Mobile marketing your next election.

More than half the population of India now own mobile phones. Barely half the population of India cast their vote. If half of all the mobile phone owners have never voted, you are staring at a huge potential customer base just waiting to be tapped. A market at your ready reach, a market one can engage sitting at ones desk in an air-conditioned office. A customer who is connected to you 24/7. It is an opportunity any political party would be stupid to ignore.

For winning elections in the end boils down to selling yourself, as an individual, as a party, as a brand. The government of any country is its biggest service industry. And in India’s multi party democracy, the number of ants trying to bite into this massive pie is copious. As in any service the essential idea is to understand what the customer wants and to deliver it efficiently. So how does one engage the mobile customer and motivate him to vote for you in an election.

Just as in retail, you have to first get the customer to the shop before you can make him to choose your product. Initially you have to convince him that his voting matters and is required for his own wellbeing and betterment. In marketing parlance it is called “creating a need”

This is where mobile applications play a big role especially among the educated smart phone or even low range phone users. It is not practical to get somebody to go, stand in queue and vote as an impulse. It also cannot be incentivized in any way. “Vote tomorrow and get 50% off in the next elections” will just not work. It requires constant engagement and motivation so that the message can gradually sink in. This is where social media applications can really be effective.

Mobile applications, be it extensions of web based platforms like Facebook, Twitter or Google or exclusive mobile platforms like We-Chat or Watsapp can keep users constantly interested by providing a huge variety of content which he or she can choose and interact with. For marketing any service or product on social media, there are certain parameters that mainly define the effectiveness of the campaign. They are:

·         The relevance of the content.

·         The consistency of the message.

·         The gratification it provides – how interesting it is.

·         Differentiation from existing content.

·         The regularity at which it is communicated.

·         The scope for interaction and feedback.

·         The ease of sharing.

When a message, be it a general call to take part in the election process as an appeal to ones responsibilities as a citizen or a specific campaign to vote for a single individual or party will have to stay true to these values to succeed. Ensuring that the user is not overburdened on his time while at the same time being able to provide him enough quality content regularly to change his opinion is a challenge, but not insurmountable. If effective, mobile applications will provide unlimited reach due to the ease at which content can be shared between people. Positive or negative, on opinion can spread within hours to thousands and lakhs of people.

For the content to be relevant, one has to ensure that it reaches the right audience. While in regular Social Media like Facebook and Google, one can depend on demographic and interest based targeting, most apps depend on the user’s judgment to share relevant content to the relevant people. This ensures that information remains credible to a certain extent as well as that there is a human sanction for all content shared. Over mechanization and repetition of any message shall directly affect its credibility and can create the exactly opposite effect to what was intended.

In summary, the digital generation, be it the early adapters or the new entrants are a fickle lot. Digital content does not share the credibility as yet of any mainstream medium and thus influencing opinion is still a huge challenge. But the potential is obvious and any stakeholder in the electoral process should be vary of ignoring this medium.  

Written for a contest on www.indivine.com

Rahul Gandhi, waste or wasted....

Leaders might be born, might be made, might happen by accident or by necessity, but to expect leadership by sycophancy is stretching it. To shout from rooftops that somebody, who has neither the upbringing nor has shown the intellectual ability to lead a party, leave alone the nation, is the next big hope of the nation will not make him a good leader. To accept everything he says blindly, keep him away from any criticism even if he takes positions against his own government, to simply hand him responsibility without accountability will in no means get him ready to lead a nation. Not now, not ever.
While both have failed the nation, it’s a matter of debate if Rahul Gandhi has failed the Congress or the Congress has failed Rahul Gandhi. Yes, sometimes leaders have to be made, potential candidates have to be groomed, initiated gradually into their roles, allowed to make mistakes so that they can learn from them so that at a give point, when they are ready they can take over and lead. Rahul Gandhi could have been that person, groomed from a young age to understand the country whose history has been shaped by his family, and take it forward. The Congress had the senior statesmen, the Pranab Mujherjees and the Manmohan Singhs, the Sheila Dikshits, who could have taught him the nitty-gritty of running a country responsibly and efficiently. Leaders who have a wealth of experience as well as the personal integrity to show a young man the ways of government. To discipline him and gradually give him responsibility, teaching him first to follow before he learns to lead.
And he would have had a good team to assist him and grow with him. The Milind Deoras and the Sachin Pilots could have been his peer group, a group of young men ready to take on the mantle of India’s oldest party when the time is right. Men with vision and a connect with the young Indian, but with the experience and political discipline imparted by older leaders. They might not have been baked in the oven of grass-root politicking but would have learnt enough to lead.
Now who do we blame for such an ideal situation passing us by? Do we blame the same elderly statesmen who were unable to hold their hand up and take responsibility for this young scion, unable to find the steel to discipline a Gandhi, be it the mother or the son? Do we blame the overpowering queen bee, for whom politics has been about power, about being able to shield her fallacies and her personal ambitions under a cloud of opaqueness and ultimate authority? Who could never have the confidence in her heir to work his own way without her pampering and carte-blanche to do whatever he pleases. Or is it all the fault of Rahul himself, a young man who has never shown any propensity for leadership, for discipline or responsibility, whose youth is a story of failed academics and partying ways, who even at forty plus has difficulty maintaining intelligent conversation. Was he always destined to be a failure, no matter how hard the rest tried?
Nobody in these times expect political decisions to be taken keeping the country in mind. Neither are decisions on leadership going to be based entirely on the ability of the individual. But for the Congress to pin its entire hopes, with head and heart on a person who has shown absolutely no potential, no propensity to improve speaks of a depravity of ideas unbecoming of any party, leave alone the Grand Old party. It is as if by screaming long enough and loud enough, reality can be fooled and Rahul might one day turn into the great leader the Congress is waiting for.
Sad is it not?

