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The blog is very insightful as it describes the marketing strategy adopted by the BJP in 2014 elections by associating it with various marketing concepts. The detailed structure with crisp bifurcation into various lessons made it easy to understand. Generally, case studies of corporate products and services are studied to understand the theories; however, this blog was refreshing as it described marketing in a political campaign. In today’s world, according to me major wars would be fought on the marketing field and this blog shows how the election war between Congress and BJP was based on marketing strategy and how the BJP was able to sway the decision of its consumers, i.e. Indian citizens in its favour. It is very well known that the USA Presidential Elections in 2008, were based on “The Marketing of a President”, which was instrumental for the victory of Barack Obama. In order to achieve its strategic objective of winning elections, the consumer problems were understood by BJP. The nation was in a tense state after a dismal Congress regime. This was addressed by marketing heavily on the promise and hope of someone who had proven his mettle as the champion of a state. BJP struck when the iron was hot. The problem of no differentiation between political parties and candidates was addressed by declaring Narendra Modi as the Prime Ministerial candidate. On the other hand, Congress did not introduce a candidate and kept people guessing which only aggravated the Indian voter. The Integrated Marketing Communications strategy adopted by BJP on various platforms with unique slogans such as ‘Achhe din aane vale hain’ and ‘Abki baar, Modi sarkaar’ were different from the commonly used slogans on poverty and development. These slogans were easy to understand by the Non-Hindi speakers as well. This created a unique proposition and mass targeting. It has been specifically mentioned in the blog that a good product is the backbone of a great brand. Also, it is important to focus on core brand essence and position it in the minds of the consumers. BJP accepted Hindutva as its core brand value and promoted it without making it a part of the main campaign. I agree that core brand essence should not be diluted. However, in my view a brand should identify the consumer behaviour and modify its brand value. Though India has myriad of cultures, the hope of secularism is very important for all citizens. One of the major weaknesses of BJP was that it was not considered a secular party; steps were not taken to address this issue. Maybe by addressing this view, it could have reached out to more segments of the society. While the “Hindutva” brand was successful in the elections of 2014, will it be sustainable as a long-term strategy for BJP in today’s dynamic Indian society? When should brands modify their core values in order to keep it relevant with the changing market? These are a few questions that I cannot answer, but can ponder upon.

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