To win the MAJORITY vote in the worlds’ largest ever elections for the India’s strongest opposition party the BJP (Bhartiya Janata Party).

Since 1984 elections no single party has ever enjoyed a definitive majority. BJP needed 156 additional seats over and above 116 seats in 2009 to achieve majority vote.

2014 Parliamentary Elections had nine contesting parties and 814.5 Mn eligible voters. With the background of economic difficulties and policy paralysis in an era of weak coalition governments and youth disillusionment with slow pace of reform, time was ripe to persuade the electorate to give one party a clear mandate.

BJP became 1st party in the last 30 years to win a majority. It won 282 out of 543 seats (166 additional seats vs targeted 156.

110 seats were won from the Swing Geographies

First time voters share was 39%.

Google states: ‘The BJP creatives got 3X CTR of the industry benchmark.’

BJP search Volumes up by 4X post the video seeding on NaMo Listen channel.

150,000 visits to the BJP website & 10 Mn video views on NaMO listen.

0.75 Mn tweets and 11 Mn tweet mentions for Narendra Modi.

As per client “The successful media distribution helped them to swing 16% more seats.

Phase 1 - Engagement:

Cashing big ticket Paid Media and convert them into assets translated in Owned and Earned platforms

-Contextual TVCs on T20 World Cup

-Integrated TVCs and content association on Channel V for youth issues messaging

-Digital and Social Media - NaMo-Listen – a YouTube channel sparking UGC and memes on social media along with mobile marketing boosting rally attendance

Phase 2 - SELL BY DATE (Dominance through back loaded campaign):

-130,000 Spots / 226 Channels, 9000 inserts/ 295 publications in 16 languages in just 50 days

-Road block at 9 PM news on news channels before polling day.

1.SWING SEGMENTS

a.Youth : the most disillusioned and restless audience (160 Mn first time voters; 20% of the electorate) are enough to ‘swing’ a Victory

b.Swing geographies (UP/Bihar/Jharkhand/Mah)- BJP was a strong opposition (46% of seats in the Parliament) and bearing strong anti incumbency factor and the least developments.

2. Different strokes for different folks: De-Clutter by matching messaging to target audiences concerns ISSUE BASED targeting.

A two phase communication:

Phase 1- Creating dissonance and debates for the agenda through engagement and conversations

Phase 2 - Creating a strong Call to Action. Closer to the poll dates, dominate Paid Media.