Marketing in Politics

                            Raj standing at the Gallery of his House, Krishnakunj, viewing the Mumbai city and was recollecting all the work he has done to accomplish his Uncle’s political dream. He was waiting for his friend Prakash Kadamkar, IIM-A graduate to discuss Marketing Strategies for his upcoming Party. Raj was Youth Icon for this uncle’s political party Shiv Sena. He was aiming himself to be next Face of Shiv Sena but Uddhav got that place. In front of his gate his servant was taking out big Shiv Sena poster of him and his Iconic uncle Balasaheb Thackarey.

               Intensifying the rays of hope, Prakash Kadamkar enters the house. From early days Raj knew the importance of marketing in politics and used to consult him about Sena’s activity. Raj asked him what should be his future strategies for making himself as new Brand in Maharashtra Politics. Prakash came up with the presentation describing his research and its conclusion. As per his research, from last three Legislative elections around 60% of voting was done. Out of that, 40% votes were casted for Shiv Sena. If Party is able to get at-least 10%, it can give tough to 100 assembly seats throughout the state. But for reaching desired amount Party should consider Muslim Vote Bank of Maharashtra which constitutes 8-9 % of population. Raj leaned toward him and gives him the smile. Now Raj has to position himself distinct from his Uncle who was known as Hindu Mascot.

                Raj Thackarey analysed the untapped market of Shiv Sena and made his new Party Flag consisting of Saffron, Green and Blue colour. Saffron showing Shivaji Maharaj’s Grace, Green signifying agricultural prosperity and Blue for peace & harmony. These colours can be perceived in different way also. His new Party Maharashtra Nirman Sena was segmenting Marathis and was targeting youth segment. People love to see next generation of Thackarey’s legacy, this was seen by the crowd gathered to see him. Brand Thackarey was beneficial to him but was also acting in negative way. Both the Thakareys were concern about Marathi Manoos and were limited till Maharashtra only. To be distinctive he started commenting about his cousin Uddhav and other party member of Sena. He was positioning himself as Youth Marathi Leader. That’s why he never dressed like his Uncle, who use to wear saffron dress and Rudrasksha mala, but he prefer to styled himself as common man of Maharashtra. To reach the youth, his speeches consist of Hassi ka tadka and famous Hindi film’s dialogues. He was not unaware of Viral Power of internet. He built his Party site and made several pages of his party in Social Networking sites. To remain distinctive in Maharashtra politics, he adopted local Marathi Language as way of communication. To get the heart share of Marathi people he started discussing Marathi Culture in his Rallies. For winning the heart of youth, he made Youth Leaders as MNS District Heads.

                          All this strategies were working for him but then also he was not getting that much recognition which he was expecting. Maharashtra Legislative Election was going to be held within 18 months. He was tensed and was finding the ways to get the Limelight on him. He switched ON the TV set and he saw Superstar Amitabh Bachchan giving speech in Hindi for his new Girls School in Allahbad. Raj smiled and he decided his next move which will promote him Nationwide.