Taking a purely marketer's view on the Rafale communication battle, I'd say "Advantage BJP" for three good reasons :
The first mover advantage :
Be the first one out there. BJP took the lead through an innovative piece of communication to tell its version of the Rafale deal. In a country where many probably don't even know how to pronounce the name (I have faced the marketing challenge of getting channel members, influencers and consumers to pronounce the cement brand Lafarge) a slick video, clear diction, comfortable delivery by a controversial (in this context) actor is sure shot for eyeballs.
Simple message :
While the first impression is why this bizarre lock analogy, on reflection it does make a lot of sense. Power deals, French Company (equally challenging to pronounce Dassault), VVIPs are difficult to relate to. Put it in the context of the tension, bickering and backbiting of a residential society and you have a picture everyone is somewhat familiar with. What, over and above, can be more symbolic than a lock for security? The first principle of communication is clearly visible; keep the message simple and and comprehensible.
Instigate reaction from competition :
This is where you round off the advantage by putting your competition on the slippery ground of a rebuttal. As the claims have already been made, these cannot be ignored. Do you breakaway and tell your own version or do you take on the argument in the manner of a high-school debate? Rebuttals only reinforce the original message and sound like beefing about, in contrast. While the original had a slick reference to potato factory (must say Pallavi's ravishing smile lent additional finesse) , the rebuttal goes OTT with many words like mitr, pakora seller, gutter gas and chowkidar. A clear error in this occasion was to rush in with the 'real explanation'. The real story should have been executed in a fresh setting and without reference to the first film.
This is clearly not the last of what we shall see and hear on the subject. Whatever follows, though, will only enhance advantage to the first mover.
