What is the similarity between Britannia’s World Cup campaign and Congress’s Rs 72000 NYAY Scheme?
Let us understand it through a marketing example.
Every now and then companies come out with promotional campaigns which have either a contest or a lucky draw which allows people to participate to be “lucky” and win a grand prize.
Cricket World Cup is coming. So, Britannia has released a campaign which says:
“Britannia Khao World Cup Jao*”
“Exciting Prizes Jeetne Ka Mauka Pao”.
Everyone who sees these lines knows what they mean. It is almost meaningless. The whole magic is hidden in the “*” tucked beside the first line.
Yes, one person may be really lucky and get a ticket to England where World Cup 2019 will be held. Some other less lucky ones will get some prizes like motor bikes, TV sets or microwaves.
But the vast majority will get NOTHING except a dream, an empty promise, a hollow noise in addition to their biscuits.
We all know we inadvertently participate into many such contests while buying our regular life needs and get nothing more than what we paid for. But, the noise created by the offering company tries to make us all believe that everyone who buys a 10 rupee biscuit pack can go to England or win a car or 100 gm gold or something like that.
It is all marketing gimmick. The company and the customers know what is the reality.
Congress has thrown in a similar promotional campaign. They also have promised to give upto 72000 rupees per year per family which has annual income of less than 144000 (Or that is what I have understood.)
But there are hidden “*” marks. To be an actual beneficiary, one has to pass through a lot of conditions which are mostly impossible, and hence very few will actually get the benefit of the scheme.
They know this very well.
But in politics, optics get preference over reality.
Just like for one person who will really get a world cup ticket, the company gets a chance to show that dream to crores of people and collect 10 rupee notes from each of them, Congress has tried to show a dream to crores of people.
But, how many biscuit customers spend 10 rupees only for getting a chance to go to the world cup?
A similar number of unsuspecting people should get lured by such impractical and impossible schemes of political spin doctors who are desperate to come to power by hook or by crook.
In a country where a large number of people don’t know basic things, it is possible that some will fall into such traps.
But, just like most customers who buy a biscuit pack don’t dream of a world cup tour, most voters also know the truth behind such verbal gimmick. The customers will buy it only if they like the product. World Cup dreams can’t save a poor quality biscuit pack. Voters will vote only if they trust the party.
How many of us will buy a biscuit pack to go to world cup?
All marketing promotions don’t work.
Particularly, if the product is weak.
Same with Congress. Congress has a bad product. Marketing can’t save it.
For more information about marketing, visit: https://bit.ly/2XiXgFv