India General Election : Marketing Dissection of Campaigns by Modi Led NDA Vs Gandhi's INDIA Alliance

The 2024 Indian general elections showcased a stark contrast in the marketing strategies of Prime Minister Narendra Modi’s BJP-led NDA and Rahul Gandhi’s INDIA Alliance. Both campaigns managed by war-rooms and strategic marketers, employed distinct tactics to resonate with voters across different phases of the election. Here, we break down their strategies phase by phase.

Step 1 : Slogans set the stage for elections:

NDA's slogan "Abki Bar 400 Par" ("This Time, Crossing 400 Seats") underscored their confidence in securing a decisive majority, emphasizing Narendra Modi's leadership and the promise of continued development. This slogan has shifted the benchmark from 272 Seats to an ambitious 400 Seats, created motivation at workers level, delusion for opposition alliance and influenced non-decisive voters towards NDA. In stark contrast, the INDIA Alliance's "Khata Khat Khata Khat," (Quick Quick ) popularized by Rahul Gandhi, symbolized rapid and efficient socioeconomic reforms, focusing on direct benefits transfers to address economic disparities. This sound slogan was smart and easily relatable to people. Still INDIA's strategists failed to unite leadership on its messaging

These slogans not only highlighted the differing strategies and promises of the two coalitions but also reflected their broader political philosophies: the NDA's focus on robust leadership and ambitious targets versus the INDIA Alliance's emphasis on inclusivity and immediate socioeconomic reforms.

Step 2 : Clear and Phase wise Narrative based on target geographies and social engineering

Based on speeches by campaigners, we have captured the key themes used by both sides.

The key learning is whenever setting two to three months campaign, you need clear themes for every phase.

• In Phase 1, NDA started with focus on development & Nationalism, with Modi often referencing projects like the Bharatmala and Sagarmala initiatives, as well as India’s space missions s While INDIA Alliance's focused on economic disparities and anti-capitalism, focused on accusing the government of economic mismanagement.
• In Phase 2, Modi tailored his speeches to address specific regional concerns and emphasizing development projects. For instance, in coastal regions, he focused on fishermen’s welfare, while in agricultural areas, he highlighted subsidies and support for farmers. While India alliance pushed for a caste-based census to address underrepresentation of OBCs and other marginalized groups,
• In Phase 3, To counter caste based politics, NDA's opened the can for 115 Seats with Social Welfare and Sanatan Pride. Modi highlighted ssocial welfare schemes and invoked cultural pride through references to the Ram Mandir. While INDIA team focused on debunking Modi’s claims of development, especially in states like Bihar where they argued that promised advancements had not materialized.
• In Phase 4 National Security & Corruption was theme from both side, Modi highlighted his government’s decisive actions against terrorism, He also criticized the opposition for alleged corruption. The INDIA alliance questioned the effectiveness of Modi’s national security policies and highlighted corruption within the BJP. They aimed to undermine Modi’s image as a corruption-free leader.
• In Phase 5, PM Modi started his series of TV interviews with positioning as a problem solver, He highlighted the various barriers India has overcome under his leadership. He aimed to inspire confidence by showcasing progress and breaking historical constraints. High confidence on winning, INDIA Alliance focused on promising more effective and transparent governance, addressing issues like unemployment, farmer distress, and regional disparities.
• In Phase 6, NDA moved to inclusive development as several states in these phase had more minority voters. Modi emphasized policies for inclusive growth. He addressed issues like farmer support and regional investment to show balanced growth. While Social media of Modi's derailed INDIA's campaign strategy by "Who will be the PM of INDIA alliances, and they seemed to be more focused on showing unity and coalition strength
• In Phase 7, with last 60 seats, Modi articulated a forward-looking vision for India, and emphasized the goal of making India a $5 trillion economy and a leader in innovation. While INDIA's final phase saw the alliance promoting their vision for a just and inclusive India, emphasizing social justice, economic inclusivity, and the protection of democratic institutions.

The 2024 election campaigns of Modi’s NDA and Rahul Gandhi’s INDIA Alliance presented distinct strategies. One thing which we should observe with these themes are target audiences. It seems while Modi's was focused on broader audiences, INDIA alliance was more focused on socially deprived and minority voters. Lets review Target audience better.

