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  • Deep Learning will emerge as a valuable tool in increasing marketing efficiency and effectiveness, writes Ashoke Agarrwal

    Marketing Analytics, Rich Data and Deep Learning

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalMarketing analytics is as old as marketing. Simple arithmetic and the magic of ratios drove marketing analytics in the early days. For example, the rug shop owner in the bazaars of Istanbul would estimate his annual sales based on his year-to-date sales as a ratio of his last year’s sales. Or he would estimate price elasticity by running an experiment for a day or two and analysing the data again using simple arithmetic.

     

    Over the decades, as marketing evolved as both art and science, the depth and availability of data increased, and so did the sophistication of marketing analytics.

     

    Marketing mix modelling using multivariate analysis became a vital activity in the marketing departments of large companies. The data fed to the analytics was sales analysis by geographies, advertising spends, pricing and SKU spreads, and measures of brand lift – awareness and consideration across the company’s brands and competition. Some of the data was first-party data – collected and owned by the company. Further, second-party data – data provided by syndicated research studies like retail and advertising audits – became increasingly important over the years.

     

    The statistical tools’ sophistication increased, including multivariate analysis tools like Principal Component Analysis, Multivariate Analysis of Variance, and Hierarchical Cluster Analysis.

     

    About two decades ago, the age of Big Data, Smartphones and Social Media dawned. And as the next decade sees the emergence of the age of AI, a new dimension to marketing analytics has begun to come into view.

     

    Machine Learning, particularly Deep Learning, is different from statistical analysis.

     

    A simple explanation of the difference is that statistical analysis gives a more precise inference about the relationship between variables, while Deep Learning is more focused on making accurate predictions.

     

    Currently, the debate on using Deep Learning in Marketing Analytics is raging in academic circles.

     

    The October 2019 issue of Sloan Management Review published one such paper – “Is Deep Learning a Game Changer for Marketing Analytics?” by Glen Urban, Artem Timoshenko, Paramveer Dhillon, and John R. Hauser.

     

    Urban et al. studied data on credit card choices provided by NerdWallet.com. The data set was for 260,000 individuals across demographic factors like age, gender, household income, and cards owned. Zip code etc. The data set also included 132 attributes for cards offered (APP interest, reward points – miles, cash etc. and card fees – annual, transfer etc.). The study used three models to analyze the data:

    :: Linear regression of choice as a function of user demographics and card attributes

    :: The second model was a simple deep-learning model

    :: A third model used deep learning but added a step of consideration to the final purchase.

     

    The study found that the difference in predictive accuracy between the three models was insignificant – 70.5% for linear regression, 71.7% and 73.0% for the two Deep Learning models.

     

    Deep Learning is expensive to conduct in terms of the expertise required and the processing needs, including computer power. Urban et al. concluded that statistical analysis would be more cost-efficient when the data set is fully structured. They hypothesized that Deep Learning would be more efficient at analyzing “rich” databases, including user-generated content like Amazon reviews, Instagram posts, Facebook posts and comments.

     

    A study by Liu, Daria and Mizik supports the above hypothesis. The July/ August 2020 issue of Marketing Science reports on the study under the title “Visual Listening: Extracting Brand Image Portrayed on Social Media”.

     

    Liu et al. used a multi-image deep convolutional neural network model – a form of Deep Learning- to predict the presence of perceptual brand attributes in the images consumers post online for 56 brands in the apparel and beverages categories. The study checked the model’s predictions against those made by human judges and found a good fit. The model used by the study is branded as the BrandImageNet and is of use to brand owners for automatically monitoring their brand’s portrayal on social media in real-time and thus better understanding consumer brand perceptions and attitudes towards their and competitors’ brands.

     

    Decades ago, Ogilvy launched the Magic Lantern, which used factor analysis to create a highly appreciated compendium of dos and don’ts for advertising in a particular category. The Magic Lantern used multivariate analysis tools like Component Factor analysis to factorize a brand’s advertising and relate the factors to its market success. It is quite likely that today the Magic Lantern team has moved on to include social media imagery besides advertising imagery along with Deep Learning methods.

     

    Deep Learning is a valuable tool in analysing other aspects of user-generated content, as Timoshenko and Hauser reported in their paper – “Identifying Customer Needs from User-Generated Content”, published in the Jan/ Feb 2019 issue of Marketing Science. The study worked on an extensive data set of 115,099 oral‐care reviews on Amazon in the US, spanning the period from 1996 to 2014 and randomly sampled 12,000 sentences split into an initial set of 8,000 sentences and a second set of 4,000 sentences. The study then used a convolutional neural network to filter non-informative and repetitive content. The study compared user needs identified through Deep Learning analysis of User Generated Content (UGC) with needs identified by professional researchers working on industry-standard experiential interviews. In summary, UGC identifies the vast majority of customer needs (97%), opportunities for product improvement (92%), and hidden opportunities (92%). In addition, the UGC-only method identified seven hidden opportunities, while the interview‐only identified two. As user-generated content explodes, Deep Learning methods are proving to be very useful in using this expanding treasure trove to increase marketing efficiency and effectiveness.

     

    And as the Internet of Things (IoT) develops along with the age of AI, Deep Learning will play a more significant part in product design. A paper titled “Unsupervised Learning for Product Use Activity Recognition: An Exploratory Study of a “Chatty Device” by Nemitari, Khanesar, Burnap and Branson, published in the journal Sensors offers a fascinating insight into this area.

     

    In conclusion, advanced statistical analysis will continue to be more cost-efficient and effective compared to Deep Learning regarding structured data analysis. However, in a world where “rich data” – unstructured multi-media user-generated content on brands and products is exploding, Deep Learning will emerge as a valuable tool in increasing marketing efficiency and effectiveness. Further, deep learning techniques will be needed as IoT matures to effectively use the continuous chatter of embedded sensors.

     

  • Tough question given that the last few months have been not great shakes for revenues. So we asked Dr Bhaskar Das a question for the December 8 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | I know you have said it’s all continuum. But if you have to evaluate the progress of the adspends in the last 11 months, how would you rate it vis-a-vis the pre-Covid 2019?

    Bhaskar DasTough question given that the last few months have been not great shakes for revenues. So we asked Dr Bhaskar Das a question for the December 8 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. I know you have said it’s all continuum. But if you have to evaluate the progress of the adspends in the last 11 months, how would you rate it vis-a-vis the pre-Covid 2019?

     

    A. During the last 11 months, the advertisement spend level has certainly reached the pre-Covid level, albeit it would differ by media formats and by industry sector. I agree that the growth has been led by digital and TV dominantly but growth has been experienced by market leaders of various formats except in movies. That has also been impacted by the rise of popularity of OTT consumption and fast adoption of connected devices. Besides, India could counter the global trend of stagflation through deft balancing of its economic and fiscal policies, as of now, is expected to maintain a GDP growth level of above 6% which isn’t a mean feat , given the VUCA syndrome in various operating environments, globally.

     

  • Pegs the annual growth rate of Indian OTT audience universe at 20%

    Ormax Media releases study to size OTT audience

    By Our Staff

     

    Media consulting firm Ormax Media has released an audience research to size the OTT universe in India, titled The Ormax OTT Audience Sizing Report 2022. The research, based on a sample size of 13,500 across urban and rural India, was conducted from July to September 2022.

     

    Ormax Media released select findings of the report, which reveal that the Indian OTT audience universe is currently at 423.8 Million (or 42.38 Crore) people. This translated into a penetration of 30%, which means that 3 out of 10 Indians watched online videos at least once in the last one month. The report breaks this universe by gender, age, NCCS, pop strata, states and cities.

