MAM

Marketing lessons a la AAP

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2015/10/20/Untitled-1_3.jpg?itok=vW4hBFwN

MUMBAI: The recent-concluded Delhi elections, took everyone by surprise when Aam Admi Party won 28 seats. We take a look at what one can learn from the new entrant.

When it was formed less than a year ago on 26 November, 2012, little did the Aam Aadmi Party imagine it would make such a big splash at the polls.   

Winning 28 out of 70 seats in the Delhi Assembly elections on 8 December, the AAP came a close second to the BJP which won 31 seats, pushing the ruling Congress to an irrelevant third position. What’s more, three-time Congress CM Sheila Dixit suffered defeat at the hands of AAP chief Arvind Kejriwal. Before the elections, the now ex-CM of the national capital, didn’t think before making statements like, “Arvind isn’t even on our radar.” Dixit probably forgot the legend of David Vs Goliath.

For a fledgling party which emerged as an offshoot of the larger ‘India against Corruption’ movement launched by activist Anna Hazare -where people took to the streets to protest the many ills plaguing the current administration - this is no mean feat.

And neither is the fact that AAP - registered as a political party with the Election Commission (EC) only in March this year – has successfully met the EC’s criteria to become a state party.

So what did the AAP do right to banish all the scepticism its broom-wielding members met with from seasoned politicians who dismissed the party, at least initially, as ‘chillar’ or worse, a group that made a lot of noise but had no real impact.

Looking at the AAP’s historic win from a marketing perspective, we at indiantelevision.com believe brands may do well to take a few lessons from the party’s promotional strategy:

* Strong USP

Each brand need to have a very strong USP which helps position it in the minds of the target audience. AAP's USP is that it gives the common man a belief, a hope, that there is going to be a better tomorrow, and that it has been created by the common man who is fed up of the politics of politics, and will hence deliver on its promise.

*Be consistent

At the heart of the AAP's party manifesto is its stand against corruption - which cuts through classes. And it has not deviated from that. It has refused to ally with either the Congress (I) or the BJP, despite there being a possibility of it occupying the seats of power in Delhi.

Brands need to stick to their core premise and promise and not try to ride fads.

 

* Marry your brand USP with the brand mnemonics

The AAP has always had one agenda – the aam aadmi, and it has stayed true to it ever since inception. Party members are common people who have volunteered and are unpaid. They come across as common people; they dress up like common people; they move around like common people. Even though many of them are well educated.

And during this election campaign there was none of the largesse distribution or ostentation that the general political parties generally resort.

The choice of name and the symbol in the case of the AAP was also crucial. The name says it all -Aam  Aadmi Party. Then the symbol was the killer: what is the one thing that is still common across all homes in India, even in middle-class and upper class homes and hutments - it is the broom. Using the broom as the mnemonic meant many things: it will be used to sweep clean all the dirt in the political system, while it helped identify the common man with a tool that is used in his/her home every day.

* Know your customer; make him your network and your ambassador

The AAP needed to connect with its customer: the electorate of New Delhi. Almost 130,000 volunteers all over the world, some of whom descended on Delhi before the election campaign became both the best focus group and research agency anyone could ask for.

Some executives even took leave from their high paying jobs in India and overseas, housewives found time from their day to day chores, young college students, technicians, labourers, cable TV operators - everyone pitched to connect with the consumer and pass on what troubled the common Delhi-ite - crucial information to the central headquarters of the AAP. And they then propagated that further themselves to the electorate.

With millions of products overflowing on shop shelves and online, brands need to know what their customers really want, when they want it and how they want it, and in the process make them your ambassadors and messengers.

* Choose the correct medium at the correct time

AAP had little financial resources at its disposal; some say less than Rs 20 crore. That's probably what's spent by politicians on a couple of constituencies. Once again volunteers stepped in to build the buzz.

Twitter, facebook, online, print, and television. AAP went the whole hog on all the mediums. But not to splurge; just to have its message heard. The media were relatively complying: did not the common man also work in media? It hooked the middle class and the upper middle class through social media.

And what about the man on the street?  Well it used direct selling: volunteers went door to door to the electorate in Delhi, connected with the common man. In trains, in buses, on auto rickshaws, in jhuggis, in bastis - there was the huge poster campaign, and it was the educated folks who went where they normally would not.

Brands have to be careful about the medium they choose and utilise it to maximise impact. Brands too have to keep themselves in people’s mind through various activations/campaigns especially in today’s market where the sharks are ready to rip apart any competition.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/25/Ghazal_Alagh.jpg?itok=4X23Ekdo
Mamaearth targets word of mouth through moms for marketing

MUMBAI: When 26-year-old Ghazal Alagh was to deliver her first child, she learnt that there was no cure to her morning sickness other than to pop pills. Soon after delivering her baby, Ghazal and her husband realised that the market was full of toxic products for babies and new mothers. India does...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/7Up-Back-To-Cool.jpg?itok=qp7XmVjw
7UP launches limited edition throwback bottles

Remember those good old days when rock-and-roll ruled the charts? When rotary phones were a fixture in every home? #Throwback is not just a hashtag but a reminder of the past; of times when cool had a different definition; when creative expression, retro designs, ‘flower power’ ruled the roost, and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/rooh.jpg?itok=2JDygbj7
RoohAfza targets millennials in latest campaign

MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity. The campaign crafted and conceptualised by FCB Ulka stays true to what...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/kat_0.jpg?itok=Fdw_9v5B
Kalyan Jewellers signs Katrina Kaif as brand ambassador

MUMBAI: Kalyan Jewellers has announced the appointment of Bollywood actor Katrina Kaif as its global brand ambassador. The actor will be the face of Kalyan’s existing and soon-to-launch product portfolios.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/fund_0.jpg?itok=plX3r7Uu
JWT Mumbai launches next phase of AMFI campaign

MUMBAI: In its continued association with Association of Mutual Funds in India (AMFI), J. Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds. Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/Dulux.jpg?itok=KsCmDyZd
Dulux launches new campaign with Farhan Akhtar

MUMBAI: Dulux, the decorative paints brand from AkzoNobel India, has unveiled a new TVC for its brand Dulux Velvet Touch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/we.jpg?itok=UVswhKyB
Godrej protekt's new campaign showcases kids' curiosity

MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so. Godrej protekt, a range of...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/LIVA.jpg?itok=TT6E3lU3
LIVA outshines in mall space with unique innovation

Mumbai:  Liva, the new age fabric brand from the Aditya Birla Group, is back with its unique campaign, a life size mannequin of the brand ambassador Kangana Ranaut dropped down across malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Pune.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/Caps.jpg?itok=7UCoCG4U
New Era up for hard graft in India

MUMBAI: Caps! They are functional and shield you from the heat on sunny days. But that’s not what caps are all for anymore. They seem to have become a part of the culture where they are worn more as a fashion accessory rather than for their functionality.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories