Abki Baar Amrit Kaal!

In the political calendar of India, the Annual Budget presentation is a key event. So, last week was consumed by the budget event and by now we are also done with the surfeit of analyses and opinions on the same. However, this year the finance minister’s thunder was stolen by the Adani story thanks to the Hindenburg report culminating with the cancellation of the Adani FPO, the announcement of which came late at night on the budget day. What could have ended up as a great budget day for the FM and the government, turned out to be a fifty–fifty day.  Even otherwise, I have been feeling that Finance Ministry in the Modi Sarkar has always been treated uncharitably by commentators.

The budget presented by the finance minister last week was the Modi government’s 10th and Nirmala Sitharaman’s 5th in a row. If she presents the budget in 2024, which in most likelihood she would, Sitharaman will become the 1st full-time woman Finance Minister to complete her full term.  Truth be told, back in 2019, when Sitharaman was anointed as the FM, even among BJP supporters, there were raised eyebrows.  That she was a political lightweight unlike her predecessors and came across as a haughty, headstrong lady, an image which she continues to live with even today, were some of the reasons attributed to the scepticism around her appointment.

I had opined then that making Sitharaman the FM was an inspired choice by Narendra Modi and that she may end up being a surprise pack. My take was based on the following reasons. She hailed from a middle-class background with a grounded upbringing and therefore would bring in a sense of earnestness and commitment to whatever she does.  She had a squeaky-clean image which I thought is important for any minister, more so for an FM.  For the same reason that she was a political lightweight, she didn’t carry any past baggage and was not seen close to industrial groups or lobbies in India Inc or abroad – a point that can’t be said of earlier FMs of India.  As a spokesperson of the BJP when UPA was in power, she did a fantastic job of articulating the opposition’s point of view through logical and measured viewpoints for which she would come meticulously prepared. This aspect demonstrated her diligence and seriousness in the job given.  And finally, she did have an educational background in Economics and therefore was not completely alien to grasping macroeconomics, which I think is an important requisite for an FM.

On the flip side, I did feel that Sitharaman may not be a very creative or out-of-the-box FM but may just be an FM who would execute BJP’s manifesto and Modi’s vision diligently. In this sense, her priorities will be driven by what is the ideological framework of the party and its manifesto. Five years since her appointment and five budgets hence, even her sharp critics admit that Sitharaman has done a fairly commendable job as the FM particularly navigating the country through a global crisis.  This can be borne out of the fact that there was hardly any material criticism of the latest budget. By and large, the criticisms came out of people’s compulsive and competitive positions rather than constructive prognoses.

Nirmala Sitharaman took over from Arun Jaitley (though Piyush Goyal was an interim FM for a brief while stepping in due to Jaitley’s ill health in 2019), who had a huge political heft in the Modi Sarkar. Sitharaman herself considers Jaitley as her Guru and mentor in politics.  Jaitley’s balance sheet as an FM has GST introduction, the Bankruptcy Code and Banking clean up on the credit side and Demonetisation on the debit side. Though to be fair, Demonetisation was a purely political decision that had economic ramifications and so it should feature more on Modi’s balance sheet than on the FM’s. But for Jaitley’s way with people of all fronts, consensus building on GST and its eventual introduction, GST would still be a Work In Progress now.  But one of the major issues of Jaitley’s period was the slipping of India’s economic growth since 2017 which didn’t get the attention it deserved back then. I vividly remember that in 2017, it was taken for granted that India will grow at 8% come what may and the question was what the government will do to touch double-digit growth consistently for a long period. But in the last 2 years of Modi Sarkar’s first term, the economy slipped considerably.

It was in the background of this dull growth that Sitharaman took over as FM in 2019. To be fair to her, just within one year into her tenure, she had to contend with the Covid pandemic which brought the entire world to a grinding halt in 2020. Navigating the country’s economy fairly smoothly through the pandemic must count as Sitharaman’s biggest achievement of her tenure.  Even during the last three years of the pandemic, as a country, we have managed to be fiscally prudent and come out relatively unscathed.

