You could not have escaped the banner ads – they are everywhere on the web. I am talking about the online campaign promoting L K Advani as India’s new PM. Almost every site I visit (including the likes of tech sites like Smashing Magazine) has an ad for L K Advani.
The campaign budget is Rs.250 crore (Rs 2500 million) reportedly with Rs 23 crore (230 million) earmarked for online advertising. Phew! While it is a shot in the arm for digital advertising, are they going overboard with visibility? Also, has the online campaign begun too soon? It is apparent that the inspiration is the Obama campaign with its smart use of new media. While it’s a case of ‘let us duplicate the Obama strategy’ and appeal to the youth, a couple of things are different in the Indian scenario.
Cynicism: Firstly, I think the Indian audience is a lot more cynical vis-a-vis politicians. Despite the packaging of political campaigns the overwhelming perception is that all this is a charade and more things change, more they remain the same. Lofty claims in political advertising is interspersed with what one sees and reads on mass media about political parties: giving tickets to mafia dons, preaching intolerance and generally being seen with much suspicion. In contrast, Obama has been consistent with his approach to his political career: he has been transparent and backed his words with action. So his adoption of new media was seen as a smart move to appeal to a new audience but not inconsistent with his overall image. Attempting to appeal to the youth of India whose anti-politician sentiments were roused recently after the 26/11 episode, is not the same thing. The youth of India are far more sophisticated when it comes to advertising messages than they are credited with. Subtlety rules. An over the top message may be counter productive.
Lack of simplicity: Obama’s campaign was hailed for it’s simplicity and focus of message: change. In contrast, we have an online campaign which seems to he hinged on a slightly ethereal concept. What makes him a better candidate for PM? What is the one thing he stands for?
Mass media as social media: the bombardment strategy on online media is akin to carpet bombing in mass media. You have such an overdose of an ad on TV that it begins to backfire. Isn’t this similar? While interactive elements are built into online campaigns and blogs, the banner ads are about creating awareness for a brand that is already well known. The Obama campaign generated participation from the audience in big way using every possible interactive medium. In this great analysis of the Obama campaign, some of the lessons are outlined. The Obama campaign also fueled a user-generated campaign, which was smartly orchestrated.
Embracing new media and technology is a positive sign for Indian political advertising. And I am not writing off the BJP campaign. It’s just than in an effort to follow the Obama way, the campaign has to be tweaked to suit the Indian scenario.
{ 4 comments… read them below or add one }
I meant to tell you 3 days back on how L K Advani may actually stop me from visiting your blog page.
Gitanjali, glad you didn’t stop! Any thoughts on the post?
Ah…totally agree with you on the ‘had enough’ bit. I think the major issue with respect to trying to engage a young, savvy audience with this campaign is that BJP stands for exactly what they don’t like. Thanks to random selection of key words (I think thats how it works), the ad actually appeared on sites which talked about the Ram Sene attack. And I know what most of us feel about it.
Besides, Obama signified change. The Black guy with a name which rhymed with Osama… thats change. Does Advani expect me, the 20 something net ‘savvy’ voter to vote for him, who made a mess out of religious fundamentalism and general chastising about the value system of youth for years together?
I did my job by clicking that ad after reading your post. I guess everyone should do the same. I strongly believe that this might be a way to bring back the money which they’ve earned through corruption.
Please write more about Advani and earn good money. If possible spend it for some good cause.