We followed the US Elections closely...

…and were mesmerized by the marketing tactics used to create brand OBAMA!

It’s now the turn of World’s biggest Democracy to choose their leader ...

…a leader who will lead India to a new era free from terror and strategize to overcome the

economic slowdown.

But, apart from its real significance…

…elections in India is also like a festival, as colorful as Holi and ends with a celebration

which can be compared to Diwali.

But there is a Big difference in the polling scenario this year…

…for the first time in India there is a BIG number of Generation X & Y

voters

Who are Generation X & Y

How and where do they follow the election campaigns of their favorite political parties/leaders?

• News papers feed them with information in the morning.

• Radio’s role is limited while they are on road traveling.

• Television provides information after they are back home

But, they also have unlimited access to the Internet during the But, they also have unlimited access to the Internet during the 8-10 hrs in office.8-10 hrs in office.

Internet is the only medium where one can……

• Update themselves and express their Opinions• Interact with others and start a debate • Chat with various Politicians and question them• Do head to head Comparisons

So, in a way, Internet is the place where they can actually So, in a way, Internet is the place where they can actually celebrate the spirit of Elections by participating and being a celebrate the spirit of Elections by participating and being a

part of it.part of it.

The Online Edge

• In Print & Electronic Medium, the advertiser PAYS TO REACH the Audience, Out here he PAYS WHEN the Audience REACHES Him

• Highly Targeted, Controlled and Measurable qualities of the Medium gives it a major advantage over the other media

• Interactivity is the biggest jewel in the crown!

Truly Admirable !

• Of the 50 million users in India 35 million are power users, who regularly use the net for communication, commerce and research

• A CAGR growth rate of over 50% in online population

Y-O-Y

• There has been as upsurge in the broadband adoption with subscriber base crossing the 1 million mark in early 2006.

Thus IBNLive.com- the only Webby nominee from India - the winner of Best News Portal Award for two consecutive years

decided to launch www.ibnpolitics.com, a dedicated One-stop-destination for all political action in the run-up, during and after the 15th Lok Sabha Elections to cater to the demand of the Indians living in India and abroad.

Ibnpolitics Answer

http://ibnlive.in.com/videos/86620/ibn-politics-indias-onestop-political-news-site.html

Website Screenshot

The Poll Days ….

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

100-Day Poll Plan

Web Interactives Web-TV Interactives Electoral Maps

Ready Reckoner

Video Debates

Online Ballot

Party Candidates list

News & Interviews

State Diaries & Blogs

Fantasy Cabinet

Videos & Podcats

Columns & Chat

Campaign Trail

Poll Results

Poll Stars Genie

Post-Poll Coverage

IBN Conversations

Party Manifesto

Web Interactive

Virtual Elections

Extensive pre-poll online voting module to capture the moodof the nation where citizens vote for PARTIES of their choice

Methodology

Phase I: Voting begins at all 28 states, 7 Union TerritoriesPhase II: Build pre-poll alliance into DB, collate result Phase III: Declare result week before polling

Back

Fantasy Cabinet• Create your own cabinet online. • Users get to choose from a database of probables and allot key portfolios to them. • Rating/voting pattern will be displayed. • Participants get to maintain their Cabinet and update / make changes to the list.• There will be checks in places for parties/alliances to discourage mixed • bag/improbable Cabinet.• Result will be indicative of a politician’s equity.• The exercise culminates post-poll when real Cabinet is formed. • The one closest to the real Cabinet is chosen winner and is brought as • guest / mentioned on air.

Web Interactive

Back

Web-TVWeb-TVOpen Blogs

Open registration to bloggers in 1st week of January. Subject to editorial clearance bloggers will be allowed to participate.

Ibn Blogs /Diaries

Weekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls

Open BlogsOpen registration to bloggers in 1st week of January. Subject to editorial clearance bloggers will be allowed to participate.

Back

VIDEO DEBATES

Video debates to be seeded by IBN Editor

Invite questions and viewpoints in video format on issues, parties, personalities Selected videos to be included in on-air debates/panel discussions

Provision on IBNLive to capture videos through webcam

Ibn Blogs /DaiariesWeekly State Diaries, blogs and vlogs by IBN correspondents from all states going to polls

Web-TVWeb-TV

Back

Columns & ChatsColumns & Chats

OPINION TRACKER CHAT & COLUMN SERIES

• CNN-IBN will hold weekly opinion poll on ground, • Expert panelists will chat online on the poll result and write columns as well.

