History of politics

Politics and government of India

Politics of India takes place in a framework of a federal parliamentary

representative democratic republic, whereby the Prime Minister of India is
the head of government, and of a pluriform multi-party system. Executive
power is exercised by the government. Federal legislative power is vested in
both the government and the two chambers of the Parliament of India. The
Judiciary is independent of the executive and the legislature.

According to its constitution, India is a "sovereign socialist secular

democratic republic." India is said to be the largest nation on Earth with a
democratically-elected government. Like the United States, India has a
federal form of government. However, the central government in India has
greater power in relation to its states, and its central government is
patterned after the British parliamentary system. Regarding the former, "the
Centre", the national government, can and has dismissed state governments
if no majority party or coalition is able to form a government or under
specific Constitutional clauses, and can impose direct federal rule known as
President's rule. As compared to other democratic countries India has a large
number of political parties, it has been estimated that over 200 parties were
formed after India became independent in 1947.

One feature of the political parties in India is that the parties are generally woven
around their leaders, the leaders actively playing a dominant role, the role of
leadership can be transferred and tends to take dynastic route. Such parties
include both national and regional parties, parties such as Indian National
Congress(INC) has been led by Nehru-Gandhi dynasty since independence,
starting from Jawaharlal Nehru who dominated the INC and led it to victory in
three consecutive elections. After a brief interlude of the prime ministership of Lal
Bahadur Shastri, Nehru's daughter, Indira Gandhi became prime minister. After
the split in the Congress party in 1969 she formed her own Indian National
congress (Ruling). After a further split, she formed the Congress (Indira) or
Congress(I). Indira remained the leader of the party until her death in 1984, when
her son Rajiv Gandhi took the reigns and after his death his widow Sonia Gandhi,
the current leader of INC took command. As a result of such dominance, the
leaders of political parties of the country tend to take an autocratic tone.

One other major feature of the political parties is that, except the communist
parties, most of the political parties of India lack an ideological basis. Instead
political parties in India are formed on the basis of race, religion, language, caste
etc. factors, thus the high number of political parties.
Indian National Congress
Chairperson Sonia Gandhi

Parliamentary Sonia Gandhi

Chairperson

Leader in Lok Sabha Mallikarjun Kharge

Leader in Ghulam Nabi Azad

Rajya Sabha

Founded 28 December 1885; 128 years

ago

Headquarters 24, Akbar Road, New Delhi

Newspaper Congress Sandesh

Student wing National Students Union of

India

Youth wing Indian Youth Congress

Women's wing Mahila Congress

Labour wing Indian National Trade Union

Congress

Ideology Populism
Liberal nationalism
Social democracy
Democratic socialism
Gandhian socialism
Progressivism
Internal factions:
 • Social liberalism
 • Secularism
 • Centrism
 • Social conservatism

Political position Centre-left[1]

International Progressive Alliance[2]

affiliation

Colours Aqua
The Indian National Congress  also commonly called the Congress is one of the two major
contemporary political parties in India, the other being the Bharatiya Janata Party. It is one of the
largest and oldest democratically-operating political parties in the world. Founded by freedom fighter
activists in 1885, it dominated politics nationally for most of the period from 1947–89. There have
been seven Congress Prime Ministers, the first being Jawaharlal Nehru, serving from 1947–64 and
the most recent being Manmohan Singh, serving from 2004-14. The party's modern liberal platform
is largely considered to be on thecentre-left of the Indian political spectrum.
The INC was primarily founded by a prominent member of the Theosophical Society, Allan Octavian
Hume in 1885, along withDadabhai Naoroji and Dinshaw Wacha. In the following decades, the
Indian National Congress became a pivotal participant in theIndian Independence Movement, with
over 15 million members and over 70 million participants in its struggle against British colonial rule in
India. After independence in 1947, it became the nation's dominant political party; in the 15 general
elections since independence, the Congress has won an outright majority on six occasions, and has
led the ruling coalition a further four times, heading the central government for a total of 49 years.
From 2004–14, the Congress-led United Progressive Alliance, a coalition of several regional parties,
formed the government, headed by Prime Minister Manmohan Singh. As of July 2014, Congress is
currently in power in twelve states, out of which in eight states vizArunachal
Pradesh, Haryana, Himachal Pradesh, Karnataka, Manipur, Meghalaya and Mizoram party has a
majority of its own. In five other states viz. Assam, Jammu and
Kashmir, Kerala, Maharashtra and Uttarakhand it shares power with other alliance partners.
Congress has previously directly ruled Andhra Pradesh, Tamil Nadu, Gujarat, Madhya
Pradesh, Rajasthan, Punjab and Goa. In the most recent general elections in 2014, the Congress
registered its worst performance in a general election in independent India, winning only 44 seats of
the 543-member house.
Social policy of the INC is officially based upon the Gandhian principle of Sarvodaya (upliftment of all
sections of the society). In particular INC emphasises upon policies to improve the lives of the
economically underprivileged and socially unprivileged sections of society. The party primarily
endorses Social liberalism (seeks to balance individual liberty and social justice)
and Secularism(asserting the right to be free from religious rule and teachings).

Post-independence
After Indian independence in 1947, the Congress became the dominant political party in the country.
In the first general election in 1952 held after Independence, the party swept to power at the centre
as well as in most state legislatures. The Congress was continuously in power until 1977, when it
was defeated by the Janata Party. It returned to power in 1980 and ruled until 1989, when it was
once again defeated. It formed the government in 1991 at the head of a coalition, as well as in 2004
and 2009, when it led the United Progressive Alliance. During this period it has remained centre-left
in its social policies, while steadily shifting from a socialist to a neoliberal economic outlook.
1947-66
Jawaharlal Nehru, the first Congress Prime Minister of India (1947–64).

From 1951 until his death in 1964, Jawaharlal Nehru, the paramount leader of the Indian
independence movement under the tutelage of Mahatma Gandhi dominated the Congress Party,
which won overwhelming victories in the elections of 1951–52, 1957, and 1962 During his tenure,
Nehru implemented policies based on import substitution industrialisation and advocated a mixed
economy where the government controlled public sector would co-exist with the private sector

Lal Bahadur Shastri, thethird Prime Minister of theRepublic of India and a leader of the Indian National Congress
party.

He believed that the establishment of basic and heavy industry was fundamental to the development
and modernisation of the Indian economic The Nehru government therefore directed investment
primarily into key public sector industries – steel, iron, coal, and power – promoting their
development with subsidies and protectionist policies. Nehru
embraced secularism, socialistic economic practices based on state driven industrialization, and a
non-aligned and non-confrontational foreign policy, which became the hallmark of the modern
Congress party. The policy of non-alignment during the Cold War meant that Nehru received
financial and technical support from both power blocs in building India's industrial base from
scratch. There were four known assassination attempts on Nehru. ] The first attempt on his life was
during partition in 1947 while he was visiting NWFP (now in Pakistan) in a car. The second one was
by a knife-wielding rickshaw-puller in Maharashtra in 1955. The third one happened in Bombay (now
in Maharashtra) in 1956. The fourth one was a failed bombing attempt on train tracks in Maharashtra
in 1961 Despite threats to his life, Nehru despised having too much security around him and did not
like to disrupt traffic due to his movement. In 1964, Nehru died due to an aortic dissection and
signalled the first time the party's future came into question.
In 1964 after Nehru's death, K. Kamaraj became the president of the All India Congress
Committee. Kamalraj was also involved in the Indian independence movement and remembered for
bringing school education to millions of the rural poor by introducing free education and the free
Midday Meal Scheme during his tenure as chief minister of Tamil Nadu during 1954–63. Being part
of a group of leaders in the Congress known as "the syndicate", he proposed the Kamaraj Plan (six
Congress chief ministers and six senior Cabinet ministers to resign to take up party work). Kamaraj
was widely credited as the "kingmaker" in Indian politics for bringing Lal Bahadur Shastri to power in
1964. As no other leader had Nehru's popular appeal, other than the gentle, soft-spoken and
Nehruvian Lal Bahadur Shastri. Kamaraj stepped down as AICC president in 1967. Shastri as Prime
Minister continued Nehru's policies of non-alignment and socialism. He became a national hero
following the victory in the Indo-Pakistan War of 1965. His slogan of Jai Jawan Jai Kisan (Hail the
soldier, Hail the farmer) became very popular during the war. Shastri retained many members of
Nehru's Council of Ministers. T. T. Krishnamachariwas retained as the Finance Minister of India, as
was Defence Minister Yashwantrao Chavan. He appointed Swaran Singh to succeed him
as External Affairs Minister.
Shashtri appointed Indira Gandhi, daughter of Jawaharlal Nehru and former Congress President, as
the Minister of Information and Broadcasting. Gulzarilal Nanda continued as the Minister of Home
Affairs. Shashtri continued Nehru's policy of non-alignment but also built closer relations with
the Soviet Union. In the aftermath of the Sino-Indian War of 1962 and the formation of military ties
between the Chinese People's Republic and Pakistan, Shastri's government decided to expand the
defence budget of India's armed forces. He also promoted the White Revolution – a national
campaign to increase the production and supply of milk by creating National Dairy Development
Board. Shastri's tenure witnessed the Madras anti-Hindi agitation of 1965. On 11 January 1966,
Prime Minister Shastri died in Tashkent, the day after signing the Tashkent Declaration, reportedly
due to a heart attack but circumstances of his death still remain a mystery
1966-84

Indira Gandhi, second-longest-serving Prime Minister of India and the only woman to hold the office.
In 1966, after Shastri's death, the Congress party elected, Nehru's daughter, Indira Gandhi, over
the Morarji Desai as their leader. Once again, Kamaraj was instrumental in achieving this result. In
1967, following a poor showing in the general election, Indira Gandhi started progressively moving to
the left in the political spectrum. In 1969, after falling out with senior party leaders on a number of
issues, the party president S. Nijalingappa expelled Indira Gandhi from the party. Gandhi, in turn
floated her own faction of the Congress party and managed to retain most of the Congress MPs on
her side with only 65 on the side of Congress . In the mid-term parliamentary elections held in 1971,
the Gandhi-led Congress (R) Party scored a landslide victory on a platform of progressive policies
such as poverty elimination (Garibi Hatao). The progressive policies of the Congress under Indira
Gandhi, prior to the 1971 elections, also included proposals for the abolition of Privy Purse to former
rulers of the Princely states and the 1969 nationalization of the fourteen largest banks in India.
In the mid-1970s, the New Congress Party’s popular support began to fracture. From 1975, Gandhi’s
government grew increasingly more authoritarian, and unrest among the opposition grew. On 12
June, 1975, the High Court of Allahabad declared Indira Gandhi's election to the Lok Sabha void on
grounds of electoral malpractice. However, Gandhi rejected calls to resign and announced plans to
appeal to theSupreme Court. Gandhi moved to restore order by ordering the arrest of most of the
opposition participating in the unrest. Her cabinet and government then recommended that
President Fakhruddin Ali Ahmed declare a state of emergency, because of the disorder and
lawlessness. Accordingly, Ahmed declared a State of Emergency caused by internal disorder, based
on the provisions of Article 352 of the Constitution, on 25 June 1975. The 19 months of the
Emergency saw widespread oppression and abuse of power by Gandhi's unelected younger
son, Sanjay Gandhi and his close associates., This period of oppression ended when on 23
January, 1977, Gandhi called fresh elections to theLok Sabha for March and released all political
prisoners. The Emergency officially ended on 23 March, 1977. In the parliamentary elections held in
March 1977, the opposition Janata Party scored a landslide victory over the Congress Party, winning
295 seats in the Lok Sabha (the lower house of India’s parliament) against 153 for the Congress;
Gandhi herself lost to her Janata opponent. On January 2, 1978, she and her followers seceded and
formed a new opposition party, popularly called Congress (I)—the I signifying Indira. Over the next
year, her new party attracted enough members of the legislature to become the official opposition.
In November 1978, Gandhi regained a parliamentary seat, and in January 1980, following a
landslide victory for the Congress (I), she was once again elected prime minister. In 1981, the
national election commission declared Congress (I) the real Indian National Congress. In 1996,
the I designation was dropped. In her new term as Prime minister, Gandhi faced the personal loss of
the death of her younger son and political heir, Sanjay Gandhi, in a plane crash in June 1980. This
led her to induct her elder pilot son,Rajiv Gandhi to enter politics. Gradually, Indira Gandhi grew
more authoritarian and autocratic in her policies and outlook and became the central figure of the
Indian National Congress party. As Prime Minister, Gandhi became known for her political
ruthlessness and unprecedented centralisation of power. Gandhi's term as Prime Minister also
witnessed increasing turmoil in Punjab with demands for Sikh autonomy by Jarnail Singh
Bhindranwale and his militant followers. In 1983, they headquartered themselves in theGolden
Temple and started accumulating weapons. After several futile negotiations, Gandhi, in June 1984,
ordered the Indian army to enter the Golden Temple in order to establish control over the temple
complex in Amritsar, Punjab and remove Jarnail Singh Bhindranwale and his armed followers from
the complex buildings. This event was known as Operation Blue Star. On 31 October 1984, two of
Gandhi's bodyguards, Satwant Singh and Beant Singh, shot her with their service weapons in the
garden of the Prime Minister's residence, in response to her actions in authorising Operation Blue
Star. The shooting occurred as she was walking past a wicket gate guarded by Satwant and Beant.
She was to have been interviewed by the British actor Peter Ustinov, who was filming a
documentary for Irish television. Beant Singh shot her three times using his side-arm, and Satwant
Singh fired 30 rounds. Later, the 1984 anti-Sikh riots took place over the assassination of Indira
Gandhi where more than 3000 people were killed.
See also: The Emergency (India)
1985-98

Rajiv Gandhi, former prime minister of India and president of the Indian National Congress, prior to his assassination
in 1991

In 1984, Indira Gandhi's son, Rajiv Gandhi became nominal head of the party and, upon her
assassination in October 1984, he became prime minister. In December, he led the Congress Party
to a landslide victory in which it secured 401 seats in the legislature. His administration took vigorous
measures to reform the government bureaucracy and liberalise the country’s economy. Gandhi’s
attempts to discourage separatist movements in Punjab and Kashmir backfired, however, and after
his government became embroiled in several financial scandals, his leadership became increasingly
ineffectual. Gandhi was regarded as a nonabrasive person who consulted other party members and
refrained from hasty decisions. The Bofors scandal shattered his image as an honest politician;
however he was posthumously cleared over this allegation in 2004. On 21 May 1991, Gandhi was
killed by a bomb concealed in a basket of flowers carried by a woman associated with the Tamil
Tigers.
P V Narasimha Rao, who served as the tenth Prime Minister of India (1991–96).

He was campaigning in Tamil Nadu for upcoming parliamentary elections. In 1998, an Indian court
convicted twenty six people in the conspiracy to assassinate Gandhi. The conspirators, who
consisted of Tamil militants from Sri Lanka and their Indian allies, had sought revenge against
Gandhi because the Indian troops he sent to Sri Lanka in 1987 to help enforce a peace accord there
had ended up fighting the Tamil separatist guerrillas.
Rajiv Gandhi was succeeded as party leader by P.V. Narasimha Rao, who was elected prime
minister in June 1991. His ascendancy to the prime ministership was politically significant in that he
was the first holder of this office from South India. He led an important administration, overseeing a
majoreconomic transformation and several home incidents affecting national security of India. Rao
who held the Industries portfolio was personally responsible for the dismantling of the Licence Raj as
this came under the purview of the Ministry of Commerce and Industry. He is often referred to as
the "Father of Indian Economic Reforms". Future prime ministers Atal Bihari
Vajpayee and Manmohan Singh continued the economic reform policies pioneered by Rao's
government. Rao accelerated the dismantling of the License Raj, reversing the socialist policies of
the previous governments. He employed future prime minister, Dr. Manmohan Singh as his Finance
Minister to embark on a historic economic transition. With Rao's mandate, Singh launched
India's globalisation angle of the reforms that involved implementing the International Monetary
Fund (IMF) policies to rescue the almost bankrupt nation from economic collapse. Rao was also
referred to as Chanakya for his ability to steer tough economic and political legislation through the
parliament at a time when he headed a minority government. By 1996, however, the party’s image
was suffering from various reports of corruption, and in elections that year the Congress Party was
reduced to 140 seats, its lowest number in the Lok Sabha to that point, becoming parliament’s
second largest party. Rao subsequently resigned as prime minister and, in September, as party
president. He was succeeded as president by Sitaram Kesri, the party’s first non-Brahmin leader.[76]
See also: Assassination of Indira Gandhi and 1984 anti-Sikh riots
Modern era

UPA chairperson Sonia Gandhi.

In the 1998 general elections, the Congress won 141 seats in the Lok Sabha, its lowest tally up until
then. To boost its popularity among the masses and improve the party’s performance in the
forthcoming elections, the Congress Party leaders urged Sonia Gandhi —widow of Rajiv Gandhi—to
assume the leadership of the party. She had previously declined overtures to play an active role in
party affairs, as she had hitherto stayed away from politics. After her election as party leader, a
section of the party which objected to the choice on the basis of her Italian ethnicity, broke away and
formed the Nationalist Congress Party (NCP), led by Sharad Pawar. The breakaway faction
commanded strong support in the state of Maharashtra, as well as limited support elsewhere. The
remainder continued to be known as the Indian National Congress.
Sonia Gandhi's appointment failed to have an impact initially; in the snap polls called by the National
Democratic Alliance (NDA) government in 1999, the Congress won 114 seats, its lowest ever tally.
However, the leadership structure was not changed, and the party campaigned strongly in the
assembly elections that followed, tasting considerable success; at one point, the Congress ruled 15
states nationwide. In the 2004 general election, the Congress forged an alliance with several
regional parties, including the NCP and the Dravida Munnetra Kazhagam. The party campaigned on
a plank of social inclusion and common people's welfare. This was in contrast to the "India Shining"
campaign of the NDA, which sought to highlight the successes of the NDA government in making
India a "modern nation". The Congress-led United Progressive Alliance won 222 seats in the new
parliament, defeating the NDA by a substantial margin. With the support of the communist front, the
Congress was able to muster a majority and form the government. Despite massive support from
within the party, Gandhi declined the post of prime minister, choosing to appoint Manmohan Singh
instead. She, however, retained the post of party president, as well as heading the National Advisory
Council (NAC).
Through its first term in office, the UPA government passed several landmark bills aimed at social
reform. These included an employment guarantee bill, the Right to Information Act, and a right to
education act. The NAC, as well as the left front that supported the government from the outside,
were widely seen as being the driving force behind such legislation. However, the Left Front
withdrew support to the government over disagreements about the nuclear deal with the United
States. Despite the effective loss of 62 seats in parliament, the government survived the trust vote
that followed. In the Lok Sabha elections that occurred soon after, the Congress won 207 seats, the
highest tally by any party since 1991. The UPA as a whole won 262, thus easily enabling to form the
government for the second time. The social welfare policies of the first UPA government are broadly
credited for the victory, as is the perceived divisiveness of the BJP.
By the 2014 Lok Sabha elections, however, the party had lost much of its popular support, mainly
because of several years of poor economic conditions in the country and growing discontent over a
series of corruption scandals including 2G spectrum scam and Indian coal allocation scam involving
government officials. Congress Party suffered a stunning loss, securing only 44 seats in the
chamber. It was the party’s worst-ever performance in a national election and threw into question if it
would continue to be identified as an officially recognised party in parliament or if its status would be
reduced to that of a recognised group.

Current structure and composition

The Congress party is structured in a hierarchically manner. Its organisational structure created
by Mohandas Gandhi's re-arrangement of the Congress in the years of 1918-20 has largely been
retained until today Delegates from state and district parties attend an annual national conference,
which elects a president and the All India Congress Committee. In every Indian state and union
territory or pradesh, there is a Pradesh Congress Committee (PCC), which is the state-level unit of
the party, responsible for directing political campaigns at local and state levels and assisting the
campaigns for Parliamentary constituencies. Each PCC has a Working Committee of twenty
members, the majority of whose members are appointed by the party president (handpicked by the
prime minister when the party is in power) and the state president is the leader of the state unit.
Those elected as members of the states legislative assemblies form the Congress Legislature
Parties in the various state assemblies, and their chairperson is usually the party's nominee for Chief
Ministership. The party is also organised into various committees and sections (e.g. youth and
women’s groups), and it publishes a daily newspaper, the National Herald.
The All India Congress Committee (AICC) is formed of delegates sent from the PCCs around the
country. The delegates elect various Congress committees, including theCongress Working
Committee, which consists of senior party leaders and office bearers, and takes all important
executive and political decisions. The President of the Indian National Congress is in effect the
party's national leader, head of the organisation, head of the Working Committee and all chief
Congress committees, chief spokesman and the Congress' choice to become the Prime Minister of
India. Constitutionally, the president is to be elected by the vote of the PCCs and members of the
AICC. However, this procedure has often been by-passed by the Working Committee, choosing to
elect its own candidate as a result of conditional circumstances.
The Congress Parliamentary Party (CPP) is the group of elected MPs in the Lok Sabha and Rajya
Sabha. There is also a CLP (Congress Legislative Party) leader in each state. The CLP consists of
all Congress Members of the Legislative Assembly (MLAs) in each state. In cases of states where
the Congress is single-handedly ruling the government, the CLP leader is the Chief Minister. Other
groups who are directly affiliated include the National Students Union of India (NSUI) which is the
students' wing of the INC, Indian Youth Congress, its youth wing, Indian National Trade Union
Congress, which is their labour union and Mahila Congress, which is its women's division.

Presence in various states

As of May 2014, Congress is currently in power in eight states Arunachal Pradesh, Haryana,
Himachal Pradesh, Karnataka, Manipur, Meghalaya and Mizoram where the party enjoys a majority
of its own. In five other states viz. Assam, Jammu and Kashmir, Kerala, Maharashtra and
Uttarakhand it shares power with other alliance partners. Congress has previously directly ruled
Andhra Pradesh, Tamil Nadu, Gujarat, Madhya Pradesh, Rajasthan, Punjab and Goa.
Bharatiya Janata Party
Bharatiya Janata Party
भारतीय जनता पार्टी

Chairperson Amit Shah

Parliamentary Chairperson Narendra Modi

Leader in Lok Sabha Narendra Modi

Leader in Rajya Sabha Arun Jaitley

(Finance Minister)

Founded 06 April 1980

The Bharatiya Janata Party is one of two

Headquarters 11 Ashoka Road, major parties inthe Indian political system,
New Delhi 110001 along with the Indian National Congress. As
of 2014, it is India's largest political party in
terms of representation in the national
Ideology Hindu nationalism parliament and the second largest in the
Integral humanism various state assemblies. It has close
ideological and organisational links to the
Hindutva
Hindu nationalist Rashtriya Swayamsevak
Gandhian socialism Sangh.
The roots of the BJP lie in the Bharatiya Jana
Political position Right-wing Sangh, formed in 1951 by Syama Prasad
Mookerjee. Following the end of the state of
emergency in 1977, the Jana Sangh merged
Seats in Lok Sabha 279 / 539 with several other parties to form the Janata
Party, which defeated the incumbent Congress
Seats in Rajya Sabha 43 / 245
party in the 1977 general election. After three
years in power, the Janata party dissolved in
1980, and the rank and file of the erstwhile
Jana Sangh reconvened to form the Bharatiya Janata Party. Although initially unsuccessful, winning only two
seats in the 1984 general election, the BJP soon grew in strength on the back of the Ram
Janmabhoomi movement. Following victory in several state elections and increasingly better performances in
national elections, the BJP became the largest party in the national parliament in 1996. It was invited to form a
government, which lasted only 13 days.
After an election in 1998, the BJP-led coalition known as the National Democratic Alliance (NDA) formed a
government under Prime Minister Atal Bihari Vajpayee that lasted for a year. Following fresh elections, the
NDA was able to form a government, again headed by Vajapayee, that lasted a full term in office and was the
first non-Congress government to do so. In the 2004 election the NDA suffered an unexpected defeat, and for
the next ten years the BJP was the principal opposition party in parliament. In the 2014 general election, long
time Gujarat Chief Minister Narendra Modi led the NDA to a landslide victory, and as of 2014, leads the NDA
government as prime minister. In addition, as of July 2014, the party holds a majority in five states.
The stated ideology of the BJP is "integral humanism", first formulated by Deendayal Upadhyaya in 1965. The
party expresses a commitment to Hindutva, and its policy has historically reflected Hindu nationalist positions.
The party also advocates social conservatism and a foreign policy centred on nationalist principles. Key issues
for the BJP have included the abrogation of the special constitutional status to Jammu and Kashmir, the
building of a Ram temple in Ayodhya, and the implementation of a uniform civil codefor all Indians. However,
the NDA governments of 1998–2004 did not pursue any of these controversial issues, and instead focused on a
largely neoliberal economic policy centred on globalisation and economic growth above social welfare.

History]
Bharatiya Jana Sangh (1951–77)
Main article:  Bharatiya Jana Sangh
The Bharatiya Jana Sangh, popularly known as the Jana Sangh, was founded by Syama Prasad Mookerjee in
1951 in response to the secular politics of the dominant Congress party. Widely regarded to be the political
arm of the Rashtriya Swayamsevak Sangh (RSS), a voluntary Hindu nationalist organisation, its aims included
the protection of India's "Hindu" cultural identity, and what it perceived to be the appeasement of Muslims and
Pakistan by the Congress and Prime Minister Jawaharlal Nehru.
The first major campaign of the Jana Sangh was an agitation demanding the complete integration of Jammu
and Kashmir into India. Mookerjee was arrested for violating orders preventing him from leading the protest in
Kashmir, and died in jail a few months later, of a heart attack. The leadership of the organisation devolved
onto Deendayal Upadhyaya, and eventually next-generation leaders such as Atal Bihari Vajpayee and L. K.
Advani. However, the vast majority of the party workers, including Upadhyaya, were still adherents of the
RSS. Despite the momentum gained through the Kashmir agitation, the Jana Sangh won just three Lok
Sabha seats in the first general elections in 1952. It maintained a minor presence in parliament until 1967.
During this period, a uniform civil code for all Indians, banning cow slaughter, and abolishing the special
status given to Jammu and Kashmir were among the main points on the party's agenda.
After nationwide assembly elections in 1967, the party entered into a coalition with several other parties,
including the Swatantra Party and the socialists, and formed governments in various states across the Hindi
heartland, including Madhya Pradesh, Bihar, and Uttar Pradesh. This marked the first time that the Jana Sangh
had held political office, albeit within a coalition. The constraints of coalition politics also caused the shelving
of the Sangh's more radical agenda.
Janata Party (1977–80
In 1975, Prime Minister Indira Gandhi imposed a state of emergency over the country. The Jana Sangh took
part in the widespread protest that followed, and thousands of its members joined the host of other agitators in
jails across the country. In 1977, the emergency was rescinded and general elections were held. The Jana
Sangh merged with parties from across the political spectrum, including the Socialist Party, Congress  and
the Bharatiya Lok Dal to form the Janata Party, which contested the election with its main agenda being the
defeat of Indira Gandhi.
The Janata Party won a huge majority in 1977 and formed the government with Morarji Desai as prime
minister. Vajpayee, who had become the leader of the Jana Sangh after Upadhyaya's death in 1967, was
appointed Minister of External Affairs in the new government. However, disagreements over the sharing of
power between the various factions of the new party plagued the Janata government, and after two and a half
years in power Desai resigned from his position. This precipitated the disintegration of the Janata Party. After a
brief period of coalition rule general elections were held in 1980.
BJP (1980–present)
Formation and early days
The Bharatiya Janata Party was one of the new parties that emerged from the break-up of the Janata Party in
1980. Although technically distinct from the Jana Sangh, the bulk of its rank and file were identical to its
predecessor, and Vajpayee was appointed its first president. Historian Ramachandra Guha writes that despite
the factional wars within the Janata government, its period in power saw a rise in support for the RSS, marked
by a wave of communal violence in the early 1980s. Despite this rise in support, the BJP initially moderated
the Hindu nationalist stance of its predecessor, to gain a wider appeal. This strategy was unsuccessful, as the
BJP won only two Lok Sabha seats in the elections of 1984. The assassination of Indira Gandhi a few months
prior to the election also contributed to the low tally, as the Congress won a record number of seats

Organisational structure
The organisation of the BJP is strictly hierarchical, with the President being the highest authority in the
party. Until 2012, the BJP constitution had mandated that any qualified member could be national president or
state president for a single term of three years. In 2012, this was amended to a maximum of two consecutive
terms of three years each. Below the president is the National Executive, which contains a variable number of
senior leaders from across the country, and which is the higher decision making body of the party. Among its
members are several vice-presidents, general-secretaries, treasurers and secretaries, who work directly with the
president. An identical structure, with an executive committee led by a president, exists at the state, regional,
district, and local level.
The BJP remains largely a cadre based party. It has close connections with other organisations with similar
ideology, such as the Rashtriya Swayamsevak Sangh and the Vishwa Hindu Parishad. The cadres of these
groups often supplement that of the BJP, and the rank and file of the BJP is largely derived from the RSS and
its affiliates, loosely known as the Sangh Parivar.
Other associates of the BJP include the Akhil Bharatiya Vidyarthi Parishad (ABVP), which is the students'
wing of the RSS, the Bharatiya Kisan Sangh, their farmers' division, and the Bharatiya Mazdoor Sangh, which
is their labour union associated with the RSS. The party also has subsidiary organisations of its own, such as
the BJP Mahila Morcha, which is its women's division, the Bharatiya Janata Yuva Morcha, its youth wing, and
the BJP Minority Morcha, its minority divisione

BJP in various states

As of June 2014, the BJP holds a majority of assembly seats in five states: Gujarat, Madhya Pradesh,
Chhattisgarh, Rajasthan and Goa. In three other states and one Union Territory – Punjab, Nagaland, Andhra
Pradesh and Puducherry respectively – it shares power with other political parties of the NDA coalition. The
BJP has previously been the sole party in power in Uttar Pradesh, Arunachal Pradesh, Uttarakhand, Himachal
Pradesh, Karnataka, and Delhi. It has also ruled Maharashtra, Odisha, Bihar, and Jharkhand as part of coalition
governments.
What is marketing
Marketing is the process of communicating the value of a product or service to customers, for the
purpose of selling that product or service.
Marketing can be looked at as an organizational function and a set of processes for creating,
delivering and communicating value to customers, and customer relationship management that also
benefits the organization. Marketing is the science of choosing target markets through market
analysis and market segmentation, as well as understanding consumer behavior and providing
superior customer value. From a societal point of view, marketing is the link between a society's
material requirements and its economicpatterns of response. Marketing satisfies these needs and
wants through exchange processes and building long term relationships
Type f marketing

Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile telephone screens, shopping
carts, web popups, skywriting, bus stop benches, human billboards and forehead
advertising, magazines, newspapers, town criers, sides of buses, banners attached to or
sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead
storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows,
subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls,
stickers on apples in supermarkets, shopping cart handles (grabertising), the opening
section ofstreaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message
through a medium is advertising.

Television advertising / Music in advertising

The television commercial is generally considered [by whom?] the most effective mass-
market advertising format, as is reflected by the high prices television networks
charge for commercial airtime during popular events. The annual Super
Bowl football game in the United States is known as the most prominent advertising
event on television.[citation needed] The average cost of a single thirty-second television
spot during this game reached US$3.5 million in 2012. [citation needed] Virtual
advertisements may be inserted into regular programming through computer
graphics. It is typically inserted into otherwise blank backdrops [35] or used to replace
local billboards that are not relevant to the remote broadcast audience. [36] More
controversially, virtual billboards may be inserted into the background [37] where none
exist in real-life. This technique is especially used in televised sporting events. Virtual
product placement is also possible.

Infomercials
 An infomercial is a long-format television commercial, typically five minutes or longer.
The word "infomercial" is a portmanteau of the words "information" and
"commercial". The main objective in an infomercial is to create an impulse purchase,
so that the target sees the presentation and then immediately buys the product
through the advertised toll-free telephone number or website. Infomercials describe,
display, and often demonstrate products and their features, and commonly have
testimonials from customers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or
network in exchange for airing the commercials. While radio has the limitation of
being restricted to sound, proponents of radio advertising often cite this as an
advantage. Radio is an expanding medium that can be found not only on air, but also
online. According to Arbitron, radio has approximately 241.6 million weekly listeners,
or more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online advertising
include contextual ads that appear on search engine results pages, banner ads,
in text ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.
New media
Technological development and economic globalization favors the emergence of
new communication channels and new techniques of commercial messaging.
Product placements
Covert advertising, is when a product or brand is embedded in entertainment and
media. For example, in a film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom Cruise's character John
Anderton owns a phone with the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo. Another example of advertising in film is in I,
Robot, where main character played by Will Smith mentions his Converse shoes
several times, calling them "classics", because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-
Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise
in the movie The Matrix Reloaded, which as a result contained many scenes in
which Cadillac cars were used. Similarly, product placement for Omega
Watches, Ford, VAIO, BMW and Aston Martincars are featured in recent James
Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver
Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade
Runner includes some of the most obvious product placement; the whole film stops
to show a Coca-Cola billboard.

Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very
broad readership base, such as a major national newspaper or magazine, to more
narrowly targeted media such as local newspapers and trade journals on very
specialized topics. A form of press advertising is classified advertising, which allows
private individuals or companies to purchase a small, narrowly targeted ad for a low
fee advertising a product or service. Another form of press advertising is the Display
Ad, which is a larger ad (can include art) that typically run in an article section of a
newspaper.
Billboard advertising
Billboards are large structures located in public places which display advertisements
to passing pedestrians and motorists. Most often, they are located on main roads
with a large amount of passing motor and pedestrian traffic; however, they can be
placed in any location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These
can be on dedicated vehicles built solely for carrying advertisements along routes
preselected by clients, they can also be specially equipped cargo trucks or, in some
cases, large banners strewn from planes. The billboards are often lighted; some
being backlit, and others employing spotlights. Some billboard displays are static,
while others change; for example, continuously or periodically rotating among a set
of advertisements. Mobile displays are used for various situations in metropolitan
areas throughout the world, including: Target advertising, One-day, and long-term
campaigns, Conventions, Sporting events, Store openings and similar promotional
events, and Big advertisements from smaller companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters (aka POP – Point of Purchase display),
eye-catching displays promoting a specific product, and advertisements in such
places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive-through coffee shop. This form of
advertising was first popularized in Australia, and has begun growing in popularity in
the United States, India, and parts of the Middle East.
Street advertising
This type of advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working
with products such as Reverse Graffiti, air dancers and 3D pavement advertising, the
media became an affordable and effective tool for getting brand messages out into
public spaces.

Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor
advertisement by placing large mobile, structures (tents) in public places on
temporary bases. The large outer advertising space exerts a strong pull on the
observer, the product is promoted indoor, where the creative decor can intensify the
impression.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity
to gain recognition for their products and promote specific stores or products.
Advertisers often advertise their products, for example, when celebrities share their
favorite products or wear clothes by specific brands or designers. Celebrities are
often involved in advertising campaigns such as television or print adverts to
advertise specific or general products. The use of celebrities to endorse a brand can
have its downsides, however. One mistake by a celebrity can be detrimental to
the public relations of a brand. For example, following his performance of eight gold
medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps'
 contract with Kellogg's was terminated, as Kellogg's did not want to associate with
him after he was photographed smoking marijuana. Celebrities such as Amitabh
bachhan have advertised for multiple products including Pepsi, Candies from Kohl's,
Twister, NASCAR, Toyota and many more.

Lets see what is political marketing…

Poli marketing
The political parties, in the near future, shall have to plan their political marketing in a more
responsive, accountable and professional manner. Voters make electoral choices analogous to
commercial brand typology to choose among the available choices based on trust. Election results
are evident of the fact that voters are continuously switching parties due to lack of trust in any one
political party. Purpose of this paper is to identify the possible reasons of decline in trust and the
role of trust in making electoral choices. Specifically, this paper investigates three core questions: a.
what are the reasons for candidates’ decline in trust? b. what are the key factors that will help to
regain and strengthen the lost trust? c. what a candidate can do or should do to improve his/her
trust among voters? A study sample has been drawn from the Bihar District, where voters have a
long history of selecting different political candidates over and over again since 1990.

Brands in Politics
Political parties get launched as a result of social and political developments, when certain sections
of society feel that they have to approach certain social and political questions around which they
gather support or they seek to defend in the face of opposition. Thus, political parties have
histories, traditions and philosophies, which when combined with party names and symbols, create
and strengthen their position and image in their voter audiences (White and de Chernatony 2002).
For example, in India the Congress Party associates (and so do their supporters) itself with leading
India to its independence from the British Raj. Also, in recent times new parties have emerged in
India either as a result of social developments (like the Shiv Sena party emerged in Maharashtra to
protect the interests of native Marathis in Mumbai) or as a result of political developments (like the
Nationalist Congress Party was formed as a breakaway faction of the Indian National Congress in
protest of the party leadership being taken over by a person of foreign origin, Mrs. Sonia Gandhi).
Similarly a lot of breakaway factions were formed from the Indian National Congress over a variety
of political developments and some new (i.e. not breakaway factions) congress parties were also
formed as a result of social developments or regional aspirations.
Party domination It was generally accepted by the respondents that party domination in India
makes it harder for political candidates to perform their own way to earn the trust of the voters.
Especially, in Indian politics, candidates are supported due to a particular party representation.
Once, a political candidate gets the ticket from a particular party, he/she becomes more
conspicuous and dominating due to utilization of party platform and logo. It is the ground reality in
India that many candidate win election not by their personal trust, support or political abilities, but
only because they are representing a powerful political party. In such a scenario, the political
candidates play submissive role and obey the political party’s directions only. It is quite impossible
that the party leaders are aware of problem prevailing in consequences. The generalized strategy of
political Journal of Politics & Governance, Vol. 1, No. 4, December 2012 .
1.bjps plan of action.
BJP ran 360 degree campaign that include mass media such as print, television, radio and
outdoor, new media such as online media and social media, and events and on-ground activities ,
traditionally categorized as below the line. Narendra modi led in 282 deats in Lok Shaba polls of
2014 and, along with allies, the tally was 325. Bjp’s sweeping victory could, perhaps be describe
the modis lrresistibility quotient the measure is used to evaluate consumer brand and its owned
by TNS global a part of kantar group the data management by them.
TNS Asia Pacific, said that in India, brands are not consistent with their communication. Perhaps
that is where brand Modi scored, thanks to giant team of experts he hired to create one of the
most succes

TNS Asia Pacific, said that in India, brands are not consistent with their communication. Perhaps that is where brand
Modi scored, thanks to the giant team of experts he hired to create one of the most successful media, marketing and
branding campaigns in India’s electoral history. It could not be faulted for inconsistency in communication that was
high-decibel, relentless, unfaltering and expensive. The Congress has, more than once, alleged that the BJP spent
between Rs.5,000-10,000 crore on its campaign.thaterts