MAM

Election Campaigns: How they boosted OOH sector

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/05/14/SanjeevGupta_0.JPG?itok=x_zRJtIG

Since the 2014 elections is being touted to be one of the toughest elections of all time, parties are more than willing to dig deep into their pockets and spend on advertising...especially outdoor since their vote bank lies within the masses on the street of not just the metros but also the tier II, III, IV markets. Therefore, outdoor has become massively important for them. It’s much more rigorous this time.

Election season has given a boost to outdoor advertising industry by more than 30 per cent. Understand, unlike television and print which also exude national presence, the power of outdoor lies in its local behaviour. It helps put up a larger than life picture wherein literacy is not a heavy requirement. You can easily look at the picture and understand the message. As a result outdoor has become a very significant medium for the parties to reach out to the masses who stay in the hinterlands of this country. They are their vote banks, most of whom who may not even have a television at home to watch an ad or are not literate enough to read the paper. It’s outdoor that helps the candidates and parties to reach out to such regions. Now talk of metros like Mumbai, where time is limited and people do not have the leisure to watch TV and read papers, since people are constantly on the run and outdoor helps capture their attention in a very big way. Outdoor inventories  such as hoardings, transit medium, street furniture, mobile vans, railway media all can be placed at strategic locations and just cannot go unnoticed by the target viewer. In a city like Mumbai where consumers are constantly travelling, hoardings play an exponential role in capturing their attention.

The government has estimated a 4.9 per cent rise in economic growth this financial year, against a decade-low of 4.5 per cent last year. Parties have majorly used larger than life hoardings without much innovation in a bid to keep their campaign language simple and direct. National political parties such as Congress, BJP, NCP and the latest entrant in the political game Aam Admai Party (AAP) have also rolled out an outdoor campaign to woo voters pan India. Outdoor has come up as an effective mass communication tool for targeting people on the go as soon as they step out from their home.  This has given rise to the demand of outdoor inventories on big scale especially large size hoardings. Taking the professional approach, these parties have engaged highly lit, strategically located, clutter free hoardings along with bus media.

Interestingly, political parties have also raised ad spend on OOH medium to cater to large number of diverse voters. Focused on innovation, diverse range of outdoor inventory and tactical media planning have brought national political parties closer to outdoor medium.

Digital Marketing and OOH: Combination used?

These political campaigns came up with single objective to influence the decision of voters. Therefore, the demand of quality outdoor products coupled with highest reach gained popularity amongst parties.

Parties used combination of digital and outdoor campaigns for various political promotional events such as rallies, public appearance of prime ministerial and Lok Sabha seat candidate in every constituency, awareness campaign of party’s agenda and promises to the voters and many more.

 This year we have noticed many new trends such as advertising via mobile vans, LED, huge display screen at traffic junctions, public announcements, heavy advertising on railway and bus stations etc. A lot of BTL activities are also planned around the city like Narendra Modi T-shirts, Arvind Kejriwal’s Cap and Rahul Gandhi’s Mask to list a few.

 What after election?

The elections this year is expected to boost the ad revenues across sectors in double digits. And this boost will help sustain even the OOH industry for the rest of the year. It is only an addition to the already existing and growing business of OOH as a whole. So, we do not think that there should be any coping issues. There will be business as usual. Elections are a once in a five year phenomenon. We do not depend on elections alone, therefore...right?! The elections will get over in a few days. And April-May are the best advertising months. Its summers...and holiday season for schools too. So, a lot of advertising happens across the summer FMCG brands, tourism and education too.

(These are purely personal views of Global Advertisers MD Sanjeev Gupta and indiantelevision.com does not subscribe to these views)

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/tripti%20%281%29.jpg?itok=eV92OYYD
VML appoints Venkatagiri Rao as creative head

Global digital marketing agency VML has announced the appointment of Venkatagiri Rao as Creative Head - India, as part of a significant step to solidify its creative capabilities. In his new role, Venkat will spearhead the office’s creative practice, which continues to form the foundation for the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/akhil%20%281%29.jpg?itok=j0PzdXlj
BankBazaar.com partners with Experian

BankBazaar.com, India’s leading financial marketplace, has announced its tie-up with credit bureau Experian to offer free credit monitoring service to customers, giving them a much better understanding of their financial footprints. Experian Credit Information Company of India Private Limited...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/Sonya-Sahni.jpg?itok=ZsNZItAs
Digital communication: Indepay hires Indigo iStrat

MUMBAI: Indepay Networks, the privilege prepaid card issuer and the pioneer of branch-less banking, has hired Indigo iStrat, Leo Burnett India’s digital wing, to manage digital activities after a multi-agency pitch.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories