Effective Planning of BJP's Online Campaign for Narendra Modi

4/3/2014 Confidential 1
Effective Planning an Online
Advertising Campaign
case study : Bjp Namo campaign
Prepared by: Parikshit Hore

Introduction
In this thesis I will concentrate on analyzing an online campaign of BJP
for promoting Naredra Modi as an PM from mission 272 .This
campaign name is Namo . The campaign is launched in the Gadhi
Nager region as a part of a larger advertising campaign and is visible in
all India during Gujarat election in 2013.The focus for this thesis is to
identify key stages in planning and executing by analyzing this
particular online campaign. My intention is to establish how the
research and Statistic conducted for the campaign impacted the
planning and execution process that in the end lead to the online
campaign. With the help of the marketing and advertisement theory
and my qualitative studies, I hope to identify if there is an established
process for online campaign planning and execution on a high level.
At the same time this study will serve as a presentation of the online
campaign assets and as a handbook for planning and executing a
substantial online campaign.

summarize
 In the first part of the thesis I will introduce the case. This section
will explain the purpose and aim of the study in addition I will
describe the research method that enables me to determine,
how this campaign actually is planned and executed.
 In the second chapter I will give a brief introduction to the history
of online advertisement. In the introduction I will give a
description of the current situation of the India online behavior.
 In the theory part I will present the online marketing and
advertisement theory necessary to explain the different stages of
the planning process.
 After establishing the theory I can analyze the BJP promoting
Naredra Modi as PM candidate from mission 272 as a case
study using a qualitative research method.

Aim and outcome
 Purpose of this presentation
 Objective:
 In this thesis I will try to determine the key stages in
planning and execution that were taken in order to lunch
this online campaign .Through the established online
marketing planning theory I want to observe if these
theories are fulfilled in the online campaign for BJP.
 Outcome:
• For media and marketing students this study can function as a
handbook for understanding the campaign planning process. For
the BJP marketing professionals this case study will showcase
the creative, strategic and planning work campaign like this
requires. For the professionals that worked with this campaign
this study can function as reference material when planning for
future online campaigns.


Agenda
 The campaign is launched across the India , however to keep a
clear focus I will give attention to specifically on the Indian
campaign planning and execution process to build my case
study
 The scope of this thesis will however only involve the digital
implementations and the online advertising campaign planning
process.
 In this thesis I will showcase different parts of the campaign
landing page that is visible on the India Narendr Modi Party web
site & BJP website, including examples of bought and earned
media implementations.
 I will also try to describe the customer journey for the online
campaign site.

Research method
• Method
– For this thesis my primary research method is qualitative research.
The qualitative method is traditional used as a framework for social
sciences and market research. Qualitative methods are often
combined with case study research.
– The case study method is used to study social phenomenon through
an individual case .The case can be studied from any part of the
social life. This method allows me to gather and organize all relevant
data in terms of the case. The advantage of this method in particular
for my thesis is that it allows an intensive analysis of specific details
that is not necessarily possible with other research methods. As my
thesis is a study of planning and execution of an online campaign it
can be seen as a typical case of its type. This allows generalizations
to be made that can be applied to other cases of the same type.
(Kumar 1999:99)

BACKGROUND TO ONLINE
ADVERTISMENT
• The expansion of Internet for popular use is considered to have started in the mid
90’s. This is when the realization of the potential for online advertisement is first
discovered, as website owners and online media representative companies started
selling advertising space to marketers. (Wikipedia)
• The first Party to come out with an early online advertising campaign is called
Prodigy, which delivered an online service site including news, weather, stocks,
travel, games and a variety of other features. They promoted Sears candidates on
their website already in the late 1980’s. (Wikipedia)
• However Hotwired.com, first commercial web-magazine, is the first website to sell
banner ads in larger quantities to a wide range of commercial actors that sped up
the future of online advertising as a lucrative business model. More importantly
hotwired coined the term “banner ad” and is the first to provide hard facts of clicks
and troughs to marketers, giving birth to the most important web analytics tools.
(Wikipedia 2011)
• The drastic growth of internet usage accompanied by heavy investments in the
industry online advertising has globally become the fastest growing medium of the
decade, passing radio-, TV- and print media advertising (Ciaramita et al. 2008).

The Indian online behavior
• The total online advertising market in India, comprising search, display, mobile,
social media, email and video advertising is valued at INR 1,750 Corers in FY
2011-12 and has grown to INR 2,260 Corers in year FY2012-13. It is projected that
by FY2013-2014, the size of the online advertising market in India will be INR 2,938
Corers. On an average, the online ad market have been growing at 40% year-on-
year basis from FY 2010-2011 to FY 2013-2014.The graph below showcases the
growth trend in the online advertising market in India. During the past years there
has been steady growth in online advertising investments, as traditional mediums
like television- and newspaper advertisement investments have gone through a
drastic decline within the recent years.
• Over 85 percent of the Indian population had daily Internet access in the year 2010.
The most active Internet users are found in the age groups 16-20 and 20-24. In the
age groups 34 and older there is a notable change in the activity rate. When 44
percentage of the younger categories can be counted as active users, the figure for
the older groups is about half of that. The top three most important activities for the
Indian Internet population is e-mailing, social networking, and administrative/work
related tasks. The news, sports and weather sites are creating the highest
frequency counted in visits in the Indian digital landscape. (TNS Digital Life 2010)

Indian advaniting market growth

ONLINE MARKETING
• The traditional media (television and print) is based on a one-
way communication, the simple model of sender and receiver. In
his monograph Adam Arvidsson (2006) states, previously to the
era of Internet companies communicated their advertising
messages directly to voters that just passively took it in. These
theories do not apply when talking about Internet as a marketing
channel, in this age of social media even less. Internet
advertisement communication is highly dependent on the voter
preference. According to Arvidsson Internet as an environment
is best utilized by empowering and involving the voter.
Interactivity and interaction are important tools when creating a
voter friendly website and pursuing revisits. Arvidsson
summarizes that the Internet is not simply about transactions;
the important thing is maintaining a dialogue with the voter. The
quality of that dialogue is usually rewarded in voter engagement.
(Arvidsson 2006:101)
•

In pie chart depicts the percentage share of online ad spends across the
various ad avenues. Following the previous year’s trend, search and display
advertising continue form a large portion of the overall pie in FY 2011-2012.
Their percentage share has however declined somewhat in FY 2012-2013,
owing to the rise in the mobile, social media and video advertising.
Arvidsson summarizes that the Internet is not simply about transactions; the
important thing is maintaining a dialogue with the voter. The quality of that
dialogue is usually rewarded in voter engagement. (Arvidsson 2006:101)

Internet usage - by age
14% 11%
16% 16%
21%
16%
17%
22%
65%
73%
66%
61%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16-24 25 - 34 35 - 44 45 or over
More than once a day
Once a day
At least once a week
Less often

The Internet is enhancing

Types of website visited

online influence for people in
their choices & attitudes

April 3, 2014 Confidential 17
Including the public in marketing
 When starting a marketing dialogue between a Party and a voter, it is
important to be aware of what is been said about the Party and more
specifically what the tone of voice are for those discussions. A good way
to gain understanding on how a Party and its candidates are perceived
by voters is to follow discussion forums online. In BJP case even though
it has lots of different party & it’s candidates of different target groups,
every single candidate get commented on countless times on the
Internet every day. Through Technocrat, tens of blogs can be found that
are specifically discussing different Nokia phone models. These blogs
are linked to thousands of blogs and rss-feeds. Blogs and discussion
forums can be used as a focused marketing study. Similarly to
conducting a research by using a normal focus group study, valuable
information about consumption habits can be collected from blogs. If a
Party actively listens to important blogs and communities on the Internet,
they can use it to impact the marketing but also gain direct feedback on
product or customer service. (Salmenkivi, Nyman 2007:232-233)
 Eg.:- co cola, Red bull, Mr. Barack Obama etc.

Banners
• In his book du Pleiss (2005) states that Internet advertisement combines the
benefits of the traditional mediums. The benefit for television, being movement and
sound, and for print the average time a voter generally spends with the
advertisement compared to other mediums. Du Pleiss refers to a empirical research
that takes studies whether these benefits really work in favor for the banner
advertisement or not. One research is specifically conducted to evaluate if a banner
advertisement with movement is more effective than a static one.
• A series of finding could be established through a survey on a test group. There
search is conducted on a test group measuring how a banner ad is observed. The
banner is showed a number of times, the increase in percent of people that stated
that they had seen the advertisement before increased only 8 percent by between
tests. This result implies that the effect of the banner advertisement can be lost
simply because the banner is not noticed. The research also compared the different
newer ad formats to the comparably older banner formats. The findings were quite
clear, big impression ads produced recognition levels twice as high than regular
banner ads. Banners that included movement generated recognition levels four
times higher. More importantly the study showed that the newer ad formats had a
more positive impact conveying brand awareness. In conclusion the study showed
that banner size and movement holds significant effect in catching people’s
attention. The newer banner ads also did a better job of conveying brand
awareness than a static banner. (du Plessis, Brown 2005:134-135)

