It communicates concepts such as development, patriotism and democracy in a simple and memorable way. With tagline Jeetega Bharat, Opposition has a powerful campaign in the making
I spent eight happy years (1984-1991) in my advertising career as a copywriter (leave the fancy designations aside) in one of the world’s most admired advertising agencies — Ogilvy. The highlight of those years was the four days spent working with the original ad guru, David Ogilvy, in Kolkata. I am an out and out Ogilvy bhakt. Of all the insights to do with his craft, my favourite saying of his is: “Unless your communication contains a BIG IDEA, it will pass like a ship in the night”.
The leaders of the political parties who met earlier this week at the Bengaluru summit were not just looking for a name. They were looking for an idea. They were looking for a BIG IDEA. They came up with one. INDIA. Indian National Developmental Inclusive Alliance. Add the tagline Jeetega Bharat or more and you have a blockbuster.
The name of the new alliance needed to communicate multiple rational thoughts like national, development, inclusive, democratic, patriotic and progressive. This could have become very complicated. The biggest challenge was to come up with a BIG IDEA that communicated all these seemingly “heavy concepts” in a simple and evocative way.
Creative challenge: One of the great challenges of creating powerful communication is to take “the creative leap”. In other words, come up with an idea to present a rational proposition in a way that strikes an emotional chord. To look at the familiar, in an unfamiliar manner. The name INDIA does just that. Advertising and marketing legend, Leo Burnett said, “the secret of all effective originality in communication is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships”. That is precisely why the new name, INDIA (Jeetega Bharat), was unanimously adopted at the meeting and has since then received such a rousing reception. Looking at the familiar, through an unfamiliar lens. Instantly connecting with people.
Some of the best acronyms coined in the last few decades succinctly illustrate what they stand for. Some of my favourites are: PETA stands for People for the Ethical Treatment of Animals, UNICEF which stood for United Nations International Children’s Emergency Fund (now changed to United Nations Children’s Fund), and ASEAN, Association of Southeast Asian Nations. There are so many more examples where a powerful acronym works wonders.
Not all acronyms work: Flashy acronyms are frequently coined to make headlines. Here are nine coined by the ruling dispensation, one for each of its nine years in power — NAMASTE, DARPAN, HRIDAY, MISHTI, PRASAD, NIDHI, PRAGATI, SETU, PRANAM.
How many of these nine can you identify and what they stand for without the help of Google search. Just to bore you, here are the full forms — National Action for Mechanised Sanitation Ecosystem, Digital Advancement of Rural Post Office for A New India, Heritage Development and Augmentation Yojana, Mangrove Initiative for Shoreline Habitats & Tangible Incomes, Pilgrimage Rejuvenation and Spirituality Augmentation Drive, National Initiative for Developing and Harnessing Innovations, Pro-Active Governance And Timely Implementation, Self Employment and Talent Utilisation, Promotion of Alternate Nutrients for Agriculture Management Yojana.
Why INDIA cuts the clutter: The name INDIA (Jeetega Bharat) is energetic and contemporary. It can be transformed into seamless 360-degree communication — from print to social media, from music to audio-visuals, from public rallies to Parliament and more. A powerful campaign in the making. The tagline Jeetega Bharat is easily translated into every single language across the country. At this stage, let this columnist not divulge too much, lest the competition gets even a whiff on the strategy and its execution.
And talking of the competition, the first test of knowing whether one is onto something special, is to see how the competition reacts. In the last few days since the new name has been in the public domain, you have seen how the BJP has reacted. First, they badmouth the idea. Then, run down the name by forming corny acronyms. React, react. You have got your competitor exactly where you want him to be.
In June, political parties met at the Patna summit. In July, the Bengaluru summit. Before the third summit in Mumbai, INDIA parties will continue to work as a tight-knit unit throughout the Monsoon session of Parliament and beyond.
INDIA is more than just an acronym. You will get to know this even better in the weeks and months ahead.
[This article appeared in The Indian Express | Friday, July 22, 2023]