How to do content marketing: Lessons from BJPai??i??s pre-election campaign


#bjp #content #content distribution #content marketing

This article is the firstpart of two partarticles which discusses the content marketing strategy of BJP. This part discusses how BJP deployed the power of content marketing in 2014 Loksabha elections which was crucial for the party’s success.You can read the secondpart here.


In 2014, BJP (Bharatiya Janata Party) and its allies won the Loksabha election to form the largest majority government since the 1984 elections. It was the first time in India since then that a single political party won majority to form government without the support from other regional parties.

Of, course! We all have our ideas of what worked and what didn’t. But as a marketer, you need to find the right markers to be certain of your assumptions.

I believe content played a major role for the BJP in 2014 Loksabha elections. In this blog, I explore how BJP exploited content marketing and what you’as a marketer, a startup owner, or a marketing enthusiast’can learn from it.

1. A faadu content will always rule

A good content marketing requires a great content. A political campaign like the one in 2014 needed an experienced strategist.

BJP chose Parsoon Joshi to write their campaign slogan. Yes, the same Parsoon Joshi who made the word ‘Thanda’and ‘Coca-Cola’ synonyms with Coca-Cola’s ‘Thanda Matlab Coca-Cola over the counter antabuse. ‘ campaign in 2002.

After 12 years, he recreated the magic for BJP with: ‘Achhe din aane waale haicampaign.

achhe din aane waale hain

The message was so hopeful that BJP and ‘Achhe din‘ became equivalent. Achhe Din also evoked imagery of a better tomorrow–a powerful message while sending out a vision. While Acche DinA�campaign evoked hope, ? Abki baar Modi Sarkar‘ was assertive and confident’something that people want to see in their leaders.

It would not be wrong to say that no other campaign in Indian political history was as popular as this one in its content appeal.
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What you can learn from this?

If you compare the BJP’s political campaign content with that of opposition Congress, the message is clear.

People don’t want to see same messages again and again. Especially when, all the companies are doing the same talk. You need to identify what your audience wants and be ready to solve it with content. It is an established fact that the content which works most on the internet are positive, inspirational, humourous, and educational in nature

2. Connect with your audience

India is the largest producer of tea after China. Our love for tea is evident. Irrespective of socio-economic status, Chai is one thing that most Indians, if not all, love to start their mornings with. No wonder we consume 30 percent of the global output!

You can almost say Chai is Connecting India. (Pun intended)

BJP strategists were too clever to understand this. They chose tea as a way to bind audience and promote content among people with the Chai Pe Charcha A�campaign.

Chai pe Charcha

It would seem the campaign naturally had a mass appeal. But it worked specifically for two reasons:

  1. As mentioned earlier, it talked to people in their terms: ‘Chai’.
  2. It became one rare time when a PM candidate invited you to have a discussion over tea, and tried to establish a conversation with common people.

BJP members left no stone unturned to make it a success. People gathered on streets and market corners with ?NaMo Chai? cups in their hands and looking at the projector. It was a nationwide tea carnival.

Election authorities had to rule free distribution of Chai amounting to bribing voters.

What you can learn from this?

Did you know US companies are suddenly hiring philosophy and humanities majors for their marketing and even business development team? Astonishing, isn’t it?

It has become important for the companies to give a humanistic touch to their brands. And this is the biggest challenge of 21st century marketing.

Your content, as well as product, shouldn’t be an entity devoid of humanistic touch. You need to create content that connects with your audience on a plane beyond business, product, and transaction.

3. Content distribution

Apart from ‘Chai Pe Charcha‘ which used 3D holograms and projector, BJP took leverage of social media platforms. BJP was everywhere on social media and also received very high engagement. WhatsApp, Facebook, Twitter, Google+! You name it.

They had already targeted a general population. They very nature of content was enough to give it ?organic reach?.
Naturally, BJP wanted to appeal each section of society (ever heard about personalized content?).

Another agenda of BJP’s election campaign was ‘progress’. Or more precisely ‘Narendra Modi’s Progress model of Gujarat’ which promised jobs, low inflation, privatization, and one can see that these promises appealed to businesses as well as the young professional and millennials.

To reach them, BJP took to YouTube ads, Facebook, and Twitter. Funny WhatsApp messages of Acche Din and Abki Baar Modi Sarkar was entertaining people with a subtle call-to-action to promote messages.

The popularity of Narendra Modi among youth is the clear outcome of this content distribution efforts.

What you can learn from this?

Do not equate content distribution to simply social media posting and paid advertising. It goes beyond that.

A good content distribution strategy starts with understanding the audience, their behaviour, and how and when they consume content. Once you know this data, you can reach them effectively without having to always invest in paid advertising.

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