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Case Title:

Political Advertising in India

Publication Year : 2004

Authors: Uma Shanker Shastry, T Phani Madhav

Industry: Advertising

Region:India

Case Code: MCS007

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Political advertising in India began as a laid-back attempt in the early 1980s and came a long way to become an organised and professional way of approaching voters. The erstwhile practice of sloganeering and propaganda are being replaced by branding and positioning strategies. In their efforts to 'brand' their parties, political leaders engaged celebrities in their election campaigns.

Pedagogical Objectives:

  • To discuss the evolution of political advertising in India from a point when it was a non-entity to becoming a specialised area of interest
  • To discuss the counter measures taken by various political parties to outscore each other.

Keywords : Politics and communication, Political branding, 'India shining' campaign, Feel-good factor, Bharat Uday Rath Yatra, Grey Worldwide, Marketing Strategies Case Study, Rediffusion DY&R; Public relation firms, Congress (x) and Bharatiya Janata Party (BJP), National Democratic Alliance (NDA), Indira Gandhi, Atal Behari Vajpayee, Advertising expenditure, Celebrity political endorsers, TAM's AdEx study

Contents:

  • Introduction
  • Politics and Communication
  • The 1999 General Elections – A Curtain Raiser

  • Political Branding
  • The "India Shining" Campaign
  • The Field at Congress
  • Canvassing to Advertising

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