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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"There is enough material for the NDA to sell a dream to the electorate for another five years."¹

- MK Venu, Journalist, Economic Times.

"The message the voter is sending out to all political parties is this: don't take me for granted, and don't expect me to be swayed by hype without substance."²

- Rajdeep Sardesai, Managing Editor, New Delhi Television.

Introduction

In mid January 2004, the former Prime Minister (PM) of India - Atal Bihari Vajpayee (Vajpayee) announced plans to dissolve the 13th Lok Sabha³ and go for early elections in April-May 2004. The term of the Vajpayee government was scheduled to end in October 2004. The announcement of early dissolution did not surprise political analysts in the country.

Analysts felt that the decision to go for early elections was made in view of the booming Indian economy, encouraging state assembly election results⁴, peaceful relationship with India's neighboring countries and the major opposition party - the Indian National Congress (Congress)⁵ being in a demoralized state.

Human Resource and Organization Behavior | Case Study in Management, Operations, Strategies, Human Resource and Organization Behavior, Case Studies

They felt the popularity of the Bharatiya Janata Party (BJP)⁶ led National Democratic Alliance (NDA) was at its peak.

A leading newspaper of India reported, "The popularity of the National Democratic Alliance and the standing of the PM himself have never been as high as they are currently."⁷

The BJP decided to leverage its popularity and initiated a major poll campaign with the slogan 'India Shining.'

The campaign was aimed at highlighting the progress India had made during the tenure of Vajpayee as PM. The campaign was supported by another catch phrase 'Feel Good Factor.'

Political Advertising - The 'India Shining' Campaign - Next Page>>

1] MK Venu, "Less jobs, feel good factor and polls," Economic Times, December 30, 2003.

2] Rajdeep Sardesai, "Voter doesn't feel good," www.mid-day.com, May 12, 2004.

3] Lok Sabha, the lower house of the Indian parliament, comprises of representatives of the people chosen by direct election on the basis of adult suffrage. The maximum strength of the Lok Sabha envisaged by the Indian Constitution is 552, up to 530 members to represent the states and up to 20 members to represent the union territories. Not more than two members of the Anglo-Indian Community will be nominated by the President, if, in his opinion, that community is not adequately represented in the house.

4] In November 2003, assembly elections took place in four states of India - Delhi, Madhya Pradesh, Rajasthan and Chattisgarh. The BJP won the election in three of the four states except Delhi.

5] The Congress Party is the oldest surviving political organization and is one of the largest political parties in India. In the 13th Lok Sabha (1999-2004), it was the second largest party with 112 members. It has been the ruling party in most of independent India's governments. The present form of the Congress, called Congress-I for some time after former Prime Minister, Indira Gandhi, was formed after the Congress party split in the late 1960s. It was first called Congress (R), with R standing for ruling, and then changed to Congress-I. The name INC is in current use.

6] The BJP is one of the largest political parties in India. It is the successor party of the Bharatiya Jan Sangh (BJS). The BJP was formed as a separate party in 1980. In the 13th Lok Sabha (1999-2004), it was the single largest party with 179 (out of 545) members.

7] "Get set," The Telegraph, January 14, 2004.