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Jamshedpur, It is very important for parents to interact with their children as it will help in strengthening the family, <keyword id="1662749" type="General" weightage="20" keywordseo="child-rights-body" source="Orion">child rights body</keyword> NCPCR chairman <keyword id="3332035" type="General" weightage="80" keywordseo="priyank-kanoongo" source="Orion">Priyank Kanoongo</keyword> said. Addressing a programme here on Wednesday, he said PM <keyword id="6354477" type="General" weightage="80" keywordseo="narendra-modi" source="Orion">Narendra Modi</keyword> also took the initiative to talk to children to ease their pressure ahead of examinations through the '<keyword id="6247825" type="General" weightage="20" keywordseo="Pariksha-Pe-Charcha" source="Orion">Pariksha Pe Charcha</keyword>' programme. In the era of social media, a father is unaware of his son's friends, and similarly, the son does not know about his father's friends, Kanoongo said. "Children yearn for their fathers to talk to them, and lack of this has weakened families," he said, maintaining that interaction was necessary. "Our families will become very strong when we do it," he added. Kanoongo, the chief of the National Commission for Protection of Child Rights (NCPCR), also urged parents to keep a tab on their friends on social media to protect them from cybercriminals. He was speaking at the 'Bal Mela' or children's fair in Jamshedpur that has been organised by Swarnarekha Kshetra Vikash Trust, helmed by MLA Saryu Roy. Roy said India has adequate laws to protect child rights and emphasised on the need for their proper implementation. Jharkhand Child Protection Commission chairperson Kajal Yadav said such fairs were beneficial for children as they become aware of their rights and responsibilities.

Talk to children, it will strengthen family; Child rights body chief tells parents

Prime Minister <keyword id="6354477" type="General" weightage="50" keywordseo="narendra-modi" source="Orion">Narendra Modi</keyword> on Friday said that '<keyword id="6247825" type="General" weightage="100" keywordseo="pariksha-pe-charcha" source="Orion">Pariksha Pe Charcha</keyword>' is his exam too and crores of students in the country are taking his test. "'Pariksha Pe Charcha' is my exam too and crores of students of the country are taking my test...I enjoy giving this test," said <keyword id="2238662" type="General" weightage="80" keywordseo="pm-modi" source="Orion">PM Modi</keyword> while interacting with students, teachers, and parents during the 6th edition of 'Pariksha Pe Charcha' 2023 in <keyword id="66" type="General" weightage="20" keywordseo="delhi" source="Orion">Delhi</keyword>. Citing the expectations parents have from their children, PM Modi said that it is natural for families to expect from their children, but if it is just for the sake of maintaining '<keyword id="5011813" type="General" weightage="50" keywordseo="social-status" source="Orion">Social Status</keyword>', it becomes dangerous. "If a family's expectation from its children is due to societal pressure then it's a problem...We are in politics where huge pressure is created for victory. You must match expectations with ability. You must always stay focused," said PM Modi. He further urged the children not to worry but to strive to give their best along with being stress-free and jubilant during the days of their examination. "If you do better, there's probable pressure from your surroundings to do even more better. No one is spared from this. Just like you, even if we have to suffer this in our political lives; the excellent results of elections are always expected to be 'more excellent'. So, worry not; just strive to give your best along with being stress-free and jubilant," said PM Modi. Addressing the time management issue, PM Modi asked the students to make such a slab that first gives time to the subject which one likes less, and then the rest of the time should be given to the most liked subject. "Not only for exams, but we should also be aware of time management at every stage of our life. You make such a slab that first give time to the subject which you like less... after that give time to the subject which you like," he said. "Have you ever observed your mother's time management skills? A mother never feels burdened by the immense work she does. If you observe your mother, then you will understand how to manage your time well," said PM Modi to students. He further urged parents not to pressure their children. But at the same time, students should also not underestimate their capabilities "Don't remain under the pressure of the Pressure! Think, Analyse, Act, and then give your best to achieve what you aspire for," said PM Modi. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/us-economy-expands-2-9-per-cent-in-december-quarter/articleshow/97364584.cms">US economy expands 2.9 per cent in December quarter</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/air-indias-progress-has-been-nothing-short-of-stunning-ceo-campbell-wilson/articleshow/97364472.cms">Air India's progress has been 'nothing short of stunning': CEO Campbell Wilson</a>

