In an exclusive conversation with 4ps b&M, tarun singh chauhan of jwt shares his views on the current Indian political advertising landscape
 
Political advertising campaigns are different in the sense that they almost always claim to be promoting a cause that supposedly promises to change the lives of millions in the country. As such, do conventional advertising principles apply to such campaigns? Should political brands be treated differently from regular brands?
I think that the principles of conventional advertising do apply. The fundamental difference is that in political advertising, the stakes are very high. Parties can’t afford to fail because under normal circumstances, there won’t be a re-election before five years. Unlike a product failure, failing to get votes pushes you the sidelines for a significant period. Although consumers/voters respond to advertising of any form in the same way, one reason you can’t treat political brands like regular consumer brands is because the insights required to pitch to the electorate can’t be sourced through a routine market research project. Candidates need to experience the issues which a common man on the street faces everyday. Only then can they come up with a strong communications strategy which a voter might choose to consume.

The advertising industry and marketers alike have come to a common understanding that the Indian consumer is now more sophisticated and conscious about the decisions she takes. There’s a lot of talk about the evolution of the typical new-age Indian consumer. But similarly, has the Indian voter evolved?
Yes. I think he’s evolved like hell. He’s much more open, much more smarter today. He’s much more aware of his responsibilities. He’s extremely aware of the people he decides to vote for. What has happened over the last 15 years is that politicians who were extremely powerful a decade back, have today become irrelevant because they didn’t change even when they realised that the voter was changing. Or probably they didn’t realise that at all.

Apart from being an advertising professional, you yourself are a farmer. You even take two days off every week to attend to your farm. Given that you’ll better relate to farmers and realising the fact that they make up for a sizeable voter base, do you think political parties and candidates have been doing enough to communicate with them?
In a rural environment, the bond between farmers and politicians is extremely strong. This is perhaps one segment which displays brand loyalty similar to what some consumers show for Apple products. The dependency of farmers on the government (subsidies for seeds, fertilisers, et al) for different needs is on a daily basis. Therefore, a lot of times there is direct interaction between the farmer and politician. Plus, there are extremely influential farmer leaders in our country – leaders who come from rural India. And therefore, when you’re looking at national elections, you can’t afford to ignore their base.

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Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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4ps B&M presents an in-depth analysis of the india's most valuable brands list for 2012, and the biggest gainers & losers for the year
 
Sectoral break up

Like last year, the FMCG and Auto segments continue to account for a majority of the 4Ps B&M 100 Most Valuable Brands. A total of 41 brands in our 2012 list belong to these two sectors. Consumer durables comes third with a decent 12% share in the industry-wise brand break up.
 
Indian versus foreign brands
Our analysis for this year reveals that Indian brands are fast catching up with their global counterparts. A total of 46 brands in the 4Ps B&M 100 Most Valuable Brands list were Indian while the remaining were global. With home grown brands delivering better value, we might see more Indian brands in next year’s list.

Legacy versus non-legacy brands
Rightly said, if you’re out of sight, you’re out of mind. The Indian consumer seems highly influenced by brands which have been around for a considerably long period of time. Non-legacy brands account for just 20% of the 4Ps B&M 100 Most Valuable Brands.
 
Top gainers (vis-à-vis 2011)
This year, Canon has been the highest gainer appreciating by 19 ranks (from 75 last year to 56 this year). The other brands that have gained in terms of their rankings are Skoda, Philips, Apple, BlackBerry et al. Interestingly, RIM’s Blackberry which joined the 4Ps B&M 100 Most Valuable Brands list last year has jumped by 12 ranks.

Top losers (vis-à-vis 2011)
One brand gains at the cost of another and our list is no different. The most surprising drops however were in the case of Colgate and Lux ranks respectively. Other brands which dropped by 21 ranks include Kingfisher Airlines and Nokia.
 
The letter game
For whatever it’s worth, brand names starting with ‘H’ had been dominating our list for the last few years, and this year was no different. Brand names starting with ‘H’ (followed by ‘C’ and ‘S’) have a strikingly greater presence in the 4Ps B&M 100 Most Valuable Brands list for 2012.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
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IIPM: Indian Institute of Planning and Management
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IIPM B-School Facebook Page

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IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

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