Multi Platform Campaign

Summary
The objective of the campaign was to brand not only for state
audience but also for national audience. The Bharatiya Janata Party
launched its 2014 campaign. They borrowed from its 1998 campaign
'Abki Bari Atal Bihari' and the party slogan for 2014 will be 'Abki Baar,
Modi Sarkar'. The Bharatiya Janata Party (BJP) is one of the two
major parties in Political Parties in India and was the main opposition
party during the 15
th
Lok Sabha. It contested the 2014 Parliamentary
Election as the leading party of the National Democratic
Alliance with Mr. Modi as its Prime Ministerial candidate and party
president Rajnath Singh as the chief of the election campaign. The
Important issues during the campaign included rising prices,
corruption, the economy, and security, infrastructure such as roads,
electricity and water. The party promised a vibrant and participatory
democracy, inclusive and sustainable development, quality life,
productive youth, and globally competitive economy, open and
transparent government, pro-active and pro-people good governance
in its manifesto.
The campaign was a kind in itself. It spread like fire in the forest. The
punchline or the slogan used by BJP Abki Baar, Modi Sarkar
created a wave not only in the country but outside the country as well.
The BJP through their campaign created an atmosphere and attitude
that its time for change now and they are the winners of the General
elections. Mr. Modis popularity spread like a fire in the country among
the people of the country. The billboards with this punchline are being
put up across the country. Every newspaper, magazine, Radio, News
Channels, social networking sites such as YouTube, Twitter,
Facebook had the slogan on top. Crores of Indians who wanted their
country to develop and emerge as a glorious nation supported Mr.
Modi. Those who opposed him had only one agenda and were to
Stop Mr. Modi. So, the battle was Mr. Modi vs the corrupt brigade of
Congress, AAP and the Communists.
This campaign helped Mr. Modi to reach the mass audience of the
country. The Youth of the country was very much inspired by the BJP
Prime Ministerial Candidate. Amongst the Social Media, individuals
came up with satirical takes on sports, movies (in Hindi and English)
and songs, amongst other things, in support of the BJP campaign
slogan that were premised on "Aab ki baar, Modi sarkar". Modi was
noted for focusing, in his rallies across the country, on the 23 million
first-time come-of-age voters. By the last day of campaigning on 10
May, Mr. Modi had undertaken the largest mass outreach in India's
electoral history by travelling about 300,000 km for 437 public
meetings in 25 states and 1350 innovative 3D rallies according to the
BJP. Overall the campaign was launched on various platforms such as
print, radio, newspaper, internet, DTH and it was a hit and Mr. Modi
became the Prime Minister of India.

Pros

Huge fan Following.
Rural and urban reach.
Long lasting impact.
The campaign tried to sell only 1 product that is DEVELOPMENT
Focus on a larger segment of the society ,Gen-Y i.e the Youth of the
nation who are not optimistic about their future.
The campaign used Pull strategy rather than the typical push strategy.
Covered all mediums i.e print, TV, Internet,
Campaign also gained international coverage.
The BJP has been quick to adopt technology, modern marketing and
new media tools to take things to a new level.
Use of celebrity Candidates such as Paresh Rawal, Jaya Prada, Yoga
Guru Baba Ramdev, Prakesh Jha, Hema Malini, Raj Babbar, and many
more
Modi's energetic oratory, his team's deft handling of technology and
social media and a snazzy website were just a few of the things that
made his campaign a rollicking hit with fans.
Being an innovative leader, he has also initiated new programs to gain
attention like Chai Pe Charcha wherein he listened to issues of common
people and held 3D Holographic Public Rallies.
The Campaign also used new and innovative methods to reach out to
the masses as every person having a mobile phone is given the
liberty to listen in on Mr. Modis rally speeches in real time from
anywhere in India. This feature is certainly very useful in India wherein
the use of mobile phones is believed to be expanding with every passing
day.

Cons
"lopsided" focus on urban growth story while neglecting the distress and
backwardness of the rural landscape
Sometimes this kind of campaigns can create chaos I the public and hurt
sentiments of the people.
The campaign used too much of technology which the rural population do
not have the knowledge and access to use it.
Increase two-way engagement and address both positive and negative
comments.
It could have also involved other, emerging social media platforms that go
beyond Facebook and Twitter to reach wider audience.
Inspite of the campaign being present in the social media ,the frequency
of the presence in social media was not regular.

