Political Advertising - The 'India Shining' Campaign

  
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Please note:

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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Case Details:

Price:
Case Code : HROB059 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 17 Pages
Period : 1960-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : -
Industry : -
Countries : India

Abstract:

The case describes the 'India Shining' campaign that marked the beginning of a new age of political advertising in India. It discusses in depth the political advertising strategy of the erstwhile NDA government and examines how the campaign was aimed as a tool to win votes.

The case also discusses the political advertising campaign of the present ruling party - Congress that mainly targeted the masses. The case ends with a debate on the efficacy of political advertising campaign in general, and explores reasons why the 'India Shining' campaign was unsuccessful.

Issues:

» Examine the role of political advertising campaign in promoting a political party

Contents:

  Page No.
Introduction 1
Background Note 2
The Campaign and its Response 3
The Debate 5
The Campaign of the Congress 6
The Result 7
Exhibits 9

Key Words:

Political Advertising, India Shining Campaign, Advertising Message, Advertising Media, Indian Politics, Indian Economy, Feel Good Factor, Advertising Campaign Delivery, Social Indicators of India

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