The Hindu Business Line : Congress does an Obama, gets on to YouTube

Parties have already grabbed air time since advertising on radio was allowed recently and now they are hoping to find new voters on social networking sites and YouTube.

“It is the first time that a political party has launched a concentrated integrated media activity. It’s a big change to see a political party reaching out to all sets of stakeholders and looking for effective mediums,” says Mr Atul Hegde, CEO, Ignitee India. The digital marketing company working in partnership with Crayons, claims the Congress videos have been viewed more than 5,000 times in just two days of being uploaded on YouTube. Banner space has also been bought on Yahoo, Rediff and Indiatimes portals.

The Assembly polls in Delhi, Madhya Pradesh, Rajasthan, Chhattisgarh and Mizoram will come as a happy breather for those with inventory shortfalls from the slowdown in advertising from sectors such as real estate. Mr Ashit Kukian, Executive VP, and National Head, Radio City, says it is too early to say whether campaigns will fill up the inventory gap, but there is a definite burst of activity.

In the first week itself the radio channel is expecting between Rs 1-1.5 crore of revenue from its two stations in Delhi and Jaipur. “Political advertising on radio is an interesting phenomena, and campaigners are using the strength of the local medium to the hilt,” says Mr Kukian. “It (the permission) has come in fairly late for radio to really benefit from these elections. But when the General Elections are held, platforms like us who reach out to 200 cities will stand to benefit,” says Mr Tarun Katial, COO, BIG 92.7 FM.

According to Mr Sushil Pandit who heads The Hive, the agency handling BJP’s campaign, television and print media are charging a premium of 15-20 per cent. “The ROI from the yields that channels and print will get from political parties will certainly be higher. The negotiations will not be as tough as they are with an FMCG player,” says Ms Punitha Arumugam, CEO, Madison Media Group.

Political spending is restrained too, says Mr Pandit. “I can say for the party that I am working for. It is at an estimated 15-20 per cent and that’s without discounting for inflation,” he says.

“You can expect to see a huge build-up over the new few days, as the voting dates near and people actually start making up their minds,” said Mr Rohit Ohri, Managing Partner, JWT which has created a face for Congress’ campaign. Roshni-ji will make many more appearances defending her party over the next few days, promises JWT.