Have you ever observed your mother's time management skills?: Modi on Pariksha Pe Charcha

<ul><li>Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> is all set to advise school students appearing for <keyword id="32862" type="PERSON" weightage="20" keywordseo="board-exams">board exams</keyword> this year at "<keyword id="6247825" type="UNKNOWN" weightage="20" keywordseo="Pariksha-pe-charcha">Pariksha Pe Charcha</keyword> 2020.” </li><li>Modi will interact with them on how they can beat examination stress. </li><li>As many as 2,000 students and teachers are expected to attend the event that will take place at the Talkatora Stadium in Delhi, today.</li></ul>Prime Minister Narendra Modi is all set to advise school students appearing for board exams this year at "Pariksha Pe Charcha 2020” today — interacting with them on how they can beat examination stress. This is the third edition of the event which started in 2018, looping in school students, teachers and parents, where PM Modi wants to highlight that ‘there is life beyond exams’. 
	
	
	
	
	<div type="twitter" handle="narendramodi" handlename="Narendra Modi" image="http://pbs.twimg.com/profile_images/1134082549041393672/QbihPzrL_normal.png" favoritecount="5499" retweetcount="1484" status="Eagerly awaiting today’s #ParikshaPeCharcha2020! It is always a delight to connect with India’s youth. Their ener… https://t.co/jB56ZreYZe" createdat="1579495559000" id="1219118853176709121"></div>











 As many as 2,000 students and teachers are expected to attend the event that will take place at the Talkatora Stadium in Delhi. Most of the attendees are selected via essay competitions themed on topics like gratitude is great, your future depends on your aspirations, examining exams, our duties, your take, and balance is beneficial. Here are the highlights from Modi’s speech this year: "Let us begin our conversation WithoutFilter," Modi said. Addressing the event, PM Modi congratulated the students. "The future of India depends on this generation and this decade marks its beginning. I wish all students a very good luck." He said that this new year and decade are equally important for you and the entire country. Whatever happens in this new decade will be directly related to the students that are currently studying in Class X and XII." "I also love attending Hackathons. They showcase the power and talent of India’s youth,” he added. Commenting on how the students can face the exams stress-free, he said that the youth should not let these exams affect their mood. Is it the external forces or internal? While studying, students tend to watch the clock tick 6, and that’s where the problem starts,” he said. Power of motivation and positive thinking He also talked about the experience from the night when Chandrayaan 2 was supposed to land on the moon, adding that motivation lies in how we handle our emotions. "I could not sit in peace. I summoned the PMO team and changed the schedule. I met the scientists early morning the next day. I shared my emotions with them and lauded their efforts. Basically, we can find an education about success in failures," he said. Motivation, demotivation are very common. Everyone goes through these feelings. I request all the parents that they should not pressurize students with their expectations. "There is a lot of scope in all fields of education" He also talked on the importance of extra-curricular activities along with studies. Extra-curricular activities are equally important, Modi stressed. "If you work like a robot and don't indulge in other activities, you will actually end up becoming a robot. Yes, this would require better time management." "What is not good is when the passion of the children becomes fashion statements for parents. Extra-curricular activities need not be glamour driven. Let each child pursue what he or she likes," he "We need to be proactive. It is not enough to only be aware of emerging technologies, we should think how we can capitalise on that."

Pariksha Pe Charcha: Indian Prime Minister Narendra Modi’s advice to students getting crushed under exam pressure