Step 3 Know your target audience and identify influencing factors

Modi-Led NDA : They focused on following segments

1. Middle-Class and Upper-Middle-Class Voters: Emphasis on development, economic growth, and technological advancements appeal to this demographic, who benefit from infrastructure projects and digital initiatives
2. Rural and Agrarian Communities: Focus on agricultural subsidies, rural development schemes like PM-KISAN, and rural infrastructure projects like road construction and electrification appeal to farmers and rural voters.
3. Hindu Nationalists and Cultural Conservatives: The focus on cultural symbols like the Ram Mandir and promoting Hindu pride resonates with conservative Hindu voters who prioritize cultural and religious identity.
4. Women : Emphasized schemes like Beti Bachao, Beti Padhao and the introduction of the Maternity Benefit Program to appeal to women voters, particularly in rural and semi-urban areas.
5. Caste : Modi-led NDA used caste dynamics strategically, promoting leaders from OBCs (like Modi himself) and other lower castes to garner support. .

Gandhi's Led INDIA : They focused on following segments

1. Economically Disadvantaged and Marginalized Communities: Focus on economic disparities, social justice, and critiques of the government’s pro-business policies appeals to those feeling left behind by rapid economic changes.

2. Minority Communities: Emphasis on protecting minority rights and critiquing the BJP’s perceived anti-minority stance resonates with Muslims and other minority groups.

3. Lower Castes and Dalits: Advocacy for a caste-based census, proportional representation, and addressing caste-based inequalities appeals to lower castes and Dalits seeking greater representation and equality

4. Women: Promises of gender justice and critiques of the BJP’s policies towards women’s rights aim to attract female voters, particularly those concerned with social justice issues

In terms of impact, Modi’s NDA campaign, with its broad-based appeal and robust organizational machinery, likely had a more cohesive and widespread reach. In contrast, the INDIA Alliance’s campaign resonated strongly in specific regions and among communities feeling marginalized by the current administration, leveraging their collective strength to present a unified opposition.

Step 4 : Know your marketing channels & know how to use these well

In India today elections are run on four key channels

• Social Media
• Rallies & Public Meetings
• Traditional Media (TV, Radio, Print)
• Grassroot campaigns by Volunteers

Social Media :

Indian youth is on social media and ability of social media to set the narrative or create the rumor is way too powerful in India. How this was used differently by two side

1. NDA's Approach : Leveraged top Leaders social media account for key messaging, created fear around fake news and also focused on high visibility and engagement tactics eg. Modi’s “Mann Ki Baat” on YouTube and Facebook Live sessions to directly address the nation. NDA's well oiled machinery was able to debunk any opposition tactics vert fast.
2. INDIA Alliance : INDIA Alliance used social media for promoting unity among coalition members, addressing voter concerns, and countering BJP's claims. Key leaders like Rahul Gandhi and Arvind Kejriwal frequently posted updates and responded to current events. They were effective in creating a narrative of inclusivity and highlighting social justice issues. Influencer marketing didn't helped them much as larger target audience is aware of them as paid resources.

Rallies and Roadshows :

Voting decisions are often influenced by family, community, and the perceptions created through rallies and roadshows. The 2024 election was unique in this regard. Let's review both sides:

NDA's High-Frequency Rallies and Roadshows

The NDA conducted nearly 500 events, with Prime Minister Modi participating in more than 200 rallies over 78 days. The campaign machinery ensured well-coordinated efforts, with ground workers focusing on bringing women and children to these events, which helped spread their messages further. Star campaigners delivered up to 3-4 speeches per day, each carefully articulated to resonate with different audience segments. This high-frequency approach ensured constant visibility and engagement with the electorate.

INDIA Alliance's Decentralized Approach

The INDIA Alliance adopted a decentralized approach, focusing on regional rallies and emphasizing unity among its diverse coalition members. Leaders like Tejashwi Yadav and Mamata Banerjee effectively mobilized crowds in their respective states. However, other leaders struggled to make a similar impact. For example, rallies featuring Rahul Gandhi and Akhilesh Yadav were perceived as catering primarily to young male youth, which kept women and older people away. Additionally, these rallies often seemed more like demonstrations of unity rather than providing clear, actionable messages to voters.

