Out Of Home marketing has always been a great tool for all the fields out there. Be it the film industry or the business market, OOH has always proved itself to be a great asset. This time, even political parties have levelled up their step. OOH has been a strong tool for political parties to reach out to voters in state elections, thanks to its location-based targeting capacities. In the run-up to the state assembly elections in Delhi in February, the Bhartiya Janta Party (BJP) has put in place an extensive OOH campaign for the Delhi assembly election.
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Nobody can question BJP when it comes to marketing. Starting from Swacch Bharat Abhigyan to the Prime Minister showing up on Bear Gryll’s Man vs Wild, each of their campaign and marketing tactic has stood out. This time they have targeted the Delhi assembly election. The ruling party has assigned multiple agencies for the Delhi assembly elections in order to execute the campaign on different formats throughout the region.
US Advertising has been given the mandate to handle a major chunk of media including wall wraps, hoardings and unipole signs. CashurDrive, Jagran Engage and Glamour are among the other three agencies assigned to handle the wall wrap format. Also, LOCAD, an independent monitoring firm has also been brought on board for the campaign across the Delhi region.
The EY-FICCI 2019 Media & Entertainment report has reported that the OOH industry size has risen to Rs. 37.3 billion with the industry growing by 8.8 per cent in FY 2018-19. With the hefty political spends, OOH is getting the fuel that it needed. It is expected to touch around 10 per cent before the elections. During the last Lok Sabha elections, an amount of Rs 400 crore was spent on OOH. According to media experts, the upcoming state elections ill see at least Rs 75 crore to Rs 100 crore in spends if parties with deep pockets decide to go all out.
BJP, not lagging behind in the game, has already started a campaign related to colonies and legalization, which is deployed on bus shelters. We really look forward to 2020 as it would be really interesting to see where the Out Of Home marketing strategy stands on the battlefield and how big it gets.