Abstract

The case describes the ‘India Shining’ campaign that marked the beginning of a new age of political advertising in India. It discusses in depth the political advertising strategy of the erstwhile NDA government and examines how the campaign was aimed as a tool to win votes. The case also discusses the political advertising campaign of the present ruling party - Congress that mainly targeted the masses. The case ends with a debate on the efficacy of political advertising campaign in general, and explores reasons why the ‘India Shining’ campaign was unsuccessful.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Examine the role of political advertising campaign in promoting a political party.

Keywords

Political Advertising, India Shining Campaign, Advertising Message, Advertising Media, Indian Politics, Indian Economy, Feel Good Factor, Advertising Campaign Delivery, Social Indicators of India