Even as the country is reeling under the effects of the Lok Sabha elections, the last few months have been very interesting in terms of the chatter around the result. From election campaigns by political parties to brands cashing on the election fever through their very own campaigns, there hasn’t been a dearth of marketing. “Election-themed marketing campaigns can significantly influence consumer behaviour. Since election is a subject covered by all media there is already a very high visibility created around election content. Thus, companies often create advertising campaigns that tap into the heightened emotions and engagement associated with elections, leveraging patriotic themes and societal issues to resonate with consumers,” Smita Khanna, COO, Newton Consulting India, told BrandWagon Online.
According to industry experts, the use of social media platforms was not only restricted to political parties but was also used by various brands to create election-themed campaigns. For instance, Colgate’s campaign for daily hygiene and civic responsibility in its recent ads and its alignment with social causes resonates well with consumers. It is believed that these campaigns often drive higher engagement and brand loyalty, especially when they authentically connect with the audience’s values and current events.
Metrics that matter!
Experts opine that evaluating the effectiveness of election-themed advertising involves several key metrics. The most crucial among these is the campaign’s impact on voter perception and behaviour, often summarised by the phrase ‘Jo jeeta wahi Sikandar,’ indicating that ultimate success is reflected in the election results. In addition to this, industry experts highlight the importance of reach and impressions, which indicate how widely the campaign has been seen and its potential impact on the audience. Metrics such as Click-Through Rate (CTR) and engagement rate are also essential, measuring the level of interaction and interest generated by the ads.
Sentiment analysis further complements these measures by assessing public reaction to the campaign, providing insight into the emotional and attitudinal response of the electorate.
Moreover, Earned Media Value (EMV) is a significant factor, estimated by the media coverage garnered by the campaign. This includes the volume and quality of news articles, TV segments, and online mentions that the campaign attracts, reflecting its broader influence and reach within the public discourse. “ We did look into the engagement metrics digitally which includes views, likes, shares, and comments on social media platforms. For instance, the #ChunoSahi campaign’s 48 million views and over 500,000 likes are clear indicators of its reach and impact. Compared to traditional campaigns, our campaign has a more complex ROI due to its digital medium and so maybe can be measured in terms of its broader impact on brand perception and consumer loyalty,”Ashish Khandelwal, managing director, BL Agro, said.
Brands plugin!
For this year’s elections, brands launched various campaigns, including TV commercials, social media campaigns, and billboards, among others. While some campaigns urged people to choose the right candidate for India’s future, others encouraged people to go out and vote, and a few took jabs at political leaders. As per industry experts, off-late brands have been using elections whether assembly or Lok Sabha polls to advertise their products and services, especially across digital platforms. As per experts, digital allows brands to micro-target, and analyse data to engage voters. “This election has seen a rapid shift, with almost every brand participating. Earlier, such widespread brand participation was primarily seen during sports events like IPL or World Cups, where every brand tried to fit the cricket narrative into their campaigns. Compared to these event-driven marketing efforts, election advertising is more intense, heavily regulated, and emotionally charged, often leading to a more focused and aggressive approach. This broader participation underscores the growing importance brands place on being part of significant societal moments, reflecting a shift in how brands engage with consumers on issues that matter,” Amitt Nenwani, co-founder, Wahter, said.
Case in point: BluSmart launched a #SmartCitizen initiative to address urban voters’ apathy. The aim in this case was to make polling stations more accessible in Delhi and Bengaluru. Partnering with the Indian Red Cross Society, BluSmart provided cab services for nearly 400 senior citizens and people with disabilities in the Delhi NCR ()region. “Through the #SmartCitizen campaign, our goal was to raise awareness, empower citizens, and increase voter turnout in Delhi and Bangalore, cities where we are operational. With this, we aimed to instil a sense of responsibility and urgency among our users. We specifically focus on metrics that improve brand awareness and recall. While the larger intent is to improve voter awareness and facilitate accessibility to polling stations, we also look at the impact on business through bookings done and brand-related searches online,” Anirudh Arun, co-founder and CEO, BluSmart Fleet, said.
Similarly, Bangur Cement launched an ad featuring Sunny Deol, with the tagline ‘Vote solid, Desh solid’ which aimed to resonate with the brand attributes. Experts believe that such campaigns create a sense of urgency and relevance, making products feel timely and significant, which can lead to increased brand awareness and customer loyalty as consumers align their purchases with their political or social values. “ We have seen an amazing public response to our ‘Vote Solid Desh Solid’ campaign in a very short span of eight weeks. We have connected with over 100 million social media users for our campaign message. Our ‘Vote Ka Vachan’ initiative has clocked over 14 lakh pledges which continue to increase each day,” Sushrut Pant, head of marketing, Shree Cement, said.
Hit or a miss?
It is believed that while the season of voting provides plenty of opportunities to brand, it is not that easy to navigate when it comes to creating the right creative. Industry experts opine that this shift in tone from positive brand messaging to serious or negative political ads can be jarring for consumers. Additionally, the surge in political campaigns creates a cluttered media environment, making it harder for brands to stand out.“We almost every time tell brands not to engage during election season. Because every political party is a brand in itself and it makes no sense for them to plug in, because they would end up competing within a heavily charged moment marketing space,” Sumon K Chakrabarti, CEO and co-founder, Buffalo Soldiers, said.
As per a study by market research firm Ipsos, 78% of consumers don’t let political ads influence their perception of other ads. The study was conducted by using 10 brand ads in both non-political and political ad environments, aiming to understand how political ads impact consumer perception. The data indicates that the heavy presence of political advertising doesn’t notably hinder brand ads from being noticed, remembered, and correctly associated with the brand.
Despite this, several brands have navigated the political advertising space. “Our election-themed marketing campaign #ChunoSahi has a unique blend of humour and societal responsibility that has resonated deeply with audiences, resulting in a substantial spike in brand engagement. With over 48 million views and extensive interaction across our social media platforms, this surge in engagement has translated into increased brand awareness. Consumers now view our brand as one that aligns with their values and societal concerns. This alignment will help us foster continued consumer trust and loyalty,” Khandelwal said.