Smart marketing #MainBhiChowkidar and voluntary Bankruptcy

Have you prefixed Chowkidar (Watchman) to your name?

Whether you have or you have not, is a matter choice.

The idea of prefixing Chowkidar to one’s name may look strange to some, but those who have prefixed it, have their reasons or motivations for doing that.

That said, the recently launched #MainBhiChowkidar campaign by Prime Minister is a smart marketing campaign. For the following reasons,

In the past 5 years, the present Prime Minister Mr. Narendra Modi had shown quite a fascination for such tags and acronyms (abbreviated words).

At various points during his tenure he publicly defined self as — Pradhan Sevak, Chowkidar, savior etc. In addition, he also addressed self as — Son of Lord Shiva, Son of Mother Ganges etc. In fact, many a time the Acronym “NaMo” is consciously backed and encouraged by him to propel a larger than life aura around his life.

For some time now, the same tags and acronyms such as “Chowkidar” started gaining some negative currency in India.

Numerous Social media tags #Chowkidar__” run by political rivals and ideological opponents fueled this negative perception.

When seen from the above perspective, #MainBhiChowkidar did something very smart. The marketing campaign #MainBhiChowkidar successfully distributed that negative currency to a section of Indian people (most probably his party supporters). When seen from this different perspective, it killed two birds with one stone. If a chowkidar is called a thief, then all those people who have prefixed the term Chowkidar in their online social profiles are thieves. Which actually cannot be true. How can you call all those who use to address self as Chowkidar as thieves?

The #MainBhiChowkidar campaign is smart or clever in another respect as well.

If you use #MainBhiChowkidar tag in your tweet, it is likely that you will receive a customized reply from the Prime Minister thanking you (addressing you by name) for also being a Chowkidar (just like him). Most people will be thrilled to get a personalized message from the country’s prime minister. Following his footsteps they will also prefix Chowkidar to their names. The clever part is that it is not the Prime Minister who is making those replies. A twitter bot (a robot) is being used to create a customized reply.

So barring a few exceptions, #MainBhiChowkidar is a smart marketing campaign. For instance, when a parody Niirav Modi twitter account used #MainBhiChowkidar in a tweet, the Twitter robot behind the #MainBhiChowkidar campaign sent a customized congratulatory reply to it as well. But that mis-stepping does not make the #MainBhiChowkidar campaign any less effective. Most people will never know they are receiving the reply from a marketing robot.

On the sidelines of much political campaigning, some high profile private companies are putting themselves to voluntary bankruptcy so that their debts can be paid by Public sector banks such as SBI etc. ,which in essence will do so though ordinary people’s money (savings in the banks). Putting self to voluntary bankruptcy is the easiest way to get their debts paid. To what extent it is good or bad, you can decide.