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Social Business Intelligence

Introduction.1

Slogan Wars......6-11

Social Media and TV campaigns ............................................................................................. 12-16

Social Media Buzz ................................................................................................................. 17-26

Conclusion........ 27

Page 01

SSI
Score

Introduction

Every 5 years, India celebrates one of its biggest

festivals in the world crossing all the boundaries of
religions, caste and creed.

People of India wake up to the loud sounds and

unite together to complete their responsibilities and
duties to secure their future, to undo the mistakes
they have done 5 years ago.

Yes, I am talking about Indian Elections, which is a

symbol

of

hope,

better

future

and

it

truly

determines the spirit of Indian democracy.

When the Election season comes nearer, parties and

candidates

start

preparing

strategies

to

lure

population on their side, and support them to win

and rule. This is the start of Indian Election
Campaign.

Page 02

Introduction

Now this election campaign can be of various types.

The first one is Door to Door campaign, which

involves

conventional

mode

of

election

campaigning i.e. direct interaction with voters.

The other forms are Web campaign and Print

campaign.

The leaders who are more acquainted or famous

usually promote the lesser known candidates
from their party and try to influence the voters in
their favor.

No political leader or party leave any stone

unturned to ensure their parties victory in the
elections.

Page 03

Introduction

This year India's electorate was very different as

compared to 10 years ago, when PM Manmohan
Singhs coalition government came to power.

Today, about two-third of the population is younger

than 35. Voters are more in urban culture and
knowledgeable than ever before, and the per-captia
income is also on the rise.

To reach this population, political parties are going

beyond

the

traditional

campaign

rallies

of

conducting rallies.

Now it involves more of volunteer mobilization,

social media outreach and targeting small groups
such as business executives, youth, and retirees
and forming their own opinion and communities.
Politicians spent crores of rupees to reach this
population.

Page 04

Introduction

Political parties turn into marketing agency, each

portraying their candidate as the savior of masses,
and the only person who can take the country to
new heights, at the cost of discrediting their rivals.

The usual placards, billboards and advertisements

are the various parts of the campaign but what adds
real magic color to such campaigns are the slogans,
used as an instrument to strike the right chord to
the masses.

This years Indian election saw many well framed,

catchy slogans which created huge impact on the
voters, which money was not able to buy.
This year's election campaign saw new heights in
this slogan war. Aam Adami party leader Arvind
Kejriwal reached Varanasi and supporters in social
media started the buzz
with the catchy line

Aa Beta Kashi, Mita

Denge Teri Khansi"

which was a remark

on the bad throat that had marked his initial days
as Delhi Chief Minister.

Page 05

Introduction

The AAP volunteers were

also quick to respond with

"Kashi hogi AAP ki"

where as in the rallies they made the banners which

read "Chamke panja, Kamal ka phool, Ambani ka
jhoola jhool" (The hand and the lotus (party sign of
Congress and BJP) are prospering because of
Mukesh Ambani).

Page 06

Slogan Wars

Let's take a look at the slogan wars of Indian

Elections 2014, and the impact it created over the
voting population of India.

Poori roti khayenge,

100 din kaam
karenge, dawai
lenge aur Congress
ko jitayenge
(Will eat full meals, will work for 100 days, will take
free medicines and Will vote for Congress) is the
slogan with which Congress started their election
campaign, replacing the earlier slogan "Aadhi roti
khayenge Congress ko jitayenge" (will take half meal
and will vote for Congress).

The Slogan was coined while Mr. Rahul Gandhi was

highlighting the welfare schemes on food security and
land

acquisition

bills

that

Congress

has

pushed

through parliament, and faced the opposition by BJP.

Page 07

Slogan Wars

While Congress has focused on its commitment to the

Aam Aadmi, through its slogans, its arch rival BJP
began its campaign around the prime ministerial
candidate, Narendra Modi for the 16th Lok Sabha
elections.
These two parties in the past also followed the same
election campaign approach, BJP slogan's focusing on
one man like Atal Bihari Vaypayee, Lal krishna
Adwani, whereas Congress focusing on people of
India.
This years famous slogan by BJP,

"Modi for PM"

"Ab ki baar Modi Sarkaar"

Page 08

Slogan Wars

and some other Modi centric slogans are reminders of

the slogans used by the party when it came to power
in 1996 - "Abki baari Atal Bihari" projecting Vajpayee
as its candidate.

