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Narendra Modi vs Rahul Gandhi vs Arvind Kejriwal: Facebook Marketing Strategy


Narendra Modi vs Rahul Gandhi vs Arvind Kejriwal: Facebook Marketing Strategy

This post is interesting as this year is witnessing something which wasn’t experienced so profoundly before : A Battle is bobbing up in Indian Political Scenario. Fight between Prime Ministerial candidates has gone barbaric even on Social Media.  Vivid election campaigning in an organized manner is executed in all known modes of Marketing. Objective is to leave no stones unturned in reaching the masses and convincing people “I am Your Guy” : Well me being a Social Media Strategist could not refrain myself from this virulent current as Facebook is also witnessing enormous amount of commotion,  Am trying to present a brief comparison of 1. Facebook Presence and 2. Facebook Marketing Strategy Practiced by Top 3 candidates 🙂

How BJP , Congress and AAP are using Facebook to propagate their Candidates “Narendra Modi , Rahul Gandhi and Arvind Kejriwal as a dependable Prime Minister of India



When I started researching over these 3 , I planned to cover social media as a whole, but it was beyond the scope of one article, and would have taken around a week to create an in-depth report of all social channels , so in this post am featuring Facebook and will try to cover Twitter , Google+ and YouTube in future posts 🙂

Facebook Analysis:

Official Facebook pages :

Narendra Modi : https://www.facebook.com/narendramodi with 5534307 Total Page Likes and 500992 people talking about him with avg engagement rate of : 9.05%

Rahul Gandhi : https://www.facebook.com/India.RahulGandhi with 328583 Total Page Likes and 9016 people talking about him with avg engagement rate of : 2.74%

Arvind Kejriwal : https://www.facebook.com/AAPkaArvind with 677143 Total Page Likes and 76371 people talking about him with avg engagement rate of : 11.27%

*Data is taken as on Oct 29th when statistics were drawn

Engagement Rate:


It seems Mr Modi is most embroiled in Facebook with spiking fan base and a good engagement rate. With enormous nos of 55 lkh fans and 5 lkh people engaged with his posting activities his FB marketing strategy is roaring. His page shows approx 2 posts per day, reaping likes of approx 20-50k in a day (analysed time: sep-oct 2013). Modi Fb campaign is showing an all around progress be it content or engagement, We cannot deny that posts and pages are advertised heavily using FB ads, but response rate is good & proportionate between people likes and page engagement. Which is very essential.

Rahul Facebook is rather drooping as compared to NM and AK,  he is having around 6% fan base as compared to Modi which is very devastating, sneak peek in Engagement rate is revealing more sobbing nos of just 2.74% , seems like people are not occupied in the content posted on his timeline, I researched a little more to find that their posting rate is approx 1 post / day and statistics showed that in Sep-Oct his FB page likes are inflated using FB ads but engagement rate is all time low, so either content is not promoted or quality of the content is not up-to the mark.

Arvind Kejriwal or the other hand is performing well, no matter his fan base is approx 1/1oth of Modi’s but he scores engagement rate of 11.27% is outperforming even Modi’s, substantiating that he has a small but consecrated fan following.

Page Branding

Modi’s over all branding is Good and Organized. A proper head shot is used in profile picture and page banner with strong emphasis on educated India. He is only one who has made an optimal use of FB tabs

Rahul’s page is clearing just the basic requirements, with an emotional banner pic being blessed by some unidentified lady in Saree (No clear significance or branding efforts are demonstrated), Profile pic has a clear head-shot, minimum use of FB tabs.

I personally liked Arvind’s branding the most, his party’s anchor theme of Aam Aaadmi (common man) is resonating with the banner pic i.e official party symbol of Zhadu (most common product used in nearly every house hold), They are purporting zhadu as an anti corruption weapon, signifying that they will sweep corruption from India the same way as a common man uses Zhadu to sweep dust from his house. Facebook Tabs are naively used.

