How AAP is riding on OOH to woo voters

In a classic example of subtle ad placement, the Aam Aadmi Party is using transit OOH to get maximum visibility ahead of the Delhi Assembly elections

by Anjali Thakur
Published - Sep 30, 2019 8:42 AM Updated: Sep 30, 2019 12:07 PM

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AAP transit OOH

Delhi's ruling party, the Aam Aadmi Party, has launched its campaign to retain power in the national capital. Even as the assembly elections in Delhi are a few months away, AAP has launched its campaign ads, material and billboards. Many auto drivers sport ‘I love Kejriwal’ on their autos to express their love for the Chief Minister.

In a classic example of subtle ad placement AAP is using transit OOH to get maximum visibility.

In a press conference earlier, AAP’s Delhi convenor Gopal Rai said that the ‘I love Kejriwal’ campaign has evoked great response.

AAP's bid for victory in the Delhi Assembly Election 2019 leads with the slogan: I Love Kejriwal.

According party sources the campaign has been designed to allow Chief Minister Arvind Kejriwal to reconnect with the public and hence the slogan.

Anup Sharma, an independent political campaign strategist and mentor at The Lentils Institute, shared some insights about what could be AAP’s key strategy for OOH. “The power of outdoor media has always been there to help build perception but today OOH media is not only acting like a media but is defining the message.  Considering the nature of the media, political messaging over OOH has the potential to reach more than other media.  A message on the back of the auto has more potential to attract eyeballs than a static unipolar or hoarding,” he said.

Sharma added that while the media consumption habits are changing with TV news viewing decreasing and more people consuming news / views online, TV news is still the key medium for politicians to reach out to voters, and it’s not just because of the numbers. “The political parties know that TV news give a uniform message which may have got lost in the social media noise. OOH acts like a force-multiplier in political messaging,” he stated.

Suresh Kumar, an auto driver in Delhi’s Connaught Place, revealed why he wrote ‘I love Kejriwal’ on the back of his auto hood. “This is my small contribution to show my support and love towards AAP. Kejriwal government has put effort to make a difference in the city, from giving everyone free electricity and water to other facilities, and they have proved themselves over the years. So, this is a small dedication to the great work they have done,” he said.

According to Rajeev Arora, CEO of Adventure Media, the kind of visibility that auto rickshaws provide make them 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,” he said.

So, is it cost-effective?

“To replace a regular auto hood it takes around Rs 600, it is indeed value for money,” Arora added.

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