Political Advertising

Indian politics have always been about eternal rivalry between Bharatiya Janta Party and Congress, with both trying their level best to yield power and limelight. When elections are around the corner, we see political parties debating on national television about their plans on bettering India. You switch on radio and you are likely to listen to political party’s jingles. And if it is not enough then, they just put hoardings of politician’s smiling and assuring us a better future. Funny, isn’t it to see all the politicians being sold as if they are some product.

This new age of wooing the public with unique campaigns and strategies have come a long way and led to evolution to Political advertising. Campaigning and rallying have always been part of democratic system where in politicians reach out to voters to create favourable voting behaviour.

But with the growth of mass media and its effectiveness, a new sleek, creative, engaging and powerful tool came into the picture- Political advertising. This niche segment of advertising has become a regular thing.

The core idea behind this strategy is the usage of hyper-dermic needle theory. Proposed by Harold Lasswell in 1920s, the message in this theory enters the minds of people like magic bullet. The mass media uses this technique to inject message directly in people’s mind and influence public opinion.

Everyone is well aware of ‘All hail Modi 2014’ campaign, which is till today one of the best political advertising campaigns organised by any political leader. One of the prime reasons for landslide victory of BJP in 2014 Union elections is ‘Ab ki baar, Modi sarkaar’ campaign. From 3D rallies to ‘Chai pe charcha’, these integrated efforts of marketing gurus, event managers and technological geeks were highly efficient. These new concepts helped Modi become a brand and symbolised him as Messiah of people, who will bring good time ( acche din aane wale h).

According to Election Commission, a total of Rs. 714.28 crore ($115 million) was spent by BJP on advertising during 2014 Union elections.

Over a period of time, there has been a paradigm shift from traditional medium of communication to new digital medium. Political advertising has developed as new phase of digital marketing is bringing in the fundamental shift.

Twitter handle 

Digitalisation and social media have taken a toll on the political leaders as now a days every politician has their twitter and Instagram handle. Propagating about political parties and leaders on social media has become very common as we see memes, infographics and information being shared over there.

Political advertising which started off as mere attempt to propagate and influence people has now become a 360 degree strategic commitment.