Home >> Marketing >> Article

Five marketing lessons one can learn from Narendra Modi

10-September-2013
Font Size   16
Five marketing lessons one can learn from Narendra Modi

During tough economic conditions, when companies tighten their purse strings and take very measured steps for marketing strategies, it is perhaps time to look for inspiration in unconventional places.

One such source is Gujarat Chief Minister Narendra Modi. Dubbed by media as the ‘poster boy of Hindutva’, Modi has enjoyed his equal share of notoriety and tremendous adulation. But what cannot be ignored is his growing popularity, and if media reports are to be believed, the BJP Parliamentary Board is set to meet soon to formalise the decision to name Modi as the party’s Prime Ministerial nominee for the 2014 Lok Sabha Elections.

Carefully thought-through communication strategies have helped Modi expand his base. We, at exchange4media, think there are some valuable marketing lessons that can be learnt from Modi, especially to surge ahead during tough economic times.

Here is a look at them...

Be a constant innovator
Innovations need to be pulled out of the hat all the time. For instance, during a recent BJP rally in Hyderabad, people were charged an entry fee of Rs 5 to listen to Modi’s address. According to the Gujarat Chief Minister, with this the party is delivering a paradigm shift in the political landscape. The funds from the rally are being donated to the flood-ravaged state of Uttarakhand. But the BJP’s agenda is to prove the popularity of its front-runner for Prime Minister.

Marketing lesson: During difficult times, brands need to understand that innovations in pricing will attract consumers. They will remember the brand for what it did for them during the tough times and will be loyal in the long-run.

Strike when the iron is hot
When Modi’s proactive step to help evacuate 15,000 Gujaratis from flood-affected Uttarakhand in two days came under fire from various quarters, the news stunned many.

Media investigated to find out if it was true. According to various reports, the Gujarat Disaster Management Authority (GDMA) has become a professional institution, capable of responding to natural or man-made disasters. It has a 24x7 monitoring system and well-publicised helpline numbers known to Gujaratis – both in the country and abroad. Modi has succeeded in conveying to the citizens of Gujarat that the government is always there to serve them. That is why the first response of Gujaratis anywhere in the world is to contact the Chief Minister’s office if they are caught in a calamity.

Marketing lesson: Winning the trust of consumers should be the fundamental focus of brands. Brands shouldn’t turn their backs during crisis; in fact, they need to strategise aggressively to make sure that they are with the consumers all the time.

Be a digital expert
The role of digital in any marketing communication can no longer be ignored. The faster the brands get on to digital media, the better for them.

According to a report released by Blogworks, since January 2013, mentions of Narendra Modi have seen the highest and most consistent increase; for all other politicians, the shift in mentions has been fluctuating topically every month. Modi’s online mention is said to have increased by 126 per cent since then.

Modi is arguably one of the most tech-savvy Chief Ministers in India. He is the first Indian politician to have around 2,263,674 followers on micro-blogging site Twitter. He has at over 3,598,400 likes on his Facebook page. Early last year, he launched iPad and iPhone applications that lead to his blogs, speeches, books and images. He is all over Google+ Hangout, Pinterest, Tumblr, YouTube and many other social media platforms. In fact, his official website is one of the most organised political web properties. He has a dedicated digital media team that constantly updates content in his diverse digital network.

Last year, Modi claimed that for the first time in the world, an election campaign was being launched using 3D technology and telecast in four places simultaneously.

Marketing lesson: It is very necessary for brands to choose their media wisely. In the digital ecosystem, social media is relatively the cheapest communication vehicle. Brands should buckle up to create impressive impressions that will be value for money as well.

Create a direct rapport with the TG
According to various media reports, Modi is scaling up his campaign as the General Elections inch closer. Pulling out all stops to make the BJP's Mission 272-plus a reality - which is vital to his Prime Ministerial dream - Modi will hold mega rallies across the country over the next two months.

He recently also encouraged the massive crowd present at the Lal Bahadur Stadium in Hyderabad to say in US President Barack Obama style – ‘Yes we can’ and ‘Yes we’ll do’ – which the people happily responded to.

Marketing lesson: During difficult times, it is better for brands to take to on-ground activities for several reasons. Mass media vehicles might not always help in creating return on investments. Brands generate better results via on-ground activities.

Practice what you preach
Modi is considered to be a strong opinionated politician. His ‘Hindutva’ ideology has also fetched him extreme criticism and hate from some factions of the Indian society. Now, Modi is trying to alter his line of thought for the new generation, which involves calling himself a ‘Hindutva Nationalist’.

Marketing lesson: It is very difficult if a brand undergoes changes in its approach during tough times just to gain the attention of consumers. It is better that brands stick to their long running propositions instead.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told