Marketing Politics

“Ab ki baar, Modi Sarkaar”, “Make America Great Again”.

These manifestoes coupled with powerful men, a relentlessly enthusiastic team and a well-structured effort led to the creation of unforgettable brands which resulted in phenomenal electoral victories.

Historically, politicians have attempted to understand voter perceptions and accordingly design electoral campaigns. Political parties today operate in a dynamic environment, in the presence of various media for dissemination of information. Voter perception has been traditionally influenced by learning and experiences. Living in the 21st century and acknowledging our net savvy selves, our media feeds are bound to have more impact on our voting decisions than word of mouth from family or friends.

The Indian General Election in 2014 saw the firm establishment of the concept of “Political Marketing”. Political Marketing refers to a campaigning tactic where voters are treated as customers, their needs are identified and a marketing campaign is designed accordingly. A brand is created out of a political party or a politician which is marketed to the voter as a product and votes are sought in exchange. The process is a well structured combination of content development, selection of media to disseminate the message and organising an event where voters get to meet the politician in person.

The BJP’s 2014 campaign was spearheaded by the best in the industry, Sam Balsara, Piyush Pandey and Prasoon Joshi created a brand Modi which is still so beautifully etched in the minds of many Indians. Before starting out, the needs of the regular Indian were identified, campaign messages were designed promising exactly what was needed coupled with accounts of how the incumbent Government had failed the country. The main highlights of this campaign were the extensive and beautifully structured use of media and databases, catchy slogans and marketing the personality of the then Prime-Ministerial candidate. Narendra Modi was projected as the change which the country needed, a pro-development, anti-corrupt (anti-dynast), doer who had delivered the promised development in Gujarat. The masses identified with the man so projected. Extensive digital campaigning coupled with traditional rallies, speeches, distribution of free goodies, campaign posters etc delivered a resounding success.

Political parties, majorly since the 2016 US election campaign season have been extensively using podcasts, applications, blogs, search engine optimisation to disseminate information and turn clicks to votes. A very controversial aspect of political marketing is the use of Data Analytics. Cambridge Analytica allegedly used the private Facebook data of millions of Americans to design and display political advertisements. Here’s how it worked, a voter averse to immigrants was shown how “walls” would be built, a businessman was shown data on how businesses would prosper under a new regime. People were shown what they wanted to see, this thoroughly impacted people’s political opinions and arguably swung the US elections. This extensively used process though thoroughly effective is deemed to be highly unethical.

Nowadays, ideologies are fast withering and election campaigns are becoming more idol centric hence the primary task of a political marketing agency is to craft an image for a leader who acts as an ambassador and connects with the people at large. Clever strategies are devised to malign competitors. This process also leads to footing of a whooping bill, a reported $5 billion collectively, in 2014 in the Indian General elections. Eventually, an increased number of companies will enter into this sector and voter awareness is also expected to improve.

With the General elections coming up this year, campaigning will be in full swing. The far reach of smartphones and internet connectivity (courtesy Reliance Jio) has created a beautiful, spoked out network for communication, an outreach like we’ve never seen before. But the voters need to beware this entire process of political marketing, which may not always represent the true state of affairs.

Since the use of data Analytics has come into light, several social media platforms have taken effective measures to counter the spread of “fake news” and misinformation. WhatsApp (owned by Facebook, ironically) has launched a nationwide campaign in India. This highlights its commitment to fighting misinformation and protecting user data. WhatsApp has introduced features such as limited forwards and a forwarded tag on each message (to identify messages that might be sent around as misinformation). Its ad campaign also highlights existing features like ability to leave a group that spreads fake propaganda and the block unknown senders option.

Data Analytics is just one of the strategies of political marketing, the most prominent is the biased media persons. There is always going to be at least one “showman masquerading as a journalist” presenting before you an unwanted propaganda under the name of a debate. It is always advisable to read up from different sources, verify news and remember that the next time you fill out personal details/preferences or any of the personality tests (on Facebook or otherwise) your data is most likely to be used to influence your vote, if not swing it; in the upcoming elections.

Shireen Wagh