     

    Speaking about the need for the report, Shailesh Kapoor, Founder & CEO – Ormax Media, said: “India’s OTT audience universe has grown rapidly since 2018, with a boost during the pandemic years of 2020 and 2021. Now that we are in a more settled, post-pandemic period, this annual report is an important reckoner for the OTT industry to understand how their audience base is growing, and where this growth is coming from. Unlike other reports that rely on desk research, this report is based on primary audience research across India.”

     

    The report also reveals that there are currently 119 Million active paid OTT subscriptions in India, across 49 Million paying (SVOD) audiences, i.e., an average of 2.4 subscriptions per paying audience member. 65% of these paid subscriptions are with male audience. The top 6 metros contribute only 10% to India’s OTT universe but 33% to total paid subscriptions in India. Mumbai, Delhi and Bengaluru, Delhi and Mumbai are the top 3, with more than 8.5 Million active paid subscriptions each.

     

    Speaking about the findings, Kapoor said: “A large share of the 20% growth in audience base has come from rural India and small towns. The metro cities have reached saturation levels, with more than 79% OTT penetration. Platforms will have to rely on the smaller markets for the next phase of growth. From an SVOD perspective, the most significant finding has been that the average number of subscriptions have remained static at 2.4 per paying user. This data point holds immense strategic value, as it suggests that subscriptions growth will come from more people paying for subscriptions, than the same people paying for more subscriptions”.

     

  • To lead its content operations and strategy

    Arré Voice appoints Divya Sharda as Head of Content

    By Our Staff

     

    Arré Voice, an audio social app based on 30-second voice podcasts (Voicepods) appoints Divya Sharda to lead its content operations and strategy. The voice pods are currently popular in Tamil, Telugu, Malayalam, Hindi and English.

     

    Said Niyati Merchant, COO and Co-Founder, Arré: “We are happy to welcome Divya to Arré Voice as Head of Content. I am sure her varied experience and forward-thinking approach will go a long way in helping us stay ahead in connecting with audiences and genres of expression & entertainment as we set about establishing a new idiom – the 30-second Voicepod. We firmly believe that audio with its unique ability to be appearance as well as language agnostic will expand the funnel of creators and their creations.”

     

    Added Sharda: “I am very excited to join the Arré Voice team to explore the possibilities and potential that audio streaming spaces present. My endeavour will be to enable women from all walks of life to use the platform to interact, engage and create interesting content. Arré Voice is a young brand that aims to elevate user experience with content as the key mainstay. We would like women creators to leverage the potential of the ‘her’ economy and at the same time provide a safe space for them to create and interact.”

     

  • FMCG companies working on sustainability models to reduce carbon footprint

    Upskilling will boost the FMCG sector: CII National FMCG Summit

    By Our Staff

     

    Post the COVID 19 pandemic consumers are switching to more eco-friendly products and to cater to the conscious customers, FMCG companies are looking at more progressive models as a future necessity to minimize the environmental effects stated Bharat Puri, Chairman National Committee on FMCG & Managing Director, Pidilite Industries speaking at the CII FMCG National Summit 2022 organised by the Confederation of Indian Industry (CII).

     

    Puri explained that the FMCG sector is called as the bell weather of the economy. “Speed and agility are a must to succeed however this needs to translate across all elements of the organization for long term success. There is also a need to focus on creating sustainability and become environmentally friendly in the long run,” he said.

     

    Deepak Iyer, Managing Director, Mondelez India explained that a lot of changes have taken place in the FMCG sector in the last couple of years. “It is a digital consumer that we are looking at today. This means that even within the organization a lot of skill sets have begun to change. So, people need to be reskilled and given the new age skill sets to get more future ready workforce,” he informed.

     

    According to Iyer, there is a social responsibility of saving the planet. “There is a need to reduce the carbon emission at source. There is no ban on plastic use, but one need to recycle or dispose plastic more responsibly,” he added.

     

    He stated that technology is being leveraged to optimize the workforce. “FMCG products used to be transported in specially designed vehicles but what is the guarantee that the operator does not switch off the vehicle. This would mean that products worth lakhs of rupees would stand the risk of getting destroyed because of changes in the temperature. Now with the help of special sensors, the same can be monitored and the risk eliminated,” he added.

