There were indeed a number of firsts in these elections. More mobile vans with mounted hoardings were used in this campaign than ever before. Parties used concepts like chai pe charcha and e-chaupal and successfully harnessed cutting edge technology and offered it to voters in different parts of the country, which created quite a buzz. Even with traditional outdoor advertising the complimentary role of online and mobile media has increased several fold. These changes hint at the shape of things to come.
This time, special creative content was designed for specific locations for better impact. There were cut-outs, LED, back-lit, 3-D and digital displays. The power of outdoor advertising was displayed like never before in this election. We could deliver thanks to our super competent media team, planners and mounters. You can see that the approach has worked for parties that handled it well.
- Sanjeev Gupta, MD, Global Advertisers,www.globaladvertisers.in
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