Who do you

think is going
to be our next
PM?
Christmas Day, 2013
Hmmm
The first name
that comes to
mind is.
NARENDRA
MODI
Hes been
the CM of
Gujarat for 3
terms
His state
has seen
phenomenal
progress
Hes been
the CM of
Gujarat for 3
terms
His state
has seen
phenomenal
progress
Hes been
the CM of
Gujarat for 3
terms
Hes
definitely
better than
the rest
Meet Narendra Modi.
PM candidate
A Purveyor of Progress
A Political Superstar
And
Someone to everyone
Our PM
hmmm.
And its all about
us choosing the
PM!
We choose someone who we perceive
appropriate and thats based on what we tell
ourselves
Prime
Minister
And this is how we perceive..
And this is how we perceive..
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourcefu
l
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessibl
e
Down to earth
Media
Savvy
Can-do person
Respectfu
l
Non corrupt
Convincing
Tolerant
Knowledgeable
Effective
Efficient
Firm Fair
Level headed
Tech
Savv
y
Aspirational
Presence of mind
Humble
Orator
Prime
Minister
Someone with these qualities
Honest
Confident
Committed
Inspiring
Effective
Efficient
Strong
Decisive
Resourcefu
l
Adaptive
Man of the people
Smart
Commanding
Open
Organized
Accountable
Accessibl
e
Down to earth
Media
Savvy
Can-do person
Respectfu
l
Non corrupt
Convincing
Tolerant
Knowledgeable
Effective
Efficient
Firm Fair
Level headed
Tech
Savv
y
Aspirational
Presence of mind
Humble
Orator
Prime
Minister
And how we perceive, shapes our choice
This is actually anatomy!
That shapes our choice
RATIONAL
EMOTIONAL
All perception is reality
In making a choice we always use our
perceived reality
Our perceived reality apparatus while making
a choice
Our perceived reality apparatus while making
a choice works as follows
We dont trust what Ads tell us
Our perceived reality apparatus while making
a choice works as follows
We might trust what our friends tell us
We dont trust what Ads tell us
Our perceived reality apparatus while making
a choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
Our perceived reality apparatus while making
a choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
BUT we will always trust what we tell ourselves
Our perceived reality apparatus while making
a choice works as follows
We dont trust what Ads tell us
We might trust what our friends tell us
We most likely trust what someone like us tell us
BUT we will always trust what
we tell ourselves
So how do we tell something that they
tell themselves?
So how do we tell something that they
tell themselves?
The Youth
So how do we tell something that they
tell themselves?
The Youth The Farmer
So how do we tell something that they
tell themselves?
The Youth The Farmer The Senior Citizen
And others
1. We first start with a good product..
1. We first start with a good product..

2. Then power it with great marketing
So, To begin with we need a good product
Not that we had too much of a choice.
Brain scans confirmed that people don't just think
that the more expensive iPhone compared to
cheaper clones worked better
It actually did work better
Good marketing will kill a bad product faster
Hence you need a good product to begin with.
But in a hyper connected world, where consumers
are exposed to 5219 brand exposures every day,
ONLY a few win.
Because, marketing is complicated these days
Brands continue to use traditional and reminder
media to generate action.
Stimulus
Brand Marketing
ATL + BTL
Traditional + Reminder Media
Desired Action
But it results ONLY in interaction and not the desired
action.
Stimulus
Interaction
Between stimulus and desired action lies interaction
Stimulus
Interaction Desired Action
The challenge is to drive interaction to desired
action.
Stimulus
Desired Action Interaction
Customer Value Maximization helps you overcome
this challenge
Stimulus
Desired Action Interaction
So whats this
winning marketing
formula? How did
Modi make this last
mile connection with
the electorate?
How did Modi convert
Brand Modi
interactions to
desired action
(Votes)?
Using Customer Value
Maximization
But how does
Customer Value
Maximization work?
Customer Value Maximization combines
Communication with Analytics and Technology
that converts marketing stimulus to desired
outcomes.
All of us knew about these people
But we couldnt place our faith in them!
Both did conventional brand marketing
BUT couldnt influence the majority of us
And this is what
happens to all
brands today
Because we dont trust
what Ads tell us, and
might trust what our
friends tell us, most
likely trust what someone
like us tell us, BUT
always trust what we tell
ourselves
Modi delivered us a
story
A story that
resonated. and a
story we embraced
and told ourselves
And a story they told themselves
The Youth The Farmer The Senior Citizens
The average voter was aware of the choices due to
branding, PR, and advertising by the Politician,
media proliferation or self initiated discovery
STIMULUS
ATL + BTL
Traditional + Reminder Media
But people
choose Modi
Because he used Customer Value Maximization to
influence interactions to actions
Stimulus
Desired Action Interaction
But what
happens
between
interactions
and actions?
Customer Value Maximization Zone
INTERACTION
C
o
m
m
u
n
i
t
y

