A case of two war cries!
Many in the advertising and marketing circles are busy terming Verdict 2009 as another nail in the coffin for negative advertising in politics. To be fair, the debate had started months ago when underdog Barack Hussein Obama won the overwhelming approval of the American electorate against the high-decibel negative diatribe of Sen. McCain. In American politics, where mudslinging is as rampant as the Mississippi mud, McCain unleashed a fusillade of negative TV ads, some of dubious credibility, against his Democratic rival. But his personal attacks against Obama tarnished his own image and we all know how the results of that particular electoral battle turned out!
Pratap Suthan, NCD, Cheil Communications, who created the 2004 Indian Shining campaign for the BJP however, feels that negative political advertising may still work, provided the time and context are relevant. “India Shining was a positive campaign – but it was made for the economy; not to win an election. So even a positive campaign, not used in the right context, can backfire,” he admits. The only constant in Indian politics is indeed uncertainty of 'time and context', but for now negative advertising does seem to be on a short shrift. One thing's clear however. A majority of India’s voters may be poor or illiterate or both, but thanks to the deep penetration of television and radio in the hinterlands now, he certainly is not unaware. Next up General Elections 2014 – are you listening Mr. Prime-Minister-in-waiting?
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
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