"Congress Mukt Bharat"

Congress Mukt Bharat another slogan launched by

Narendra Modi, in an effort to make gains of the antiincumbency wave in the country.

Interestingly, Congress stayed away from taking BJP's

name in their campaigns; rather they tried to highlight
its own achievements.

Page 09

Slogan Wars

In an attempt to showcase that this election is all

about Narendra Modi and not about BJP party,
Congress launched Main nahi Hum

"Main Nahi Hum"

slogan. But BJP claimed that it was used by them in

2010 and accused Congress of Plagiarism.

Slogan Wars

Page 10

Another time BJP faced the backlash because of slogan,

Har har Modi, har ghar Modi.

"Har har Modi, har ghar Modi

The party had denied coining the slogan and Modi had
himself asked the BJP supporters not to use it in any
public gatherings or as a part of election campaign.

Page 11

Slogan Wars

Congress

launched

another

slogan

to

attack

BJP,

especially Narendra Modi for the 2002 Gujarat riots while

portraying Rahul Gandhi as a young and passionate
leader, Kattar soch, nahi Yuva josh.

"Kattar soch, nahi yuva josh"

Against

Aam

Aadmi Party,

Congress

launched the

slogan, to mock the 49-day rule of the Aam Aadmi party

government in Delhi,

"Na ghar ka na ghat ka, woh hain neta AAP ka"

Page 12

Social Media and TV campaigns

In response AAP's slogan

"Jhadu chalao, beiman bhagao"

is an attack on both the political parties, and a way to

market their party's election symbol.

BJP's campaign had two kinds of messaging - tactical

and conceptual (about the party's philosophy).
In addition to the door to door campaigning efforts, BJP
also rolled out three sets of television campaigns.
The main tagline of the promotions was "Abki baar, Modi
Sarkar", a catch phrase that has already became the
source of inspiration for the Twitter jokes.

Page 13

Social Media and TV campaigns

The first set of films is based on a monologue format. In

each ad, an individual talks into a camera and addressed
the viewer, in a serious manner.
The issues raised in these ads were Unemployment,
safety of woman, inflation and electricity problems.

The partly black-and-white films ended with hard hitting

words like

'Bijli ke liye tarsaane walon, janta maaf nahi

karegi'
'Yuvaon ko berozgar rakhne walon, janta maaf
nahi karegi'

Page 14

Social Media and TV campaigns

'Humari betiyon ko suraksha na de paane walon,

janta maaf nahi karegi'
'Mehengayi ko lagataar badhane walon, janta maaf nahi
karegi'.
These accusations are quite clearly directed at the
Congress. Whereas the four-film monologue's where
high on seriousness quotient, the second set of ads took
the humorous route to win citizens.
The animated series of ads is based on cricket and was
launched during the T20 world cup series,

the ads were meant to take a dig at Congress and Aam

Aadmi party and ended with slogans like

No gundagardi, no maaramaar, abki baar, Modi

sarkar'
No faltu dharna, no time wasting, abki baar,
Modi sarkar
No corruption, No bharshtachaar, abki baar,
Modi sarkar
No hera-pheri yaar, isliye abki baar, Modi
Sarkar

Page 15

Social Media and TV campaigns

The Indian national Congress rolled out its first television

campaign for the 2014 Lok Sabha Election two months
before its primary opposition BJP.
Congress was forced to drop the "Aam Aadmi" from its
earlier campaign. The INC adopted a new slogan for its
2014 campaign,

"Har Haath Shakti. Har Haath Tarakki"

(Power to every hand and progress for everyone.) With
this slogan, the party campaigned across the country.
While cities have been covered with hoardings, the ideas
have been communicated through television as well.
A series of about 15 short films, including monologues,
were released. The videos stated that the promises
made by the party to citizens are an assurance to not let
them down.

Page 16

Social Media and TV campaigns

Page 17

Social Media Buzz

This year's India voted in a nine-phased election that

spanned six weeks.
Political parties took part in a very aggressive social
media campaign for around two months and the
slogans helped to create a huge buzz for the
candidates.
More than 56 million election related tweets from
January 1, 2014 until May 12, 2014 and at each polling
day, there were around 5.4-8.2 lakhs of election
related tweets.

