Ad-ding to a perfect poll pitch

BJP and Congress are leveraging strategic advertising to sway undecided voters, highlighting their achievements and opponents' failures, with a touch of Bollywood for appeal, reports SARTHAK CHOUDHURY The first phase of the 2024 Lok Sabha elections has just concluded and political temperature in India is soaring.

The campaign trail is ablaze with a potent weapon - advertisements.

These aren't run-of-the-mill political ads but they're cleverly crafted messages designed to resonate with both old and new generations.

The national parties, the Bharatiya Janata Party (BJP) and the Congress, are pulling out all the stops to pique voters' interests: Some ads are a showcase of their achievements, while others are a sharp jab at their opponent. This is what advertising experts dub positive and negative advertising.

Harish Bijoor, an advertising expert, explains: "There are two genres to this.

One is showcasing what you, as a party, are good at. The other is showing what the opposition is not good at. The former tends to work for those who are undecided about the party they are going to vote, while the latter is focused on committed voters who believe the best way forward is to poke in the opposition's eye."

The BJP's ad campaign on YouTube takes aim at the INDIA bloc, a coalition of parties contesting the parliamentary polls against the BJP-led National Democratic Alliance. Its advertisements highlight leadership issues within the Opposition alliance.

One ad, featuring a rap song, depicts the INDIA bloc squabbling over a kursi (chair), hinting at infighting. Another ad, titled 'Dulha kaun hai?', portrays Opposition leaders as prospective grooms, undecided on who the groom will be.

Several ads by the BJP also seek to highlight the failure of the previous UPA government.