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THEORY I MANAGEMENT

Issue - 01/03/2013
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   Home >> THEORY I MANAGEMENT >> Case Study >> DIMPLED DARLING AS PIED PIPER
   Case Study
 
DIMPLED DARLING AS PIED PIPER
The case dwells on the brand identity of Rahul Gandhi, the prime ministerial Candidate of Congress Party. The question is: Is the image positive enough?
K.K. Srivastava, | Issue Date - 01/03/2013

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During election 2009 the turnover for the astrology industry alone was estimated to be Rs. 500-600 crore. The netas were spending Rs. 40-50 lakh per homa/puja seeking the blessing of God. Due to overful demand, the priests were even outsourcing the job! Barring Communist Parties elections bring all religions and political formations together in this way. Rahul Gandhi decided to traverse a different path though. For thinking differently in U.P. he won for the Congress Party 21 seats ( up from 9 previously ). He suggested that Congress Party should go it alone in U.P. His reasoning was: Since Samajwadi Party had joined hands with Kalyan Singh, the man who presided over the Babri Masjid demolition, any alliance between Congress and SP would taint the Congress brand. He decided to take a risk by setting aside conventional caste combination. The customer ( the electorate ) was disenchanted with the communal BJP and narrow agendas of regional outfits. People had even begun to question BSP asking what Ms. Mayawati had achieved by putting hurdles in development projects initiated by Mrs. Gandhi. Result: An eroded brand redeemed itself. However, soon in local U.P. elections, the congress under the stewardship of the same dimpled darling had to eat a humble pie. Strange are the ways of the electorate, indeed! But on second thoughts, Is Indian electorate whimsical or innately intelligent? Whatever, come 2014 and will it be the prince in the waiting or the feisty fighter from Gujarat who will ascend the throne? Let’s talk about the dimpled darling of Indian Youth. 
 
Brand Old Party
A customer buys a competitively superior brand. The Congress brand is very strongly positioned in consumer perception and has top of mind recall. It has developed and reiterated its vision and values consistently. However, in India there are few brands which are all India market leaders. This is because historically India has never been one country. It was always a collection of regional states, united by – well-nothing, language, food, or religion. Local regions were controlled by local leaders who commanded local loyalties. This has been one problem area for Congress Party; it has ceased to relate to regional aspirations and ideologies.
 
Sociologists suggest that when one becomes part of a very big mass, one begins to intuitively encounter search for an individual identity, a regional one in case of India. Regional parties are unconsciously tapping into this human need; they are better able to address the local issues in a more focused manner. Besides, Indian parties have become highly fragmented; there has been a commoditization of political brands. UPA,NDA and Third Front are hardly three distinct coalitions with unique identities. So, again, the point of differentiation actually is at local level. National parties which tend to take a larger broad based platform need to have local connect, the so called localization and customization of a national brand.
 
A politician and a political party are quintessential brands with their stages of political life cycle. Branding has become ubiquitous in the political arenas nowadays. Amidst all the slogan shouting and rabble rousing is concealed an effective message: introduce a new brand (candidate) to the customers (voters) and embalm him with desire traits, all things that the electorate wants. Or, glorify the attributes of an old hand reasserting the relevance and uniqueness of this brand. A brand has to be relevant and differentiated. These are two different strategies that Rahul Baba and his bête noire Narendra Modi seem to be practising at bipolar ends.  
 
Congress is certainly a brand because it has a strong unified idea with a strong leadership. It is a brand  that has constantly reinvented itself. It has the image of offering far greater stability than any other party in the national level. Brand Congress has a strong structure, architecture, and product line up because : It has brand ambassadors  ( the leaders) that the voters have been able to relate to at different emotional levels; it has well defined values of being moderate, secular, and liberal; it has strong visibility due to charismatic leaders from Jawahar Lal Nehru to Rahul Gandhi; it has a strong brand identity ( the visual logo ), the brand with the tricolor framing it, which is highly recognizable and identifiable with the party. It delivers instant connect and re-call; and, finally, it has a sharply and consistently stated vision of inclusive growth that has endured through all of party’s ups and downs, performance and failures. Moving through times, the new leadership, with Rahul Gandhi as the face, is all about resolving the imbalances of wealth and the conflicts of economic story bypassing the common man. The ‘ Aam Aadmi’ campaign of the Congress seems to have touched the sociocultural pulse of the nation once again.
 
And Rahul Gandhi? Will He Be Youngistan Ka Wow?
Pepsi had originally come out with this new baseline, ‘Youngistan ka Wow.’ The new theme stands for two things: first, the refreshment and the magic of the drink; and , second, the audacious self belief of the youth that helps them create a WOW. Ranvir Kapoor used his mental smartness to get the last Pepsi reserved for the president. Rahul Gandhi is trying to create the same WOW factor in young India. 
In 2009 there were 459 million youngsters in the age group 13-35, i.e. 38% of Indian population of 1213 million. And according to an Indian Today survey of 18-35 age group from SECA and B households (thereby admittedly not wholly representative of the complete age group ), 73% of young India thinks that politicians should retire at 60, 56% believe in exercising their right to vote, and 15% of them wanted Rahul Gandhi as their Prime Minister, next only to Narendra Modi who was at top position with 16% favoring him. The 18-35 population numbers nearly 250 million and is growing at the rate of 3.4% annually. Latest surveys of 2013 vintage too suggest that second largest set of votes would like to see Rahul Gandhi as the next PM of India, the first ranker being Modi still. 
 
