This is a blow by blow account of how Narendra Modi used new age marketing framework, Customer Value Maximization to win Indian Parliamentary Elections 2014.

2. Who do you
think is going
to be our next
PM?
Christmas Day, 2013

3. Hmmm

4. The first name
that comes to
mind is….

5. NARENDRA
MODI

6. He’s been
the CM of
Gujarat for 3
terms

7. His state
has seen
phenomenal
progress
He’s been
the CM of
Gujarat for 3
terms

8. His state
has seen
phenomenal
progress
He’s been
the CM of
Gujarat for 3
terms
He’s
definitely
better than
the rest…

9. Meet Narendra Modi.

10. PM candidate

11. A Purveyor of Progress

12. A Political Superstar

13. And…

17. Someone to everyone

18. Our PM
hmmm….

19. And its all about
us choosing the
PM!

20. We choose someone who we perceive
appropriate… and that’s based on what we tell
ourselves
Prime
Minister

21. And this is how we perceive..

22. And this is how we perceive..
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourcefu
l
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessibl
e
Down to earth
Media
Savvy
Can-do person
Respectfu
l
Non corrupt
Convincing
Tolerant
Knowledgeable
Effective
Efficient
Firm Fair
Level headed
Tech
Savv
y
Aspirational
Presence of mind
Humble
Orator
Prime
Minister

23. …Someone with these qualities
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourcefu
l
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessibl
e
Down to earth
Media
Savvy
Can-do person
Respectfu
l
Non corrupt
Convincing
Tolerant
Knowledgeable
Effective
Efficient
Firm Fair
Level headed
Tech
Savv
y
Aspirational
Presence of mind
Humble
Orator
Prime
Minister

24. And how we perceive, shapes our choice

25. This is actually anatomy!

26. That shapes our choice
RATIONAL
EMOTIONAL

28. All perception is reality

29. In making a choice we always use our
perceived reality

30. Our perceived reality apparatus while making
a choice…

31. Our perceived reality apparatus while making
a choice works as follows…
“We don’t trust what Ads tell us”

32. Our perceived reality apparatus while making
a choice works as follows…
“We might trust what our friends tell us”
“We don’t trust what Ads tell us”

33. Our perceived reality apparatus while making
a choice works as follows…
“We don’t trust what Ads tell us”
“We might trust what our friends tell us”
“We most likely trust what someone like us tell us”

34. Our perceived reality apparatus while making
a choice works as follows…
“We don’t trust what Ads tell us”
“We might trust what our friends tell us”
“We most likely trust what someone like us tell us”
“BUT we will always trust what we tell ourselves”

35. Our perceived reality apparatus while making
a choice works as follows…
“We don’t trust what Ads tell us”
“We might trust what our friends tell us”
“We most likely trust what someone like us tell us”
“BUT we will always trust what
we tell ourselves”

36. So how do we tell something that they
tell themselves?

37. So how do we tell something that they
tell themselves?
The Youth

38. So how do we tell something that they
tell themselves?
The Youth The Farmer

39. So how do we tell something that they
tell themselves?
The Youth The Farmer The Senior Citizen

40. And others…

41. 1. We first start with a good product…..

42. 1. We first start with a good product…..
2. Then power it with great marketing

43. So, To begin with we need a good product

44. Not that we had too much of a choice….

45. Brain scans confirmed that people don't just think
that the more expensive iPhone compared to
cheaper clones worked better

46. It actually did work better…

47. Good marketing will kill a bad product faster…

48. Hence you need a good product to begin with.

49. But in a hyper connected world, where consumers
are exposed to 5219 brand exposures every day,
ONLY a few win.

50. Because, marketing is complicated these days

51. Brands continue to use traditional and reminder
media to generate action.
Stimulus
Brand Marketing
ATL + BTL
Traditional + Reminder Media
Desired Action

52. But it results ONLY in interaction and not the desired
action.
Stimulus Interaction

53. Between stimulus and desired action lies interaction
Stimulus Interaction Desired Action

54. The challenge is to drive interaction to desired
action.
Stimulus Desired ActionInteraction

55. Customer Value Maximization helps you overcome
this challenge
Stimulus Desired ActionInteraction

56. So what’s this
winning marketing
formula? How did
Modi make this last
mile connection with
the electorate?

57. How did Modi convert
‘Brand Modi’
interactions to
desired action
(Votes)?

58. Using Customer Value
Maximization

59. But how does
Customer Value
Maximization work?

60. “Customer Value Maximization combines
Communication with Analytics and Technology
that converts marketing stimulus to desired
outcomes.”