     

    Prashant Peres, Managing Director – India & South Asia, Kellogg stated that brands today are living off a purpose of doing some good for the people.

     

    “Companies are looking at partnerships and are taking steps to put sustainability on their agenda. However, the industry will have to take collective steps in this regard and one individual company cannot do it alone,” he said.

     

    He explained that post the pandemic, how you communicate with the consumer has. also changed. “A lot of reskilling is needed not just for individuals but for the entire team. People today trust influencers and there is a need to adapt to the change to mark success,” Mr Peres added.

     

    Success of FMCG companies in this new era will rely as much on developing new skills as it would on precise leadership and decision making, often with disparate information.

     

    Navneet Saluja, Area General Manager, Indian Sub-Continent, Haleon stated that there is a need to create a culture that drives innovation. “Though surviving for larger brands would be possible in the future, the revenue pie will keep growing smaller. So, there is a need to challenge ourselves,” he said.

     

    According to Saluja, the FMCG sector has been delivering pricing which is lower than the inflation. “We have done a great job on the pricing. We need to percolate our purpose to our brands as well which would define the boundaries. In the next 20 years, all brands would have a social purpose as well,” he pointed out.

     

    He added that even if the company generates a lot of revenue, unless there is a social agenda, their multiplier would be zero. “This has set a serious direction and gives a better multiplier effect,” he said.

     

    Abheek Singhi, Managing Director and Senior Partner, Asia- Pacific Leader, Consumer and Retail Practice, Boston Consulting Group (BCG), Mumbai explained that there has been a double- digit growth rate in the FMCG sector in India since the last two decades.

     

    “Almost two third of the revenue generated is from the unorganized sector. The share of the FMCG profits have also grown from 5 percent in the year 2010-14 to around 7 percent in the year 2020-22. The Indian FMCG market has outperformed globally,” he said.

     

  • Expands its leadership team

    Baazi Games appoints Himank Tripathi as CCO

    By Our Staff

     

    Baazi Games, online gaming start-up, appoints Himank Tripathi, as its Chief Communications Officer (CCO) and Spokesperson.

     

    The leadership announcement follows a year of rapid growth, including eighth anniversary of PokerBaazi, announcement of Shahid Kapoor as PokerBaazi’s brand ambassador, onboarding ace poker players Muskan Sethi & Abhishek Goindi as game ambassadors, completion of standalone poker tournament – Greatest of All Tournaments (G.O.A.T) among several other initiatives with an aim to build Poker as a game of skill.

     

    Commenting on the appointment, Navkiran Singh, Founder and Chief Executive Officer, said: “Over the years, Baazi Games has been constantly contributing to nurturing the growth of poker ecosystem and real money gaming sector in India. As we move into the next phase of growth, building and expanding our marketing capabilities is vital. We are pleased to have Himank onboard and his deep knowledge of marketing and communication across industries will be crucial to drive strategic conversations with both, our internal and external stakeholders to further accelerate growth while strengthen our positioning in the industry.”

     

  • … and seeing persons with disability as an integral part of life and society, writes Sanjeev Kotnala

    Dealing with Disability: It’s a question of mindset…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaSeeing the videos of a differently challenged or differently-abled people or person with a disability (no longer called disabled) performing tasks forces one to question the term disability and look at the possibilities. It not only puts one in awe of the potential and demonstrated capabilities but also makes one wonder how much one has been able to achieve in life. At times, it makes one wonder who is the one who is differently challenged.

    Seeing the videos of persons with disability (no longer called disabled) performing tasks forces one to question the term disability and look at the possibilities. It not only puts one in awe of the potential and demonstrated capabilities but also makes one wonder how much one has been able to achieve in life. At times, it makes one wonder who is the one who is disabled.

