Political Advertising - The 'India Shining' Campaign
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Case Details:
Case Code : HROB059
Case Length : 17 Pages
Period : 1960-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : -
Industry : -
Countries : India
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Excerpts Contd...
The Campaign of the Congress
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The Congress also took professional help to counter the "India Shining"
campaign. It hired Orchard Advertising, an Indian subsidiary of Leo Burnett, a
US- based advertising company. The company structured its campaign in the form
of a question, which asked 'Aam Aadmi Ko Kya Mila?' (What did the common man
get?).
The campaign argued that the masses were not benefited by the 'feel good'
factor that the NDA was stressing.
Orchard's advertisement strategy was to counter the mood set by the "India
Shining" campaign.
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Most advertisements by the Congress did not use colors and concentrated more
on the poor. (Refer Exhibit VI and VII for the campaign of Congress). One
advertisement showed an old, poor man.
The punch line said, "Woh hukumat kis kaam ki jisme gareeb ki zindgi mein
sukh chain nahi hai? Sochiye! Congress ka haath, Gareeb ke Saath" ("What is
a use of that government which cannot bring peace and prosperity in the
lives of the poor. Think! "The hand of Congress is with the poor."...
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The Result
Various opinion polls and exit polls too suggested that the NDA
government would be re-elected. However, the election results
stunned all political parties in India as well as leading
psephologists and political experts.
The NDA managed to get only 188 seats with the leading party - the BJP getting 138 seats. The Congress and its allies got 219 seats of
which the Congress on its own bagged 145 seats. With the support of
the Left parties, who bagged 53 seats, the Congress formed the next
government. |
The defeat of the NDA's major allies -
the TDP and the AIADMK, meant that the NDA did not have any support to draw on.
The defeat of the NDA in the Lok Sabha elections ignited a debate not only among
its leaders but also among psephologists and other experts. They tried to draw
conclusions on why the NDA had lost despite a major advertising campaign. A few
analysts felt that the "India Shining" campaign made false claims since the
whole of India was not shining.
They said that the campaign alienated the common man for whom India was not
shining at all. Salman Rushdie, a well-known writer in India, commented, "The
gulf between India's rich and poor has never looked wider than it does today,
and the government has fallen into that chasm."...
Exhibits
Exhibit I: Elections 2004 - Exit Poll Results Compared to Final Result
Exhibit II: Prime Ministers of India
Exhibit III: The India Shining Campaign Advertisements
Exhibit IV: Gdp Growth Rate During the Tenure of Vajpayee
Exhibit V: Food Grain Production During the Tenure of Vajpayee
Exhibit VI: The Campaign of Congress - Advertisements
Exhibit VII: The Campaign of Congress - Advertisements
Exhibit VIII: Social Indicators of India (2004)
Exhibit IX: Market Capitalization of Bse During the Tenure of Vajpayee
Exhibit X: Foreign Exchange Reserves during the Tenure of Vajpayee
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