Why AAP is going big on OOH advertising for Delhi polls

While the party trusts outdoor advertising more as compared to other mediums, it is not shying away from spending on various other mediums as well

e4m by Anjali Thakur
Updated: Oct 29, 2019 9:29 AM



After their big loss in Lok Sabha elections, the Aam Aadmi Party (AAP) has decided to counter BJP in the Delhi Assembly polls next year with energetic campaigns on various mediums, projecting party chief Arvind Kejriwal as the only candidate fit for the post of chief minister. The AAP government has taken up OOH, radio and social media as their path to woo the voters.

“From ‘Farishta’ campaign to AAP’s aggressive hoardings which reads ‘Dilli mein Kejriwal’, the party trusts outdoor advertising as compared to other mediums,” said a party spokesperson in an interaction with exchange4media.

During elections, it is no surprise to see hoardings of political parties bedecking every available space across the city. Traditionally, parties have relied more on the strategy of maximum visibility by capturing most OOH spots. However, this time, it seems, though quantity is still the focus, AAP has become more strategic in their promotional campaigns.

“Mediums such as television or newspaper mostly run campaigns allotted by the Central government, and they are mostly biased. Outdoor is the only medium that helps us in reaching out to numerous people directly. We get captive audience and we can highlight the kind of work AAP has done for the people,” said the spokesperson.

“And not just outdoor, we are aggressive on radio and social media as well,” he added.  

According to Anup Sharma, an independent political campaign strategist and mentor at The Lentils Institute, nowadays, it’s all about snackable content. And while the media consumption habits are changing with TV news viewing decreasing and more people consuming news/views online, TV news is still an important medium for politicians to reach out to voters, he says, but adds that OOH, however, may still be the preferred medium.

“Parties know that TV news give a uniform message which may get lost in the noise. But OOH acts like a force-multiplier in political messaging,” he elaborates.

Sharma also explains why political parties choose outdoor campaigns. “Parties are opting for OOH because it has authenticity and is also very cost effective. Outdoor is a public media. So, outdoor has a multiplier effect. Digital acts like an engaging motor and others are supporting surround sound.”

Besides OOH, AAP has been using various other initiatives to reach out to the voters ahead of the polls. The chief minister recently launched the Arvind Kejriwal app to stay in touch with people and AAP volunteers. Also, just months ago, the party had carried out ‘I love Kejriwal’ campaign. Many auto drivers were seen sporting ‘I love Kejriwal’ message on their autos to express their support for the chief minister.

So what kind of investments is AAP doing on advertisements during elections?

“This is the first time we are aggressive on such campaigns. We don’t have set budget, but we are not shying away from spending on various mediums,” shares the spokesperson.

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