Player Unknowns Battlegrounds, PUBG, is a popular videogame that has children addicted across the world. However, the violent character of the game has been a huge point of debate. Introduced in early 2018, <keyword id="6409600" type="UNKNOWN" weightage="20" keywordseo="PUBG-MOBILE">PUBG Mobile</keyword> has become a pop culture phenomenon. The game had hit <a href="https://www.timesnownews.com/technology-science/article/pubg-mobile-india-series-2019-how-to-register-last-date-for-registration-rs-1-crore-prize-money-and-more/352103" data-type="tilCustomLink" target="_blank">200 million downloads</a> mark in December last year. The concern has now been escalated to the highest level in India. Prime Minister Narendra Modi took a jibe at the online multiplayer battle game developed and published by PUBG Corporation, a subsidiary of South Korean video game company Bluehole, funded by Chinese technology investor, Tencent. Speaking to children and parents on a scheduled annual conversation-- called Parisksha pe charcha or discussion over exams-- preceding the exam season in India, PM Modi had words of caution. “We need to ask ourselves — is technology turning children into robots or making them more human?” Modi said. The prime minister’s rhetoric was in response to a question from the mother of a ninth grader. Madhumita Sen Gupta from Assam, who lives in Delhi, said, “Earlier he (son) was good in studies but now he is too distracted by online games.” The reference to PUBG was one that the prime minister initiated. “I hold technology in very high regard. But every thing has two sides,” the PM said, adding, “If technology is narrowing us and our thoughts, it will be a big setback. Technology should expand our horizons. To laugh and play in open grounds is very important.” He had advice for the parents too, “Parents and teachers must take interest in the evolution of technology and ask children. It will make children feel comfortable in seeking help.” PUBG was <a href="https://www.digit.in/gaming/china-approves-release-of-80-new-games-but-leaves-out-pubg-mobile-developer-tencent-report-45561.html" data-type="tilCustomLink" target="_blank">banned</a> in China in December 2018. And in India, education institutes have already started to take steps to stop children from playing the game. Vellore Institute of Technology, primary schools in Gujarat are some examples. The National Commission for Protection of Child Rights (NCPCR) has also <a href="https://www.ndtv.com/india-news/pubg-adversely-affecting-students-ban-it-gujarat-government-to-schools-1981810" data-type="tilCustomLink" target="_blank">reportedly</a> recommended a ban on the game across the country. With the latest caution coming from none other than the prime minister himself, should PUBG expect a crackdown in India too?

India’s prime minister has an advice for PUBG addicts

Actor <keyword id="6384030" type="General" weightage="80" keywordseo="raveena-tandon" source="Orion">Raveena Tandon</keyword> says she is elated that through <keyword id="25105" type="General" weightage="80" keywordseo="padma-shri" source="Orion">Padma Shri</keyword>, the fourth highest civilian award in the country, her work in both mainstream and independent cinema has been recognized. The actor, whose name was announced among the Padma awardees on the eve of the Republic Day, said 2023 has begun on a good note. "It has been a year of awards for 'KGF 2' and 'Aranyak'. But this (Padma Shri) was the best of all because this encapsulated my entire body of work. It encapsulates everything, the commercial successes, the songs that are so eternal that people remember," <keyword id="6544" type="General" weightage="100" keywordseo="raveena" source="Orion">Raveena</keyword> told PTI. The actor, who ruled the 90s cinema with hits such as "Mohra", "Dilwale" and "Dulhe Raja" while also making a mark in off-beat movies such as "Daman", "Satta" and "Shool", made her successful streaming debut with Netflix series "Aranyak" in 2021. She also played an important role in "KGF: Chapter 2". "It feels good that there are people watching and appreciating you. I thank everyone who has been with me on this journey and supported me throughout," the actor she said. The popularity of mainstream entertainers usually dominate an actor's filmography, but Raveena feels "lucky" that her performance-oriented roles in "Satta", "Shool" and "Daman", for which she won the National award best actress, did not go unnoticed. "Huge commercial successes sometimes overshadow the body of work that you have done in realistic cinema because of the hit songs and films that people remember. I am so happy that an award like Padma Shri gives credit to the fact that I have done films like 'Satta', 'Daman', 'Matr' and 'Shool'." The actor said it was a struggle to fight stereotypes back and recalled how she had to convince <keyword id="6355246" type="General" weightage="50" keywordseo="ram-gopal-varma" source="Orion">Ram Gopal Varma</keyword> to cast her in 1999 film "Shool". Raveena, who eventually played a Bihari housewife to Manoj Bajpayee's character in the film, recalls <keyword id="8478" type="General" weightage="50" keywordseo="varma" source="Orion">Varma</keyword> saying, "when I close my eyes, I can see you doing 'Aankhiyon Se Goli Maare''. "In the 90s, it was easy to get stereotyped. It was a conscious decision to start challenging myself as an actor. I was getting stuck in that stereotype, I had to break away from it. It was a conscious decision to stop signing glamorous roles." Workwise, 2023 has many interesting projects in the pipeline for the actor. She will be seen in Arbaaz Khan-backed social drama "Patna Shukla", a romantic-comedy "Gudchadhi" with Sanjay Dutt and a show with Disney+ Hotstar. "'Gudchadhi' is a sweet romantic-comedy, 'Patna Shuka', which is topical and relevant to the problems that we face in our society. Then I have a show that I am doing for Hotstar, which is a thriller, on 'Aranyak', I think the writing work is going on and soon we will be looking forward to KGF 3," Raveena said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/budget/news/the-union-budget-is-round-the-corner-but-is-your-budget-sorted/articleshow/97370691.cms">The Union Budget is round the corner, but is your budget sorted?</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/have-you-ever-observed-your-mothers-time-management-skills-modi-on-pariksha-pe-charcha/articleshow/97370498.cms">Have you ever observed your mother's time management skills?: Modi on Pariksha Pe Charcha</a>

