Should your brand ride the general elections wave?

Delhi: Brands actively engage in cultural discussions, spanning from celebrating events like RCB's victory in the WPL trophy and referencing popular phrases such as 'Ek machhli paani mein gayi, chhapaak', to acknowledging Valentine’s Day and beyond.

However, brands aren't limited to just light-hearted topics; they often showcase their purpose-driven sides. For instance, they celebrate freedom on Independence or Republic Day, advocate for women's equality during Women’s Day, support LGBTQ+ rights, and address important issues such as elections.

As the general elections are set to commence on April 19, conversations around politics are expected to trend. This presents an opportunity for brands to incorporate these discussions into their topical marketing strategies.

“If brands can find a good connection between elections and their brand purpose or proposition, it can be a great way to raise awareness and engagement,” said Nisha Sampath, Managing Partner of Bright Angles Consulting.

Having said that, experts suggest brands tread this path with utmost caution as politics is a divisive subject and one mis-step can make them look opportunistic and partisan. 

Samit Sinha, Founder And Managing Partner, Alchemist Brand Consulting, said, "The biggest risk is for a brand to be seen as partisan or be too closely aligned to a particular political party or a related ideology. While it may appear tempting and may even help the brand accrue some short term gains, it can be dangerous in the long run.” 

Niket Kumar, Founder, Unconventional, seconded, “The biggest risk is backfiring. If a brand does not do a good job with its core messaging, it will land up in a controversy.”

They also suggest brands to only create content around the general elections if the topic resonates with their brand positioning. 

Sampath said, “Politics is one of the national passions along with cricket, films and religion. If brands can find a good connection between elections and their brand purpose or proposition, it can be a great way to raise awareness and engagement.” 

For instance, Tata Tea's renowned 'Jaago Re' campaign stands out as a purpose-driven, long-term initiative aimed at raising awareness for various causes related to Indian general elections. Launched in 2008, the campaign consistently addressed crucial election-related issues, urging citizens to awaken to the importance of voting for credible candidates, combating corruption, and recognising the influential role of women voters.

Jagdeep Kapoor, Founder Chairman and MD of Samsika Marketing Consultants, emphasised that brands should prioritise communication that promotes the common good rather than resorting to gimmicky sales tactics or controversial approaches.

He elaborated, "Striking a balance between ingenuity and excessiveness is crucial in crafting creative campaigns. To transcend being perceived solely as a product or service, and instead become ingrained in the societal fabric, campaigns advocating general goodwill are invaluable. However, executing such initiatives demands considerable courage and strategic boldness. Yet, those who navigate this path adeptly reap substantial rewards, benefiting both the brand and its audience – the consumers and voters alike."

While few brands actively engage in election discussions, for those aiming for mere presence, Sridhar Ramanujan, Founder and CEO of Brandcom, proposes leveraging digital targeting capabilities. He suggests that brands can utilise social media platforms to post content and creatives focused on the voting areas for a given day, encouraging consumers to exercise their franchise.

Sinha shared with BestMediaInfo.com that brands can participate in relevant conversations around elections in two ways: moment marketing and thematic campaigns of public interest. 

Explaining the same, he said, “Moment marketing can help brands increase exposure and engagement by taking advantage of the widespread interest and involvement generated by the elections. Brands can thematically link themselves to issues of public interest like democratic rights and responsibilities, patriotism, etc. to be perceived as a socially responsible one.” 

This year, one of the first brands participating in conversations around elections is Bail Kolhu, from the house of BL Agro Group through its #ChunoSahi campaign that urges citizens to exercise their civic duty with discernment. The campaign fosters a dialogue about the importance of making informed decisions, not just in the kitchen but also when it comes to overall societal mindfulness.

Bail Kolhu  #ChunoSahi campaign video:

While being part of relevant consumer conversations pertaining to elections, Sampath suggests brands to avoid opportunism and controversies. She added, “Audiences today will not appreciate a preachy tone of voice. I also feel that too many brands focus on the topic of encouraging people to vote, so this theme is unlikely to break clutter. What I miss is brands taking on the mantle of commenting on the political scenario but only Amul has been bold enough to tread this path.” 

During the 2019 general elections, various brands including Castrol, Swiggy, KFC, Red FM, MTV, and MX Player encouraged people to exercise their voting rights. Samsonite responded to data revealing that many urban migrants hadn't registered to vote in their current cities, producing a film urging them to return home to cast their ballots. 

Samsonite’s ‘Let’s travel to vote’ film:

Meanwhile, McDonald's took a different approach with a grassroots initiative emphasising the importance of not taking voting for granted. Conversely, companies like Godrej Interio crafted creatives focusing on their products during this time.

Another elections campaign by Flipkart:

In 2014, Google India delved into the narrative of the nation's inaugural general election by spotlighting the remarkable journey of Shyam Saran Negri, a 97-year-old individual who has participated in every election since 1951-52 and was shown preparing to cast his ballot for the 16th time. Negi passed away in 2022 eventually. 

Google’s #PledgeToVote campaign:

Kumar from Unconventional recommended that brands across various sectors could engage in election-related communication. However, those occasionally criticised on social media for their harmful ingredients—like fast-food and tobacco brands—should refrain from taking a stance on elections.

Sampath concluded that the brands which genuinely walk the talk will be taken more seriously by consumers for their stance on general elections. “Patagonia stood for climate change, and hence it could take a perspective on candidates who supported this stance versus those who don’t. The founder of Chobani stands for humanitarianism, loyalty to his homeland, and support for immigrants,” commented Sampath.