Political advertising in India in current scenario by Political Strategist Sunil Mishra

1. BySunilMishra
mail2partners@gmail.com
8527193263
• Yes Perception can be change.

2. About us
• Partners in Excellence is an India based political consulting
firm offering services to individuals and parties in the field of
campaign management, political strategy, public relations,
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services of experts from diverse backgrounds such as political
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• We also cater to the corporate world which requires
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5. SC
20%
OBC
41%
MUSLIMS
18%
BRAHMINS
13%
THAKUR
8%
Other
21%
Chart Title

6. Jatava/Chamar
64%
Pasi
18%
Dhobi
7%
Kori
6%
Balmiki
3%
Khatik
2%
SC Caste Sub Composition

7. OBC-SubComposition
8
3.4
2.2
1.7
0.8
2 2
1.5 1.3 1.4
2
Yadav Kurmi Lodh Jat Gujar Mallah Teli Kumgar Nai Kachi Gaderia

8. assemblyresult2012
SP
BSP
BJP
INC
RLD
224
80
47
28
8

9. OpinionPolls–March2016ABP News
SP BSP BJP INC-RLD OTHERS
Series1 80 185 120 13 5
0
20
40
60
80
100
120
140
160
180
200
Projection for 2017

10. OpinionPolls-April2016Partners in
Excellence
78
174
133
14
4
SP BSP BJP INC-RLD OTHERS

11. SurveyfortheMostPreferredC.M.Candidate–April2016,Partnersin
Excellence
Mayawati
26%
Akhilesh Yadav
21%
Varun Gandhi
19%
AdityaNath
7%
Priyanks Vadra
11%
No View
16%
Other
27%

12. ObstaclesforBSP
BJP in Centre and their 73 MP from UP.
Patriotism/Hinduism image of BJP so called iconoclast
image will adversely impact the equation of vote share .
Congress revival may be by projecting Priyanka Gandhi
Vadra as CM candidate in last moment may play a vital
role for congress and it may hit the fixed vote share of
parties like SP and BSP.
AAP- has started micro level management in UP since a
year before but it has not considered by other parties as
a challenge. Their micro level campaign and down to
earth strategy may dent in lower income group voters.

13. ObstaclesforBSP
Joining of Amar Singh and a few more steps like this
before election may change the equation of vote
percentage for SP and adverse impact on others.
Prashant Kishore and his team (around 1200 people)
may cut some good percentage of votes by luring voters
through different activities like he did in Bihar and Lok
Sabha election 2014.
RSS- No one can underestimate the emerging role of RSS
and their involvement in current scenario. In coming two
years RSS has created a no of success stories in Haryana,
Maharashtra and Assam and it may be grid for BJP in
state UP election.

14. ObstaclesforBSP
Caste Arithmetic – Given the fact the BJP’s stellar success
in 2014 ,UP was driven by a non-Jatav Dalit and Non-
Yadav OBC disenchantment , both the BSP and SP need
to raise their credibility this constituency ahead of 2017.

15. Ourexpertise
Campaign message Consultancy
Campaign Advertising
Media Management
Mass meetings, rallies and protests
Consultancy for effective uses of Modern technology and the
internet
Husting
Canvassing
Lawn signs
 Micro targeting
Personalized audio messaging
Vote Bank management
Research and survey

16. CampaignmessageConsultancy
• The message of the campaign contains the ideas that the candidate wants to
share with the voters. It is to get those who agree with their ideas to support
them when running for a political position. The message often consists of
several points about policy issues.. The points summarize the main ideas of the
campaign and are repeated frequently in order to create a lasting impression
with the voters In many elections, the opposition party will try to get the
candidate "off message" by bringing up policy or personal questions that are
not related to the talking points. Most campaigns prefer to keep the message
broad in order to attract the most potential voters. A message that is too
narrow can alienate voters or slow the candidate down with explaining details.
For example, in the 2014 Lok Sabh election Mr. Narendra Modi originally used
a message that focused on his patriotism and political experience: "Modi
wave"; later the message was changed to shift attention to his role as "Foreign
relation policy" within the political establishment. Nitish Kumar ran on a
consistent, simple message of "Bihar Me Bahar ho, Niteshe Kumar Ho"
throughout his campaign. However, even if the message is crafted carefully, it
does not assure the candidate a victory at the polls. For a winning candidate,
the message is refined and then becomes his or her in office.

