The Lok Sabha polls this year seems to witness a new trend. Political advertising in India is yet to reach the levels of spending or sophistication as seen in other markets, but the fact remains that it is a growing category of advertising that demands more attention. The ‘Jai Ho’ media campaign of the Congress party is a dynamic approach towards election campaigning. Though in the past we have witnessed political party’s using the new media for propaganda, this year’s Congress campaign seems to have more to it. The objective of the party is to build a foundation for Congress among the youth segment, and A.R Rahaman’s track ‘Jai Ho’ which brought more respect and recognition to Indian music, is brand mantra for the Congress.
The party not only employees the outdoor, transit and electronic media but has also created new tools to reach their target audience. Well, the Congress campaign involves beggars signing the ‘Jai Ho’ song in trains and other public transport, college students canvassing for votes on the streets, along with networking sites such as Face book, Orkut, Rediff and You tube driving huge traffic to their main ''Jai Ho'' video on You Tube. The party has also released three sixty-second TVCs across television channels.
With this well defined target audience and a rightly designed social media campaign, it is certain that the Congress party this year would capture the Eye balls of the masses.Above all, what delights me the most is simply the feel good factor and the energy the ‘Jai ho’ track creates.
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