     

    YOUR JUDGEMENT MY DISABILITY 

    So, it strikes a chord when one sees the Future Generali campaign #DisabledByYourJudgement sensitising people to the disabled community. There is no reason for one not to appreciate the skills and talents of persons with disabilities and realise how we tend to discourage them with our judgements and reactions.

    The film questions seeing every simple task, achievement, or action by persons with disabilities as magical and inspirational. Why can’t others see them as regular with the usual demands of life, emotions, relationships and things to do? Watch and then decide if it is not time to free disabled people from such perception.

     

     

    HIRING A PERSON WITH A DISABILITY

    My first direct interaction with a disabled person in the service industry happened at Lemon Tree Noida. He was a deaf-mute person from the housekeeping department. It took a moment for me to realise first the difficulty and then the ease with which he functioned. And then there was no difference. Still, a few corporates take that extra step in employing persons with disabilities. They hesitate and see it as charity or social obligation, which is wrong. The truth is that someone has to take the first step, and others can follow. This Hiring Chain film makes the point simple. May the tribe of corporates and businesses hiring disabled grow.

     

     

    It is a question of mindset. A question of opening your mind and seeing persons with disability as an integral part of life and society. With the enhanced new technology, some of the challenges are being addressed. Brands are working towards more inclusiveness. Here is a film: Accessibility by Apple. The film shows how technology embedded in a simple standard device like the mobile phone can help persons with disability by enhancing accessibility.

    Apple claims it takes on accessibility as a Human right. Hence, features like Door Detection, Sound Recognition, Voice Control, and more are designed to let the devices work in ways that work best for disabled people. 

    Apple accessibility is all about multiple solutions that help users with limited physical or motor abilities use your apps. Voice Control and Switch Control use the accessibility hierarchy to interact with elements within the app. The brand adds, Make Apple yours, make it big, make it clear, make it speak, make it listen, listen and make it simple. Here is more about Apple Accessibility and accessibility support, extending to even app development. Here are some of the innovative accessibility features.

     

    NET-NET.

    Disabled people are special, just like we are. Everyone needs one or the other in life to feel supported, respected, valued, and capable of better things. Needing support only makes us human beings. And that’s true, differently abled or people with disability.

    We have branded these people earlier as handicapped and then as differently challenged, differently-abled, Divyang and Persons with disability. Every time making a minor adjustment based on the new term and implied empathy. The time has come when we are inclusive in the best possible way and no longer see them differently. However, they are willing to accept the cards life has dealt them and eager to work around it to the best of their abilities.

    We can at least normalise our behaviour and reaction when we meet a person with a disability, interact with and see doing things we assume will be tough.

    So, it will be nice and polite if one asks before offering help. It is wrong to assume that disabled people always require assistance leading their lives, and the first step is treating them as equals. It will be good to see the Corporates and the Government working on accessibility across Information & Communications, Employment, Transportation Standards, Public Spaces Design and Services.

     

    MFPA

    I regularly contribute to MFPA– Mouth and foot painting artists and get beautifully painted cards and envelopes. MFPA works with over 800 artists across more than 78 countries with the simple motto “Self-help, not Charity’. And I have found that most people with disability demonstrate- reflect this attitude in life. Do visit their https://imfpa.org/paywebsite and if interested buy some product.

     

    ADD-ON

    Maybe you would do good and watch this video. You Are More Disabled Than Me by Nick Vujicic and another one for Amrita institute for the differently abled.

     

     

    An earlier version of this article had a few usages which are not considered kosher when one writes or talks about persons with disabilities. Like differently abled and differently challenged. We’ve made the corrections. As a publication which has been highlighting the need for using the right descriptors, our apologies.  – Ed

  • Conceptualised by Dentsu, the campaign shows women who aren't afraid to make life and career choices

    Hamdard campaign for women

    By Our Staff

     

    Hamdard Laboratories (Medicine Division) has unveiled a new campaign for Roghan Badam Shirin, an oil  used for skin, hair, memory and stronger bones.