Back in 2020 in the midst of the pandemic, most of the developed nations were doling out cash to their people to pump prime the demand. There were clarion calls from reputed economists on India too, to do the same. However, the Indian government decided on providing targeted support like free grains to the poor, MSME credit, etc rather than cash transfers to the people though the government through the now famed “India stack” could have done it easily and scored brownie points. Toeing the line of these economists, the opposition leaders too were clamouring for cash transfers. Looking back at the way the pandemic played out through uncertain crests and troughs, keeping the powder dry for the rainy day turned out to be a prudent strategy.

Identifying the issues in hand correctly which were a) No visibility on the endpoint of Covid with repeated waves, b) Supply-side problem due to lockdowns c) Less consumer confidence which means even if money was given, people were less prone to spending, the Indian government took a calibrated approach to handle Covid. If you remember, we used to have the FM announcing a slew of measures according to the developing situation almost every other month. While all this was happening, the government’s focus was also to provide monetary support to the vaccination program which in itself was a humungous task for a populous country like ours.

The result of this “drip” approach to handling Covid and its aftermath is that today we are in a far better situation to fiscally get back to the growth path even while being caught in the midst of another external crisis like the Ukraine war.

The 8% + growth which we were taking for granted in the last decade may be eluding us today and we may be in the 6-7 % range. Yet, in so many years, India has not been seen with the kind of optimism like it is being seen today. India has an uncanny knack of flattering to deceive as we have seen in the past many times. But the way the finance minister and her team handled the economy during Covid in a composed manner without taking a misstep and now re-wiring for growth with very high spending on infrastructure etc… is giving a sense of confidence that this time, India will live up to the hype.

There is still a lot to do and waving the victory sign too early is not a wise thing to do. But, for reaching up here, it is only fair that due credit is given to the FM and the teams in the Finance/related ministries and PM’s Economic Council.

Prime Minister Narendra Modi might have first used the term “Amrit Kaal” during his Independence Day speech in August 2021 in terms of a vision for New India for 25 years. But it is now I feel – Abki Baar Amrit Kaal.

Marketing of Politics!!!

Last week’s explosive expose of Channel 4 on the role of Cambridge Analytica (CA), a British political consultancy firm in the Trump campaign has thrown up many questions on the devious marketing ways parties use, to influence voters.  At the outset, it would appear that CA has been doing nothing else but extending time-tested established marketing techniques to the political domain. For years, brands have used psycho graphic profiling of target consumers in addition to the more rudimentary demographic profiling to fine-tune their messaging. Extending this into the realm of political campaigns, particularly with the help of social media would seem to be a very logical thing to do. After all, one of the key attractions of digital marketing viz-a-viz traditional mass media is the possibility to deliver customized, targeted messaging based on individual likes and preferences.

As can be seen from the expose, what CA has been doing all along, is not as straight forward as it appears. It seems apart from profiling voters and using it for targeted messaging, manipulation of news, spreading fake news and playing on people’s fears,… have been part of the game. “Marketing of Politics” has indeed come a long way since 1960 when probably the 1st political mass media campaign was used by John F Kennedy against his rival Richard Nixon in the US elections.  Bruce Newman in his book, ‘The Handbook of Political Marketing’ in fact says, “This was the beginning of the modernization of marketing in political context”. Concepts like “Branding” and “Positioning” which were hitherto considered important in the marketing of consumer goods struck a chord with politicians and leaders during elections and they started “Branding” themselves.  From then to the 2016 presidential campaign with social media as the pivot, US has been leading the way in Political Marketing!

While all this seems plausible in developed and mature countries like the US, UK,… it indeed came as a surprise that a foreign political consultancy firm like CA has been operating in India in different avatars since 2010! In a vast country with voters of diverse social, educational, cultural, economic backgrounds as India, can advance techniques like targeted messaging through Social media be used to influence voting patterns in elections? This question gains added significance particularly when Mark Zuckerberg, CEO of Facebook said this week that his organization is committed to upholding the integrity of elections around the world, including India. This statement in itself reveals that there was a possibility that Facebook would have been used to compromise elections in the past. With due respect to Zuckerberg’s intention, I do feel that this statement is more a marketing statement for the brand Facebook!  Be that as it may, the more fundamental question is – “Do Indian’s allow Marketing of Politics?”