'Padma Shri' honour encapsulates my entire body of work: Raveena Tandon

<ul><li>We caught up with <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword>, CEO &amp; Chief Strategy Officer, South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> to talk about all that has been happening at the agency, how they have been coping in these difficult times.</li><li>Sinha told us all that is being done to make sure its employees are safe and motivated and its clients get the most effective solutions to their problems.</li><li>He also gives some advice to brands on how to navigate these times. </li></ul>The past one year has been challenging for people the world over. It has been the same for organizations that had to pivot overnight, start functioning remotely and ensure the safety, and sanity of their employees. For <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> agencies, that thrive on brainstorming together and the resultant camaraderie, things were obviously challenging and while many agencies have been called out for not being able to empathize with their people, there were a few agencies that got it right too. For Leo Burnett, a few of the pivots they had been bringing about in the agency in the past 2-3 years worked in its favor. The year 2020, despite being a difficult year, saw the agency lose zero clients, bring home quite a few awards and come up with work that was noticed and loved. Dheeraj Sinha, CEO &amp; Chief Strategy Officer, South Asia, Leo Burnett gives the credit for a good performance amidst such gloom to the culture the agency has been able to build in the past few years. “We all know what the agency of the future is going to be. It will be about solving our clients’ real-time problems, not just with advertising but with the combined use of creativity, data and technology. But I feel what really prepares us for the uncertain future is the culture we are able to build. In terms of culture, the agency of the future has to be really flat and everybody has to be a creator. But if you have an agency with an ingrained culture of resilience, of people coming together, fighting together and making things happen, we will be able to succeed, because frankly, we don't really know what tomorrow might throw at us,” he said. As a leader, Sinha has been working towards building and strengthening this culture that he speaks about. Not wanting to restrict itself to just a creative workshop, the agency has been focusing on creating full-funnel solutions for its clients. A recent example is its campaign for <keyword id="6568790" type="COMPANY" weightage="20" keywordseo="acko-insurance">ACKO Insurance</keyword> where it created StreetEye, a motorcycle-mounted device to detect submerged potholes in real-time. Designed and developed by the Leo Burnett team, StreetEye tried to solve one of India’s age-old issues – pothole-related accidents. The agency has also launched three specialized divisions – Leo Burnett Digital, Consult and Design, to give clients exactly the solutions they are looking for. Building a culture also includes how you treat your employees and Sinha says his focus also has been to keep everyone motivated through the last one year, when everyone has had to stay at home. “The biggest job in a people’s business like advertising is to keep our people’s energies up. I sometimes feel I'm the Chief Energy Officer of Leo Burnett and not the Chief Executive Officer,” he said with a laugh. Over the last year, the agency has come up with frameworks such as 0-3-6, a short- term thinking model to help brands and businesses navigate the not just the immediate (0) but the next three and six months. It has also conducted over 50 workshops for clients. Sinha has also been having conversations with different people from his team which he has named ‘Chai Pe Charcha’, to make sure he is able to have a connect with employees who he does not talk to on a daily basis. Sinha also said that democratizing leadership has had an important impact on how the culture at the agency is shaping up. “As soon as we entered the pandemic last year, we created a platform for our top 50 leaders. We meet every Tuesday and discuss all kinds of issues. We discuss business, new business, people issues, and a lot of the decisions are taken jointly. If we're going through an issue, it's not one person's decision, rather, the decisions are being owned by a larger culture or a larger group of people. And that to my mind has gone a long way because everybody had a contribution and a say in the direction that agency was headed and in the decisions that we should be taking. And whenever we were in trouble, I would always call upon people and people have stood up and fought and we’ve together won the day,” he explained. When asked what one of his biggest lessons from the last one year has been, he said, “You need to lead from the front. You cannot ask people to do things that you would never do yourself. You have to lead from the front, you have to be out in the trenches because there’s no way of replicating the amount of camaraderie and strength in culture that builds.” He feels it is a combination of all these factors that helps the agency sail through, relatively unscathed from the turbulence of 2020. “If you look at our revenue performance in 2020, we weren’t more than 5-6% short than say 2019, which in a year like 2020 is really good. Despite the lockdown, we won around 20 new business pitches, we created close to 1000 pieces of work, we conducted 0-3-6 workshops. In fact, we were India's number one agency at APAC Effies and at <keyword id="250856" type="COMPANY" weightage="20" keywordseo="AdFest">Adfest</keyword>. I would attribute all of these achievements to the culture we’ve managed to create at Leo Burnett,” he said. On how he anticipates the current wave will impact advertising budgets overall, Sinha said, “I feel most of us right now are going to wait and watch, in terms of how this situation pans out. I feel there are two possible scenarios. If we are able to bring the situation under control, say by the end of May in places like Mumbai, I feel it would lead to a postponement of budgets and demand. But if it goes longer and deeper, that is when we will see budget cuts. We might also see some demand vanish.” Considering the times we are living in where there is immense suffering all around us, what does he think is the correct approach for brands, considering for many people, ads might be the last thing on their minds at the moment! “If you're a brand, large or small, and you have a stake in the Indian consumer market, you're on TV, Digital, you're playing advertising and selling your products, you have to have a stake in what's going on at this point in time. You have to be on ground and help. I have this whole idea of brands being socio-capitalist where, of course, you are a part of the consumer economy but you should also focus on how you can help. Can you help with oxygen, medicines, food, contribution, entertainment or information? And if you can, this is the time for you to help, you have to play your part as a responsible corporate citizen,” he said.