61. All of us knew about these people

62. But we couldn’t place our faith in them!

63. Both did conventional brand marketing…
BUT couldn’t influence the majority of us

64. And this is what
happens to all
brands today…

65. Because we don’t trust
what Ads tell us, and
might trust what our
friends tell us, most
likely trust what someone
like us tell us, BUT
always trust what we tell
ourselves…

66. Modi delivered us a
story…
A story that
resonated…. and a
story we embraced
and told ourselves

67. And a story they told themselves
The Youth The Farmer The Senior Citizens

68. “The average voter was aware of the choices due to
branding, PR, and advertising by the Politician,
media proliferation or self initiated discovery…”
STIMULUS
ATL + BTL
Traditional + Reminder Media

69. But people
choose Modi

70. Because he used Customer Value Maximization to
influence interactions to actions
Stimulus Desired ActionInteraction

71. But what
happens
between
interactions
and actions?

72. Customer Value Maximization Zone
INTERACTION
Community
Communication
Relevant brand
communication at
every customer
interaction
Technologies
Management of all
interactions using
relevant marketing
technologies
Analytics
Track, measure,
analyze and predict
customer actions and
behavior
DESIRED ACTION

73. Customer Value Maximization uses
communication, analytics and technology to
convert interactions to desired action.
INTERACTION
Community
Communication
Relevant brand
communication at
every customer
interaction
Technologies
Management of all
interactions using
relevant marketing
technologies
Analytics
Track, measure,
analyze and predict
customer actions and
behavior
DESIRED ACTION

74. Communication – Its not about what you say,
its about what others get from it

75. Communication aspects
SOLUTION
1. Communication that is situational driven
by need and addresses the sensibilties
of each personality.
2. Ask yourself “what’s in it for the
customer to give me his media-time?”
3. How can I make it more relevant and
interesting?
ASPECTS
1. Identity
2. Context
3. Personalization
4. Experience
5. Usability
6. Media

76. Let’s take Shilpa Shetty. Her acting career was
irrelevant. She was irrelevant. What made her
famous was her story, about fighting against
racism on global TV.

77. There are a lot good actors out there. But there
aren’t a lot of good stories.

78. "Like Shilpa Shetty, Narendra Modi had a good
story… in fact a lot of good stories"

79. Context sensitive speeches rousing the sentiment
of the local people identified him as one of The
Farmer

80. Immersive, 360 degree public engagements; From
over the top stage productions, to humbling
stories of Modi’s dedication and everything in
between; a ‘Modi’ experience was available to
everyone

81. The BJP ‘Lotus’ symbol, chants like “Chai pe
Charcha” and “Ab ki Baar, Modi Sarkar”,
established brand ‘Modi’

82. Sites extolling his virtues and successes
were launched and Modi’s perceived
accessibility made him the subject of various
social communications

83. From TVCs to radio and print, from digital to
merchandising and beyond, Modi was on the
screens and minds of everyone…

84. What do you
see in the
above
image?

85. A loving
couple with a
man holding a
woman from
behind?

86. Oh. But did
you see the
dolphins?

87. What
dolphins?

88. It’s all about what the brain is ‘primed’ to notice. If
you know how to see a certain pattern, you’re
more likely to see that pattern.

89. People chose to ignore the fact that Tamil Nadu
had better progress statistics than Gujarat

90. Modi effectively used the content variety be it own
produced content, community generated content
or political opponent generated content
“Me on Me”
(His achievements)
“Me on Him”
(Position on adversary)
“Him on Him”
(Offensive statements)

91. Analytics – Its about what’s working, what’s
not and what possibly will

92. Analytics aspects
SOLUTION
1. Shift from campaign based, mass-
communications to context sensitive and
personalized messages:
2. Micro segmentation or even individual
customers
3. Build customer life-time communication
plans rather than campaigns
4. For every of your current initiatives,
validate how customers can “really” talk
back (and who listens).
5. Look at the explicit and implicit promises
you make, and check whether they are
kept.
ASPECTS
1. Omni-channel data
2. Segment reports
3. Real time streams
4. Predictive insights

93. Modi’s analytics team found these were not
sufficient and a multi-media campaign was
executed
I’m a great PM ...
DIRECT SALES ADVERTISING
I’m a great PM ... He’s a *GREAT* PM !!
REPUTATION
He is a
great
PM
Yes I
agree.
Low trust conversion Medium trust conversion High trust conversion

94. Data from the past 6 elections and the party’s own
data were combined and segmented across
demographic and socio-economic levels across
400 constituencies for personalized targeting

95. Modi’s campaign was thus, able to target the youth
demographic that was estimated to be about 150
million

96. Real time monitoring and contextual advertising of
Modi’s prowess
Click here for jobs in Delhi

97. Real time monitoring and contextual advertising of
Modi’s prowess
Click here for jobs in Delhi
There are no Jobs in Delhi.
India deserves better. Vote for BJP

98. Technology – Its about reaching your customer at
a time she wants to listen you on a device she
prefers

99. Technology aspects
SOLUTION
1. Shift from campaign based, mass -
communication to context sensitive and
personalized messages
2. Change your budget and people
structure to accommodate this changed
reality.
ASPECTS
1. Big data stack
2. Real time technologies
3. Multi-device / screen cast

100. Data Analysis and Data Collection tools were
employed to collate trending social information for
instant trend identification.

101. Real time communication on channels such as
Twitter, Facebook and WhatsApp struck a chord
with youth influencers

102. Multi screen broadcast of rallies and speeches
across TV, web, mobile and even toll free phones
was a big hit.

103. The onus was to reach people, wherever they
were, via whatever medium they were comfortable
with

104. And the outcome…

105. So this is
Customer
Value
Maximization!

106. For a detailed
analysis, check
this report

107. Acknowledgements
The author of this report is Srinivas Chari and the Solutions Team, Xerago.
Srini leads, manages client solutions and marketing at
Xerago
Ram manages client solutions at Xerago
Suraj handles the research and analysis at Xerago
Sashi manages marketing for Xerago
Ram SurajSashiSrini

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