‘Aayega to Modi Hi!’
This statement became viciously viral and trended as one of the most successful punch lines that any advertising copywriter could have created. It was far superior to the multiple slogans that dominated Narendra Modi’s advertising onslaught during the just concluded elections, including ‘#Main Bhi Chowkidar’, ‘#Kahathakinahin’. Ayega to Modi He, best describes the single minded response we define in the creative brief to the advertising agency. The entire campaign has been about doing the right things by the marketing and communications handbook.
How did the campaign integrate itself ? The campaign had many facets to it and while relying on the power of strategy in marketing and advertising, it also focused attention back to the art and power of public speaking. It was built on some key elements that are absolutely essential but often forgotten in the brief provided by advertising and marketing professionals. First, it had a clear objective. Second, it understood the competition and had sharp insights. The campaign had another strength. It had the involvement and confidence of the top management where brand managers often fall short. Therefore, a favourable risk quotient. It was a corporate campaign, spread over 5 years, slowly moulding consumer preferences and building the halo around the brand. What marketers will certainly realise is that the campaign was based on an understanding of the consumer (voter) behaviour and ground realities that translated into consumer insights.
When we pull back a little, we find some additional dimensions that were key to the success. First was the choice of the brand ambassador – Narendra Modi himself. No one else could have done what he did. He used almost every principle of public speaking to resonate with the audience. Storytelling. Emotional engagement. Attitude. Constantly talking to the audience. Picking his words and packing his punch at every public forum. He simplified and verbalised ambition to ‘Hindu Rashtra’, motivated the youth with dreams of smart India, launched emotional movements against terrorism and ignited the fire amongst the masses with war cries of Nationalism and dreams of Indian hegemony. Everyone forgot the imminent perils in the economic environment, the looming dangers of functioning with just a ‘Think Tank’ versus a proper Planning Commission, the surging unemployment and lurking agrarian crisis. It was crisis management at its best. Using every potential weapon with effective timing for impact to deflect attention, create impression and overwhelm dissent. The campaign was so well integrated that it not only killed the crisis, it actually re-launched the products a complete monopoly. Corporates and marketers could take learnings from this.
It is good to remember, however, that every strategy and every campaign does not have an open ended budget like Modi’s campaign did. Yet this was a complex and integrated campaign and what was really critical was for the campaign to stay on a single minded track. Stay with the BIG idea. ‘Aayega to Modi Hee’.
The Modi campaign is a classic case of Product Life cycle extension using the science of marketing and communication. Clear goal. Sharp strategy. Generating content with speed. Orchestrating the implementation with detail. This is the future of marketing and communication. #Modihaitomumkinhae