Indian political parties could learn a few lessons from the digital media campaigning chapters of the US Presidential elections.
Both the presidential candidates used digital media to cut through the clutter and monotony of traditional media. They used YouTube, blogs, social networks, online petitions, Google and Yahoo groups and e-mail lists to maximise support. Both candidates also relied on web ads to compile supporter lists and garnering donations.
On the contrary, Indian political advertising is still dominated by outdoor and print media, though one can see signs of change. For instance, during the Karnataka polls this year, the BJP had a dedicated site for B S Yediyurappa which had YouTube videos, and even a blog section on him. With Bangalore having the highest number of broadband connections in India, the response was good. A source with advertising agency Crayons, too, says the Congress party is open to digital media spending.
Rohit Ohri, managing partner, JWT, says: “Obama used the new media to garner youth vote which has worked very well for him. Considering, the large number of youth in our country, parties should expand the media mix.” However, in India, since underprivileged and illiterate people also vote extensively, the audio-visual media will retain its importance, he adds.
Madan Mohan, COO – West, TBWA-India, says: “In India, campaigners could use TV ads to reach out to the rural masses. They could also use radio jingles. In urban areas, parties can explore the mobile and Internet to attract the youth.”
