Thursday, May 22, 2014

Advertising Doesn't Sell



There are “Intellectual Morons” in this world who now rant that Narendra Modi’s advertising campaign won him the election. In contrast the Congress is blaming their ad agency for its failure. What it shows is that these people haven’t really grasped what advertising does. We’ll get to that part soon.

Ever had a product or service to offer and invited an ad agency to discuss a campaign? Guess what the agency’s first question to you would be? “What’s your budget?” You have no idea because you didn’t put a number to it. So you tell them your plans and explain in great detail what you hope to accomplish. They’ll tell you “this will cost 75 lakhs”.  You tell them it’s beyond your reach. So they’ll chop off some media plans and tell you “Okay, we can do it in 50 lakhs”. Then you tell them you didn’t plan on spending 50 lakhs. They will simply ask you “how much exactly do you want to spend”? You tell them 25 lakhs. They will chop of a lot more from media plan and somehow fit it to your budget. Done! Imagine you had to travel from Delhi to Ahmedabad and the cheapest fare by any mode is Rs.200 but you have only Rs.150 in your pocket. What the ad agency is telling you is “It’s okay, instead of Ahmedabad just travel to Ajmer”. You want to go to Ahmedabad but since you have only 150, would you get off at Ajmer or will you get the remaining 50 and travel to your desired destination which is Ahmedabad? You wanted your product to go to a place which costs 75 lakhs but what the agency is indirectly telling you is “It’s alright, since you have only 25 lakhs we will get your product somewhere half-way house, get off at Ajmer”.

If a layman believes advertising sells, there is absolutely nothing wrong in it. But when “Intellectual morons” (IM) try to convince you it was advertising that sold Modi then they deserve an answer. Advertising doesn’t sell. Here’s an IM who thinks BJP bludgeoned its way to a victory with a massive advertising campaign. Bludgeoned? The IM’s name is Jayati Ghosh. Yeah you guessed right, she’s from the hotbed of commies called JNU who is also on the KnowledgeCommission created by the MMS govt. And her garbage naturally finds its honourable place in the Modi-hating house called “The Guardian”. Here’s a pic of her article:

She writes: “This general election in India was almost a test case: just as advertising can make people want a particular brand of soft drink or breakfast cereal, can a massively funded and aggressive media campaign make people choose a particular leader? The answer, sadly, seems to be yes”. You see, that’s why I call her an intellectual moron. If a layman had said this to me I would have said fine but these are IMs running universities and knowledge missions. The rest of her article is the usual hate-Modi, hate-RSS, hate, pogrom, blah blah so I will choose to leave that alone since I have stated in principle that “pigs will find garbage anyway”.

So advertising worked for Modi, is it? But the problem is the Congress is blaming their ad agency Dentsu for its failures. So are these IMs suggesting Modi merely had a better ad agency? TOI reports: “Dentsu cannot be absolved of the blame for the debacle. They not only charged a premium for the creatives, but they also released ads at an abnormally high premium in connivance with various media houses," a senior Congress leader alleged”. Even the blame is mostly about costs and hardly about the content or message. You will find other reports that suggest that Dentsu failed to project Rahul Gandhi as a Youth icon. I’m laughing. What happened when they did come up with some ads? People made parodies of it. Remember “pocket science”?

Advertising is a means of communication. It communicates your message or it communicates the position you hold. It helps create awareness and move more people to an interest in your product. Advertising doesn’t sell. So what sells? In simple terms we call it publicity, word of mouth, referrals and so on. That’s what sells. Good referrals about your product, people telling each other this movie is good or bad, works. Many big budget movies with a huge ad spend don’t succeed. The simple reason is referrals, reviews and word of mouth may not have been good for that movie. No amount of advertising can sell a bad product. Here’s a good graphic explanation of how advertising works and how sales outcomes happen (From: Advertising Doesn't Sell Anything which I recommend for a read also):

At the top left corner I have marked the box which shows what must support advertising. I recall a show that C5M was doing in a small village in UP during the elections. Some of them told her that they deal regularly with people in Surat and how they were earning a lot of money. That their family members were working in Gujarat. They told her how they hear about the good infrastructure, water supply and power supply in Gujarat. They told her how easy it is do business in Gujarat. Now, that is coming from a small town in UP. Are intellectual morons telling us advertising got BJP 71 seats in UP? That there were no referrals, no word of mouth? Nothing? Live in denial and they will make the same mistake again.

