Top Story

e4m_logo.png

Home >> Marketing >> Article

What brands can learn and unlearn from AAP's consummate campaign

17-February-2015
Font Size   16
What brands can learn and unlearn from AAP's consummate campaign

Put together by Lodestar UM, here are the top five marketing lessons that brands can learn from the recently concluded Delhi polls, which brought the Arvind Kejriwal-led Aam Aadmi Party (AAP) to power in the national Capital.

1. Build ground stories: The Aam Aadmi Party’s (AAP) campaign centered around the ‘needs’ (of people). There was no ambiguous shrouding of key issues—some of the measures might be considered populist, but they came straight from the ground (such as lower tariff for water and electricity, security for women, etc).

Consumers, today, are more prone to ask – ‘what’s in it for me?’ It is critical for brands to address this point-driving precision focus versus a carpet-bombing approach. Marketers should offer beyond ‘grand all embracing’ messages, something that connects at an individual level.

2. Infuse young blood: AAP’s young brigade (such as Raghav Chaddha, Ankit Lal, Richa Pandey and many more) were against super experiential stalwarts. They focused on ‘disruptive innovation’ – such as voice tree, innovative fund-raising drives like art auction.

Consumers are constantly finding new ways of doing things. It is important for brands to keep reinventing and realigning themselves to these new realities to stay relevant. Marketers keep trying new ideas, just because it’s untried. Unproven doesn’t mean that it is not worth it.

3. Do not dilute your USP: Aam Aadmi Party stood against corruption – Day1, Day 49, Day 413. While the USP may seem an old concept, focus on what you deliver and consistently staying true to this can create a strong differentiated often unassailable position. Marketers believe simple consistent relevant messaging will get you there.

4. Own up: On Day1 of 2015 campaign, AAP chief Arvind Kejriwal confessed his mistake and kept admitting it throughout the campaign. Ditto with not repeating the mistake of spreading too thin by deciding to ‘not contest any other state elections in 2015’.

Consumers, today, are no longer distant people on the other side of TV screen. They are people we meet and talk to every day. Owning up to them by sharing your realities and challenges can create a powerful engagement with opportunity for an ongoing dialogue and partnership. Timing the plan for this with little gap is a critical factor. Marketers, being human pays.

5. Best brand ambassadors are voluntary: The strength of the AAP campaign stemmed out of lakhs of volunteers bringing to table whatever they could, even by braving the cold, standing at traffic signals with a banner. Happy consumers who believe in the product are the best ambassadors for the brand. Marketers harnessing their power can create a strong parallel force to regulate marketing channels.

The authors are Aditi Mishra – Strategy and Knowledge Partner at Lodestar UM and Ankur Bhartiya – General Manager, Lodestar UM.
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video