Best comment from a reader on Business Today's case study

Business Today receives many responses to its case studies. Below is the best one on Narendra Modi (June 8, 2014 issue) -

"We can compare the BJP and the Congress as two commercial organisations trying to promote their brands NaMo and RaGa to Indian consumers. NaMo, a brand tried and tested by regional consumers, had delivered in Gujarat and this time offered to replicate Gujarat's success story throughout the country. RaGa had not been launched in the market and thus missed on the opportunity to showcase its capabilities. RaGa was asking for a very high premium without any proof of past performance. NaMo had taken care of its limitation of being a regional brand by covering the length and breadth of the country in a short span and familiarising the consumers with itself. The consumers could no longer say that they have not seen or heard of the regional brand. The NaMo brand had the backing of good strategists, who set the agenda, the points to be discussed during elections and not letting competitors to focus on the negatives. The promotional strategy was well crafted and the consumers were, in adequate measure, exposed to the advertisement through various media options available." -Ajay K. Khullar