Talk about being omnipresent and that’s what we can infer from the Bharatiya Janata Party’s election campaigns, especially in the hilly state of Uttarakhand. The party had recently launched a 40-day OOH campaign across the state of Uttarakhand. In the state, the campaign covered more than 5 lakh sq. ft ad space using some 2,000 sites. The campaign started on December 25 on former Prime Minister Atal Bihari Vajpayee’s birthday, whereas the election campaign started earlier this month.

Responsible for executing the campaign in the state, Amit Kapoor, Director, US Advertising Agency Pvt Ltd, said, “We have been handling BJP’s campaign in different states many times now. In the case of Uttarakhand, being a hilly state there were challenges in reaching out to every voter. In the process we have had to get several permissions from the Election Commission and restraints from opposition parties. In the remotest locations where sites were not available we used wall wraps.”

The campaign was planned and executed depending upon the constituency and we used three different creatives. On the creatives, Kapoor added, “Attack, positives and hope were the three types of creatives we used for the campaign. In the ‘Attack’ creative the failures of the earlier Government were highlighted while the positive creative narrated the welfare activities that BJP has undertaken. The hope creative focused on the future plans that the political party has.”