Campaign 2009 is cool and costly
From an estimated Rs 4,500 crore in 2004, the estimated campaign expenditure of the coming Lok Sabha elections is more than doubling to Rs 10,000 crore, says the Centre for Media Studies, Anita Sharan reports.india Updated: Apr 08, 2009 22:39 IST
From an estimated Rs 4,500 crore in 2004, the estimated campaign expenditure of the coming Lok Sabha elections is more than doubling to Rs 10,000 crore, says the Centre for Media Studies.
The kind of money involved had major ad agencies scrambling to pitch for the political party accounts. The Congress continued with ad agencies JWT and Crayons, which had worked in November 2008 on the ad campaign for the Delhi Pradesh Congress Committee. And the BJP finally settled for Frank Simoes-Tag and Utopia, after pitches by 12 agencies.
Both leading parties are spanning across the television, print, radio, out-of-home (OOH), online and the mobile media. A key jump this year is in the use of digital media and mobile phone messages.
“While I personally don’t think any party is still touching on any core issues of concern, such as security, and financial and political stability effectively, in terms of media reach, the ad campaigns are far more effective than earlier. They are more cued into the new and young voters,” said Nabankur Gupta, CEO, Nobby Brand Architects.
Says Anand Halve, co-founder, Chlorophyll Brand & Communications Consultancy: “All this awareness creation is, one, about the availability of new media now; two, addressing youth in the changing demographics of the country — a target group issue; and three, and the most important — the critical issue of what the product offering is.
The Congress acquired the rights to the Oscar-winning film ‘Slumdog Millionaire’s’ Oscar-winning song’s refrain, “Jai Ho” as well — only to be parodied by BJP’s “Bhay Ho” that speaks of the nation facing fears!
The BJP has been sending SMSes across a reported 35 crore mobile user base – apparently with young voters in mind with two-thirds of voters under 40.
BJP leader LK Advani is trying to connect with the youth through a personal website ikadvani.in. Even the CPI(M) has set up vote.cpim.org, the first Left party to put up an election website.
First Published: Apr 08, 2009 22:30 IST