Banner Size Graph

• The traditional banner sizes like Skyscraper, that measures 200 x 900
pixels with a average CTR 0,32 % and the Double box 468 x 600 pixel
averaging with a 0,22 % CTR are slowly giving way to newer more
effective sizes. Recently developed banner sizes for the Finnish market
includes for e.g. a big 980 x 400 pixel Leader board that is placed on the
very top of the site content stretching over the whole length of the site.
Also variants that make use of the site background, time triggered,
expanding or pull back banner types have been proven more effective
than any traditional sizes. Playing video or sound are additional ways to
grab the viewer attention and increase the CTR. (Rauramo 2011) The
image displayed below (Figure 2.) is a screen capture from Iltasanomat.fi
and is a so-called wallpaper banner promoting a blockbuster movie. The
banner actually sits in the background of the page, regaining a high
attention value due to its size. In this particular case the banner solution
also allows the visitor to watch the movie trailer on the page without
being re-directed a separate landing page.

Digital Advertising: Ad Avenues
• SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as
sponsored links on search engines) come under this category. These are backed by
hyperlinks that when clicked on, take the potential customer to the advertiser's website.
• DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a
web page that typically contain logos, photographs, other images or even text.
Technologically these comprise of Image, Simple flash and Rich media with & without
video ads.
• MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile
phones or tablets come under this category. These comprise of Mobile Web ads, SMS,
MMS, Mobile Video & TV ads and In-App ads.
• SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp
pads etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,
Pinterest, Orkut etc fall into this category.
• EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial
message to a group of people using email comprise of this ad type. Emails are used to
engage with existing customers to get repeat business as well as to acquire new
customers.
• VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on the
internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or
post rolls) and TrueView ads.

PLANNING AN ONLINE
ADVERTISEMENT CAMPAIGN
• An advertisement campaign is dependant on two things,
production and media exposure. Roughly 80 % of the budget is
placed on the media placement the rest is spent on the actual
production. The effectiveness of the advertisement is therefore
highly dependant on the quality of the production and media
scheduling. (du Plessis et al 2005:9)dependant on the quality of
the production and media scheduling. (du Plessis et al 2005:9)

Social Media
The rise and wide spread of Internet and the fast growing consumers’ digital media
Use led companies occupied in different business sectors to think about a new way
of communication with customers (Cheong & Morrison, 2008).
Among the fastest growing online tools for reaching the consumers is the so called
“social media” (Trusov, Bucklin & Pauwels, 2009).
Social media is becoming an important part in peoples’ lives as can be seen from t
he recent marketing approaches done in that sphere. The results from these
approaches are astonishing. The world spends 110 billion minutes on social media
networks and blog sites (Nielsen Company).
They also stated that the number of people who are visiting social media sites
has incased by 24%over the last year. All these facts don’t even leave a doubt
how fast is social media emerging In business sector and peoples’ lives. Social media
represents the online content publicly created and available to end users.
It is becoming one of the main tools used to spread information among customers.
Blogs, social networking sites, content communities, virtual worlds or collaborative
projects all represent groups of people that create and share content inside and
outside of professional routines. For marketers this phenomenon is of high interest
as social media is becoming an important source of customer information sharing,
awareness, support and empowerment (Kaplan and Haenlein,2010).

• Internet advertising brings new
possibilities for target-based advertising
that can be conducted on a variety of
fulfilled and conditioned criteria. One
criterion is locale, by retrieving visitor IP
addresses is possible to pinpoint users
based on location. This allows for locally
personalized marketing that can filter out
everything but the desired targeted
group. (Rauramo 2011) The image
below (Figure 3.) showcases how locale
based targeting can be used in banner
advertisement. This banner ad
promoting Picnic that is shown on
Iltasanomat.fi is only visible to visitors
with IP addresses from Tampere. On the
first day of this campaign sales revenue
in Tampere for Picnic grew by 22
percent and on the second day already
by 33 percent compared to the average.

