360 DEGREE INTEGRATED MARKETING COMMUNICATION CAMPAIGN OF NARENDAR MODI

1. ‘MODI’FIED NATION
#NaMo4PM to #PMOIndia

2. ONE 360º IMC CAMPAIGN THAT
CHANGED
THE WAY ELECTIONS WERE
FOUGHT IN INDIA

3. INTRODUCTION
• WHO CARRIED OUT THE
CAMPAIGN?
• WHEN THE CAMPAIGN WAS
STARTED?
• BHARTIYA JANATA PARTY(BJP)
• 13 SEPTEMBER, 2013
 One of the major party in Indian political system
 Bharatiya Janata party was formed in 1951
 Ideology of the BJP is “Integral Humanism"

4. SITUATIONAL ANALYSIS
IMPORTANT ISSUES
• Inefficient government
• Corruption
• Inflation
• Women Security
• Infrastructure such as
roads, electricity and
water.
BJP PROMISED
• Good governance
• Transparent operations
• Sustainable Development
• Security
• Better infrastructure
facilities
• More employment
opportunities

5. WHAT BJP WAS MARKETING ?

7. Objectives
•Brand Loyality in terms
of good governance
•Clean up a Tainted
past
•Focused on growth
Agenda
•Concentrate on Youth
•Vote for Change

8. STRATEGY AND
EXECUTION
ONLINE
OFFLINE

9. C IMC FOCUS – DIGITAL MARKETING

10. Marketing Budget
TV-1000Cr
Ads- 3000Cr
Online- 2000Cr
Total : 6000 Cr

11. NaMo’s Online Presence

12. Content Seeding
He left no place for
any negative content
and stuffed it with a
lot of positive
content: Content
Seeding
Suppressed Content:
Negative posts about
the Godhra Riots and
his Marriage.

13. Campaigning
Tools
JANTA MAAF
NAHI KAREGI

14. 3D Hologram Rallies:
First of it’s kind

15. Catchy Slogans

16. Mass Outreach:
Rallies
3-D Spectre

17. Chai Pe Charcha
with NAMo

18. Brand TouchPoints
T-Shirts/Merchandise
Stationery
Masks
Mobile Billboards

19. Hoardings and Mupis

20. INTERVIEWS
AAP KI ADALAT SEEDHI BAAT

21. Mai Bhi Modi

22. Game Apps

23. Newspapers

24. Personal Interactions
Door
Knocks
Phone
Calls
Micro
Messaging

26. 100 Million $That’s a lot of money
100%Total success!
23,40,00,000 people
And a lot of people interacted

27. BJP, 51.90%, 52%
INC, 8.10%, 8%
BSP, 0%, 0%
AITC, 6.20%, 6%
SD, 0.90%, 1%
AIADMK, 6.80%, 7%
CPM, 1.70%, 2%
BJD, 3.60%, 3%
SHIV SENA, 3.30%, 3%
TDP, 2.90%, 3%
OTHER, 14.60%, 15%
SEAT SHARE OF DIFFERENT PARTIES IN ELECTION
BJP INC BSP AITC SD AIADMK CPM BJD SHIV SENA TDP OTHER

28. BJP
31%
INC
19%
BSP
4%
AITC
4%
SP
3%
AIADMK
3%
CPM
3%
BJD
2%
SHIV SENA
2%
TDP
4%
OTHERS
26%
VOTE SHARE OF DIFFERENT PARTIES IN THE ELECTION
BJP INC BSP AITC SP AIADMK CPM BJD SHIV SENA TDP OTHERS

29. 76k
CONGRATULATORY TWEETS
“ CONGRATS NaMo”
For10hours
320 ThousAnds
TWEETS Just Talking
about MODI’S WIN
7.19 LAKHS
FOLLOWERS
210LAKHS FOLLOWERS
64919 RETWEETS
CREATED HISTORY
BY

30. 30,530,173 likes
on Facebook
2ND MOST POPULAR POLITICIAN IN
THE WORLD.

31. 1IN3
1IN55WEEKS
550MILLIONS
66% ELECTORATE

32. Hindu NationalistDESCRIBED MODI AS
AND IS 1OF 12NEWCOMERS IN THE LIST
BUT STILL RANKED 15
ORBES
India's
newest
rock star
doesn't
hail from
Bollywood

33. Narendra Modi featuring in Aap Ki Aadalat
TAM data
For Week 15,
74 per cent
viewers in India
were watching
this show at one
point of time.
Total TVT(000s)
3135
2,036 TVT
Almost 57lakh viewers watching
the original run
Topping the charts with
65 per cent relative share
– Special Episode broke all TV news
viewership records.