Gayle to retire from IPL, to enter Indian politics.

In an exclusive interview with me at the Kingfisher Club, Bangalore, Chris Gayle made the shocking announcement that he is going to retire from the RCB with immediate effect and join the Congress party. Mr Gayle was completely lucid and even counted till 180 in multiples of 6 to prove the point.

True to his newly found calling, Mr Gayle patiently replied to every question I could come up with.

Why this sudden decision and what are the reasons for it?

Mr Gayle: This decision is by no means sudden. I have been pondering over it for a month now. It has been occupying my mind every time I hit a ball in the air and it takes ages to come back down. So I have had a lot of time to think about it for the last one week. Politics looks to me a natural career progression for someone in India who is famous. Though Bollywood was tempting, even John Abraham these days is trying to learn how to cry. Which is impossible for me. So I chose politics. Politics will provide me the adulation, the money and most importantly give me something to laugh about every night when I come back home.

But why now?

Mr Gayle: Seeing the number of seats a political rally in Bangalore can fill and the number of seats I can fill at the Chinnaswami, I believe this was the right time to join the fray. I believe I can save the Congress who is trying its best to lose from a winning position here in Karnataka. Maybe my only chance of a victory in the next few years. I had to seize the moment.

And also that young creep Virat was getting on my nerves. Before he pisses me off too much by swearing at me and I lose my Indian fan base by banging up the future Indian captain, I felt it was time to move on.

But why the Congress?

Mr Gayle: Once one has chosen a career path, the next important thing is find the right employer. For a beginner in this field, the Congress policy of a complete lack of policy seems the easiest way to begin. Also the pressure of performance is non existent, even frowned upon. After having to single handedly carry a team and its overweight boss on my broad shoulders, it is a welcome relief.

But what about the Modi phenomenon?

Mr Gayle: As I was saying, by joining the Congress I am under no pressure to go head to head with a leader of that stature. They have Rahul for that. That is, unless they decide to get rid of Mr Vadra and I change my name to Mr Gayle Gandhi. I can easily remain happy making the odd thousand crores here and there while Mr Modi tries to change the country.

How do you think you will manage working under Rahul Gandhi?

Mr Gayle: I believe taking orders from Siddharth Mallya for four years is sufficient experience to tackle the Gandhi scion. Also he had a Columbian girlfriend. I can relate to that.

But what will you do if you lose the next election?

Mr Gayle: Oh I believe I can keep myself occupied by being the official bouncer for the opposition in parliament. It would be just as interesting as hitting Indian medium pacers out of the Chinnaswami. Also I could use my accent to good use as an official spokesperson. They are not supposed to be understood, I believe.

Mr Gayle, where do you see yourself ten years down the line?

Mr Gayle: That is the beauty of the Congress party and another reason why I chose them. Depending on one’s likes and dislikes, there is a role for everyone in the Congress. If I choose to shoot my mouth off, I could be the foreign or the law minister. If I want to be clever and make some good money, I could end up as the finance or telecom minister. If I can stay silent and show no emotion at all, I could be the prime minister of India in no time. The opportunities are endless. Even if I do absolutely nothing, I am at least sure to end up as a Governor or maybe even the President. What else can one ask for?

So, do you not see any loss in this decision you have taken?

Mr Gayle: You mean, the booze, the cheerleaders, and Priyanka Chopra? I think I will manage. Booze and cheergirls I heard are part of politics too these days. As for Priyanka, in true Indian spirit, I intend to keep my personal life personal.

Thank you, Mr Gayle, for being so forthcoming. I am sure the Indian public is looking forward to Chris Gayle, the politician.

Mr Gayle: Cheers!



After such an enlightening interview, Chris Gayle left no doubt that he had taken a very logical and well thought out decision. If only we had more people like him coming forward to lead our country, our country could still save itself from the political bedlam that we have today.