As far as my memory goes, I think it was Rajiv Gandhi who brought in to Indian politics the concept of mass advertising campaigns way back in 1984. For the 1984 elections, Congress under Rajiv Gandhi had hired Rediffusion as their ad agency for their campaign which was largely print. In that election Congress, in the aftermath of a massive sympathy wave following Indira Gandhi’s death, got 3/4th majority in the Lok Sabha. So it’s not clear if the Rediffusion campaign around the theme of “Give Unity a Hand” played a big part in the victory. In the following election in 1989, Rediffusion was back doing the Congress campaign. However, the mega Rs. 25 crore “My heart beats for India” campaign couldn’t silence the boom of the Bofors gun scandal! Congress lost and I think it was the last time Rediffusion worked for Congress!

The subsequent elections all saw quite a bit of Political Marketing in India but, I guess that the next tipping point was the 2014 elections and the campaign of BJP in general and Narendra Modi in particular. “Abki Baar, Modi Sarkar” is part of marketing case studies. Piyush Pandey of Ogilvy, the man behind this campaign however admitted that they or the media didn’t create “Brand Modi” and that they only amplified the features of the “Modi Brand” which already existed.

2014 is also when I guess, we saw the advent of professional election strategists like Prashant Kishor (PK) for the 1st time. There were election strategists in the past but they were from the party and subscribed to an ideology.  As we see now, PK is ideology agnostic and basically works with whichever party contracts him. Again looking at the track record of PK it’s been a mixed bag. As an election strategist who worked with Modi in 2014 and then with Nitish Kumar for Bihar elections, Congress for UP, Punjab and Gujarat elections, he has been successful only with a good product in the 1st place.  The old adage of “Great marketing cannot redeem a bad product” holds well in Political Marketing also.  However it’s abundantly clear that election strategists like PK have found their calling mainly with the advent of Social media.

In a country like India, even now traditional Social media vehicles like Facebook, Twitter, Instagram,… remain an urban/semi urban/youth phenomenon.  Having millions of followers on Twitter or FB may not still ensure a victory in the hinterlands of India!  Having said that, it’s obvious that one takes these vehicles seriously as they are part of day-today narrative. I just heard that Prime Minister Narendra Modi, one of the very early hoppers among Indian politicians onto the Social media band wagon, suggested to BJP MPs to be active on social media to communicate the party’s accomplishments. Because, he knows that today, Social media vehicles like Twitter and Facebook feeds off to the conventional media. Conventional media picks up trends from Social media. “Breaking News” happens these days on Twitter. Trump fires his Secretary of State on Twitter! Notwithstanding all these, still using these for targeted messaging may only help brands (including political parties) reach urban, semi urban and youth audience. However there is one exception.

Among the social media vehicles, literally the elephant in the room or rather hand is WhatsApp. I believe that more than FB, Twitter, Instagram and Blog sites if there is one media which has the most exponential and explosive reach, it is WhatsApp. With anonymity part of its structure and design and primarily being accessible from a Smart phone, it can be conveniently used for spreading News, views and stuff masquerading as News. Today, I find that even educated and informed people get swayed by propagandist material doing the rounds on WhatsApp and do their bit by “forwarding as received” to their near and dear! Imagine the effect of this among more gullible voters in rural India!  And therefore, it has become the most potent medium for spreading fake news.  One cannot realistically expect one and all to do due diligence before forwarding something which they feel as interesting!

Therefore, it is not surprising that when Cambridge Analytica and the subsequent Facebook stories erupted, tremors could be felt in the political circles in India with parties scrambling to distance themselves as much as possible and blaming each other.  Social media, in particular vehicles like WhatsApp can today be used to deliver targeted messages that can easily influence voters. With the proliferation of WhatsApp groups, you have a set of people who have a certain common denominator.   And hence spreading an appealing message to them is cheap, quick and effective. Hence in the elections to come, unless regulated, I have no doubts in my mind that a medium like WhatsApp will be the most sought after during political campaigns.  It already is as we saw recently in Gujarat!  Marketing of Politics that too with Social media as the mainstay is here to stay!

No wonder then Marketing of Politics has now led to Politics over Marketing!!!

Pic Courtesy: NBC News