Advertising also combats the competition in the market. So if you take Congress as the competition for BJP and Modi then what affected Congress? The adverse impact on advertising is bad publicity, bad referrals, lack of belief in your advertising message and negative word of mouth. A person may have hundreds of comfortable and safe train journeys but one bad journey that has an accident or incident. He or she is likely to tell everyone about that experience. Watch a new movie that you find is good; you aren’t going to scream to the whole world. Watch a bad movie, you’ll tell everyone. You will even tell people “Don’t waste your money on this bogus movie”. Won’t you? That’s who we are. Positive word of mouth and referrals are tougher to get. This is why the extraordinary positive word of mouth for Modi is a spectacular achievement which is being under-rated. The media failed to read and deliberately denied it. It is not advertising alone. It’s his relentless campaign, the acceptance levels of his messages and mass aspirations.

The box at the bottom right corner also explains the reasons for the Congress debacle. They had negative word of mouth, negative referrals from which they had to combat a positive product from Modi. The entire country had their scams and corruption in their minds when they thought about Congress. A paint brand had the line “Whenever you see colour… think of us”. The Congress acquired a similar tagline “Whenever you think corruption… think of us”. That is a bad reputation which mere advertising cannot fight back. Congress may blame their ad agency but deep down they do know what beat them. Advertising doesn’t sell!

The Congress punch-lines were turned into parodies. The Modi punch-line became a mass sing along rhyme. “Twinkle twinkle little star… Ab ki baar, Modi Sarkaar”. Thousands of such rhymes became popular. This is not the work of an ad agency; this is mass purchase of a message through word of mouth. One may try to create a “positioning” in people’s minds through marketing but people are not fools. People create the “positioning” that they see the product as. RahulG became “Pappu” and that became his positioning in people’s mind. To counter it the Congress called Modi “Feku” but the Feku tag did not stick because it was not backed by real perception whereas Pappu stuck because people perceived RahulG to be Pappu. Perceptions play a big role in the market place. Perceptions drive purchases too. Modi’s message was largely “Vikas”; what was SoniaG’s message? Zeher ki Kheti? Secularism?  She learned nothing from “Maut ka Saudagar” it seems. Constantly rubbishing another product generates more interest in that product and if it happens to be good then people end up buying it. Which idiots write speeches for Sonia and Rahul? They should review that.

Our media is not filled with bright people. Most of them are Sagarikas. Till the last leg of the election they were debating nonsense like Mrs Vadra’s “Choohe” and “Joan of Arc” type nonsense and other utterances of silly politicians as if those decide election outcomes. The media morons too have no connection with people. They are like Jayati Ghosh, the JNU’s intellectual moron.

One of the key aspects of a market battle is that your competitor puts you out of the consumer’s mind space. “Out of mind = Out of business”. The Congress, its clones and all the intellectual morons who harped on secularism, polarisation, divisive and so on had gone “out of mind” of voters. That’s why they went out of business and BJP scored a clear majority. Advertising doesn’t sell! Don’t let any intellectual moron ever tell you that.

47 comments :

  1. The congis and the IMs are absolutely graceless in their defeat. They tried to tell that Modi's success was due to the first-past-the-post system by trying to plant ridiculous articles both in the national as well as the international media. Then the congis try to blame their failure on the advertising agency, forgetting that they were trying to sell a monkey cloaked as a lion. No sane Indian who watched the Rahul Gandhi interview can accept him as a leader.

    Let them be in denial; only then we will get a fully congress-mukht Bharat.

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  2. Dear Sir,

    These so called Intellectual Morons as you say doesn't learn anything. Learning is a continuous process. For these people they think that they are supreme and if anyone challenges, their EGO would be hurt. Even now they are not able to digest that a mere chaiwala who doesn't speak english all the time would be the Prime Minister of India. They always wants to be slaves of English. They don't want any Independence.

    Thanks for your Article.

    Regards,
    Shrihari V

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  3. You have done better analysis than CWC. Why go to such pains for them, when they are not ready to accept their mistakes, and always looking for 'bakraas' Next in firing line, Milind Deora ???

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  4. Your observations are so well researched

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  5. I'm sure Congress IMs and media cronies are on a constant watch-out of your blog (to get ideas, feedbacks & suggestions). If they aren't doing that, they are anyways marching smoothly towards the Indian dream of #CongressMuktBharat.

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  6. Ravinar, Superb one,. But I doubt very much this can be driven into the heads of thickskinned and brainless IMs. The other day UR Ananthamurthy was ranting tthat NaMo Brigade is targeting him and he will not be cowed down. NaMo Brigade has better work to do than threaten this so called intellectual. Only thing they did was sending him a one way ticket to Karachi because he publicly announced that he would not like to stay in India if NaMo becomes PM. So they sent him the ticket. Now he is telling that it was slip of his tongue due to emotions. He too said same thing that NaMo has won because of advertising and media. They won' change or don't want to accept reality. You can wake a person sleeping but cant wake who is pretending seeping..

