Political parties fought it out on the social and traditional media as much as they campaigned on the streets
Quasi-State Delhi is about to witness a hard-fought election on February 7. The three main contenders, the Aam Aadmi Party, the Bharatiya Janata Party and the Congress, had launched an advertising spree and were exploring all avenues to script a victory. From adveristiments in all forms of media — print, television and radip — to organising protests and rallies, all options were explored.
The decibels of the already bustling city picked up as the candidates left no stone unturned to woo the voters. Election posters have taken over nearly every wall and signboard, and are seen on autos and in metro stations as well. Peppy campaign jingles seem to meet your ears every five minutes. Twitter and Facebook traffic has been increasing continuously.
Political advertising has always been an important tool to lure voters, and with the current scenario, it had become even more crucial. Politicians reached out to even those who are apolitical or uninterested and pay little attention to the news, considering the mass exposure and indulgence in social media these days.
However, political advertising has witnessed a drastic change over the past several years. It is now being used by candidates not only to reach the voters but also to persuade the voters to vote for a particular candidate.
Recent times have seen a different course of advertising as campaigns now have a negative tint. Political advertisements, instead of focusing on publicising of one's own manifesto and ideology, are now designed to attack opposition political figures, their views, conduct and character.
This, in turn, fuels a vicious cycle of attacks and counter-attacks that at times turn ugly and degrades the dignity of the party. Typically, as election day nears, the campaign gains momentum, as the frequency of advertisements increase with every passing day. Competitors try to outshout each other.
One factor that influences the nature of advertising is the medium being used. Candidates have multiple media options. With the advent of social media, the use of newspaper, radio and door-to-door campaigning has diminished. Social media, a critical advertising tool, allows politicians to promote their controlled speech and present their view point without being interrupted.
Mr Modi's victory in the 2014 general election can be credited to a large extent to his party's social media planning and campaigns. The credit for Aam Aadmi Party leader Arvind Kejriwal’s surprise win last year can also be attributed to social media which helped him garner the support of young voters.
This time, while new media has been an important element in the campaign, we also saw the three arch rivals extensively use creative and elaborate advertisements in newspapers and through the radio. Jingles like the AAP’s Paanch Saal Kejriwal, Congress’s Dilli Banayi Thi, Dilli Banayenge and the BJP’s Modi Ka Saath Chahiye were being aired on the radio but also blared from rickshaws and autos. Surprisingly, the BJP, taking a cue from the AAP, has adopted the strategy of putting posters on three-wheelers.
For a long time, the AAP and the BJP have also been in a battle over the radio. “The two parties have been launching new ads every two to three days. Both have dedicated teams tracking radio and each one has been responding to the other's campaigns in no time,” said a media planner working closely with one of the parties. An estimated Rs45 crore to Rs55 crore has been spent on print and television advertisements while another Rs18 crore to Rs20 crore has gone into radio alone.
However, radio's share in advertising is five per cent on the national level. The Delhi election also saw the advertisement war in its dirtiest form. The BJP created a furore by continuously releasing controversial posters hitting Mr Kejriwal.
While the BJP continues to exploit the oratory skills of Mr Narendra Modi, the AAP has been banking upon the sentiments of the common man. It has been recounting the work it did when it was in power for 49 days.
The Congress, after its worst defeat in the lok Sabha election last year, has almost disappeared from the poll scene. All it has been doing is recalling its work during its 15-year rule. The only relief for the party is that it is the AAP, and not the BJP, that has been gaining at its cost.
After the Modi magic worked its way to wins in Maharashtra and Jharkhand, the BJP is expecting a similar result in Delhi, with its trump card, Ms Kiran Bedi. The AAP supporters are expected to give Mr Kejriwal another chance at governance after his 2014 debacle. The Congress has been extremely cautious and defensive after the loss of its most prominent face, Ms Sheila Dikshit.
The Delhi Assembly election is a cauldron for the three parties, in which the Congress has a meagre chance. The result will be significant for the BJP and the AAP. Overcoming the AAP is the BJP's biggest challenge. If the BJP wins, it will get a chance to move Delhi in tandem with the Centre and ensure good governance. As for the AAP, it stands a fighting chance to get a second shot at governance. If it manages that, Mr Kejriwal and his group will have to re-think their old strategies of disruption and settle down to serious governance.