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
The Campaign and its Response
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The genesis of the 'India Shining' campaign began in July 2003. The NDA
government approached 20 advertising agencies in its efforts to get an
advertisement campaign developed that would highlight India as a fast developing
country.
The campaign was aimed at highlighting India's achievements under the NDA
government. The government reviewed all the proposals submitted by the agencies
but was not satisfied. It then approached 11 other agencies in October 2003.
Finally, Grey Worldwide-India (GWI), a part of the Grey Global Group, bagged the
contract.
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During the conceptualization stage of the campaign, the government told GWI
that the campaign should focus on the improving economic conditions and the
rapid progress made by India in recent years. The 'India Shining' slogan was
created by Prathap Suthan (Suthan), national creative director, GWI.
Before selecting this slogan, Suthan also considered some other lines such
as 'India Alive,' 'India Rising' and 'India Dazzling.' However, he felt that
none of these were as appropriate as 'India Shining.' Suthan said, "Each of
them were wrong in certain ways. India Alive carries with it the implication
of death or sickness.
India Rising takes you back to the Independence era when we were just
formulating an identity. India Dazzling was an over- claim." According to
him, 'India Shining' conveyed a sense of health, prosperity and radiance.
After finalizing the slogan, GWI's planning department gathered preliminary
information including key statistics and information on Indian economy. The
Ministry of Finance also provided the company with some relevant facts and
figures to use in the campaign. Further, a search was done on the Internet
to gather useful information...
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The Debate
The Congress, under the leadership of Sonia Gandhi (Sonia), the wife
of the late Rajiv, vehemently opposed the claims made in the 'India
Shining' campaign. In the initial days of the campaign, Congress
opposed the campaign by terming it as 'India Cheated.' The party
leaders said that in reality, the Indian economy was not booming and
there was no reason for the country to feel good. It also ridiculed
Advani's catch phrase by terming it as 'Fail Good.' |
The campaign showed 10.4% growth in the Gross Domestic
Product (GDP) of India (Refer Exhibit IV for GDP growth rate during the tenure
of Vajpayee) in the third quarter of the fiscal year 2003-04, compared to the
third quarter in the fiscal year 2002-03. However, the Congress- insisted that
the increase in GDP was largely due to better monsoon.
Jairam Ramesh (Ramesh), a senior leader of the Congress commented, "The large
picture looks good only because the monsoon has been good in 2003. Otherwise,
the Vajpayee era could have been written off." The Congress also said that the
GDP growth for 2003-04 was high as it had been compared with a dismal growth of
4.2% during 2002-03.
It also claimed that during the five years of the NDA government, the Indian
economy had grown only by 5.7%. The 'India Shining' campaign claimed that 8.4 mn
new jobs were created every year...
Excerpts Contd...>>
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