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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Excerpts Contd...

The Campaign of the Congress

The Congress also took professional help to counter the "India Shining" campaign. It hired Orchard Advertising, an Indian subsidiary of Leo Burnett, a US- based advertising company. The company structured its campaign in the form of a question, which asked 'Aam Aadmi Ko Kya Mila?' (What did the common man get?).

The campaign argued that the masses were not benefited by the 'feel good' factor that the NDA was stressing.

Orchard's advertisement strategy was to counter the mood set by the "India Shining" campaign.

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

Most advertisements by the Congress did not use colors and concentrated more on the poor. (Refer Exhibit VI and VII for the campaign of Congress). One advertisement showed an old, poor man.

The punch line said, "Woh hukumat kis kaam ki jisme gareeb ki zindgi mein sukh chain nahi hai? Sochiye! Congress ka haath, Gareeb ke Saath" ("What is a use of that government which cannot bring peace and prosperity in the lives of the poor. Think! "The hand of Congress is with the poor."...

The Result

Various opinion polls and exit polls too suggested that the NDA government would be re-elected. However, the election results stunned all political parties in India as well as leading psephologists and political experts.

The NDA managed to get only 188 seats with the leading party - the BJP getting 138 seats. The Congress and its allies got 219 seats of which the Congress on its own bagged 145 seats. With the support of the Left parties, who bagged 53 seats, the Congress formed the next government.

The defeat of the NDA's major allies - the TDP and the AIADMK, meant that the NDA did not have any support to draw on.

The defeat of the NDA in the Lok Sabha elections ignited a debate not only among its leaders but also among psephologists and other experts. They tried to draw conclusions on why the NDA had lost despite a major advertising campaign. A few analysts felt that the "India Shining" campaign made false claims since the whole of India was not shining.

They said that the campaign alienated the common man for whom India was not shining at all. Salman Rushdie, a well-known writer in India, commented, "The gulf between India's rich and poor has never looked wider than it does today, and the government has fallen into that chasm."...

Exhibits

Exhibit I: Elections 2004 - Exit Poll Results Compared to Final Result
Exhibit II: Prime Ministers of India
Exhibit III: The India Shining Campaign Advertisements
Exhibit IV: Gdp Growth Rate During the Tenure of Vajpayee
Exhibit V: Food Grain Production During the Tenure of Vajpayee
Exhibit VI: The Campaign of Congress - Advertisements
Exhibit VII: The Campaign of Congress - Advertisements
Exhibit VIII: Social Indicators of India (2004)
Exhibit IX: Market Capitalization of Bse During the Tenure of Vajpayee
Exhibit X: Foreign Exchange Reserves during the Tenure of Vajpayee


 

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