SPECIAL COULMN & CHAT SERIESSeries of columns and chats with prominent personalities:India Inc: Nandan Nilekani, KV Kamath, Rahul BajajEminent Personalities: Dr Kasturirangan, Ramachandra Guha, Sports: Bishen Singh Bedi, Politicians: Chandrababu Naidu, Arun Jaitley,Jayanti Natarajan,Amar Singh, Omar Abdullah, Milind Deora, Kanimozhi; Films: Amitabh Bachchan, Mahesh BhattBack

Back

Back

Ready ReckonerReady Reckoner

Profiles

• 200 key candidates for 2009

• Trends of elections 2004

• Trends of elections 1951-2004

• Electoral Process FAQs

• Jargon Buster

Back

Back

Back

Monecontrol.com Approach

Web18 election Coverage

• Direct feeds from IBNPolitics

• Corporate element on elections

In.com Approach

Elections Page with highly interactive/ fun elements like polls, interactive’s, quiz contests

• Aggregate best of election/ Counting related content from the Web. Display Web18 element on polls on RHS

Josh18 Approach

• Poll page and a slot on the homepage to push poll content on Josh18

• Direct from IBNKhabar for News, Videos and Show etc

• Interactive elements like Maps & Stats, Schedules, Candidate Profiles will be integrated from IBNKhabar to Josh18 ‘s poll page

http://khabar.josh18.com/politics/stats.php?year=2004http://khabar.josh18.com/politics/stats/

Fishing where the Fish is

• Through the years there has been a decline in the viewer ship of both the TV and the Print…

• On TV though the number of programs have increased the number of audience per program has decreased considerably

• People spend more time on Internet than with any other media

0 20 40 60 80 100 120 140 160

TV

Internet

Radio

Press

Ave

rage

Tim

e S

pent

Males : Media Usage

2002 2003 2005

0 20 40 60 80 100 120 140 160 180

TV

Internet

Radio

Press

Ave

rage

Tim

e S

pent

Females : Media Usage

2002 2003 2005

Measuring RESPONSE : The ROI Factor

• Print & TV:

– Call back by Customer

– Snail Mail

– E mail

– Measuring Increase in footfalls in the store

– Needs manual research to be conducted for response measurement

• Internet:

– Clicks

– Ad Interaction (Rich Media)

– Brand preference

– Increase in Site Traffic

– Delayed visitors

– Unique visitors

– Lead Generation

– Customer comments

– Web Analytics gives a detailed account of response through an online campaign

Internet’s Measurability has transformed the veryperspective with which marketers view their advertising effectiveness

The Effectiveness of Internet…

InternetAdvertising

InternetAdvertising

Increasing Brand awareness

Increasing Brand awareness

Drive TrafficRetain Customers

Drive TrafficRetain Customers

Increase Sales / Product Usage

Increase Sales / Product Usage

Track Customer interests & trendsTrack Customer interests & trends

CustomizedMessage Strategy

CustomizedMessage Strategy

Develop DatabaseDevelop Database

Provide InformationImprove Service

Provide InformationImprove Service

Customer InteractionCustomer Interaction

This is what marketers have to say…

• “We’re taking dollars directly out of television.”- Dave Burwick, CMO, PEPSICO

• “The time has come for us to agree that mass-media marketing is over. Our brand means different things to different people.”

- Larry Light, CMO, McDonald’sa

• “There must be-and is-life beyond the 30-second spot. We must accept the fact that there is no ‘mass’ in ‘mass media’ any more, & leverage more targeted approaches.”

- Jim Stengel, CMO, P&G

• “Consumers in the age groups and with the mindsets we are dealing with graze across all media, so we can’t afford to have a TV-centric approach We’ll fish where the fish are.”

- Ian Beavis, VP Marketing, Mitsuibishi Motors

One man understood the power of internet and dared to bring the change ……

Barack Obama on TwitterObama: @barackobama has 112,474 followersMcCain: @JohnMcCain (is it real?) 4,603followers

Obama has 240 times more followers in Twitter than McCain

FacebookObama: 2,379,102 supportersMcCain: 620,359 supporters

Obama had 380% more supporters

MySpace Obama: Friends: 833,161McCain: Friends: 217,811

Obama has 380% more supporters than McCain

YouTubeObama: 1792 videos uploaded since Nov 2006,

•Subscribers: 114,559•Channel Views: 18,413,110

•McCain: 329 videos uploaded since Feb 2007 •Subscribers: 28,419, •Channel Views: 2,032,993Obama has 403% more subscribers than McCainObama has 905% more viewers than McCain

A Change we all believed in !!A Change we all believed in !!

Be a part of the action !!!

Iblive.com Election Packages Iblive.com Election Packages

For further details, please contact:

Mumbai:Mitul Sanagani mitual.sangani@network18online.comPurvi Shenoy purvi.shenoy@network18online.com

Bangalore:Anita Swamy anita.swamy@network18online.comPriya Warrier priya.warrier@network18online.com

Delhi:Raja Biswas raja.biswas@network18online.comAarooshi Dharamdasani aarooshi.dharamdasani@network18online.com

Chennai:Hemanth Kumar hemanth.kumar@network18online.com