Business Case Studies, Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study, Politics and communication, Political branding

print page
Tell A Friend

Case Categories

Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Political Advertising in India

Publication Year : 2004

Authors: Uma Shanker Shastry, T Phani Madhav

Industry: Advertising


Case Code: MCS007

Teaching Note: Available

Structured Assignment: Available

Buy This Case StudyOR

Political advertising in India began as a laid-back attempt in the early 1980s and came a long way to become an organised and professional way of approaching voters. The erstwhile practice of sloganeering and propaganda are being replaced by branding and positioning strategies. In their efforts to 'brand' their parties, political leaders engaged celebrities in their election campaigns.

Pedagogical Objectives:

  • To discuss the evolution of political advertising in India from a point when it was a non-entity to becoming a specialised area of interest
  • To discuss the counter measures taken by various political parties to outscore each other.

Keywords : Politics and communication, Political branding, 'India shining' campaign, Feel-good factor, Bharat Uday Rath Yatra, Grey Worldwide, Marketing Strategies Case Study, Rediffusion DY&R; Public relation firms, Congress (x) and Bharatiya Janata Party (BJP), National Democratic Alliance (NDA), Indira Gandhi, Atal Behari Vajpayee, Advertising expenditure, Celebrity political endorsers, TAM's AdEx study


  • Introduction
  • Politics and Communication
  • The 1999 General Elections – A Curtain Raiser

  • Political Branding
  • The "India Shining" Campaign
  • The Field at Congress
  • Canvassing to Advertising

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap