New Delhi: The BJP has assigned the media buying duties for the campaigns of upcoming state elections in Uttar Pradesh, Goa and Punjab to Madison Media.
BJP officials said the budget spending will be around Rs 120-150 crore, but the budget is likely to go up just around elections. Sam Balsara, chairman of Madison World, confirmed the mandate without disclosing any financial details.
“Madison Media has got the mandate to handle media planning for the BJP ,“ he said. “Madison has worked with us earlier and there are possibilities that we will work with them this time also,“ said Arun Singh, national general secretary of the BJP , who was part of the process to select the media buying agency . He declined to divulge any details on the focus of the campaign.
Under the mandate, Madison will create the TV and print media planning and buying strategy for the three states. The party is likely to appoint also smaller outdoor agencies on a project basis for each state. Digital advertising does not form a large part of state advertising campaign, especially for UP, Goa and Punjab.
Madison handled media buying for the BJP during the 2014 parliamentary elections. The agency has also worked with the party in the assembly elections in Assam and Tamil Nadu. The BJP is working with Ogilvy & Mather and Cra yons as its creative agencies in Uttar Pradesh. The advertising campaign in the state is to focus on what the party terms as the poor performance of the current Samajwadi Party government.
The BJP has already rolled out its outdoor campaign in UP with Rs Ab Aur Nahin Sahenge’ (we will tolerate it no more) as the slogan on its 2000-odd hoardings, coupled with a woman saying Rs Darr Bana Rehta Hai’ (the fear is always there).
Nearly 400 video vans have been rolled out since early December to all constituencies in UP.These run a 10-minute film Rs UP ki Kahaani’ (The story of UP) and play two new songs. They will also telecast live all speeches that Prime Minister Narendra Modi will deliver in UP.