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BJP top brand advertiser on TV by number of spots ahead of UP polls
MUMBAI: The BJP is splurging big on advertising even as it plots to win crucial electoral battles along with its alliances in Uttar Pradesh, Uttarakhand, Punjab, Goa and Manipur.
Being fought after the government demonetised high-value currency notes, the Narendra Modi-led party sees the polls as a verdict for its image as a crusader against black money. The opposition parties, including the Congress, have stressed the woes of the masses that followed demonetsation and the negative impact it had on the Indian economy.
Demonetisation grabbed centre stage in terms of government advertising expenditure immediately after the scrapping of Rs 1,000 and Rs 500 notes on 8 November. The momentum was built with the government committing nearly Rs 94 crore to spread awareness about digital payments and popularise less-cash economy.
In the run-up to the state assembly elections, the BJP has actually emerged as the top brand advertiser on television by number of commercial spots, during the week ended 3 February. It beat brands like Idea 4G, Vodafone Super Hour, Vivo V5 Plus and Horlicks.
The BJP inserted the highest number of television advertisements between 28 January and 3 February, according to BARC India data.
In Week 5, which was the election campaign phase, the BJP topped the chart among brands with 11,563 ad insertions on TV. The party surpassed the major FMCG and telecom brands.
The BJP would continue to heavily consume commercial airtime for some more time as Uttar Pradesh goes to polls on 11 February. News channels, particularly local networks, are going to be beneficiaries of political ad spending during this quarter. Their ad revenues had been impacted in the quarter ended 31 December 2016 due to demonetisation.
The BJP, which commissioned Madison Media to handle its media mandate, is reported to have spent about Rs 150 crore on aggressive campaigns across TV, print, radio and outdoor for the ongoing state elections. It is also working with Ogilvy & Mather and Crayons as its creative agencies in Uttar Pradesh.
The BJP’s main campaign pitch is development, anti-corruption, employment and expansion of social sector schemes. In Uttar Pradesh, the focus of the campaign is to emphasise the poor performance of the Samajwadi Party government. The BJP’s outdoor campaign in UP states ‘Ab Aur Nahin Sahenge’ (we will tolerate it no more), coupled with a woman who says ‘Darr Bana Rehta Hai’ (the fear is there).
Although the Shiromani Akali Dal, Aam Aadmi Party (AAP) and Congress all had allocated a budget for campaigns, none of them could make it to the list of the top 10 brand consumers on TV during the week.
Behind the BJP, the week’s charts witnessed other brands such as Idea 4G (9,144 insertions), Vivo V5 Plus (8,157 insertions), Tide Plus (6227 inserts) Dr Ortho Oil & Capsule (6066 inserts) and All Out (5712 inserts).
Meanwhile, in the advertisers’ list, FMCG giant Hindustan Lever Ltd (HUL) maintained its leadership position with 95,638 insertions. When compared to last week, HUL witnessed a drop in its number of insertions.
The top advertisers’ list did not witness much change. Patanjali Ayurveda (31,761 insertions) and Reckitt Benckiser (India) Ltd (25,912 insertions) maintained their second and third position respectively.
Procter & Gamble replaced Cadbury India for the fourth position with 21,079 insertions as the latter dropped to the ninth position with 16,107. ITC jumped to the sixth spot with 18,549 insertions. While Colgate Palmolive India entered the list with 15,423 ad inserts, Ponds India exited the list.