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    1. The trouble with Ananthamurthy is that he does not stick to any stand.He often takes a"Kejri turn" when it comes to his advantage.No wonder you may find him in Delhi with a bouquet to greet NAMO.That is why he & his likes-Karnad et all are better known as "Suddi Jeevis"( News mongers) rather than "Buddhi Jeevis"( Intellectuals).Let them say whatever they want .People have learnt to live with them.

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  7. Totally agree with your good analysis. The trouble is that these IMs are everywhere, policy making committees heading institutions etc. unless we rid ourselves of them there will be no congress Mukt Bharat.

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  8. This, my dear sir, is precisely why I requested you not to stop writing.

    The ease with which you got your point, on technical aspect of advertising, across is something only a few can accomplish.

    Please do continue to point out such bloopers and arm commoners like me against this so called intellectual diatribe.

    Thank you.

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  9. I think advertising sells, it depends on whom you are advertising to... May be in this case the consumers already used this product for past 60 years and already know whats inside.

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  10. The people who write maa - beta speches are doing a great service to the narion ...

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  11. This comment has been removed by a blog administrator.

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  12. My sincere advice to UR Ananthamurthy is to stop his silly game. I was born in India and lived for many years till a Dracula like lady, a Fake Gandhi captured power and in seventies I left India for good, because I did not agree with her autocratic style. So Mr. UR, if you do not want to live in India when NaMo is PM, just leave. By announcing your feelings on loudspeaker you are nothing but a trouble maker.

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  13. Superb! The so called left, liberal, secular intellectuals deserve the title "Intellectual Morons".Even ordinary people know that advertising can't sell a product, unless the product has some qualities. RaGa is not a saleable product. Neither his sister nor the family name.

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  14. Fundamental truth is Any Great Advertising can't sell a Bad Product. Congress was a Bad Product. And Great Advertising only accelerates the reach of a good product and that's what happened with Modi. It helped in reaching out faster to people who werefed up with a bad product and who were desperate for change.

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  15. Congratulations, Sir!! its > 7 million views now.

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    1. i too join you in congratulating ravinar sir.
      best wishes for a long happy and healthy life.

      Delete
  16. “pigs will find garbage anyway”.
    Perfect way to describe the media morons.

    Any way, leave these morons, I just wanted to tell u " A 63 years person working tirelessly for 17-18 hours a day, sleeping for 3 hours a day, attending 4-5 rallies across India and still finding time to clear CMs files on a daily basis is GREAAAATTT".
    Modi's hard work has motivated and energised us.

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  17. I'm reminded of a movie I watched in the '60s. It was Carry on Cleo under carry on Series. In a scene when slaves were being auctioned there were no bidders for a puny man when the robust ones were bought by ladies. Then the auctioneer threw in a lovely piece of statue as bonus for the successful bidder. He got sold

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  18. I think Congress also forgot that India does not live in TV studios and with English newspapers. It has a long oral tradition and word of mouth gets around faster than printed bytes. Somehow, there seems to be a misplaced notion that all ideas (advertising or otherwise) which might work elsewhere will work exactly the same way in India. People tend to forget that India is a complex nation as well as inherently heterogenous. Trying essentially homogenous (expected lines result) ideas on a heterogenous population boomeranged badly. Of course, the Congress report card helped in no small measure.

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  19. Dear, once again you said it very rightly. Congress and their supporter problem is still they are leaving in denial mode and don't want to believe that Mr. Modi is PM of India.

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  20. 70 lakhs and going strong....keep it up...

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  21. Dear Ravi,It has been 51 months since you embarked on this journey with 'Time to rein in the Media' where you said "It is time sensible and caring Indians stood up and continue to expose these impostors as many are already doing"...Many..maybe, but not as effective as you have succeeded in guiding the people to understand the 'Corrupt media'.In your unique style-- well-researched knowledge combined with fearless views and honest writings,you explained complex issues in simple words with examples for us to understand.Your integrity,your honesty ...can be felt..can be sensed.The 'one-man army' that you were inspired so many to boldly question the media.You set a goal not only for yourself but for so many who were feeling helpless with the way the nation was going down.You started off this battle alone,you need not have like so many ... and that sets you apart.There are lots of role-models of the so-called materialistic achievers,but people like you are role-model for children in the true sense for a society based on principles of honesty and integrity.Thanks a lot for being here for all of us.I consider myself blessed to know you through your words.7 million is just one more feather..you will reach great heights.May Eeshwara bless you.