This is the time for brands to play their part as responsible corporate citizens: Dheeraj Sinha, Leo Burnett

Prime Minister <a href="http://www.businessinsider.in/searchresult.cms?query=modi">Narendra Modi</a> is all set to begin his next leg of foreign country tours with his trip to the UK. So, what’s in store for Modi there? The Indian community groups in the UK have launched a 'Modi Express' bus for a month-long tour around iconic landmarks here to mark Modi's maiden visit to the country next month. 
 
The bus, which was launched on Sunday, made its first stop at Ealing Road, Wembley also known as 'Little India', followed by Trafalgar Square to celebrate Diwali. 
 
Mayuri Parmar of the <a href="http://www.businessinsider.in/searchresult.cms?query=london">'UK Welcomes Modi'</a> organising committee said, "We have had 'Chai Pe Charcha' in India, now we will have 'Bus Pe Charcha' in the UK." 
 
Over 400 community organisations have registered as 'welcome partners' of an Olympics style reception planned for Modi at Wembley Stadium on November 13. 
 
Lord Dolar Popat, who inaugurated the bus during a traditional coconut-breaking ceremony said, "This bus launch is yet another example of the UK and India bringing people together for a positive cause." 
 
"As we look forward to Prime Minister Modi's visit in November, I am so encouraged to see members from across our communities coming together and supporting one another. I hope many of you get the chance to support and participate in what is looking to be Modi Mania in the UK," Popat said. 
 
Britain's longest-serving Indian-origin parliamentarian Keith Vaz encouraged people to join him on the 'Modi Express' bus from Leicester saying, "even if you've left your oyster cards at home, be sure to bring your 'Modi cards' to join the 'Modi Express' wherever you are." 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=london">Muhammed Butt</a>, leader of Brent Council, the London Borough where Wembley Stadium is situated said, "I am looking forward to welcoming Prime Minister Modi to Brent. There is huge excitement amongst all communities." 
 