Communication
Relevant brand
communication at
every customer
interaction
Technologies
Management of all
interactions using
relevant marketing
technologies
Analytics
Track, measure,
analyze and predict
customer actions and
behavior
DESIRED ACTION
Customer Value Maximization uses
communication, analytics and technology to
convert interactions to desired action.
INTERACTION
C
o
m
m
u
n
i
t
y

Communication
Relevant brand
communication at
every customer
interaction
Technologies
Management of all
interactions using
relevant marketing
technologies
Analytics
Track, measure,
analyze and predict
customer actions and
behavior
DESIRED ACTION
Communication Its not about what you say,
its about what others get from it
Communication aspects
SOLUTION

1. Communication that is situational driven
by need and addresses the sensibilties
of each personality.

2. Ask yourself whats in it for the
customer to give me his media-time?

3. How can I make it more relevant and
interesting?

ASPECTS

1. Identity
2. Context
3. Personalization
4. Experience
5. Usability
6. Media
Lets take Shilpa Shetty. Her acting career was
irrelevant. She was irrelevant. What made her
famous was her story, about fighting against
racism on global TV.
There are a lot good actors out there. But there
arent a lot of good stories.
"Like Shilpa Shetty, Narendra Modi had a good
story in fact a lot of good stories"
Context sensitive speeches rousing the sentiment
of the local people identified him as one of The
Farmer
Immersive, 360 degree public engagements; From
over the top stage productions, to humbling
stories of Modis dedication and everything in
between; a Modi experience was available to
everyone
The BJP Lotus symbol, chants like Chai pe
Charcha and Ab ki Baar, Modi Sarkar,
established brand Modi

Sites extolling his virtues and successes
were launched and Modis perceived
accessibility made him the subject of various
social communications
From TVCs to radio and print, from digital to
merchandising and beyond, Modi was on the
screens and minds of everyone
What do you
see in the
above
image?
A loving
couple with a
man holding a
woman from
behind?
Oh. But did
you see the
dolphins?
What
dolphins?
Its all about what the brain is primed to notice. If
you know how to see a certain pattern, youre
more likely to see that pattern.
People chose to ignore the fact that Tamil Nadu
had better progress statistics than Gujarat
Modi effectively used the content variety be it own
produced content, community generated content
or political opponent generated content
Me on Me
(His achievements)
Me on Him
(Position on adversary)
Him on Him
(Offensive statements)
Analytics Its about whats working, whats
not and what possibly will
Analytics aspects
SOLUTION
1. Shift from campaign based, mass-
communications to context sensitive and
personalized messages:
2. Micro segmentation or even individual
customers
3. Build customer life-time communication
plans rather than campaigns
4. For every of your current initiatives,
validate how customers can really talk
back (and who listens).
5. Look at the explicit and implicit promises
you make, and check whether they are
kept.
ASPECTS

1. Omni-channel data
2. Segment reports
3. Real time streams
4. Predictive insights
Modis analytics team found these were not
sufficient and a multi-media campaign was
executed
Im a great PM ...
DIRECT SALES ADVERTISING
Im a great PM ... Hes a *GREAT* PM !!
REPUTATION
He is a
great
PM
Yes I
agree.
Low trust conversion Medium trust conversion High trust conversion
Data from the past 6 elections and the partys own
data were combined and segmented across
demographic and socio-economic levels across
400 constituencies for personalized targeting
Modis campaign was thus, able to target the youth
demographic that was estimated to be about 150
million

Real time monitoring and contextual advertising of
Modis prowess
Click here for jobs in Delhi
Real time monitoring and contextual advertising of
Modis prowess
Click here for jobs in Delhi
There are no Jobs in Delhi.
India deserves better. Vote for BJP
Technology Its about reaching your customer at
a time she wants to listen you on a device she
prefers
Technology aspects
SOLUTION

1. Shift from campaign based, mass -
communication to context sensitive and
personalized messages
2. Change your budget and people
structure to accommodate this changed
reality.
ASPECTS

1. Big data stack
2. Real time technologies
3. Multi-device / screen cast
Data Analysis and Data Collection tools were
employed to collate trending social information for
instant trend identification.
Real time communication on channels such as
Twitter, Facebook and WhatsApp struck a chord
with youth influencers
Multi screen broadcast of rallies and speeches
across TV, web, mobile and even toll free phones
was a big hit.
The onus was to reach people, wherever they
were, via whatever medium they were comfortable
with
And the outcome
So this is
Customer
Value
Maximization!
For a detailed
analysis, check
this report
Acknowledgements
The author of this report is Srinivas Chari and the Solutions Team, Xerago.

Srini leads, manages client solutions and marketing at
Xerago
Ram manages client solutions at Xerago
Suraj handles the research and analysis at Xerago
Sashi manages marketing for Xerago
Ram Suraj Sashi Srini
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