     

    Conceptualised by Dentsu, the campaign shows women who aren’t afraid to make life and career choices.

     

    Said Suman Varma, CMO, Hamdard Laboratories: ‘Our aim through this campaign is to make every woman love the skin they are in. We wanted to create a world where beauty is the source of confidence and not anxiety. Roghan Badam Shirin is that magical oil that can work on dry skin, and act like a hydrating agent, the vitamin-E-rich almond oil acts like a moisturizing oil, Its anti-inflammatory properties help in tightening the skin by penetrating at deeper levels. Almonds are also considered brain food. Hence when had with milk, it helps in boosting children’s memory and relieves constipation. Our memory film will be launched next week highlighting the product benefit,”

     

  • The ad campaign is a celebration of women

    Shraddha Kapoor is the face for Clovia lingerie brand

    By Our Staff

     

    Clovia, online fashion and lingerie brand, has signed up actress Shraddha Kapoor as its first brand ambassador. The TV ad campaign themed around ‘Happy is my Superpower’ is a celebration of women doing what makes them happy.

     

    Commenting on the announcement Neha Kant, Founder & CRO said: “Clovia has been tirelessly putting in efforts to educate & empower women by sharing critical information when it comes to lingerie, right fit & body type. Shraddha Kapoor truly resonates with the brand’s ethos and has unthinkable mass popularity as she has a persona of a strong, independent & free-spirited individual. With our association with Shraddha, we are certain that we will be able to bring in further change in perceptions & spread a positive message among our target audience.”

     

  • To raise funds for brave soldiers and veterans

    Red FM launches campaign to salute Armed Forces

    By Our Staff

     

    Red FM, radio and entertainment network, introduced its latest ‘Bajao for a Cause’ campaign, “We For Veterans” on the occasion of Armed Forces Flag Day. The campaign aims to raise funds for brave soldiers and veterans.

     

    Speaking on the announcement, Nisha Narayanan, Director & COO, Red FFM, and Magic FM, said: “Our philosophy ‘Bajaate Raho’ goes as far as reflecting on the serious issues that we raise through the medium. Red FM ‘Bajao for a cause’ is one such initiative that is conducted in all markets and stations supporting multiple causes. With ‘We For Veterans’ we aim to raise funds for those who protected us by putting their lives at risk. We often hear stories of their bravery and valour, but we rarely understand the challenges that an ex-serviceman faces. We believe every saga has its own sacrifices and this campaign is a great step in providing a better life to the veterans. We urge our listeners to support the cause and give back to those who have served the nation.”

     

    Talking about the initiative, Secretary, Kendriya Sainik Board Commodore, HP Singh, said “Since 1949, 7th December has been celebrated as The Armed Forces Day to honor our brave soldiers who laid their lives protecting the nation. This day strengthens the bond that the citizens have with the armed forces. Under the Ministry of Defence, Armed Forces Flag Day is a charitable fund that aims to financially assist ex-servicemen and their dependents, so they can live an honorable life. In the last financial year, Approx Rs 398 Crores from this fund was utilised to provide financial assistance to 1.74 lakh veterans. Through our collaboration with Red FM, we strongly believe in reaching the masses for maximum impact. Since this contribution offers rebates to individuals under the income tax act and corporate organizations under the CSR initiatives, we hope the citizens continue contributing to the Armed Forces Flag Day Fund.”

     

  • To have sustained brand connect with home credit consumers

    Home Credit India releases second brand campaign

    By Our Staff

     

    Home Credit India (HCIN), a local arm of the global consumer finance provider, unveiled its second brand campaign – Khushiyon Mein Der Kaisi – on lines of its new brand thought ‘Zindagi Hit’. This campaign is an effort to have sustained brand connect with Home Credit consumers and potential loans seekers. The AV showcases Home Credit as an enabler, trusted by 1.5Cr+ customers with the support and special relation enjoyed with over 50,000 retail partner network pan-India, towards fulfilling consumer aspirations and helping them to extract more from life – now leading to more celebrations.

