Madison Media has been assigned the media duties of the Bharatiya Janata Party’s election campaign following a keenly contested pitch, as per highly reliable sources. The pitch, which was initiated in early January, saw numerous rounds of presentations that took place in Delhi. The duties include print, radio, television and digital media. As per industry sources, the account size for the entire election campaign is pegged at Rs 400 crore.
The BJP pitch has been one of the most talked about in recent times, particularly after the initial phase of the Congress campaign was rolled out. There has been immense curiosity as to who would be BJP’s roster agencies for their election campaign as the party needs to make up for lost time.
The other agencies that took part in the pitch process included GroupM, Lodestar UM, Prachar Communications as well as some smaller agencies. The outdoor duties will be given on a project basis, confirm industry sources.
The BJP has been in the news for its active presence on the digital medium, which includes regular social media interactions and hosting a Google+ Hangout with Narendra Modi. It has left rival Congress much behind in the social media space, with only the Aam Aadmi Party (AAP) having better statistics on Twitter. Currently, the BJP has upwards of 3.5 lakh followers on Twitter and around 24 lakh fans on Facebook. This does not include followers of individual leaders. In comparison, the Congress has just around 31,000 Twitter followers and about 16 lakh Facebook fans.
The party also actively went after the Andhra Pradesh voter base just before the Lok Sabha was slated to discuss the all important Telangana issue. P Muralidhar Rao, the National General Secretary of the BJP, sent out mass emailers on his party’s behalf, inviting viewers to follow him on Facebook and Twitter. The emailer asked viewers to write in with their comments, suggestions and criticisms.
BJP’s Prime Ministerial candidate and Gujarat Chief Minister Narendra Modi took to social media space in 2007 with his foray into YouTube. Facebook and Twitter soon followed in 2009. By 2010, he had his own website as well.
The growing clout of ‘Brand Modi’ and ‘NaMo’, as he is popularly known, saw a dip in the last two months in terms of aggressive media presence. As the General Elections draw closer, the party is back to making its presence felt in no uncertain manner.