Over 60,000 people will attend the 'UK Welcomes Modi' reception and tickets are due to be distributed by Wembley Stadium in coming weeks. People from over 250 cities and towns in the UK have applied for an invitation. They have applied from as far north as Dundee and as far south as <a href="http://www.businessinsider.in/searchresult.cms?query=plymouth">Plymouth</a>. 
 
Nitin Palan, coordinator of the 'Modi Express' bus said, "Our website will be going live next week. You will be able to book 'Modi Express' bus tickets to attend the event from all over the country." 
 
A large proportion of the 1.5 million Indian diaspora will attend the event at Wembley, which will culminate in a grand fireworks display. The youngest applicant for an invitation is just two months old, while the eldest is over 100-years-old, the organisers added.

What’s in store for Modi in the UK? It’s a grand bus show

Toons tell the top stories of 2019 ⁠— with a dash of sarcasm

While marketers around the world carried on business as usual over the past two months, the marketing magic was unfolding over 1.25 billion people. India plunged into the General Elections for the Lower House of the Parliament (<keyword id="6355187" type="ORGANIZATION" weightage="100" keywordseo="Lok-Sabha">Lok Sabha</keyword>) on April 7 and over the next 5 weeks, the dance of democracy held sway over 814 million voters – the largest voting population in the world. 
 The recently concluded Lok Sabha polls featured various traits that characterise all democratic <keyword id="6359191" type="EVENT" weightage="100" keywordseo="election">election</keyword>s – name-calling among politicians, public addresses by top candidates, dirty linen being washed in public and so on. However, this election was special because of the unprecedented and innovative ways in which marketing was employed by the winning party – the Bharatiya Janata Party (BJP) – to wrest the most emphatic election victory India has witnessed in more than three decades. 
 
Here are the top 10 learnings that marketers can take away from the BJP’s impressive electoral campaign. 
 
1. Be clear in your positioning 
The BJP could have picked from a million problems affecting the Indian voters – poverty, women’s empowerment, social justice, equal pay for equal work, secularism and so on. However, they picked two clear pillars for their marketing campaign – good governance and economic growth – and stuck to those two ideas throughout their year-long canvassing. 
 
Lesson: Every brand needs clear positioning and a clear statement that tells you what it stands for. Pick your brand position and hammer it home, so that your users won’t forget it. 
 
2. Don’t let bad karma haunt you The BJP has been ruling Gujarat since 2001. However, the communal clashes in 2002 that killed over a thousand people from the minority community became the biggest blot on <keyword id="6354477" type="PERSON" weightage="100" keywordseo="Narendra-Modi">Narendra Modi</keyword> and his election bid. In spite of being exonerated by the Supreme Court, the national and the global media pinned the blame for not controlling (and instead, encouraging) the rioters on the state government, led by the then Chief Minister Modi. 
 
Lesson: Every brand makes mistakes, be it a faulty product, an oil spill or software that crashes more than it works. Acknowledge your errors and move on. The more you focus on the positives, the less your past mistakes will affect you. 
 
3. Good products support credible marketing 
Narendra Modi-led Gujarat became one of the most industrialised states in India, with rapid economic growth and massive foreign investments worth millions of dollars. The better-than-average infrastructure and improved employment rates are only too obvious now. 
 
Lesson: Marketing can only do so much for a bad product. It’s a great product, backed by smart marketing, which becomes a world-beating one. The iPhone would never have been the phenomenon it is without being a great product, to begin with. 
 
4. Turn the tables on the competition 
Opposition parties highlighted Modi’s humble beginnings as a tea-seller in one of the innumerable attempts to discredit his claims to the highest office in the country. However, Modi and the BJP used this perceived insult to their advantage and turned it into an inspirational saga, gaining support of the ‘backward’ social classes in the process. 
 
Lesson: Every jibe by your competition can be turned on its head and used to your advantage. All it needs is a lot of patience and some creativity. 
 
5. Put a face to the brand 
The BJP’s share of votes in the recently concluded Lok Sabha polls was nearly 64% higher than the votes it won in the previous general elections. And a large share of the credit for this performance goes to its prime ministerial candidate Narendra Modi, around whom the entire marketing campaign was built. The party successfully built a personality cult around Modi and his achievements in Gujarat. It was a victory for Modi rather than for the BJP. 
 
