After launching a high-voltage TV campaign with the tag line Jai Ho, the Congress is now fine-tuning an integrated communication package for the classes and the masses, which includes a series of Internet and mobile campaigns. The party has roped in advertising majors JWT India and Crayons to handle its Rs 150 crore communication plan. The BJP is also gearing up to launch an aggressive SMS campaign to lure mobile users across India. Soon, the two parties will be slugging it out in both cyber and cellular spaces.

Despite the economic slowdown, Indian political parties are expected to spend Rs 500 crore on advertising for the 2009 general elections. But the rules of the game have changed since 2004. Back then, according to AdEx India, a division of TAM Media Research, political advertising in print consumed 263,000 col cm space between December 2003 and February 2004. For a corresponding period this year, the numbers?instead of going up?read 222,000 col cm. A dampener, indeed.

To woo the youth, major political parties are increasingly opting for mobile and Internet advertising campaigns. Gone are the days of relying solely on print and outdoor media. Let?s remember that the BJP?s India Shining campaign appeared only in print, TV and outdoor media. Today, taking a cue from Obama?s campaign, the BJP is vigorously marketing an LK Advani portal that already seems to be getting over 30,000 hits a day.

But the vital question is, will the Internet and mobile campaigns bring in votes? Recognising the limitations of online viewership, the BJP has put in place an integrated communication package. Its Internet advertisements are only targeted at India?s eight metros, which account for 54 Lok Sabha seats. To gain voters? confidence elsewhere, the party is integrating its mass media, TV, mobile and radio campaigns to reach out to a wider target. The Congress is also gearing up for a 360-degree communication package.

After playing the ?who blinks first? game, the Congress scored a brownie point by launching its TV campaign last week, ahead of the BJP whose TV campaign will hit the media in the first week of April.

?lalitha.srinivasan@expressindia.com