Air Deccan Gopinath proposes low-cost campaign in polls

To reach his electorate as well as keep costs within the stipulated budget of Rs 25 lakh for election campaigning, Air Deccan founder G. R. Gopinath is resorting to viral marketing, SMS messages, and e-mail.

Gopinath, who is standing as an Independent candidate from Bangalore South constituency, India's IT capital, has also launched a dedicated website with provision for suggestions, advice and feedbacks.

"We are using viral marketing techniques to keep our costs within the sum allotted by the Election Commission," said Gopinath. Viral marketing is a low-cost marketing technique that uses pre-existing social networks to increase brand awareness. It can be word-of-mouth delivered or enhanced by the network effects of the Internet, or any form of video clips, images, or even text messages.

As per Gopinath, the email blasters were done with database received from volunteers instead of buying the database. The SMSs are being sent free by service providers who are his well-wishers. Even the social networking sites like Facebook and Twitter are free sites.

Gopinath said he opted to contest these elections with the backing of Infosys Technologies' Nandan Nilekani and Mohandas Pai, Pradeep Kar of Microland; Kiran Mazumdar-Shaw of Biocon and brand guru Harish Bijoor.

CXOtoday