PowerPoint Presentation

IMC Narendra ModiPresented By: Group 9Arka Bagchi - E010Shiva Barisal E012Vasudha Kejriwal E034Mohd Saeed Khan E035Shaik Safik S E051Kavya Thota E063

Shifting of Nano factory to Gujarat Chai pe Charcha Gujarat Business conclaveThe BJP and Modi did not talk about it. Or if they did, they kept it to a minimum Social media Pro business personalGujarat model of developmentEnergetic speechesChallenges and Measures

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Team Behind Hired advertising legends - Oglivy & Mathers Piyush PandeyMcCann World groups Prasoon JoshiMadison Worlds Sam Balsara

Modi hired a team of experts to create one of the most successful media, marketing and branding campaigns in Indias electoral history. Advertising legends such as Ogilvy & Mather's Piyush Pandey, McCann Worldgroup's Prasoon Joshi and Sam Balsara of Madison World lent their branding skills at various levels of campaign3

Campaign CoverageEstimated overall expenditure by BJP

2000 spots a day50 national and regional in 40 days

15000+ in 3 months

Ache din aane waale hainTelevision Advertisement Created road blocks-- before the 9 p.m. news on key polling days, showed a BJP ad on all major channels

The BJP Lotus symbol, chants like chai pe charcha and Ab ki Baar, Modi Sarkar established brand Modi

Five major news channels: Aaj Tak, ABP News and Zee News (Hindi) and NDTV 24x7 and CNN IBN (English) in the 8 p.m. to 10 p.m. prime-time band from March 1 to April 30

Study of CMS media lab found that Mr. Modi got 2,575 minutes, or 33.21 per cent, of the prime-time news telecast.

Closest competitor was Aam Aadmi Party leader Arvind Kejriwal (10.31 per cent). Rahul Gandhi, who is leading the campaign of the Congress, came a distant third (4.33 per cent)

First week of May the amount of time given to coverage of Mr. Modi has risen even further and would be above 40 per cent of all the time given to politicians

Janta maaf nahi karegi: Thorough research was done before the team came up with anything concrete. Before Modi started his attacks on the Congress and UPA in his rallies, huge research was done to know what issues were people actually tired of. And this is where BJP got the nerve of the UPA by clicking on the important issues like development, economy, price rise, corruption and women safety.With it came the slogan of BJP mehengai, garibi, bhrashtachaar aur naari par atyachaar janata maaf nahin karegi. BJP had struck the cardinal vein of the people and a common man started relating to Narendra Modi. Ache din aane waale hain: Surprisingly, it was Manmohan Singh, who inspired the infamous tagline.

On the January 8, this year when the prime minister addressed a gathering at Delhi after inaugrating the event of 'Non-resident indians day', he told the public, "Yes we are facing bad days now but the good days will be coming in soon (Ache din aane waale hai)." And on the next day Modi was expected to address the same crowd wherein he told the crowd that, "I need not say anything as the prime minister had said enough in his speech yesterday but I would like to repeat one of his statements ache din aane waale hain."Ab ki baar modi sarkaar: The eureka moment was Ab ki baar Modi sarkaar, five words, which when dressed with Narendra Modis face, permeated through the consciousness of a nation and soon enough found themselves as writings on the wall, campaign pamphlets, hoardings, posters, TV and print advertisements. It was a lesson in rhetoric for the Congress that became a part of all the of Modis road to being the Prime Minister of the country. The has a huge role in uniting communities and changing its governance.According to a survey we conducted, Modis recall value was almost 22 per cent more than the BJP. So I was sure that his name needed to be there. But we never expected it to find so much resonance with the nation, says 47-year-old Singh, who in the past has been an OST (officer on special duty) in the NDA government for two key ministries including Information and Broadcasting and Telecom and IT.

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Print Media

Public Relations

From TVC to radio and print, from digital to merchandising and beyond, Modi was on the screens and minds of everyone..

