Elections in India are not mere political events; they are grand spectacles that captivate the nation's attention for several months, energizing its 1.4 billion inhabitants. Amidst the fervor of political rallies and debates, businesses, both online and offline, seize the opportunity to capitalize on the excitement by offering a myriad of merchandise catering to different political parties and ideologies.

During the 2019 Lok Sabha elections, e-commerce platforms emerged as the go-to destinations for campaign merchandise and accessories. Fast forward to 2024, and the trend continues to flourish.

Retail giants such as Amazon, Flipkart, and Meesho have become hubs for election-themed clothing items, including caps, t-shirts, and sweatshirts adorned with slogans like 'NaMo Hat trick' and 'Rahul is Hope', referencing Prime Minister Narendra Modi and Congress leader Rahul Gandhi.

A representative from one of the e-commerce platforms stated, "When everything is sold online, why not this? It is the sellers who put it on our platforms, and the e-commerce websites have to just ensure it follows the protocol."

Innovative Marketing Strategies:

Retailers are capitalizing on the enthusiasm of newer and younger voters by diversifying their merchandise offerings, ranging from traditional flags to contemporary apparels, keychains, and clocks.

Brand White Orange, a brand licensing company, is launching apparel with thought-provoking messages like 'How to be Inkfluencer' and 'I want you to vote for India', aiming to engage and inspire the youth demographic.

Political Parties' Offerings:

Political parties are not lagging behind in the race for campaign merchandise. The Bharatiya Janata Party (BJP) boasts an extensive range of products, including caps, t-shirts, mugs, badges, stationery items, stickers, and fridge magnets. These items feature catchy taglines such as 'Ab Ki Baar 400 Paar', 'Phir Ek Baar Modi Sarkar', and 'Modi Hai Toh Mumkin Hai', reinforcing the party's messaging and rallying support for its candidates.

Other parties like the Congress, Trinamool Congress, CPI(M), and Samajwadi Party are also offering a variety of merchandise, including keychains, night lamps, and bonnet flags, catering to diverse preferences and budgets.

During the Congress' Bharat Jodo Nyay Yatra, the party incentivized donations by offering Rahul Gandhi-signed letters or merchandise in return. Donors contributing Rs 670 or more would receive a T-shirt signed by Rahul Gandhi, while those donating Rs 67,000 or more would receive a 'Nyay Kit' comprising a T-shirt, bag, band, badge, and sticker.

The Significance of Campaign Merchandise:

Campaign merchandise serves multiple purposes beyond mere revenue generation. It plays a crucial role in building a candidate's brand identity, which is pivotal in winning elections and influencing policies. Moreover, merchandise provides a direct means of engagement with supporters, fostering a sense of belonging and solidarity within the political community.

Additionally, merchandise serves as a tangible form of advertising that extends beyond traditional mediums, enhancing the visibility and reach of political campaigns. By adorning themselves with campaign merchandise, supporters become walking billboards, effectively amplifying the candidate's message and garnering grassroots support.

Global Trends:

While India has embraced the culture of election campaign merchandise with gusto, here in the United States we have also witnessed a fair share of political merchandising. Former US President Donald Trump's 2024 presidential campaign capitalized on his legal ordeal by selling merchandise featuring his mug shot, following his surrender in a Georgia election subversion case. Within hours of his release from jail, merchandise featuring Trump's mug shot, including t-shirts, mugs, and bumper stickers bearing the slogan 'NEVER SURRENDER!', flooded the market, demonstrating the potency of political branding and merchandising in shaping public discourse.

To summarize it the phenomenon of election campaign merchandise transcends geographical boundaries, encompassing both emerging democracies like India and established democracies like the United States. By leveraging innovative marketing strategies and engaging directly with supporters, political parties and businesses alike harness the power of merchandise to influence public opinion, drive voter turnout, and shape the outcome of elections.

Tags

amazon BJP Congress Donald Trump E-Commerce Elections Flipkart India Meesho Narendra Modi Rahul Gandhi Republicans USA

• Share on:
• WhatsApp
• Deel
• X
• Pin it
• Messenger
• Email

---