Recommendation
The campaign was a hit no doubt but here are some
recommendations on how it could have been extended or done in
a better way
Use a wider net of internet platforms :- use platforms other
than Facebook, Twitter
Dont whitewash comments :- Make conscious efforts to
address criticism.
Continue the campaign Chai Pe Charcha : Continue interacting
with people of different regions to understand their problems
and solve them.


Skype may be best known for its free video chat, but the company is also a provider of
inexpensive VoIP services.
Skypes affordability is indicative of the services overall functionality and very basic set
of calling features.
You are also limited to making internet calls using your computer as a softphone, or
installing the app on your smartphone.
Despite its unique feature set, Skypes service plans include all the features we looked
for in the best VoIP providers. You can keep your current phone number or select a new
one with an area code of your choosing, even if you dont reside there.
This VoIP service provides select international calling and unlimited minutes, depending
on which of its plans you choose. You can also purchase minutes at a reduced rate
Skype account can be managed through Skype web interface and make VoIP calls
through the Skype app on your internet-connected tablet or smartphone



Social Media Platform / App Review
It is a free service, though a member can pay for additional
features. Free features includes:

Synchronous:
Skype to Skype calls: can call
anyone else on Skype; available
for group calls (up to 25 people)
One to one video calls or group
video calls (available for mobile
devices)
Screen sharing: (the person you
are talking to can see your
screen (also available for group
video calls)
Asynchronous:
Video messaging, Voice
messaging, and Instant
messaging (the latter can also
be used synchronously)
Built-in recording to rebroadcast
conversations
File sharing, including
photos/videos
Are you ready to Skype?
WITH Skype you can:

See the grandkids with the click of a
button

Contact other friends from around the
world, FREE OF CHARGE

Be involved with your relatives lives
more actively, even though you are not
in the same country:-
The kids can show you what they have done at
school
Show off a new haircut!!
Show off new things in the home, garden when
using a laptop with Skype
THE POSSIBILITIES ARE ENDLESS!!!!

WITHOUT Skype you can:

Send photographs in the mail that can
take up to two weeks to arrive

Email photographs that are too big, or
the wrong file, to be able to open

Miss out on seeing the grandkids on a
regular basis and not seeing their
achievements as soon as they are
completed.
Contents
As we all say the world is becoming a smaller place to
live in it is also said that the same world is becoming
more and more creative.
Surf Excel
Get Stained - Link
Stains are not dirty anymore, says the surf excel team.
The Surf Excel TVC is on of the most creative content that
I have come across.
Generally as kids we are afraid of stains on our cloths that
our moms will scream on us but this ads give a smile on
every child's face when their cloths get dirty.
I love the content in the ad because its removes the fear
of getting scolded from mom when cloths get dirty.
Infact it also conveys a message thats stains are good.
The thing that I loved the contents is that it changed every
mothers and childs perception about the clothes getting
dirty.
Kids are not afraid anymore to Jump, Dance, play in the
park.
One of the most creative content I came across.
You only achieve your dreams when awake... So wake up
and do something about your dreams.
We all fall, get up and complete the race of life! And while
we huddle up with friends, family and the world to
celebrate the success, it is only that one companion that
silently stays by our side all through the journey, right from
the start, never letting us give up & keeping us on plan.
Extremely graceful and sensitive handling of a really tough
issue.
Nescafe It all starts tells about not to give up and live
your dreams.
Nobody ever thought a stammering prson can also do
something apart from being public laughter.
#ItAllStarts : Link
Innovative
Case Study
Worlds 1st Headbang triggered
Beer Dispenser Kingfisher Case
Study
To truly enhance the user experience at the beer festival,
Kingfisher combined the love for rock music with the love for beer.
Todays generations is Tech savvy and loves to party, Kingfsher
combines both these aspects.
HEADBANG = TECHNOLOGY+PARTY+MUSIC+FREE BEER
100s of beer cans were expended over a course of 3 days and
nearly 1,00,000 headbangs were generated in 3 days, with
almost 3,00,000 impressions online.
Presenting the worlds first Beer Dispenser Machine that
dispenses beer when you headbang to it the Good Times
Dispenser!

Headbang Here : Link



They use specially
designed hamlets to Sync
the number of head counts
and individuals does to its
social networking site.
The candidate just have to
headbang till 30 sec and
than depending upon the
scores he or she earns
free beer cans.
Taking a BOLD to shift
from Soft Drink dispenser
to Beer dispenser.
This platform gave
Kingfisher a marvellous
opportunity to integrate
the online experience
with the offline visitors.
#MySunday#MySundae