Political Advertising - The 'India Shining' Campaign
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ICMR HOME | Case Studies Collection
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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Introduction Contd...
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By the end of January 2004, almost all leading television channels, newspapers
and magazines in India had carried advertisements as part of the campaign.
Reportedly, the BJP spent close to Rs 5 bn8 on the campaign.
As the polls neared, the BJP gained more confidence. Several opinion polls
conducted before the elections and exit polls on election days predicted that
the NDA was coming back to power (Refer Exhibit I for a comparison between the
exit poll results and final results). The BJP's President, Venkaiah Naidu (Naidu)
claimed the alliance would get more than 300 Lok Sabha seats.
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On the other hand, the Congress hoped it would win more than the 112 seats
it had won in the last elections. Party leaders expressed the opinion that
the maximum they could win was 135 seats.
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Background Note
Since the first elections held in 1952, there had been 14 Lok Sabha
elections in India, including that held in 2004.
The Congress has
been a major political party and had formed the government maximum
number of times (Refer Exhibit II for the details on prime ministers
in India).
In 1977, the Congress was defeated by the Janata Party.9 Morarji Desai (Desai) became the first non-congress PM of India. |
However, his government did not last long and the Congress
regained power in 1980 under the leadership of Indira Gandhi (Indira). Indira
was the daughter of India's first PM, Jawaharlal Lal Nehru. Indira remained as
PM till October 31, 1984 when she was assassinated by her personal bodyguard.
Following her death, the Congress fielded Indira's son Rajiv Gandhi (Rajiv) as
the Prime Ministerial candidate.
Riding on the sympathy wave generated by Indira's assassination, the party won
by a huge margin, bagging 415 of the 542 seats in the 1984 elections. In 1984,
the BJP got only two seats in the Lok Sabha.
The BJP consolidated its position in the 1989 elections and won 86 seats. In
1989, though the Congress was the single largest party with 197 seats, the
Janata Dal, which had won 142 seats, formed the government with the support of
the BJP. The coalition government lasted for 15 months, after which mid-term
elections were announced. During the election campaign, Rajiv was assassinated
at an election rally in Sriperumbudur, Tamil Nadu. Again, a sympathy wave swept
the country and the Congress returned to power with P V Narasimha Rao (Rao) as
PM. The new government served its full term. However, the BJP had emerged
stronger, winning 120 seats...
Excerpts >>
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