Lesson: A highly recognisable and persuasive face behind a brand only adds to the brand’s equity. Leverage the power of personality wherever you can. Sir Richard Branson &amp; the Virgin Group and Steve Jobs &amp; Apple are just two examples of the tangible faces associated with big brands. 
 
6. Be innovative 
The winning party’s electoral campaign was innovative in a variety of ways: 
· The BJP held public rallies in 1,350 locations across India where Narendra Modi appeared in the form of a 3D hologram, instead of being present in person. 
· Video ‘hangouts’ where people could video chat with Modi one on one were carried out at tea stalls across 24 out of the 28 states in India, with more than a million people participating. The hangouts were branded as Chai pe Charcha, meaning a Chat over Tea. 
· Out-of-the-box merchandising including jackets, masks, pen drives and Indian bread with NaMo and BJP’s campaign slogans branded on them; also construction bricks with NaMo stamped on them. 
· The brand building continued even after BJP’s victory in the form of a <a href="http://victorywall.narendramodi.in/">Victory Wall</a> on Narendra Modi’s website. 
 
Lesson: Innovation always pays off. Whether it is in your product design, packaging or distribution method, think out of the box for marketing your brand and it will stand out from the clutter. 
 
7. Cast a social media spell 
The BJP and Modi orchestrated the most sophisticated political campaign on social media till date. From Facebook to Twitter to YouTube to blogs to WhatsApp, Modi reached out to voters in every way imaginable. With informative content, share-worthy infographics, funny memes and hashtags targeting the opposition, and direct interaction with voters, Modi did not let traditional media take away the control of his campaign. 
 
Lesson: Social media DOES get you results. The BJP’s marketing campaign and Modi’s social media clout are living proof. The now silenced social media naysayers have only to take a look at the number of mentions that Modi generated on his way to a historic win to understand the power of social media. CNN chose to dub this election as the first social media election in India. The Obama magic was effectively duplicated and surpassed by Modi magic. 
 
8. Identify gaps and fill them 
India’s incumbent government was widely criticised for its lack of leadership, mindboggling corruption scandals and indecisiveness on the economic front. The BJP identified these lacunae and modelled itself as the party that promised a strong and clean leadership with a proven track record of rapid economic growth. Picking a candidate like Modi was the party’s master stroke in securing a victory in these elections. 
 
Lesson: Do your <keyword id="29547" type="PERSON" weightage="100" keywordseo="Market">market</keyword> research well. Understand what the pain points of your target audience are and aim to fill in the blanks as best as possible. People care more about a problem-solving product than for another me too. 
 
9. Nothing beats catchy branding 
All the parties involved in the Indian elections spent millions of dollars in marketing themselves and their agendas. What set the BJP apart was its catchy branding and glib copy. One of its main campaign taglines – Ab ki baar, Modi sarkar (loosely translating as Time for Change, Time for Modi) became a viral hit, with hundreds of user-generated versions of the tagline appearing on social networks, newspapers and television. 
 
Lesson: You may not give enough credit to copywriting or brand mantras, but a catchphrase with smart branding goes a long way in conversion. Don’t just look at the immediate results; look at all possible implications. Don Draper agrees with this line of thought 100%. 
 
10. Championships aren’t won without teamwork 
In a country notorious for mismanagement of its resources, the winning party did a great job of putting together a great team with clear-cut campaign responsibilities. Although Narendra Modi was leveraged as the star campaigner during the Lok Sabha elections, the BJP war room was efficiently manned by some of the brightest brains around. The party fielded qualified and experienced candidates who were handpicked for their past successes, unlike competing political parties that had no real game plan in this regard. 
 
Lesson: Take the time and put in the effort to cherry-pick the right people for your marketing team. Assign clear roles and set measurable targets. Objectivity goes a long way in getting a team to put in their best. 
 
In hindsight 
Political campaigns only happen once in five years. They are like intense 100m sprints at the end of which the winners can catch their breath and rest on their achievements. However, on analysing the marketing tactics employed by the BJP in the Indian elections this year, you’ll realise that the essence of a winning marketing campaign does not change. Whether you’re marketing a political party or a business with an idea, a product or a service – if you get your fundamentals right, victory is just a list of checkboxes that need to be ticked.

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