MAM

Election tracker: Battling it, out-of-home

MUMBAI: This general election may be the first among many, where media has been so extensively (and blatantly) used by political parties and their prime ministerial hopefuls.

 

Far from fighting shy of marketing themselves, the main players – Congress and BJP – have spent nearly Rs 400 to Rs 500 crore each on publicity campaigns. An additional Rs 500 to Rs 1,000 crore will be spent on related activities such as banners, hoardings, organization of public meetings and transportation of key campaigners, among others. Not surprisingly, media agencies estimate around 2 to 2.5 per cent of overall advertisement spends this year to come from elections.

 

One can switch a channel, turn a page or surf away, but hoardings are hard to ignore or even miss. And this is the reason why of the whole advertising budget, parties are spending approximately 10-15 per cent of the total budget i.e. close to Rs300-400 crore on OOH, if not less, as per industry sources.

 

Possibly, with advertising rates on general entertainment channels (GECs) on television being prohibitive and posters having been banned in several cities of the country, outdoor remains the only viable option for election propaganda as it is cost-effective and has high reach as well. So you have hoardings of calling for a ‘Modi Sarkar’ or boating of ‘Bharat Nirman’ with NamO and RaGa staring down at you from the most non-descript locations in the country. What’s more, they have illumination for better visibility at night.

 

With elections just round the corner, outdoor advertising has picked up significantly, mostly fuelled by political parties, which is quite unlike the usual scenario where outdoor advertising is more prominent during the second half of the year.

 

Speaking of the growing appeal of OOH, Madison OOH Media Group CEO Arminio Ribeiro, says: “Given the flexibility of this medium in terms of narrow- and broad- casting and its localization and rapid awareness build-up benefits, outdoor has appealed to political parties to get their message across to the electorate through its multiple formats.”

 

In order to get the best quality hoarding, tapping the most crowded route through buses or railway has certainly increased the competition. Everyone is trying to avail the benefit of this golden opportunity and those who have the diverse range of inventories are the main gainers.

 

Sanjeev Gupta, managing director of Global Advertisers, which has been roped in for outdoor by both Congress and BJP, says, “With changing trends, political parties have also changed their approach and have become more professional. Therefore, our media plan included a mix of outdoor inventories to expand the reach of these campaigns and we expect to see more demand for outdoor in the coming months.”

 

While Postercope Asia Pacific regional director, Haresh Nayak, says: “Tier II and Tier III markets have been the focus for the last year, continuing to grow this year as well, showing deep penetration in rural areas to create brand awareness.”

 

 Indeed, the FICCI-KPMG 2014 report finds that the OOH industry has grown by 5.5 per cent from CAGR (2007 to 2013), what with clients from real estate, telecom, media, auto, and now politics, driving it forward.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_26.jpg?itok=Xk83DILP
Neeraj Roy elected as IAA India chapter president

The India Chapter of International Advertising Association has elected Hungama Digital Media CEO Neeraj Roy as its president.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Untitled-1_1.jpg?itok=fwyfOMMp
Salman endorses 'fully fantastic' Dixcy

Dixcy Textiles has rolled out its new advertising campaign. The TVC features the biggest entertainer in Bollywood Salman Khan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Swachh%20Bharat.jpg?itok=TacDOT_p
Swachh Bharat Week: Sachin, Amitabh lead promotional videos

NEW DELHI: A series of promotional videos promoting the idea of constructing toilets in every household in the country was released by the prime minister Narendra Modi. The government is celebrating the Swachh Bharat Week, from September 25- October 2.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/26/Untitled-1_14.jpg?itok=U3BTPEWF
When brands think like publishers: CMS Asia 2016

As more brands are waking up to the perks of content marketing, they increasingly realise the need to think like a content platform or publisher. But, are they doing it right? -- was the question raised in the panel discussion at CMS Asia 2016. The panellists were -- Autocar’s Hormazd Sorabjee, Mxm...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/26/Untitled-1_13.jpg?itok=wW6tfUjZ
Budweiser brings 'What's Brewing' to India

Budweiser's latest campaign ‘Always Brewing' derives its genesis from the brand’s core principles of freedom, authenticity and ambition, and engages with today’s generation- who, like the brand, are infused with the drive of constant progress and perfection.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/27/Nestle.jpg?itok=Yk8kYeJT
Nestlé supports 'Nanhi Kali'; changes packaging

Nestlé India has changed the packaging of its iconic brands, Maggi, Nescafe and Kitkat to support girl child education in association with Nanhi Kali, an NGOs imparting education to underprivileged girl children across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/24/Untitled-1_2.jpg?itok=MCFWy-vX
Maxus, Tata Sky shine at Big Bang Awards

The award-winning spree for the GroupM company Maxus continues as it won the Social Media Agency of the year at the Big Bang Awards 2016 (constituted by Advertising Club of Bangalore). Tata Sky was named 'Client of the Year' for its innovative 13-episode TVC campaign called Daily Dillagi.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/24/Untitled-1_0.jpg?itok=rEOZqSB1
Dentsu, Facebook: the problem with digital advertising

The advertising industry just got a hit in an area where it hurts: right in the solar plexus. Last week, Japanese ad agency Dentsu which accounts for a lion’s share of advertising in Japan, admitted that it had overcharged (read: “fleeced”) digital clients to the tune of Yen 230 million between...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/24/Untitled-1_1.jpg?itok=VhQYRN3O
Content Vs Market debate dominates: CMS Asia 2016

MUMBAI: Post-lunch panels are always a challenge, but panellists – The 120 Media Collective’s Roopak Saluja, Optimystix Entertainment’s Sanjeev Sharma, GroupM’s Tushar Vyas and Havas Worldwide’s Nirmalya Sen -- at the Content Marketing Summit Asia 2016 were up for it as they discussed if media...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories