Leveraging Social Media: Narendra Modi’s Successful Prime Ministerial Campaign



Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

The acquisition of Myntra (India’s largest fashion e-tailer) by Flipkart (India’s biggest e-tail company) brought together two of the biggest e-tailers in India. Made possible by common investors, the acquisition would enable Myntra to leverage on Flipkart’s infrastructure, while allowing Flipkart to strengthen its portfolio of product offering. This consolidation is seen as a response to taking on Amazon which has made big plans for Indian market.

A not-for-profit organization called Citizens for Accountable Governance (CAG), formed by former industry professionals and volunteers, spearheaded the campaign. Data from the past general elections and opinion polls was carefully analyzed to frame campaign strategies. All the information regarding the meetings and rallies of the BJP were posted on social networks like Facebook and Twitter. Other social networks like YouTube and WhatsApp too were extensively used to spread the information regarding Modi’s poll promises. The party effectively employed other new technology as well as offline communication channels to communicate with the Indian voters.

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Issuess

The case is structured to achieve the following teaching objectives:

  • Understand the growing importance of digital marketing for organizations not involved in the business of selling goods and services.
  • Analyze the reasons behind the growing importance of social media in the marketing communications strategies of companies and other organizations.
  • Discuss and debate the advantages of social media channels when compared with the traditional media channels like television, radio, and print.
  • Discuss the reasons behind the success of the BJP’s campaign for the 2014 general elections of India.
  • Suggest the strategies that the new government could adopt to open communication with the public

Contents
An Obamaesque Campaign
Background Note
The 2014 General Elections
BJP's Campaign For The Elections
Use Of Social Media For Campaigning
Reaching The Bottom
A Spectacular Victory
Looking Ahead
Exhibit

Keywords

Social media strategy, Information and Communication Technology, Communication, Big data,Marketing Communications, Digital marketing strategies, Political advertising, Shopping model for political campaigns, Campaign strategy, Election campaign, Social media messaging, Crowd sourcing, Narendra Modi, Barack Obama

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