     

  • For the media at the end of the day, Narendra Modi won overwhelmingly and if he did not win, he will win and anyway he has as good as won, writes Ranjona Banerji

    Ranjona Banerji: He won, he will win, he has as good as won

    By Ranjona Banerji

     

    Ranjona BanerjiThe editor and I play this game every election. Much like the same game the media plays around this time. Exit polls! Exit polls! What will they say? How accurate will they be?

    Both of us know how polls are used by the media to fill space, to create excitement and increasingly for television, to disguise the fact they don’t encourage their journalists to do actual work. For obvious reasons.

    Every now and then it seems that exit polls are illegal or not allowed or something. This does not deter anyone from carrying on. The proscriptions are to do with timing. And no one – least of all the pollsters who I hope laugh all the way to their banks – is bothered about accuracy. Who remembers anyway, right?

    The Quint has done all the work, so I can spare myself. As you can see, bar large and generous margins of error, the exit polls were haha, take it or leave it. Some will appear – if they have not already – on TV to justify themselves, others will just prepare for their next outing.

    https://www.thequint.com/gujarat-elections/gujarat-himachal-election-results-out-how-accurate-were-exit-polls#read-more

    What about the results themselves?

    As far as most of the media is concerned – and I base this on headline directions – is overwhelmingly confident that Narendra Modi and the BJP (I nearly wrote it the other way around, tauba tauba!) have emphatically won.

    And they may well be right.

    Modi and the BJP overwhelmingly won in Gujarat, 156 out of 182 seats. Obviously, this is a huge victory. Should we backtrack a bit? Why did the exit polls get the enormity of the victory so wrong? The Congress won only 17 seats. Why did the exit polls give the party so much more?

    Did people lie? Did people change their minds? Did something else happen?

    Who knows.

    In Himachal Pradesh, sadly, the BJP did not win overwhelmingly. You will be forgiven if you believe that they did win in a small way, if you follow the headlines of the mainstream media. The tragic fact is that Modi and the BJP with 25 seats lost to the Congress which got 40. The BJP was the incumbent. The correct way to present this news is that Modi did not lose or did not not win. The local BJP lost and maybe the BJP president will get a dressing down. Equally true is the news according to the Indian media that Rahul Gandhi lost Himachal Pradesh and has already got a dressing down from the media for losing Himachal Pradesh. Either the new Congress president or local leaders can get some credit perhaps for the Congress winning in Himachal. I have seen journalists who know everything crediting both the Congress president and local Congress politicians.

    My own caveat is to hang on for the final story. Anything may happen in Himachal Pradesh. A 40 seat to 25 seat margin is not a lot. Maybe Modi and the BJP will win the state after all despite losing the election. They’re good at that. See, and you believe that I never say nice things about the BJP. Cue the media ready to congratulate the BJP and Amit Shah’s canny statecraft. Shhh. Don’t mention the bank balance. The media rarely does.

    The AAP victory in the Delhi municipal elections and the media? For one thing, I can hardly believe I’m writing about municipal elections. Anyway. It seems some BJP people also wonder why the media is bothered about municipal elections. The diktat for the media is clear: municipal elections are important only if Modi ji wins.

    Here we have a divide. Some media outlets are overjoyed that AAP and Arvind Kejriwal have won the municipal corporation and ousted the BJP after 17 years. Some have dismissed it as a municipal election not worthy of attention – though they covered it assiduously, as they do other municipal elections where Modi ji has campaigned, until Modi ji only won 104 seats and AAP won 134. Some of the second lot have also focused on the fact that the Congress only won nine seats. There’s also something about a BJP mayor but I’ll tell you honestly that I can’t be bothered to find out why because please, I mean, it’s Delhi, come on. My interest span has already extended itself to its limit.

    Therefore, for the media at the end of the day, Modi won overwhelmingly and if he did not win, he will win and anyway he has as good as won.

    Got it?

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal