Innovative Campaigning has been the most defining feature of Narendra Modi’s 2014 Lok Sabha Campaign. It used multiple fronts beyond technology… Crowdsourcing Through India 272+ open forums, volunteers sent valuable inputs, ideas which became part of Narendra Modi’s speeches. It started way back in July 2013 where he used inputs through Facebook to address a gathering of students in Pune.
The next big speech of Narendra Modi through crowdsourced was the one in Hyderabad Rally (August 2013) where he issued the clarion call - “Jai Telangana, Jai Seemandhra”. One of the most engaging Crowdsourced Campaigns during the 2014 race was the “Mere Sapno ka Bharat” led by Smriti Irani, an initiative where Citizens were encouraged to record short videos on the India of their dreams.
Branding From NaMo tea stalls to NaMo Mobile Phones, from Saree shops to Sweet shops and from neck-tags, stickers, caps to sun-shades on Cars, brand NaMo was to be seen everywhere through the 2014 Campaign.
Narendra Modi’s rallies were consciously branded to connect with local voters. His rallies UP were branded as Vijay Shankhnad Rallies, the rallies in Bihar were called Hunkar Rallies.
In Karnataka if it was Bharatha Gellisi rallies, in Maharashtra it was Maha Garjana. The rally in Arunachal Pradesh was called Vijay Sankalp Abhiyan Rally, in Assam it was called Maha Jagaran Rally, in Goa it was called Vijay Sankalp Rally, in Himachal Pradesh it was called Parivartan Rally so on so forth. Knowing well that every seat matters the backdrop for Jana Chetna Sabha in Kolkata was India272+ the speech was about talking about the Bengali pride.
Same way backdrop was vital for Vijay Shankhnaad Maha Rally in Lucknow with Atalji’s portrait. Chai pe Charcha
Innovative campaign titled “Chai pe Charcha”: A two way interactive digital platform between Narendra Modi and Voters was enabled across thousands of tea-stalls in India through a combination of technologies - DTH, Video Conferencing, Mobile Broadband, etc. Held across 4000 locations in 24 states in various rounds in India & Internationally it across 50 locations in 15 countries. Almost 10 lakh people joined the Charchas.
3D Holographic Rallies During the 2014 Campaign Narendra Modi, the pioneer in the use of 3D Holographic Projections in election campaigning, used it to deliver 12 speeches across 1350 venues during the months of April and May 2014.
A Digital Eco-system Digital Ecosystem came together for Mission272+ during 2014 election campaigning with its unique features: its distributed nature of drawing on skills, resources and enthusiasm from across multiple platforms - official and voluntary. At the heart of the Mission272+ Digital Ecosystem was the BJP’s I.T. Cell and its National Digital Operations Center (NDOC) that ran a 360 degrees campaign across digital channels - web, mobile, social media, voice and sms. The game-changers during the campaign were: A single nationwide toll free number 78200-78200 where BJP supporters across India can give a Missed Call or send a SMS or a WhatsApp message as means to get involved the campaign.
Further innovation in the use of SMS was NaMoNumber that gamified volunteering, the number of pledges of support a Volunteer could solicit from voters in his or her Constituency by getting them to SMS their EPIC (VoterID number).
Together these digital innovations made a crucial difference to the campaign over the past 8 months.