Parties take transit branding route for campaigning, rope in autos to reach out to voters

BJP and Congress are using more than 20,000 autos each in states such as Delhi and UP to spread their campaign, while AAP is using nearly 10,000 autos

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As Delhi gets set for polling in the Lok Sabha elections, political parties are embarking on various cleverly-planned campaigns to woo the voters. During election time, 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, parties have become more strategic in their promotional campaigns.

For the last four phases of the elections, taking place from April 29- May 19, political parties including BJP, Congress and AAP, have roped in advertising agency Adventure Media for an extensive auto rickshaw roll-outs for the capital and other states such as Uttar Pradesh and Punjab. And the three major parties in Delhi--BJP, Congress and AAP-- are leaving no stone unturned to make their campaign a success.

According to Rajeev Arora, CEO of Adventure Media, the kind of visibility that auto rickshaw provides makes it a unique and effective medium.

“Advertising on auto rickshaws is witnessed by a large variety and section of commuters every day. It renders easier possibilities of making sure that the message gets absorbed by the travellers as well as pedestrians. It is always visible on the road and has a captive audience. It is a unique and effective medium,” says Arora.

BJP, one of the highest spending parties on OOH, has further amplified its ‘Phir ek baar Modi sarkar’ campaign through transit branding. The party has spread its campaign through 20,000 autos in states such as Delhi, Uttar Pradesh, Punjab, Rajasthan and Madhya Pradesh. Congress, meanwhile, is targeting issues such as ‘Nyay’ (social justice), GST and unemployment with their campaign ‘Ab nyay hoga’. The party too has used more than 20,000 autos in different states of the country to popularise its campaign. Aam Aadmi Party has been using 10,000 autos in multiple cities.

Arora adds, “Adventure Media has been doing similar kind of campaigns for many years now. We had received 20-21 pitches order from BJP for general elections, 7-8 pitches from Congress and a few from Aam Aadmi Party. We have done this in 24 states and we have covered small towns, remote areas as well.”

Adventure Media, menwhile, is trying everyting to make the advertising more impactful for the parties. For example, the company has changed the colour of some auto hood tops from yellow to saffron.

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