Deep Impact: Out of Home…Out of the Shadows!

OOHOOBOOWOut of home media for years has been meted out step motherly treatment by planners and brands alike. Often receiving spill-over/ left-over campaign budgets and more than often facing the axe when there is a crunch.  The fact that there are no universally accepted measures and questionable audits haven’t helped cause either.  Planning and measurement challenges apart, till not so long ago OOH was blamed to be a passive, immobile medium.  Unlike communication via traditional media that travels to or “reach” the audience, the audience has to reach the medium and therefore the communication itself.

Not a very flattering analogy, but an analogy nonetheless OOH media is the Cockroach of the media biome, it was there long before anybody came and shall remain long after everyone is gone.  Staying with the concept, OOH in the past few years has evolved like no other.  Having wholeheartedly embraced technology OOH today has managed to overcome a few of its handicaps and even managed to convert some of its weaknesses into strengths.

From wall painting to billboards to segment/matrix displays to screens to pods to holograms is a whole lot of evolution to boast of in one generation!  OOH today is visual, audible, tangible, flexible, customizable, you name it.   While measures are still an issue a significant dimension that OOH has added to itself has been IMPACT.

More and more brands led by their PR departments are venturing out and using OOH as an impact tool.  The talk value of such exercises not only multiplies the “reach” by viralling on social media but also features on traditional media because of its news worthiness contributing significantly to the earned media kitty.  Delivering the much required RoI the bean-counters and the “measurability” for whosoever needs to claim or declare success, in other words everyone is happy.


Whether its entire airplanes painted (or stickered) with your brand or virtual cheetahs atop cars or building projections brands are seeking “Innovation” and “Impact” with every single campaign. OOH today is not a unidirectional communication anymore.  It has become an experience delivery mechanism.  The tangibility of the medium and the natural ability to be “larger than life” obviously come in handy.  Brands today do not just want a good communication, no not even a great communication they want awesome.  OOH has emerged as the answer to how do I physically engage an audience, make them gasp and say wow! Not only that make them record, capture and share!

OOH including transit, street furniture, ambient delivers the edge brands need.  No longer are they shackled by footfalls and traffic density. In a pioneering move, the Rapid Metro in Gurgaon has offered entire stations as an asset with the brand integrated into the station name!

Out of home, out of box and out of the world is new mantra in an innovation hungry world. About time the brand guys take note and ownership of this medium and pull it out of the shadows and the burden of expectations based on traditional media.

 Leaving you with a personal favourite, do pardon the bias 😉


The Art of Electioneering

Art of Electioneering

“Where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use of what you have.”

Karl von Clausewitz, On War 1832

As I write this post I am aware that hundreds like me are analyzing what the world’s largest democracy has witnessed and trying to put in perspective.  As the election juggernaut rolled through the country under intense media attention the various angles to the 2014 elections in India have been explored, analysed and have been discussed threadbare.

One of the things that has bubbled up to the top and been referred to often with an accusatory tone is how India’s PM designate was a well marketed product.  There is little doubt that what has just concluded is a milestone election in India’s history. One that introduced several elements into the Art of Electioneering.  For sure there will be cases made out this election that students of business, social and political science will delve into across universities. I have in a previous post talked about how the Aam Aadmi Party (AAP) captured the imagination of millions in Delhi. What the creators of the Modi campaign have achieved is far bigger and far reaching in its impact.

“The general who wins the battle makes many calculations in his temple before the battle is fought. The general who loses makes but few calculations beforehand.”

SunTzu, The Art of War

In hindsight what has been executed and arguably to perfection have been text book strategies.  Be it SunTzu, Porter or Aaker or Prahalad what the strategy cell of Bhartiya Janata Party has done is research, organize, propagate and execute or as I call it the ROPE trick.  For the purpose of this discussion I shall attempt a retro-fit of my observations of the campaign to popular models in marketing strategy.

Customer MotivationsAlong the lines of the adage “Customer First” we’ll take a look at how the BJP campaign tested on understand the drivers for this election and the needs of the voters i.e. Customer Motivation.

The marketing brains behind the BJP campaign ticked these boxes well and proper. They clearly identified the mood of an electorate that was young and aspirational.  From an Indian perspective, we have as marketers devoted hours cracking the code and allocated millions of rupees trying to win the youth over. The BJP campaign identified the Youth as mainstream.  As per the 2011 census 65% of India’s population is below 35 with a median age of 29 putting an eligible workforce (15-64) at a whopping 430 million, higher than the entire population of the USA!


The strategists at the BJP HQ caught on to this early in the day and having identified their target segment distilled their motivations.  So what were the motivators they identified? Speaking of the high level motivators (since each has contributing factors and dimensions), a strong yearning for growth and opportunities, a need re-assert pride, a secure environment and a decisive leadership were what were chosen as the pegs of the campaign.

The campaign planners were also smart enough to place their communication not just on traditional media but where the Youth were on the internet constantly communicating with each other using a variety of social networking tools from BBM to Instagram to Pintrest to Google Hangouts! This enabled BJP to speak to them at an individual level as well as a collective, influential mass. More importantly, this was not just at the time of the campaign.  The social leg of the BJP campaign started a couple of years ago with senior leaders writing blogs, active on twitter etc.  The buzz around BJP was atleast 3X their nearest competitor in the sociosphere the AAP.

Several articles have been and will get written regarding the extensive use of digital media by the BJP in election 2014.  The use of technological wizardry with the 3D rallies or the beat and booth level mass outreach mobile screens carrying their leaders message the campaign exploited every possible touch-point.

So was it just a media and technology blitzkrieg based on consumer (read voter) understanding or was it more?

Here’s where I would introduce another text book model to which in perspectives will answer what the BJP went about doing. This is about understanding your competition better than anyone else. The BJP used this understanding at every step of the way and in all their communication verbal, written or visual to attack them.  Again in hindsight, the way the numbers panned out they seemed to have done it well.

 Competitor Actions

The strategy cell of the BJP along with their campaign creators seemed to have blended their understanding of the voter and the ruling Congress to create the perfect potion that cast a spell over the electorate.  The silence of the Prime Minister, the reactive nature of the Congress campaign, the disconnect of their leadership all became weapons in the BJP campaign arsenal.

The respective campaign taglines represented the middle of the road, motherhood tenor of the congress versus the more exhortative call for action from the BJP. Much again has been written and talked about this having been a “Presidential style” election.  The author disagrees. Granted that this was an election of personalities like never before, but to say that this was the first is incorrect atleast as far as the past four or five elections are concerned. The BJP always has portrayed a leader whether it was the former Prime Minister Atal Behari Vajpayee with the slogan “Ab ki baari Atal Behari” during the 1998-99 elections or L.K. Advani with “Majboot Neta Nirnayak Sarkar”.  Even in the past whether declared or not the contenders for the top post were always clear.

Endnote: The victory of the Bhartiya Janta Party in these elections was a result of a very well thought out strategy and smartly integrated ground realities.  It was a journey that began well in time. Yes the leader himself had a role to play, but the magic was him resonating with the youth of this country. Voicing their aspirations and promising a better future. Clichéd and overused as it maybe it goes without saying that with great power comes great responsibility.  The burden of the mandate will now be on the BJP it is for them to perform to their promise. The nation hopes for deliverance.