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  22. The dynasty has succeded for sixty seven years in fooling the people about their so called achievenents mostly by state supported and institutionalised propaganda. It is natural for their supporters to believe somebody outdid their propaganda.

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  23. Advertising doesn’t sell. Then why spent 5000 Cr.

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    Replies
    1. If advertisement indeed sell, congress should have doubled their advertisement budget and made Rahul Gandhi PM.

      Delete
  24. "Constantly rubbishing another product generates more interest in that product and if it happens to be good then people end up buying it. "

    100% right! This is how I discovered Narendra Modi and thanks to youtube & certain other websites such as NitiCentral soon turned into NaMo's fanatical fan. I ended up influencing several others in the community to vote for NaMo

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    1. Anand,
      Same here, if they have not thrown so much mud on Modi... i could have never known about Modi fully.
      This is why SM is such a leveler, If one needs he can get the truth. This hurts the "media traders" the most and its a question of their "roji roti"

      Delete
  25. our intellectual morons are now in a frenzy. after having written articles after articles on why media and campaigning will not work and quoting the 2004 India Shining campaign sat in their houses hoping Modi will not win or atleast will not get the right majority whereby the regional parties can stop him. they were made to pinch themselves when the results came. these idiots cannot spend one day without rubbishing the bhakts while they are themselves Cong slaves.

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  26. Totally agree ravinar. On 16 may i had sent a msg to my friens on whatsapp saying..I think that in this election... social media has a huge contribution. Had it not been there we wd have to dumbly rely on msm n tv media with their gibberish about being stuck in the 2002 record.., their licking chinese gandhi ****. This is also a kadak answer to tv media that no matter what u can never sell a useless product with the best marketing strategies.
    I hv stopped reading newspapers for past 2 yrs n dont watch news channels both depressed me. I hv lost hope in this country. Somehow i started reading mediacrooks n got hooked cos i cd see intellect alive at this place. I believe that for anything to become sustainable it has to be handled as an enterprise ...even a country..it needs authority,responsibility n most imp accountability. Pls keep on educating us n never stop. I hope that one day people will realose that MERIT is the only quality for survival and success. All the best friend.

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  27. Totally agree ravinar. On 16 may i had sent a msg to my friens on whatsapp saying..I think that in this election... social media has a huge contribution. Had it not been there we wd have to dumbly rely on msm n tv media with their gibberish about being stuck in the 2002 record.., their licking chinese gandhi ****. This is also a kadak answer to tv media that no matter what u can never sell a useless product with the best marketing strategies.
    I hv stopped reading newspapers for past 2 yrs n dont watch news channels both depressed me. I hv lost hope in this country. Somehow i started reading mediacrooks n got hooked cos i cd see intellect alive at this place. I believe that for anything to become sustainable it has to be handled as an enterprise ...even a country..it needs authority,responsibility n most imp accountability. Pls keep on educating us n never stop. I hope that one day people will realose that MERIT is the only quality for survival and success. All the best friend.

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  28. Congrats Ravi! 7million and going strong...!

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  29. Congrats Ravinar for 7M+.

    Tightly fill a sack with boiled potato and then drop the sack from balcony. The final state is not what C5M looks but what is there in C5M's brain.

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  30. A very apt response to the ones giving lack of advertisement as an excuse for their losses. It was the hard work of the volunteers both on the ground and social media, referrals from the people who actually experienced the development in Gujarat and above all the connect that Modi had with the masses through his rallies, interviews not just during the election campaign but much prior to it starting from India Today Conclave and SRCC (Min Govt and Max Governance). People who have been Modi haters haven't been able to digest how the agenda of growth and development alone has defeated the secular ideology. As Modi himself said product if not good will not sell in spite of any amount of advertising. Kejriwal and Pappu supporters can continue to live in denial but it won't change anything for them.

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    1. Agree. But advertisements did play a substantive roll in positioning Namo as the alternative to the UPA. There was a strong anti incumbency. People were angry and Namo offered hope and track record.
      and advertisements helped reinforce the message. Which helped translate into votes . And advertisement for me covers every single mode/method adopted to pitch/sell the idea of 'ab ki baar modi sarkaar' with indian electorate.

      There were many strategies which congress and others could have adopted to tackle the same - but fortunately for the country , the mediocrity and incompetence of the anti modi brigade prevented them from getting their act together.