In summary, while the NDA's centralized and high-frequency approach effectively maximized reach and engagement, the INDIA Alliance's regional focus highlighted coalition unity but failed to resonate as strongly with a broader audience..

Traditional Media (TV, Radio, Print)

Traditional media channels are expensive, and effectively owning content on these platforms requires significant influence and strategic planning. The NDA has a substantial influence on traditional media across much of India, as there are no major TV news channels openly critical of the government. This influence allowed the NDA to leverage these channels extensively, using well-trained spokespersons and a dedicated war room to handle all topics. By the fourth phase of the campaign, Prime Minister Modi began giving TV interviews, using them as a vehicle for messaging.

On the other hand, the INDIA Alliance faced budget constraints, limiting their use of this expensive channel. Despite this, M.K. Stalin and Mamata Banerjee managed to secure good media coverage in their respective states for the alliance. Tejashwi Yadav provided ample content for TV media through his rallies and helicopter rides. However, Arvind Kejriwal squandered his TV time by positioning himself as a victim rather than focusing on strategic marketing goals. Rahul Gandhi had good TV exposure during his roadshow before the elections, but during the election period, he missed opportunities for interviews with TV channels.

The INDIA Alliance needs to better influence organic media usage to maximize their reach and impact. This could involve more strategic content creation and distribution, ensuring that their key messages are effectively communicated through available media channels.

Grassroots Mobilization

Creating an effective grassroots network requires years of dedication, not just a few weeks of effort. In the 2024 elections, volunteers transitioned from traditional fieldwork to leveraging mobile devices, though the importance of field marketing remained paramount.

NDA's Strategy:

The NDA mobilized a vast network of volunteers for door-to-door campaigns, phone messaging, and community meetings. They effectively used the NaMo app to coordinate grassroots activities, maintaining a robust local presence, particularly in Hindi heartland states where they have a strong cadre. Remarkably, they also activated their network in challenging states like West Bengal, Kerala, and Tamil Nadu. This extensive grassroots mobilization ensured voter engagement and support at the local level.

INDIA Alliance's Strategy:

Regional parties within the INDIA Alliance leveraged their strong state-level cadres effectively. Parties like the Trinamool Congress in West Bengal, the DMK in Tamil Nadu, and the RJD in Bihar demonstrated strong grassroots mobilization, which is expected to translate into higher numbers of winning seats once the election results are out. However, the Congress party faced challenges due to the loss of several grassroots leaders over the past few years, which impacted their ability to mobilize effectively at the local level.

In summary, while the NDA demonstrated a well-coordinated and expansive grassroots strategy across diverse states, the INDIA Alliance capitalized on regional strengths but faced limitations due to internal challenges within the Congress party. The efficacy of these grassroots efforts will be reflected in the final election results.

What could have been done differently

If the exit polls are accurate, the NDA is poised to win these elections, with official results expected in a few days. However, the NDA could have improved its campaign by avoiding an excessive focus on divisive topics like Muslim reservations, incorporating more women leaders as star campaigners, and managing alliances more effectively. Alliance leaders were not very effective. For eg Nitish Kumar Vs Tejashwi Yadav, or Ajit Pawar Vs Sharad Pawar, showed a lack of influential leadership during the campaigns.

For the INDIA Alliance, if they lose this election, a critical factor will be their late start. They should have consolidated their strategy by the end of last year, but their delayed start hindered their effectiveness. Additionally, they needed to broaden their audience base and counter Modi's narrative that they would redistribute wealth, which did not resonate well with voters. A centralized campaign strategy might have helped create more consistent messaging, whereas their current hub-and-spoke model led to fragmented communication.

As we await the results on June 4th, it’s clear that both alliances had strengths and areas for improvement in their campaign strategies.

Disclaimer: The objective of this article is to provide insights into marketing strategies, not to spark political debate. Every effort has been made to maintain neutrality and avoid political bias.