As the Lok Sabha elections reach the sixth phase of polling, major political parties have been eyeing to garner maximum votes. From giving television interviews, creating ruckus over comments to advertising in different platforms, campaign marketing has come a long way.
A major chunk of this advertising is done through billboard advertising in India as parties try to gain mileage by targetting voters and polarising their opinions over ideologies.
Mumbai alone has seen a spurt in number of billboard advertisements done by parties such as Congress, BJP or AAP.
"BJP and Congress have maximum posters and billboards in Mumbai, while AAP has been scaling down its expenditure," says Sanjeev Gupta of Global Advertising whose firm caters towards garnering billboard space and putting up billboards across the city.
Prominent key-players who spend a major chunk in outdoor advertising are BJP, Congress and NCP. Now, Arvind Kejriwal led Aam Admi party and Rakhi Sawant led Rashtriya Aam Party too have jumped into the hoardings bandwagon. In Mumbai, they have chosen Global Advertisers for outdoor media as the company has hoardings at prime locations.
"I have given free advertising billboard to AAP, because I support the party's agenda," adds Gupta.
The advertising campaigns which costs anything between two thousand to 20 lakh rupees depending upon the location, size and visibilty, has gained momentum in the past four months. While a general trend of BJP-Congress stiff competition has been noticed, newer parties such as RAP (Rashtriya aam aadmi party) have entered the fray.
Rakhi Sawant, who has set her eyes on a political battle against Gurudas Kamat, has paid a cumulative amount for 10 billboards in her ward too.
According to government rules, no billboards or posters can come up on state or central government properties, and hence outdoor agencies have been careful while accepting orders. "We need a consent letter from Election Commission over the poster to ensure that it does not offend sensibilities and remains within the purview set by election body," added Gupta.
Gupta's team which comprises of 200 members work in stages and work comprises from planning, pitching to execution. Usually the prices are decided on the basis of location, requirement and tenure.
While BJP and Congress started their campaign in January after Assembly elections in Delhi and Rajasthan, other parties too started thier campaigns sooner.
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