Political Advertising

in India………
PRESENTED BY:
GROUP-3
Introduction
BJP led NDA government : “India Shining” in October
2003
Rs. 2 billion
Grey worldwide
Congress party hired Orchard and Madison
Rs. 40 crores
Change in trend from traditional banners, rallies,
public gathers , loudspeakers to big budget
promotional tools (advertisements, PR)
Issues to keep in our mind……….
India being the largest democracy
 700 million eligible voting public
 14000 candidates fighting for 543 seats
Huge investments in ads Whose money is it?

Benefits to the advertising agencies.

India developing in Information Technology and communication

and it’s effect on politics.
Politics and communication
Shivangi
“You can beat anti-incumbency factor only if you create a feel good factor”- Arun Jaitly ,member of BJP media cell
“though the BJP might have a nirma in vajpayee, the congress was like Hindustan Liver with a string of
strong brand” - Jairam Ramesh, economic advisor congress
Political branding
 Perception Expectation

YOU Performance
Benefits

The Emotional
Product Benefits

Your
Organization
India Shining (Bharat Uday) campaign

The campaign for the 13th general election.

It was a campaign that targeted everybody & anybody of India.
The campaign took place from 14.10.2003 to 29.02.2004.
This was the 2nd most telecasted add on television for Dec-03 &
Jan-04.
The campaign showcased the achievements of the NDA govt.
for past 5 yrs.
AdEx India, ranked it 4th among the top brands in terms of
insertion.
The tremendous success of the campaign prompted BJP to
carry forward the theme.
The idea was to let common people relate the feel-good factors
through their own experiences.
The field at congress
Success of ‘India
Shining’ campaign

Ban on Political
advertising

Celebrity Political
Endorsements
Canvassing to Advertisement

Changing of voter
profile
Hiring of experts
Needed a product
differentiation
Gain is more from PR
campaigns rather than
advertising.
Conclusion
 All the political parties in
India go for advertising.
 Millions of rupees are spent on
political advertising in every
election.
 Common people ‘s money is
spent in political advertising.
 Sometimes political
advertising is unable to fulfill
the purpose for which it is
shown.
 Different parties attack each
other directly or indirectly
through advertisements.
 Does political advertising really
leads to victory in election?
 Use of public money in
political advertising.
 Ethical issues
 Suppressing the failures of the
parties.
 Unfulfilled promises with
common men.
 Highlighting only the
achievements.