The Victory of Good Advertising

Saturday, 16 January 2021



The Victory of Good Advertising

Sidharth Bedi Varma | May 25, 2019 14:47 hrs

Let’s be clear about this – the victory of BJP is the victory of good advertising, impeccable marketing strategy and great communication skills.

Let’s rewind to 2014 when people were saying that the anti-incumbency factor got the BJP to power. The Congress was accused of being crooks belonging to an elitist party. 

Fast forward to 2019: there was no anti-incumbency, neither was there hatred for Congress. It was pure admiration and submission to Narendra Modi and his leadership. 

In the past 5 years, the Congress, while failing to raise real questions also failed to connect with the voters at the grassroot level. The BJP masterfully used social media, OOH advertising, TV, print, radio and entertainment to connect with their voters, to make them feel heard and thump the opposition. 

To be honest, there was no opposition. The Congress failed to project a good leader and it is going to be a while until the Congress finds its bearings, repositions itself and comes back to power. The fact that Rahul Gandhi lost Amethi should be a lesson for the entire political spectrum – a voter’s satisfaction is paramount. The Congress must come down from their high horse, learn a lesson from 2014 – 2019 – 2024 and connect with the people a little better.

People are clearly over decisions like GST, demonetization, foreign trips and other “trivial issues” that the opposition tried to build up. They have appreciated the “hard decisions” that Modi took and the 2019 mandate is proof of that.

Rs 15 lakhs of black money might not have been transferred to our bank accounts, but people weren’t expecting that. They know a political gimmick when they see one. And yet, people brought back Modi with open arms, only because he also showed that, “Main kaam kar raha hoon.” 

On that note, I am reminded of a quote from advertising which says, “Nothing kills a bad product faster than good advertising.”

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