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1.

Introduction
General Elections 2014, saw the beginning of a new era in the Indian political rule. For the
first time since the 1984 Indian general elections that a party has won enough seats to govern
without the support of other parties.

1.1 Scope of the projectWe have tried to look into the politics of 2014 General Elections, from a management point
of view with specific regards to BJP. We have primarily segregated the work into two major
categories namely, strategies and organizational development.

1.2 SignificanceIn todays dynamic environment, to win a large scale election it has become very important to
have a well-calculated and systematic approach. To gain majority, it is very important to
implement the right strategies as per the demands of the situation. In todays era of excessive
media coverage and high public involvement, parties who can utilize these opportunities to
their advantage will carry an edge over the others. As the margin of error is very less, hence it

becomes very important to implement strategies which are verified by well established
principles of management
Along with right strategies, its implementation is equally important. This makes the team
building process extremely important. To have a well defined organization with highly
categorized individual objectives, the role of organizational study becomes vital.

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1.3 Correlation between Management and
PoliticsMany might find it absurd, to mix management with politics, but
only a few know that the origin of management can be traced
back to Machevelli, who in 1531, in his widely popular book the Prince,
utilized the same to enhance the understanding of politics. The Prince,
contains several maxims concerning politics, but instead of the more
traditional subject of a hereditary prince, it concentrates on the possibility
of a "new prince." To retain power, the hereditary prince must
carefully balance the interests of a variety of socio-political
institutions to which the people are accustomed, whereas a new
prince has the more difficult task in ruling: He must first stabilize his
newfound power in order to build an enduring political structure.

The establishment of various political consultancies re-emphasize


the importance of management in todays politics. The major issue is of trust between

political party and the consultancy firm. The parties find is difficult to share some of their
political decisions which might hide their dirty reality.

2. Strategies
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2.1 BrandingModi did to BJP, what i-pad, ipod did to Apple

The 3 major challenges, Modi faced

2.2 Regional StrategiesTo be success

2.2 Growth Strategies2.2.1 Events


The BJP tried to redefine the idea of election rallies by pitching in experts from event
management companies, advertisement firms and using technology for the maximum impact.
The rallies were organised like a corporate event with the party employing all the tools to
reach out to the voters. Beginning on 26 March, The PM candidate Narendra Modi is planned
to address 185 'Bharat Vijay' rallies across the country covering a total of 295 constituencies.
Apart from the prime ministerial candidate of BJP, party president Rajnath Singh is also
expected to address about 155 to 160 election rallies in various constituencies. Mr Modi
planned to use the 3D halogram technology increasingly at his rally appearances to reach five
million more voters in the last two weeks of the Indian election campaign.He addressed more
than 800 rallies in hologram form where his lifelike performance has been greeted with a mix
of awe and disbelief. The high-tech 3D campaign of Prime Minister Narendra Modi during
the Lok Sabha polls cost BJP over Rs 60 crore. He appeared live, in 3-D, at more than 90
rallies in small towns from Andhra Pradesh in the south, through Bihar in the east, north
through Allahabad, his Congress rival Rahul Gandhis Amethi constituency and up into the
Himalayan foothills at Nainital in Uttarakhand and Bilaspur in Himachal Pradesh.
The 2014 Lok Sabha polls witnessed one of the most extensive media campaigns carried out
by any leader with then Prime Minister candidate Narendra Modi travelling over three lakh
kilometres across the length and breadth of the country to garner support for the BJP.
In the 2014 polls, the party dished a fortune on the journey undertaken by its star
campaigners, including Modi.

Termed by the BJP as one of the largest mass outreach episodes in Indias electoral history,
Modi addressed 437 public meetings in 25 states.
The total number of his public meetings stood at 5,827, which included 4,000 Chai Pe
Charcha sessions, in which he interacted with groups of people across several cities
connected by video-link.

2.2.1 Events

MediaModi's transformation over the past year from a regional, right-wing politician to a
decisive leader with a clear development agenda, the one best suited to take India
forward is nothing short of extraordinary. Senior BJP leaders Piyush Goyal and Ajay

Singh handled the overall media strategy, and a task force was constituted to handle
Modi's campaign in Varanasi. Advertising legends such as Ogilvy & Mather's Piyush
Pandey, McCann Worldgroup's Prasoon Joshi and Sam Balsara of Madison World lent
their skills at various levels. Advertising agency Soho Square, part of the WPP Group,
handled television, radio and print campaigns with catchy slogans such as "Ab ki Baar
Modi Sarkar".

Brand-

Sridhar Samu, Assistant Professor of Marketing at Hyderabad's Indian School of


Business (ISB), says it's not easy for most product brands to go from regional to
national. He says the dilution of the only other national brand, the Congress, and a
common underlying need for change also helped Modi. "If a brand can tap into a
common underlying need and connect it to benefits, then it could go national. We see
how both Haldiram's and Saravanaa Bhavan have managed this. They targeted the
underlying need for tasty snacks and south Indian food," he says.