BJP
#NaMo, #iModi, #CyberHindus, #Mission 272+, #Feku,
#FekuExpress, #CongBJPQuitIndia

Indian National Congress

#VoteForRG, #Pappu, #VoteForRahulGandhi, #CongBJPQuitIndia

Aam Aadmi Party

#VoteForAAP, #AAPSweepingDelhi, #VoteForAamAadmiParty,
#ThunderClap, #QuitAAP, #DharnaExpress ,#AapDrama,
#MadCM

Page 18

Social Media Buzz

Buzz Analysis of Hashtags started by various political parties:

BJP
#CyberHindus

#iModi
#CongBJPQuitIndia
#FekuExpress
#Mission272
#Feku
#Namo
0

1000000

2000000

3000000

Congress
#VoteForRahulGandhi

#VoteForRG

#CongBJPQuitIndia

#Pappu
0

50000

100000

150000

200000

Page 19

Social Media Buzz

AAP
#DharnaExpress
#VoteForAamAadm
#MadCM

#ThunderClap,
#VoteForAAP
#AAPSweepingDelhi
#QuitAAP
0

Google also
launched the
election Hub,
and utilized the
power of social
media

10000

20000

30000

Page 20

Social Media Buzz

This Lok Sabha election, Twitter became the medium

of choice for people to engage in a political topic.
@NarendraModi has reached 3.97 million followers
growing his follower base by 28% percent since Jan 1.
Not to be outdone, @ArvindKejriwal has raced to
1.79 million, an amazing 79% growth from the start of
the year.
Similarly, @AamAadmiParty has grown to 682K
followers registering a 119% increase since the
beginning of the year.
@BJP4India has reached 491K followers, growing at
70%.
@INCIndia at 178K followers has grown at an
incredible 376% starting with just 37,357 followers.
Narendra Modi, ArvindKejriwaland Rahul Gandhi were
the top 3 most talked about politicians throughout the
election.
NarendraModi led the chart with an SSI score of 86,
compared to second placed Arvind Kejriwal with an SSI
score of 83.

Page 21

Social Media Buzz

Page 22

Social Media Buzz

Apart from election campaign, this election we saw

some brilliant Twitter content being shared by Indian
politicians.

Page 23

Social Media Buzz

Twitter has played an important role in Indian

elections, and in 2014 it was used aggresively for
social media marketing by political parites.
During the counting day, Twitter traffic increased and
around 2 milllion tweets were sent out by people.
The top 5 election related term which were trending
are,

Narendra Modi - 722.91K

AAP - 118,717
BJP - 322,596
Rahul Gandhi - 47,054
Varanasi - 21,018

In Twitter fan following also, Narendra Modi won by a

large margin.

Page 24

Social Media Buzz

The total number of tweets mentioning

@NarendraModi on the day of counting was 0.75
million while the total number of tweets mentioning
@NarendraModi since Jan 1st was 11.85 million,
according to the data released by Twitter after the
election result.
Not only this, on the day of counting Narendra Modi
added the highest number of followers in a single
day, from 3986878 to 4091739, i.e. more than a lakh
followers in just one day.
He also went on to break the record for the most
number of retweeted tweet by an Indian. The
following tweet of his received more than 70K RTs.

Page 25

Social Media Buzz

Some of the tweets which created highest buzz

during the elections:

Page 26

Social Media Buzz

Page 27

Conclusion

The three biggest social media players - Facebook,

Twitter and Google have emerged as the major
players and influencers in the Indian Elections 2014,
with political parties and candidates competing with
each other in breaking the news and spreading the
message through these platforms.
Slogans was the most heavily used theme for
advertisement of political parties during this Indian
Elections 2014.
The most famous and viral slogans turned out to be
"Abki baar Modi Sarkar"- It's a cry that reminds you
of the various discomfort faced by the people in the
form of Corruption, poverty, violence against women,
etc and proposes one common solution "Ab ki baar
Modi Sarkaar".
It is displayed on large outdoor hoardings and
newspaper front pages.
Narendra Modi has swept the polls in a manner that
had left the opposition speechless.
Social media has widened the reach of political
parties. While there was some debate before the
elections on whether or not there was an actual "Modi
Wave" online at least.
This is the first Elections in India which is fought on
Twitter.

Page 28

Conclusion

All the major political parties and candidates actively

campaigning and connection with people on Twitter.
This Lok Sabha election was highly influenced by
social media, particularly with over 150 million first
time voters between the age of 18-23 years old who
are social media and tech savvy.
One cannot deny the fact that Twitter was the most
effective platform during these elections, and the
most buzzing as well.
The way parties and candidates have used it is really
unbelievable, and it goes on to show how technology,
and social media have changed the way world's
largest democracy functions.

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