BJP asks Soho Square to design advertising strategy for J&K elections KOLKATA: The Bharatiya Janata Party plans to launch a special advertising campaign in Jammu and Kashmir (J&K) ahead of the upcoming state elections, but theres one small snag — hardly any data is available on media inventories in a state where no national brand has yet run a separate campaign. BJP has asked Soho Square, which has been handling the partys advertising business since Lok Sabha elections, to draw up a strategy for J&K that will elect a new assembly in November-December, sources in the agency said. The agency will make a presentation in the next couple of days. Anti-incumbency — a theme BJP focused on during the Lok Sabha elections as well as the recent state elections in Maharashtra and Haryana — may not be the primary theme of the party for J&K, sources in Soho Square said. Samrat Bedi, head of Soho Square Mumbai, declined to comment. So did Kunal Jeswani, chief digital officer at Ogilvy & Mather, who helps Soho Square in strategic implementation of BJPs campaigns. Sources said Piyush Goyal, Union minister of power, coal and energy and BJP treasurer, and Arvind Gupta, who heads BJPs IT cell, are supervising the advertising campaign for J&K. Since it is going to be a five-phase election starting November 25, it requires detailed media planning which we will soon present to BJP, said a source in Madison Media, which has been handling BJPs media planning and buying duties since the Lok Sabha polls. The person said the campaign will be led by the print media, digital, mobile and outdoor, but agreed that most of J&K is media dark. Industry experts said launching a campaign in J&K will be an uphill task, because most media agencies and marketers lack information on the media inventories available in Kashmir. We have inventory data of around 1,000-1,200 towns in India but nothing on Kashmir, said Harjap Singh, founder and MD at Proof of Performance, which audited BJPs outdoor campaign during the Lok Sabha polls. (Courtesy:ET Bureau)
Posted on: Thu, 30 Oct 2014 06:49:43 +0000
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