Election 2014 - a new model of persuasion, not propaganda

Let me begin with a disclosure. I am no expert in the field of political campaigning, neither am I a total tyro. My perceived wisdom on how political campaigns work comprised three insights:

• The 'recency' effect of communication (what was said last) has greater impact
• 'Undecided' always forms a large chunk of voters (a minimum of 23 per cent if I remember right); no amount of communication can change this fact
• On-ground work has greater impact than mass media

I believe Modi's victory is an example of the victory of a new model of communications rather than the product (the BJP party) or its RTB (Reasons to Believe): the Gujarat model. This new model of communications and its consistent usage by Modi actually destroyed the received wisdom of political campaigning.

Here's the engagement model we use in chlorophyll: it takes into account the realities of the internet world that today most consumers of information are also producers of information.

Orchestration and synergy
In the internet-worked world, just mass media communication, whether via PR or paid ads, will not be effective: it needs to be backed by three more components: online campaigning, offline face-to-face interactions, and signature events. The BJP mass media campaigns was backed by the highest number of face-to-face interactions (Modi clocked 437 rallies). This was backed by online media domination.

Sheer weight bypassing the lack of RTBs
Consumer goods giants like Unilever and LG will tell you that there is a threshold level below which communication programmes don't work. Modi campaign's sheer weight ensured all segments had repeatedly been exposed to the certainty of his intentions. "The BJP's spending is at least four times that of the Congress," said Santosh Sood, former COO, Rediffusion Y&R, a media buying agency (HT, April 13, 2014).

"The strategy is to block out all other political parties across the print, television, online and offline media irrespective of cost," said a media planner from Madison on condition of anonymity.

Ear versus eye
India is a 'ear' civilisation rather than an 'eye' civilisation. Don't believe me? Look at all the messaging in non-English languages: they are all rhymes. Look at our mainstream films: all musicals. The greatest strength of Modi is his ability to fill the vacuum of a great orator, a vacuum left by the great orator leaders of India: Atal Bihari Vajpayee; Bal Thackeray; Acharya Atre.
Kiran Khalap,
co-founder, chlorophyll brand & communications consultancy