Facebook unofficial Vibe

Above analysis was on their official FB pages maintained by their respective parties but their are tons of user generated pages i.e. Fan pages and Hate pages of each candidate (I wont debate/analyze that they are maintained genuinely by fans or officially by parties themselves but am listing them as together they purport a greater significance in Social Media, Probability is that they are not artificially inflated or endeavored and major chances are that they are natural with genuine ruckus online.

*Their are many pages per candidate but I choose those which have strong social presence normally with likes above 1000.

I cannot analyze each and every page but yes their quantity per candidate and fan base can do some justification to construe each candidates Social comportment and reputation.

Narendra Modi unofficial Pages:

Page  Likes
https://www.facebook.com/iSupportNamo 560665
https://www.facebook.com/NarendraModi4PM 1516648
https://www.facebook.com/groups/NARENDRAMODI31/ 160301
https://www.facebook.com/NarendramodiPM 1599
https://www.facebook.com/IWantModi 80372
https://www.facebook.com/pages/I-hate-Narendra-MODI/155377427844415  (Hate Page) -9304




I have deducted the hate page fans from +ve no of fans , so finally Modi racked up 2310281 fans in surplus adding to their official fan base.

Rahul Gandhi unofficial Pages:

Page Likes
https://www.facebook.com/pages/Rahul-Gandhi/108148269207527 (Auto Created by FB) 72507
https://www.facebook.com/pages/Rahul-Gandhi/27605962090 (Old account Dormant currently) 185303
https://www.facebook.com/TheFuturePrimeMinster 8198
https://www.facebook.com/rahul.gandhi.pm 2970
https://www.facebook.com/RahulGandhiforIndia 14459
https://www.facebook.com/raulgaxdhi -6471




Rahul secured 276966 more nos as fan base on unofficial pages.

Arvind Kejriwal unofficial Pages:

*Am Including his party official page also as its a single owned/led party in contrast with BJP and Congress.

Pages Likes
https://www.facebook.com/AamAadmiParty 405339
https://www.facebook.com/pages/Arvind-kejriwal/123364611072490 26811
https://www.facebook.com/pages/Arvind-kejriwal-The-youth-Icon/170700483006834 8260
https://www.facebook.com/ArvindKejriwall 25722
https://www.facebook.com/ArvindKejriwalSocialActivist 39359
https://www.facebook.com/AAPDelhiNCR 7194
https://www.facebook.com/SupportaamAdmiParty 1732
https://www.facebook.com/IHateArvindKejriwal -818




An Applaudable job by Arvind, pulling ahead 513599 more fans on Facebook, some user generated pages are doing very well and hate page is very feeble as compared to RG and NM testifying his clean and estimable Image.


Facebook Marketing Strategy Winners in descending order


  • No doubt clear winner is Shri Narendra Modi, A man with solid strategy and business acumen demonstrated that if one has an excogitated strategy, He and she can achieve the desired goal. One has to devise a substantial plan and work along with an absolute consistency to achieve his/her Goal. Fan score : 5534307+2310281= 7844588 i.e. 78 Lkhs
  • Shri Arvind Kejriwal is literally a strong contender and comparing his young political career with RG and NM he has made a Jabardast Entry, plus he has a clean image which can be substantially seen on Facebook also. Fan score : 328583+276966= 1190742 i.e. 11.9 Lkhs
  • Shri Rahul Gandhi is sapless of all, weak branding with debile content strategy and user engagement is void. Fan score : 677143+513599= 605549 i.e. 6 Lkhs

If you have any views or reviews kindly share, any critics and questions are always welcomed 🙂

Gaurav Agarwal

<p>Gaurav is the most powerful Digital Marketing Consultant in the world serving SMEs and Fortune 500 companies across the globe, he has been the founder of 4 companies and has experience in E-commerce, Finance & Real Estate. Some of the companies he has worked with are WALMART, KIPCO, DHL, TATEOSSIAN, ROLLS ROYCE, OGILVY</p>