Marketing Lessons from the 2024 Lok Sabha Election Results

Once upon a time, not so long ago (just one day) in the vibrant democracy of India, the stage was set for the 2024 Lok Sabha elections. The air was thick with anticipation, promises, and campaigns that dazzled the eyes and ears of millions. As the dust settled and the results rolled in, it became clear that this election was more than just a political contest—it was a masterclass in marketing and branding.

Trust Trumps Hype

In India's bustling streets and digital landscapes, the BJP had launched their ambitious campaign: "Ab Ki Baar 400 Par." The slogan was everywhere, from billboards to social media, creating a symphony of optimism and certainty. However, despite this grand marketing spectacle, the BJP’s vote share increased slightly, from 37.36% in 2019 to 38.5% in 2024.

Meanwhile, Congress was weaving a different narrative with its roots deep in India’s history. They chose a path less traveled in recent years—rebuilding trust. They focused on authentic engagement, highlighting their core values and historical legacy. This approach resonated deeply with the electorate, significantly increasing their vote share from 19.5% in 2019 to 28.3% in 2024.

• Lesson for Marketers: No amount of marketing hype can replace the fundamental need for trust. Ensure your brand delivers on its promises and maintains a reputation for reliability and honesty.

The Power of Authenticity

Congress’s journey was not just about political maneuvering but a story of rediscovery and genuine connection. They embarked on a grassroots campaign, engaging with communities, listening to their stories, and understanding their needs. From 10,000 events in 2019, their community interactions soared to 25,000 by 2024.

This commitment to authenticity bore fruit. Voters felt heard, seen, and valued. It was akin to a brand reconnecting with its customers, focusing on genuine interactions rather than superficial engagements.

• Lesson for Marketers: Authenticity matters. Show your brand’s true values, mission, and commitment to customer needs. Meaningful engagement always trumps flashy, hollow campaigns.

Localized Strategies Win

In the picturesque state of Kerala, BJP faced a unique challenge. Historically, Kerala had been a fortress of the Left Democratic Front (LDF) and the United Democratic Front (UDF). Previous BJP campaigns, heavily reliant on national issues, had failed to penetrate this stronghold.

But in 2024, the BJP changed its strategy. They focused on local issues, engaging with regional leaders and addressing specific concerns of the Keralites. This shift paid off, with their vote share in Kerala rising from 12.93% in 2019 to 18.5% in 2024.

• Lesson for Marketers: Tailor your strategies to local contexts. Understand the unique needs and preferences of different market segments, and customize your messaging accordingly.

Competitor Analysis is Crucial

BJP’s success in Kerala was also a story of strategic positioning. The ruling parties, LDF and UDF, grappled with scandals and governance issues. BJP seized this opportunity, positioning itself as a credible alternative. Their meticulous competitor analysis and understanding of voter dissatisfaction were crucial in their breakthrough.

• Lesson for Marketers: Thoroughly analyze your competitors. Identify their weaknesses and the unmet needs of your target audience. Strategic positioning can provide significant advantages.

Consistency and Long-Term Focus

Congress’s resurgence was not an overnight miracle but the result of sustained efforts. Their consistent messaging, commitment to core values, and continuous community engagement paid off. It was a testament to the power of long-term strategy and focus.

• Lesson for Marketers: Building a strong brand requires consistent efforts and a long-term focus. Prioritize customer relationships, continuous improvement, and adaptability to changing conditions.

Strategic Alliances Enhance Reach

BJP’s Kerala story was also about forming the right alliances. By partnering with smaller regional parties and community leaders, they broadened their support base and increased their vote share. These strategic alliances were instrumental in their success.

• Lesson for Marketers: Form strategic partnerships and collaborations to enhance your brand’s reach and influence. Partnerships with influencers, complementary businesses, or community organizations can significantly boost your visibility and credibility.

As the 2024 Lok Sabha election results unfolded, they revealed profound insights into marketing and branding.

The election taught us that effective marketing goes beyond catchy slogans and extensive campaigns. It is built on trust, authenticity, and a deep understanding of your audience’s needs and values.

Just as Congress’s resurgence showed the power of trust and authenticity and the BJP’s breakthrough in Kerala demonstrated the importance of localized strategies and strategic alliances, businesses can thrive by integrating these principles into their marketing efforts.

Marketing is not just about promoting a brand; it’s about creating meaningful connections and delivering true value. By learning from these election results, businesses can understand that marketing alone won't suffice if the brand doesn’t hold up to scrutiny.

Staying true to core values, strategically navigating market dynamics, and fostering genuine customer relationships will always be the keys to success.