The winning political party chose bus stands in Karnataka for political advertising.
With the glorious win of the BJP party, everyone is left wondering what led to this final result. Was it the promising agenda to bring a change to this nation? Or did their phenomenal advertising strategy also contribute to this victory? Of, course we all know the famous ‘Ab ki baar Modi Sarkaar’ campaign. This campaign was broadcasted among many mediums, including a new innovative medium that uses the power of the public announcement system at bus stands.
This activity in particular was carried out at bus stands in Karnataka. It involved playing advertisements of the BJP at selected bus stands in Karnataka. These advertisements were played through the same speakers that give out bus announcements. Getting attention from target audience was main priority and this was definitely achieved with a system that that is hard to miss.
This concept of bus stand advertising is a part of rural advertising. The main aim of rural advertising is to reach out to those beyond the boundaries of cities. Neglecting them would only mean loss of a big group of target audience. The consumer base at bus stands includes daily and occasional travelers, students, working individuals and village citizens travelling for household needs. This medium definitely helped in contributing to their victory.
A medium that has worked so well for political parties has also helped in promoting other FMCG brands outside the boundaries of the city. It’s proven that bus stand audio advertising works best for brands according to a research by AC Neilsen. The report states that this medium received 98% recall value from consumers present at the bus stand.
If this medium could work for BJP, it could definitely prove effective for all other political parties alike. A combination of a strong advertising strategy along with great leadership proved to be the key to the BJP’s success.
