As the country readies for the biggest Parliamentary elections, with a total of 814 million people eligible to vote – 100 million more voters than the last elections five years ago, the bugle has been sounded by the Bharatiya Janata Party (BJP).
BJP has rolled out a massive nation-wide OOH campaign for the upcoming Lok Sabha elections 2014. The campaign sports the slogan “Abki Baar Modi Sarkar”, with different themes to connect with the people of the country. The campaign is a clarion call to urge all Indians to vote for the BJP.
The OOH campaign has been rolled out in different states of the country. Madison Outdoor Media Solutions (MOMS) has rolled out the campaign across eight states. The focus has been in connecting not only with the youth of the country, but also with each and every one who votes. The OOH communication has been customised for each state keeping in context the state dynamics.
According to Dipanker Sanyal, COO, MOMS, “It has been an honour to plan and execute a campaign of this magnitude. Political campaigns come with their own set of challenges, especially if the campaign is for the opposition party. One of the biggest challenges was getting permissions from administrative bodies of both local and state level. The key objective of this campaign was to connect with the people locally. Hence we took into cognizance multiple factors – demographic, socio-economic profiling, mode of travel, dwell time at different destinations etc for planning this OOH campaign.”
Multiple OOH formats – including billboards, bus shelters, transit mediums, gantries, foot over bridges, etc. – have been used to communicate the messaging impact fully. Key congregations points, city markets, key arterial roads/highways, transit hubs of all cities and towns were identified for OOH placements. It has been an endeavor to use local language wherever feasible to connect with the local populace. The depth and the width of the campaign is strategically mapped keeping in the mind the spread of the constituencies.
Approximately 30 lakh sq ft of vinyl across 8,000-plus units has been utilised for this massive spread.
Sanyal further said, “The campaign was installed overcoming all hurdles of inclement weather in few states, code of conduct restrictions and other logistical barriers, etc.”