Election
Campaigning On Print for the Delhi Assembly Elections dominated
by BJP: An AdEx India Analysis
Jan 09, 04
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In December this year four states Delhi, Rajasthan, Chhattisgarh
and Madhya Pradesh went for the assembly polls. Though Political
parties have found out innovative and newer means of campaigning,
Print campaigns are still a popular and easy way to reach
out to the people. We at AdEx India decided to analyze these
campaigns by various parties in Delhi. The contest here was
limited to the two arch rivals, the ruling Congress party
and the BJP, the Congress becoming the eventual winners. There
was a lot of pre-election talk by Political observers about
the mood not being with the BJP in Delhi and most surveys
had predicted a Congress win. This could be one of the reasons
for the BJP being more intense on Print Promotions in Delhi
than the Congress. The following graph illustrates this.
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But was all the campaigning restricted to these two parties
or were there other contributors? Interestingly, certain Public/Social
Non-Political organizations (e.g., Jan Sahyog Manch, Matdata
Parisha etc.) too placed ads in Newspapers speaking against
the ruling party.
So what were these parties shouting about? Did they focus
on development issues or where they just playing the blame
game? To analyze this we classified all the advertising under
6 different themes namely
a) Self-Praising/Promises asking for Vote
b) Anti-Ruling Party
c) Public Meeting
d) Anti-Ruling Party + Self-Praising
e) Greetings
f) Rallies
We found that parties preferred to take the first route,
60% of the advertising focusing on Self-Praise and Promises
for the future.
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| Analyzing this separately
for the BJP and Congress we found that 20% of advertising (in
CC) by the BJP, the party that was trying to take over the reigns
from Congress, had a blend of the work it promised to do on
coming to power and Anti-Congress talk. |
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| The ruling Congress
led by Sheila Dixit, though spoke just about the various development
work, it had undertaken in its tenure. |
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Another interesting observation was that both these parties
preferred to place their advertisements in Hindi Publications
than English ones, this being the more effective way to reach
to the masses.
(Analysis from AdEx India-A Division of TAM Media Research)
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Keep watching this space for more!!!!!
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