Complete focus on goal
The creative chops of Piyush Pandey of Ogilvy & Mather and Prasoon Joshi of McCann-Worldgroup had the Bharatiya Janata Party (BJP) spoilt for choice.
At one point, the core communication team, comprising BJP MP Piyush Goyal, debated long over whether to take Joshi's Desh ki pukar, Modi sarkar or Pandey's Abki bar Modi sarkar, as the tagline.
But choice was not the only feature that helped Narendra Modi of BJP outwit Rahul Gandhi of the Indian National Congress.
At work for the 63-year-old Modi was the textbook marketing style of complete focus on the goal - the voter, in this case.
Text: Viveat Susan Pinto & Sayantani Kar, Business Standard
Images Courtesy: Narendra Modi's Official site