Chai Pe Charcha underscores the utility of Broadband for sustainable growth

Chai Pe Charcha underscores the utility of Broadband for sustainable growth

Chai Pe Charcha is one of the largest digital on-ground activation the country has witnessed so far. In the past also brands have utilized a seamless integration of social networks and offline events to achieve l their marketing objectives. However, the scale on which Chai Pe Charcha campaign was launched unprecedented and unparalleled.

In almost all parts of India, you can find road-side stalls where people assemble and talk about everything under the sun. Naturally enough, tea makers are witness to ‘wise’ suggestions of many a customer who visits these stalls. Many vendors work day and night to sustain themselves. But few can think of themselves to be the prime minister.

The Bharatiya Janata Party's public connect programme 'Chai Pe Charcha' (chat over tea) seems to have struck the right chord with voters back home and at the same time have got favourable press coverage in other parts of the world.

Recently Narendra Modi, the BJP’s Prime Ministerial candidate, connected electronically with lakhs of his supporters at his much-vaunted 'Chai Pe Charcha (Discussion over Tea)' event from the Iskcon Gandhi tea stall in Ahmedabad, the capital of Gujarat. The event was broadcast live at 1,000 tea stalls in 300 cities.

At the event being organised by NGO Citizens for Accountable Governance, Modi appeared on a giant screen at each stall, of course with a cup of tea in hand, and answered questions selected by the NGO from its website. The stalls had big TV screens or projectors and were linked to the Ahmedabad centre through satellite, DTH, internet and mobile technologies.

The idea for this innovative and resilient campaign stemmed from the controversial remark made by loquacious Congress Leader Mr. Mani Shankar Aiyar, “I promise you in 21st Century Narendra Modi will never become the Prime Minister of the country. But if he wants to distribute tea here, we will find a place for him.”

How Broadband Technologies is key to Sustainable Governance

'Chai Pe Charcha is an out-of-the-box initiative, especially against the backdrop of the way electoral campaigning is traditionally conducted by political parties in India. Its success is a vital example of the benefits of broadband to the masses.

Integration of Social media

Citizens for Accountable Governance (CAG) launched the Facebook Page for Chai Pe Charcha three days after Mani Shankar Aiyar’s uncourteous remark. It subsequently launched the Twitter handle for the Chai Pe Charcha campaign on 30th January.

CAG posted video bytes of the tea vendors from the length and breadth of the country to create the initial buzz surrounding the campaign.Chai pe Charcha was officially launched by Leader of the Opposition in Lok Sabha (The Lower House of Parliament) Sushma Swaraj in Delhi with an official video in a press conference.

Within a short span of time the video went viral with over 20,000 views in one day. The music and the lyrics of the Chai pe Charcha song were well received by the viewrs. Capitalising on the the popularity, the song was made available for download as a ringtone.

As day progressed, the microsite for Chai Pe Charcha was hosted on the sub domain of Indian CAG’s website with web based apps on the website as well as on the Facebook page. The web based apps which were also hosted on the Facebook page offered three features i.e Share, Ask and Suggest. Share the content of Good Governance in your online and offline networks, ask your questions regarding Good Governance to Narendra Modi and Suggest solutions for Good Governance, stand a chance to win an opportunity for interacting with Narendra Modi via video conferencing.

Effect

The intimate combination of digital technologies with a strong offline connect and live discussions on issues favoutire with the audiences over a cup of tea (Chai) has undoubtedly served its purpse. This seamless blend of tea and technology made it one of the country’s largest digital on-ground activation in recent times.

The Bottom Line

Chai Pe Charcha is one of the largest digital on-ground activation the country has witnessed so far. In the past also, organizations have utilized a seamless integration of social networks and offline events to achieve their marketing objectives. However, the scale on which Chai Pe Charcha campaign was launched unprecedented and unparalleled.