It's raining ad jingles this election season!
For the 2019 General Election, parties have come up with more ad jingles than ever before and we take a look at how they have been using radio to effectively reach out to voters
Published - 14-May-2019
The Lok Sabha Elections 2019 is different in many ways and one of the main reasons behind this is the use of radio as an effective medium by the two main parties, BJP and Congress reach out to voters. Both parties are running numerous radio campaigns to reach out to the maximum number of voters. At every minute you’ll hear the ad jingles by the parties on almost every FM channels across the country.
The radio jingles timed from 30 seconds to 3 minutes are being played in every ad break, even cutting the time allotted for songs.
According to TAM AdEx, a division of TAM Media Research, in March, the Bharatiya Janata Party with 88 percent share, topped radio's political ad insertion list. 'Jan Jan se naata hai, Sarkaar chalana aata hai; jo aapko jhoothe vaade karte hain' and 'aa rahi hai Congress, parivartan maange Madhya Pradesh', are the appealing ad jingles by the Congress party trending on all FM channels.
The themes covered in the radio campaign include the 'Nyay' scheme, poverty, jobs, farmers' distress, women's reservation, "Gabbar Singh Tax" (GST) and education, taking a jibe at the BJP.
The Congress party campaign's main theme song 'Main hi toh Hindustan hoon' has been penned by Javed Akhtar.
In reply to Congress, BJP has come up with its key anthem ‘Phir ek baar Modi sarkaar’. In addition to this, the party has also released ‘Main bhi chowkidar’ and ‘Raftaar chahiye’ songs on various platforms.
According to a media report, “The ad insertion on the radio by political parties has increased by 14 per cent in this election year. In the 2014 elections, print and TV had a clear advantage over the radio”.
In March, the Aam Aadmi Party took the second spot with 5 percent share, followed by YSR Congress Party at 4 percent and Congress at 2 percent. The Congress party has given its advertising creatives’ to agencies such as Percept, SilverPush, Design box, and Nixon, to boost its radio campaign.
Brand guru Harish Bijoor feels, “Ad jingles have a way of settling into the psyche of the voter in a rather subliminal manner. Therefore it plays a valuable role far deeper than the over set of thoughts we imagine it conveys to the electorate”.
“Ad jingles are usually meant to be tunes or catchy slogans that have a high mnemonic quotient and can be easily remembered by audiences. They play a very important role in elections to an extent that political parties in any particular election year are remembered by their campaign phrase for decades after the elections. These phrases also capture the general tone and tenor of the party in that election”, says brand expert, Chandramouli.
So, is Radio emerging as a winner compared to TV and digital in the race of ad jingles?
“It is impossible to view any single medium in isolation today as each medium feeds into each other. If I like a jingle on the radio and want to listen again, by default, I will search for it online and stumble on the video version on YouTube. The only winner is the content and not a particular medium as such”, opines Saurabh Uboweja International brand expert.
Harish Bijoor feels the efficacy of a radio jingle is 100%. “When you use a jingle on the radio, you use the medium as a medium. You use the medium to its best aural efficacy. When a jingle is used in television advertising, there is a visual distraction but, when used on radio, there is no other distraction at all”.
“The focus and effort of the creative agencies are higher on Radio for a jingle since the sensory input is only audio”, adds Chandramouli. The Lok Sabha Elections 2014 saw impressive ad jingles by the BJP such as–‘Meri Dilli Ko Thoda Sa Pyar Chahiye, Kaam Karne Wali Modi Sarkar Chahiye’ and the famous ‘Achhe din aane wale hai’.
On the other hand, AAP’s– ‘Paanch Saal Kejriwal', was echoed in every corner of Delhi and it is said that the jingle played a vital role in Aam Aadmi Party’s landslide victory in Delhi elections. Ad jingles are made keeping the language barrier in mind.
So how much could a party be spending on creating ad jingles? Uboweja says, “Creating the ad jingle would be just 5-10% of the total cost of the jingle campaign. The larger cost would be attributed to the media spends. Depending on the quality of musicians and the production standards involved, the cost of creating a high-quality jingle could range between 5-15L. If there is video involved, the cost could easily escalate by 2-3 times”.
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