      Delete
  31. A classic example of "Advertising not selling" is none other than MC blog itself. Purely on the basis of word of mouth and referrals has lead to viewership of 7M+. People believe and have faith in Ravinar which is why the existing viewership has been retained and new viewership growing at a steady pace. MC has been single handedly campaigning against the media crooks in MSM with facts and strongly connecting with the people from across the globe on SM with no paid advertisement. It is purely the quality of work or product that counts in the end. Great job Ravinar. You are truly inspirational.

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  32. Congratulations on 7+ viewership. We are happy u are still with us.

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  33. The fact is not Modi but the congress and their attitude. Now they want to glide on alibis. They say anything they conceive as probabilities for, they are unable to digest. The Autocratic PC commented in relation to BJP's victory "avargal rindru, vendru...." as if they are born to rule and others at their foot such a head strong hence the Siva ganga people hit the nail on his son's head which drove to the bottom which if they are worth to their salt should seldom efface since they cheated the people last time since they gave against him but manipulated..God had taken his cudgel after allowing more length of rope but they have proved incorrigible in tandem with their allies as the proverbial saying goes "Birds of same feather flock together". There is another buffoon in this nation who has shunned all magnanimity wedded with human being since he ate fodder.that he would not greet Modi! He ought to be in jail but at large courtesy the barmaid. Hence he hisses wherever Grandy family foot on the land. Nitish estranged from wife {BJP} now marries one pregnant with venality.

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  34. Ravinar,

    Not fair to call the people "idiots" who wrote speeches for Sonia and Rahul. It is because of those speech writers that BJP has got absolute majority on their own. ;)

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  35. "Our media is not filled with bright people. Most of them are Sagarikas." - Ouch

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  36. One of the biggest plus point of the Modi campaign was Modi himself. It was very clear to everyone that Modi meant business.

    Modi had a target which he communicated very clearly. He had a plan that plan was meticulously thought out. He put in super-human efforts to achieve the target. Throughout the campaign it was very clear, what Modi's message to the people was.

    Besides, Modi has been the CM for 12+ years. People have seen that the election avatar of Modi was not put-on. He had worked with equal zeal to achieve his goals in Gujarat. It is very clear that Modi has worked very hard to get where he is. He has conquered extraordinary odds to get where he is.

    Naturally people could trust the man who has delivered as promised for many years. Not to mention the huge IQ chasm that exits between Modi and all his rivals. All of them look like kindergarten kids when compared with Modi.

    So the catchy slogans and the ad campaign may have helped to make people feel connected...but what sold was the product Modi...his ideas...pure and simple.

    I have not seen any of the he defeated parties think seriously about this election and reasons why they lost. It is a good thing that such people were routed. There is no place in a rapidly developing India for such close-minded morons. This election has truly separated the wheat from the chaff.

    It could do well for any serious politician to read your article and learn from it.

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  37. Issue is now these IM and secular dukandar have to close shops. As the man connects with junta directly.

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  38. I would ask all these morons who are crediting Advertising than Modi for his victory, what would have happened if Sushma was PM candidate ? or Shivraj was PM candidate ? If it is former I *definitely* would not have voted. If its latter 'may-be'. I am sure many like me who voted, voted for Modi and his 'message of hope' not his usage of 3-D technology, not his huge bill-boards. People dont get carried away with the size of bill-boards or size of the poster or the type of paper you use for pamphlet. They look for the 'message'. Advertising is like that glossy paper on which the 'message' is printed. If the message is crappy you wont store or keep reading it, just because the paper was glossy.

    Interestingly, modernBrain research shows that when your emotional centers are running high with either greed, or anger your Prefrontal Cortex, that part of the brain on top of your eye-brows, that makes us 'judge', goes offline i.e, your ability to think rationaly goes out of the window. I am clearly able to see that in all the modi-haters. They are 'thinking' with their 'limbic' brains not with their 'rational & human' brains.

    Samoa

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  39. All the news about being paid-straight from the moron's mouth-https://www.youtube.com/watch?v=f9RiCJNVjkA

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  40. Right on the money is this article.
    I recently saw a lot of buzz in the media about "31% votes - lowest % to win an election". But it's intellectual dishonesty at it's best. NDA won about 40% and it was a pre-poll alliance so effectively they knew who they were voting for and I suppose BJP was not contesting those seats. I am appalled that when I tried to comment on those articles the comment is not published!! Ravinar, I hope you take this up as well - the myth about 31% peddled by media which is in reality 40% and 336 seats !!

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  41. very true, Ads won't sell but they aid to sell the product which has at its core certain value for buy/money.

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