their election campaigns

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The ongoing Bharat Nirman campaign (a public information campaign about the government’s flagship programmes) of the Congress Party is in fact a toned down version of the India Shining campaign only. Except this time the preparations, at least for now, are hush-hush. Ask them and parties would deny any association with marketing. But each of them have begun hiring media managers to improve their media penetration and party image. Congress has already called in an advertising pitch and by the time you are reading this piece, their official advertising agency for General elections 2009 would have been decided. In fact, the political products that both the national parties will be selling are also fixed. The sloganeers are already here. Where Congress plans to push forth its accomplishments, opposition BJP is gearing up to use the same against them. Congress spokesperson, Manish Tiwari told this magazine that “from introducing mid-day meals, NREGS and farm loan waiver to pitching for the nuclear deal, everything has been done by this government. We will highlight these issues in our campaign.” BJP Vice President, Mukhtar Abbas Naqvi is firing different ‘slogans’. He says that the mantra for BJPs counter campaign strategy will be “internal security, inflation and incompetence. These three Is are going to act against the incumbent government and will raze them to ground.”

However, a common meeting ground for both parties is the supposed intensive use of technology in General Elections 2009. But unlike the US, where Internet is the technology of choice, in India mobile phones (which have now begun to penetrate even the rural electorate) will play a crucial role. If elections 2004 had Vajpayee’s electronic message reaching you on your cell phones, rest assured that technological developments ever since will allow parties much more leverage to dominate your personal spaces. Election is war and the role of technology is set to amplify the battleground. “SMS, MMS, music & video on mobiles, e-mails, blogs & advertising will make elections 2009 larger than life,” believes Suthan. BJP has already tied up with ValueFirst, a bulk SMS provider, for its SMS services. Vijay Shukla, Country Head, ValueFirst told 4Ps B&M, “For now, it’s a means for internal communication where all party leaders and involved members can stay connected.” Who knows, closer to elections, BJP may use the service as a means to connect with voters too.

In keeping with the demands of working with professional spin doctors and experts, political parties have also kept pace. Points out Nayyar, “When we worked with the Congress, we expected high handedness, but were pleasantly surprised. They were always on time and dealt with us professionally and transparently.” Cherian attributes it to the realisition among the political rank and file of the need for professional help in political imagery. “Last few years have seen political leaders recognise the advantages of an integrated communications approach to their election campaigns. So, they source out most communication responsibilities to professionals. This frees them to do what they do best: mobilising voters!” he avers.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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