Most of the credit for the ruling party’s landslide win in 2014 was given to its marketing and branding campaigns. The media agencies who handled these campaigns were Ogilvy and Mather, Soho Square and Madison World. It was perhaps for the first time that the importance of ads and public relations in the Indian elections came into limelight. So, if you love politics and media, then a PR management course could give you some dynamic insights.
Now, India is ready for the Lok Sabha elections again. The leaders, candidates and workers from the National Democratic Alliance (NDA) and United Progressive Alliance (UPA) are fighting at loggerheads to come to power. Needless to say, the advertising and public relations campaigns have gotten even bigger because there is a lot more at stake. Being the trending national topic these days, it is no surprise that some advertising management courses have even included case studies on elections in their modules.
What role Digital media is playing in the Indian election?
Electoral Ads
There is no doubt that ads can reach out effectively to both rural and urban masses. The political parties are spending huge chunks of money on electoral ads. According to the Indian Transparency Report on polls released by Google, Some parties spend as high as approximately 32% of their campaign budget on advertisements. The most popular ad mediums used by these parties include television, print, radio and digital media.
Content Marketing
Content is the king, no matter what marketing tactic is used in the elections. While the content is definitely given primary focus in the speeches, brochures, leaflets and all other mediums of communication, a new face of content has recently emerged.
Though subtle, this new form of content is hard-hitting and grabs immediate attention. One such type of content is political movies. These movies get heavily promoted on social media directly and indirectly by the PR agencies and influencers. Apart from these movies and books, other interesting content ads can be witnessed on Twitter, YouTube and Facebook in the form of memes and fact-based information.
Digital Advertising
With more than 260 million active social media users in India, the political parties know that it would be a colossal mistake not to leverage it. You know that most political leaders are actively present on social media handles and engage with their followers on a day-to-day basis. The political parties are drawing voters in huge numbers through highly structured and targeted campaigns via digital marketing. The fact that the young population can be influenced through social media is another reason why the political parties are focusing on digital media as a tool for ad and PR.
Mobile Advertising
The upcoming elections are also focusing on sending targeted and personalized PR campaigns by sending text and WhatsApp messages. These messages are customized in regional languages and usually sent directly or as forwards, either highlighting the political party’s strengths or targeting weaknesses of the rival parties. Some parties have even started exploring automated calls to the voters requesting to vote in their favour. India is home to 731 million mobile users and more than 200 million WhatsApp users. Imagine the reach that mobile marketing can give to political parties!
Direct PR Engagement with Public
Through the PR campaigns like ‘Chai Pe Charcha’ and ‘Mann Ki Baat’, the government highlights what it is doing for the public, talks about governance and also takes feedback from people on what should be improved. The government has also addressed children during board exams, talking about the importance of yoga and even publishing a book called ‘Exam Warriors’.
Television Interviews and Debates
Another way the political parties are engaging in PR campaigns is by appearing in face-to-face interviews and debates on television channels. When the voters get to see and hear their leaders up close and personal, they tend to form an opinion. So, an increasing number of politicians can be seen on television trying to connect with the voters.
Influencer Marketing
Have you ever thought why your favourite Instagram, Twitter, Facebook or YouTube handle is suddenly talking about elections or dropping subtle hints about which party s/he is going to vote? Well, that’s influencer marketing for you. Many political parties are collaborating with social media influencers to push their messages to the voters. These influencers come from different walks of life such as fashion, food, travel, lifestyle and movies, and are quite popular among millennial voters.
As you can see, the elections have been forward-looking in their approach and want to tap every age group of voters. They are leaving no stone unturned to leverage all the ad and PR mediums to get the maximum reach.
Nowadays, there is a huge demand for media professionals who understand political marketing well. In case you follow politics closely and want to build a media career in it, think about enrolling in a PR management course or advertising management courses from Talentedge & MICA. You can join the media agencies which are working on promoting elections.
That was about the elections. On the other face of the coin, What’s the first thing that comes to your mind when you think of a career in Advertising & Public Relations?
Stylish work places, with a bunch of hip, young people huddled up for a creative brainstorming session? Or fancy business lunches and press conferences – all suited up?
Well, it is all that; and more. Advertising is a very lucrative domain for professionals who like a fast-paced and exciting career. Everywhere you go, you are interacting with advertisements or PR initiatives – whether it is something you come across on your commute, or what you see before you make a purchase decision, or discuss public figures in your conversations with friends. A career in Advertising and PR is an opportunity to build brands while also developing and enhancing public interest in them.
Here are some numbers that will convince you about this thriving domain. India is one of the fastest growing advertising markets in Asia. Between 2015 and 2018, the ad market has been forecast to increase by 2.84 billion U.S. dollars, making it the fifth largest ad expenditure growth in the world during this time period. (Source: Statista). A report by Confederation of Indian Industry (CII) and KPMG predicts India’s digital advertisement market to grow at a compound annual growth rate of 33.5%, crossing the Rs 25,500 Crore mark by 2020. That’s a lot of potential growth for the advertising domain in the country.
Consumers today are increasingly becoming more demanding because they are lots of brands they can choose from. Clutter, chaos and time poverty have significantly made it tough for businesses to make a distinct impression. Integrated Marketing Communication is the strategic weapon with which brands are fighting competition to gain ‘top-of-the-mind-recall’ with the customers. While the advent of digital has helped brands reach larger audiences easily, it has also increased the risk of backfiring, if the communication strategy is not right. The need for hitting the sweet spot of consumer perception with the right kind of communication has started the hunt for skilled professionals in Advertising Communication and PR.
Professionals who are extremely organized, energetic and have exceptional communication skills are best suited to work in the Ad & PR sector. But one can also prepare for a career in this exciting domain by building relevant skills in research, planning, and strategy. To equip professionals with the latest concepts and techniques of advertising, MICA offers an online Post Graduate Certificate Program in Advertising Management and Public Relations.
There are not many institutes in India that offer a comprehensive course in advertising management. MICA is one of the top ranked business schools in India, known best for its courses in marketing, brand management, media and communication.
The PG Certificate Program in Advertising Management and Public Relations will help you gain working knowledge of the advertising business, the role of advertising, its relationship with marketing and how advertising plans are developed. It will also include comprehensive segments to help master PR, Reputation Management, Crisis Communication and Stakeholder Relations.
The one year online course also includes a week long On-Campus module where participants of the course can interact with MICA faculty at MICA campus in Ahmedabad. On successful completion of the course, not only are participants awarded a certificate of completion by MICA, but they also earn the status of being part of the esteemed MICA Alumni.
A specialised education has often helped professionals with early success in their career, even more so when it is from a reputed institute. Sign up for this PG course on Advertising and Public Relations from MICA and embark on an exciting career. Fill in your details and we will call you back at the earliest with more details about this course.
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