Marketing Plan
• Situational analysis
• Marketing objectives
• Marketing strategy
• Target market analysis
• Competitive strategies and
implementation tactics

Creative brief
• Target audience profile
• Communication objectives
• Product features and objectives
• Key consumer benefit
• Tone

Case study BJP ‘s The
online campaign Namo

Current and potential voters
Youth
Businessmen
and
entrepreneurs
Farmers
Hindus,
Gujaratis
Minorities
(Potential)

Communication objectives
• At the time when this campaign is in the planning phase BJP is in a
challenging market situation. The political party’s share is declining and it
is lost of party against the competition in the national party, even if
regional in general were getting more popular as Hindu party.
Furthermore research indicated that BJP had lost share in brand Modi
preference in India. With BJP introducing as PM candidate, keeping in
mind the current market situation one of the campaign objects is to
convince voter of 2014 ELECTION “sunrise” for BJP.
• The election objective for this campaign is to increase the awareness for
Modi in India. Create visits and application downloads to mobile Store
and on-boarding the consumer who interested in Naredr Modi or BJP by
promoting Brand Naredra Modi .
• Our identity, objectives, position and responses are governed by a well-
defined intellectual and philosophical framework. We believe in Free
Markets, Individual Liberty, a Strong National Defense, Foreign Policy
driven by Realism and Limited Government.

Expectations of the voters
• Industrial development and increase in
employment opportunities
• Infrastructure development
• Promote and strengthen agriculture
• Availability of uninterrupted power supply
Development
• Online grievance redressed system for
speedy justice
• Introduction of technology at the village
level-quick and transparent village
administration, enabling global connectivity
and information sharing
• Strengthening online tax collection and
monitoring system
Strengthening
e-governance

Aims of Namo digital media campaign
Recognition of
Narendra Modi as a
brand not only for
state audience but
also for national
audience.
Controlling and
managing strongly
how he is projected
on the web space –
project him
focussing on
development and
working towards
secularism.
Working specifically
focused on state as
well national
elections.
Counter the
opposition’s ad
campaigns and
marketing in a
coordinated manner.
His development
campaign aims to
cross market his
achievements as
well the party BJP
he belongs to, on a
state and national
level.

Personal Details
 Born on September 17, 1950
 Small district of Gujarat, Vadnagar.
 He was the third of six children born to Damodar
Das Mulchand Modi and his wife Heeraben.
 Education- post graduation in political science.
 During the Indo-Pak war in the mid sixties, he
volunteered to serve the soldiers in transit at railway
stations.
 Joined Akhil Bharatiya Vidyarthi Parishad, a student
organisation and was involved in the anti-
corruption Nav Nirmaṇ ("Reconstruction")
Movement.
 Nominated as representative in Bharatiya Janata
Party.

Education
 KNOWLEDGE COORIDOR- stretch between Gandhi
nagar and Amdavad.
 5 major universities included.
 Nirma University at Ahmedabad, DDU at Nadiad,
DAIICT at Gandhinagar, Shyamji Krishna Verma
University at Kutch and Ganpat University at
Mehsana.
 IIT, GANDHINAGAR.
 National law university.
 Agricultural universities.

EARLY ACTIVISM AND POLITICS
• Pracharak in RSS during his University Years.
• In partnership with Shankersinh Vaghela, Modi set about
creating a strong cadre base in Gujarat.
• The party started gaining political mileage and formed a
coalition government at the centre in April 1990.
• Modi was entrusted with the responsibility of organizing
two crucial national events,
the Somnath to Ayodhya Rath Yatra.
• He was appointed the National Secretary of the Party and
given the charge of five states in 1995.
• Narendra Modi was chosen by the party to be the Chief
Minister of Gujarat.

Political Career
• Elected as the student leader of Akhil Bhartiya
Vidhyarthi Parishad (ABVP) and played a
prominent role in various socio-political
movements in Gujarat.
• Rashtriya Swayamsevak Sangh (RSS), a socio-
cultural organization in social and cultural
development of India.
• There he imbibed the spirit of nation-before-self
and service-to-the-needy.
• Entered the mainstream politics by joining the
BJP in 1987.
• Within a year, he assumed the responsibility of
the General Secretary of the Gujarat unit.
• Active work in BJP.
• Became the CM of Gujarat in OCT,2001.

Awards and Recognition
• Gujarat Ratna by Shri Poona Gujarati Bandhu
Samaj at Ganesh Kala Krida Manch on
celebration of centenary year.
• e-Ratna award by the Computer Society of
India
• Best Chief Minister – In a nationwide survey
conducted in 2006 by India Today magazine,
Narendra Modi was declared the Best Chief
Minister in the country.
• Asian Winner of the FDI Personality of the
Year Award for 2009 by FDI Magazine.

Gujarat’s Vision
“Gujarat aspires to become a beacon of
comprehensive social and economic
development.”

NAMO, the King of social media
Google+
• The first Indian politician to open an account in
Google+, watched by millions of people across 160
nations.
• In four months more than 280,330 people had him
in their circle.
Twitter
• The Gujarat Chief Minister has a huge fan following
on Twitter( 1.1 million as on 23rd October 2012
reached within a year of opening the account),
though the credibility of these accounts are
questionable.

NAMO, the King of social media
Narendra Modi has an
official page with
1,398,140 likes and
107,545 talking about it.
Narendramodi.in
Political blogs:
http://indiapoliticalblog.
com/
Youtube channel
http://www.youtube.co
m/user/narendramodi
For Against

Web Presence
• Use of Search Engine Optimization and social
aggregators to fine tune the search results
• Regular and instantaneous updates on Online News
Channel (Namo Gujarat – Narendra Modi’s
exclusive news channel in Gujarat)
• Featuring on paid ads and articles on news sites
(Firstpost.com)
• Web PR (Nomination in Mashable.com – Most
famous politician on web)
• Use of latest technology- Delivery of 3D speeches
using holographic projection and propagation of
the speech across 4 cities and digital media
channels

Competitor and best practice Analysis
Narendra
Modi
Rahul
Gandhi
Nitish
Kumar
Barack
Obama
Shahrukh
Khan
0
20
40
60
80
Strength(%)
Sentiment(x:1)
Passion(%)
Reach(%)

Suggested Improvements in digital
strategy
Increase transparency –
Careful omission or “pre-selection” of controversial questions limited the
perceived openness of the exercise.
In future sessions, Modi should attempt to make the question submission and
selection process more transparent
Don’t whitewash comments –
Increase two-way engagement and address both positive and negative
comments.
Make conscious efforts to address criticism.
Use a wider net of internet platforms -
Using Google+ was a good start, but to establish himself as a social media
leader, Modi should look at other, emerging social media platforms that go
beyond Facebook and Twitter to reach wider audience.
Increase frequency of sessions –
The Google+ hangout is a good start, but Modi must maintain this engagement.
Instead of resting on the laurels of one successful social media “event,” he should
draw a concrete calendar of future sessions. Such recurring activities could help
establish him as a leader of the masses.

Brand building
Narendra Modi’s brand building revolves
around development. He is known as the
man of development.
Narendra Modi has designed and promoted
various campaigns in this aspect and has
propagated them on social media platform
to entice the youth.
• Vibrant Gujarat Summit 2013: objective of this summit
was to make Gujarat a Global Business Hub
• Be Gujarat’s Brand Ambassador
• Gujarat Tourism
Narendra Modi's high profile Vibrant Gujarat
campaign has made him a brand for rapid
development and prosperity.

Voter perspective and experience
• Narendra Modi’s fans are constantly
engaging people on twitter with the
his campaigns and updates from the
politics.
• Businessmen advocate Narendra
Modi at Gujarat Vibrant Summit.
• Be Gujarat’s Brand Ambassador:
People share their experiences and
stories that promote Gujarat as a
brand. This has created a sense of
belonging and pride among the
people of Gujarat.
• Be Gujarat’s Brand Ambassador: This
forum also provides a platform for
people to share their ideas,
encouraging people to be a part of
development of Gujarat.

Voter perspective and experience
• From the usability front, the voters are provided easy to navigate and interactive platform
to share their views, ideas, via website, facebook page and twitter.
• The campaigns and communications across all channels are consistent and provide similar
message.
• The following emotional values and perspectives were derived from the user interactions
and comments:
• Positive values: Development, visionary, dynamic, disciplined.
• Negative values: Anti-muslim, anti-minority, hindu leader.

Results of the Digital marketing
strategy

CONCLUSION
• During the making of this thesis I have gained confirmation on
what the campaign planning process is up to execution. I have
learned the importance of background-, target group- and media
placement research. That research works as the informational
base that determines the direction of the rest of the planning
stages. Outlining the business-, marketing and campaign
objectives are as important when defining the campaign
message. Only when the campaign message and the rest of the
planning is done can the creative process start to take shape.
• In this study I have focused only on the online campaign
planning and execution, but many of the things that have been
presented in this thesis apply to the whole advertising campaign
media-mix. It’s good to remember that even though Internet
advertising has grown fast during a decade, big online
campaigns like this usually are just one part of a bigger
execution that utilizes the whole media-mix.

Thank you

Effective Planning of BJP's Online Campaign for Narendra Modi

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