hi all
Prof. Ananya has wonderfully described the communication strategies adopted by both BJP and Congress in Gujarat now. Though I have not visited Gujarat to witness the campaign now, i understand from the various people who are visiting Gujarat and from the media reports, Narendra Modi seems to be using all the communication strategies and gadgets to his advantage. He seems to be converting even negative aspects to his advantage.
For example, the Advertising agencies of Congress have made huge blunder by releasing the pictures taken at Srilanka, Rajasthan and South Africa to campaign against Narendra Modi. This aspect itself was very well used by Narendra Modi to his advantage. I felt that congress got shocked over this.
Though Gujarat is a small state, Narendra Modi has converted this election, as a national news. If you closely observe that all the national media spend more air time or space to Modi (positively and negatively), than even the time and space the PM gets. The campaign managers have ensured that Modi is always kept at the centre-stage.
As Ananya pointed out the '3D campaign' of Modi has stunned everybody. It appears, he was seen in the stage simultaneously at 54 places. This should be the new experience for the Gujarat voters.
Even on the social media front, they seem to be using effectively.
I request members from Gujarat to share more of their experience on the high profile campaign that is taking place in Gujarat.
Is it the 'trailer' for 2014 General elections?
srinivasan
On Tue, Dec 11, 2012 at 12:34 PM, ananya mehta <ananya.simc@gmail.com> wrote:
My View on the GUJ Election 2012 Campaing and use of PR and ADVTWith count down for BIG POLL 2012 at Gujarat already begun, a look at how both the parties used Public Relations and Advertising as a part of their communication and promotion Mix -
BJP launched jingle "Bhai Bhai" an adaption of popular gujarati song and noted artist Arvind Vegda...The jingle talked about - coal scam, LPG prices, Olympic Corruption etc
To counter this Congress came up with "Bhajap Che Feku" talking about how the current govt. in name of development is more intimate to big business house and favoring them...
Tag-lines used by both parties are necessarily eye and attention catching
While BJP has a fascinating tag - line - "EK mat Gujarat, Bane Bhajap Sarkar" –
Congress is not too far behind with catchy tag-line " Disha pan badliye ane dasha pan badliye"
With BJP in its advertisements roping in common man to different personalities speaking about "Gujarat Vikas" and common man stating "Ame Modi na manso chiye"[We are Modi's men] , Congress strongly retaliated stating be the pride of Gujarat - Gujarat na "Manas" Bano [Be a Men of Gujarat] ***
The master-stroke by BJP was to use the 3D technology wherein Narendra Modi, Gujarat CM, addressing people of Gujarat in different districts at the same time…
Well Congress announced "Ghar nu Ghar" – dream house for common people of Gujarat proved to be a master stroke which surely moved the Gujarat Govt leading to announcement of similar scheme.
While Congress came up with fantastic advertisement where common men and women of Gujarat holding and carrying a TRI-Color "Garbo" [ a holy earthen utensil with holes] passing it to from one hand to other ending with its tag-line.
BJP had people speaking of Gujarat, pragati [Development], Rogari [Employement], Majbut [Strong] NAMO as the Face of Gujarat, Faith of Gujarat
BJP's publicity advt. "Vanthambhyu Gujarat" [non stop Gujarat] showcased how Gujarat has developed in last 11 years under the regime of Narendra Modi…***
Congress shot back questioning the integrity of the development aspect with "Kya thambhyu Gujarat" [where did Gujarat stop] ***
Internet as a medium has also been used strongly and effectively by both parties –
Congress is heavily pushing and promoting – 'Gujarat Prajavikas Darshan 2012' on the internet media depicting that more than 1 Crore Guajarati's has joined them on this platform
BJP has a page on "Gujarat Truth" – All you want to know about Gujarat and 11 years of progress
Whatever the results of Gujarat Election 2012 may be but -
A head to head and effective promotion by both the parties and their agencies has surely made a strong case of study for the communication aspirants and professionals.
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PS- Some of the *** points are taken from the article published in NewspaperRegards,Prof. Ananya MehtaChairperson - AcademicsISB&M - School of Communication,Pune__._,_._
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