So is Rahul Gandhi likely to have his Obama moment in 2014? We are a young nation with lot of energy, hope, and optimism. Hence, intuitively the young India must seek out younger candidates. However the fact of the matter is that almost a quarter century separates the 43 million first time voter below 30 and their representative in Parliament. The youngest Lok Sabha was 12th (with average age of an MP being 46.4 years) and the oldest was 13th (55.5 years). The average age of Lok Sabha has been actually rising from 46.4 years for the 1st Lok Sabha to 52.6 in the 14th Lok Sabha. Culturally India is hierarchical society where experience and seniority are virtues. Age gives gravitas and assurance, a feeling of security and protection. Besides, as a race we are assimilative rather than being disrupting; we are comfortable with gradual, as against transformational, change. So a leader with a ripe age on his side still holds a better chance. Provided he is supported by enough credible younger candidates.
Rahul Gandhi, the brand, definitely represents the youth, dynamism, and new age thinking. He easily connects with the masses; has charisma, transparency, sincerity, down to earth demeanors, and relentless focus on galvanizing youth. Add to this his cool, good looks, and confidence, along with his inspirational leadership qualities- and you’ve got a hip, hot n’ happening brand.
 
Unfortunately for him, Narendra Modi does not lag behind. Recently he left the students of Delhi University spellbound, connecting very easily with them by calling them ‘disciples of Google Guru’, ‘new-age power’, or ‘mouse seekers’. But then this case study is not about Narendra Modi. 
 
Having said that, Rahul is still evolving as a brand; he is not yet a mature brand. A brand is about identifying and resonating with an ideological core, with a set of predictable actions. He is still untested in this sense; there is still no clear outline of what he is all about. He is an emerging brand. According to one survey, during 2004 elections in Kerela a candidate had 28 different target audiences to communicate with, each one of them needing different even contradictory messaging. Rahul Gandhi has certainly perfected such an art of micro-marketing.
 
On one hand Rahul Gandhi is drawing sustenance from the mother/family brand (The Congress Party) and on the other he is nurturing it by winning 21 seats in U.P, by seeking to convert the mass brand party into a cadre based one, by reestablishing inner party democracy through holding intraorganizational elections, by making inroads into other parties’ constituencies, and so on. Yet, one surmises that he will have to rest content with being the Crown Prince for some more time; Delhi abhi door hai.
 
Attaining Brand Immortality in Politics 
Political parties invest a lot of time, effort, and money on building brand equity. Comes the judgment day and the customer decides to choose from a crowded supermarket aside. With cash (vote) in hand he hopes to use it to buy a better future; he looks around for a brand he knows and trusts (brand recall and loyalty). There are strategic choices to be made though: should he choose an individual brand (independent candidate) or a family brand ( a party candidate )?
Most brands in politics, however, are positioned uncomfortably close to each other. One way out is to realize that functional benefits provided by a brand make up for only a small brand experience. The real strength of product lies in the intangibles it promises to deliver- the values that it represents and which the targeted customer identifies with or aspires to own. This is where a Rahul Gandhi becomes the pin up boy of the youth and a Mayawati develops a strong consumer franchise among the disadvantaged.
An unknown/new brand ( see the figure below) can gain stature if it has strengths that can catapult it into the leadership position. Overtimes it becomes a strong name with mega brand potential. Unarguably Rahul Gandhi is showing such potential. By building the relevance factor and      differentiating itself successfully an unfocused/ new brand starts developing itself. Initially due to low knowledge and esteem that it has, it may not be able to realize its potential fully. But gradually it builds along both the dimensions-relevance and esteem- to command a leadership position. However, inappropriate differentiation can put an established brand into the eroding potential area. This was the fate that awaited Congress Party during pre-2004 phase. Such brand eventually fades from the consumer’s consciousness ( like the Communist Parties ?) unless it wakes up and attempts to respond to the warning bells ( as Congress Party seems to be doing now with an able support from both the Gandhis).
 
 
Differentiation makes a brand personality relevant and meaningful to the customer. If a brand is also relevant to him, it earns esteem from this customer. In other words, each brand has to have a unique soul that the buyer must be able to relate to. The near invincible positions of regional satraps like Mayawati, Modi, etc, bear ample testimony to this fact. These brand stewards have been able to emerge from nowhere and won large market share for their brand of politics.  
So will Rahul Gandhi be the supreme brand in 2014? Only if he is able to WOW the Youngistan and earn its trust and esteem.
 
Walk of frame 
Thus the brand contours of Brand Rahul are being moulded still. In 2009 general elections, in which Congress won a majority mandate, the scion of Nehru dynasty, was credited with providing crucial ideas, albeit he himself remained in shadow. Now, after the Jaipur Conclave of January 2013 he seems to have shed the diffidence; but that still has to be seen. Rahul Gandhi sure has a legacy behind him, an illustrious background which gives him the leverage against other youth leaders. But merely having the umbrella of the mother brand is only half the job done. Besides, the advantage is Janus faced: Expectations tend to be a notch higher from names with heritage. So his brand managers need to make Rahul Gandhi-the brand-accessible to create a mass appeal (already practised through jumping the security cordon to shake hands with junta, eating from their plate and so on). Besides, there is nothing better than a dash of controversy or debate to create a high recall- such as ‘his not meeting’ the youth immediately after the infamous Delhi rape, though later we were told that this was on account of his differences with officially practised stance.
Buzz marketing always works.
 
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