17. CampaignAdvertising
• Campaign advertising is the use of paid media (newspapers, radio,
television, etc.) to influence the decisions made for and by groups.
These ads are designed by political consultants and the campaign's
staff.

18. MediaManagement
• The public media (in India parlance "free media" or "earned media"
may run the story that someone is trying to get elected or to do
something about certain aspects regarding their specific country.

19. Massmeetings,ralliesandprotests
• Holding protests, rallies and other similar public events (if enough
people can be persuaded to come) may be a very effective campaign
tool. Holding mass meetings with speakers is powerful as it shows
visually, through the number of people in attendance, the support
that the campaign has.

20. ConsultancyforeffectiveusesofModerntechnology
andtheinternet
• The internet is now a core element of modern political campaigns.
Communication technologies such as e-mail, web sites,whats’s up
and podcasts for various forms of activism to enable faster
communications by citizen movements and deliver a message to a
large audience. These Internet technologies are used for cause-
related fundraising, lobbying, volunteering, and community building,
and organizing. Individual political candidates are also using the
internet to promote their election campaign. In a study of Lok Sabha
election 2014 campaigns, politicians reported they used social
media for marketing and for dialogue with voters. Facebook was the
primary platform for marketing and Twitter was used for more
continuous dialogue.

21. Husting
• A husting, or the hustings, was originally a physical platform from
which representatives presented their views or cast votes before a
parliamentary or other election body. By metonymy, the term may
now refer to any event, such as debates or speeches, during an
election campaign where one or more of the representative
candidates are present.

22. Canvassing
• A modern election canvass is conducted either by a candidate,
volunteers, or by paid canvassers. The canvassers are given lists
known as canvass sheets . These are a list of households to be
contacted, generated from a voter database. Some campaigns today
have replaced paper sheets with tablet or smartphone apps.
• The canvasser will attempt to reach each of the households on their
list, and deliver a script containing questions and persuasive
messaging provided by the campaign. Almost all election canvassing
includes asking how a person plans to vote. Upon completing the
canvass, the results will be entered into the voter database. This will
update the campaign's list of voters, removing those who have
moved or are deceased and adding new residents who may have
been found.

23. Lawn /park signs
• Lawn Sign

24. Microtargeting
• . Micro targeting is the use by political parties and election
campaigns of direct marketing data mining techniques that involve
predictive market segmentation (aka cluster analysis). It is used
by BJP and a few candidates to track individual voters and identify
potential supporters.
• They then use various means of communication—direct mail, phone
calls, home visits, television, radio, web advertising, email, text
messaging, etc.—to communicate with voters, crafting messages to
build support for fundraising, campaign events, volunteering, and
eventually to turn them out to the polls on election day. Micro
targeting's tactics rely on transmitting a tailored message to a
subgroup of the electorate on the basis of unique information about
that subgroup.

25. Personalizedaudiomessaging
• Personalized audio messaging is the compiled, personalized voice
messages that individually address recipients by name. These voice
messages can be delivered through a myriad of channels, the most
popular of which include phone transmission, email, web, and social
media sites such as Facebook. Traditionally these messages are
recorded by recognizable figures or people of notoriety to enhance
the impact the message has on its audience. Because of demanding
schedules, automated computer systems are generally used to help
compile separate recordings by the recorder, to reduce recording
times.

26. VoteBankManagement
A vote bank is a loyal bloc of voters from a single community who
consistently back a certain candidate or political formation in
democratic elections. Such behavior is often the result of an
expectation of real or imagined benefits from the political formations,
often at the cost of other communities. Vote bank politics is the
practice of creating and maintaining vote banks through divisive
policies. As this brand of politics encourages voters to vote on the basis
of narrow communal considerations, often against their better
judgment, it is considered harmful to the principles of representative
democracy.

27. Researchandsurvey
• The overall purpose of conducting election campaign
communication research is to reveal how election campaigns are
organized with regard to communicational aspects as well as to
show how and with what effect election campaigns are covered by
media reports. A further goal refers to examining if and how
country-specific context variables (e.g. history, political system)
affect election campaign communication. In comparative election
campaign communication research the objective is to analyze
whether different countries share common practices with regard to
the organization of campaign or the news coverage of elections.
• When conducting election campaign communication research, the
specific objective needs to be defined, going along with phrasing
the research question. The objective as well as the research
question is directly linked to the scope of a study.
•

28. ActivitiesVs.VotesPercentage
22% 10% 5% 4.50% 7.50%