Professional Documents
Culture Documents
Introduction
General Elections 2014, saw the beginning of a new era in the Indian political rule. For the
first time since the 1984 Indian general elections that a party has won enough seats to govern
without the support of other parties.
1.1 Scope of the projectWe have tried to look into the politics of 2014 General Elections, from a management point
of view with specific regards to BJP. We have primarily segregated the work into two major
categories namely, strategies and organizational development.
1.2 SignificanceIn todays dynamic environment, to win a large scale election it has become very important to
have a well-calculated and systematic approach. To gain majority, it is very important to
implement the right strategies as per the demands of the situation. In todays era of excessive
media coverage and high public involvement, parties who can utilize these opportunities to
their advantage will carry an edge over the others. As the margin of error is very less, hence it
becomes very important to implement strategies which are verified by well established
principles of management
Along with right strategies, its implementation is equally important. This makes the team
building process extremely important. To have a well defined organization with highly
categorized individual objectives, the role of organizational study becomes vital.
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1.3 Correlation between Management and
PoliticsMany might find it absurd, to mix management with politics, but
only a few know that the origin of management can be traced
back to Machevelli, who in 1531, in his widely popular book the Prince,
utilized the same to enhance the understanding of politics. The Prince,
contains several maxims concerning politics, but instead of the more
traditional subject of a hereditary prince, it concentrates on the possibility
of a "new prince." To retain power, the hereditary prince must
carefully balance the interests of a variety of socio-political
institutions to which the people are accustomed, whereas a new
prince has the more difficult task in ruling: He must first stabilize his
newfound power in order to build an enduring political structure.
political party and the consultancy firm. The parties find is difficult to share some of their
political decisions which might hide their dirty reality.
2. Strategies
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Termed by the BJP as one of the largest mass outreach episodes in Indias electoral history,
Modi addressed 437 public meetings in 25 states.
The total number of his public meetings stood at 5,827, which included 4,000 Chai Pe
Charcha sessions, in which he interacted with groups of people across several cities
connected by video-link.
2.2.1 Events
MediaModi's transformation over the past year from a regional, right-wing politician to a
decisive leader with a clear development agenda, the one best suited to take India
forward is nothing short of extraordinary. Senior BJP leaders Piyush Goyal and Ajay
Singh handled the overall media strategy, and a task force was constituted to handle
Modi's campaign in Varanasi. Advertising legends such as Ogilvy & Mather's Piyush
Pandey, McCann Worldgroup's Prasoon Joshi and Sam Balsara of Madison World lent
their skills at various levels. Advertising agency Soho Square, part of the WPP Group,
handled television, radio and print campaigns with catchy slogans such as "Ab ki Baar
Modi Sarkar".
Brand-