The onus was to reach people, wherever they are, via whatever media they are comfortable with

Slogans 1. Ab ki baar, modi sarkaar 2. Modi ji aa rahe hain 3. Yes we can and Yes well do 4. Achhe Din aane wale hain

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Direct connect with the PM Live feed Governance paradigm Serve the Nation Speeches

Websites Mr. Modi and his team launched websites like http://www.narendramodi.in/ and http://www.namobrigade.in/ which encapsulates Modis vision for a strong, developed and inclusive India.Analytics Aspect

Omni Channel DataSegment ReportsReal time StreamsPredictive InsightsTechnology Aspect

Big data stackReal Time TechnologiesMulti device/screen castShift from campaign based, mass communication to context sensitive messageMicro segmentation of target audienceBuild customer life-time communication plans rather than campaigns

Through this website, Honble Prime Minister Shri Narendra Modi warmly welcomes the users and seeks their support so as to script a glorious future for India.Direct connect with the PM here you can directly connect to him after logging in to the siteLive feed Get 360 degrees and 24x7 access to news and updates regarding his actionsGovernance paradigm Various new policies and Government models introduced are enlisted here starting from budget approvals to upcoming new targets.Serve the Nation People of the Nation are given a direct chance to become a part of the change being undertaken by the Government at all levels.Speeches You can browse through his best speeches made at various places across the world and understand his ideologies and development agenda for the nation.

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Social Media

Real Time communication on Twitter, Facebook struck a chord with youth influencers

Data Analysis and data collection tools were employed to collate trending social information for instand trend identification

Some popular trendsI want Narendra Modi as Next PM of IndiaNarendra Modi for PMNarendra Modi Fan ClubNarendra Modi for PM 2014

TWITTER PIONEERNarendra Modi was one the first Indian politicians to reach out to people in an organisedmanner on Twitter. Modi joined Twitter in January 2009 and his number of followersnow stands at more than 3.5 million, which is way ahead of any other leader. On AprilFools' Day, three hashtags were trending on Twitter: #Pappudiwas (attacking Rahul),#Kejriwaldiwas (attacking Kejriwal) and #Modiyapa (attacking Modi).

SUPER-LIKED ON FACEBOOKBJP used Facebook as a strategy for their promotional programme. Modi has approx.11,245,296 likes on Facebook. His fans have dedicated many pages to him on the socialnetworking website, for instance 'I want Narendra Modi as Next PM of India', 'I SupportNarendra Modi' and 'Narendra Modi For PM'. On the other side, we can see Fekuexpressthat makes fun of Modi. Taking a dig at Modi's tagline, "Abki baar Modi sarkar", hisopponents have verbalized "Abki baar Mukesh sarkar", linking him to Mukesh Ambani.

GOOGLE HANGOUTModi was the first Indian politician to use the Google+ Hangout application for groupvideo chats. In August 2012, he answered questions from people across the world, withthe live interaction broadcast on YouTube and Modi's Google+ page. BLOGGER MODIThrough his blog, Modi has managed to offer his views and even share, for the first time,his feelings about the 2002 Gujarat riots under his watch as CM. "I was shaken to thecore. 'Grief', 'Sadness', 'Misery', 'Pain', 'Anguish', 'Agony' - mere words could not capturethe absolute emptiness one felt on witnessing such inhumanity," in December last yearabout the riots, which hurt his wider acceptability.

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Direct MarketingParticipated in total 5827 public interfacing eventsAddressed 437 big ralliesTravelled 3 lakh kilometres across 25 states in his attempt to connect himself to people everywhere1350 innovative 3d ralliesInteracted with people on issues such as agriculture and women empowermentHeld across 4000 locations in 24 states in several rounds and, internationally, across 50 locations in 15 countries4000 chai pe charcha in which he interacted with groups of people across several cities connected to him by video-link, and two mega road shows in Varanasi and Vadodra, the two LS seats he is contesting from.

Impressive 360 degree public engagement; from over the top stage productions, to humbling stories of Modis dedication; a Modi experience was available to everyone

Mobile Marketing

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And the outcome.