Even as the poll dates for the General Elections fast approach, the Bhartiya Janata Party (BJP) is yet to launch its full-scale national outdoor publicity campaign. The party’s outdoor campaign is expected to be launched any time now, but it is reliably learnt that none of the media owners has received any official letter from the political party for the campaign at the time of filling this news. It is also learnt that the party would be directly engaging media owners for rolling out the publicity campaign and that several media owners will be engaged for the campaign to ensure a wide spread for the campaign. The delay in release of formal communication on the campaign rollout was apparently attributed to the unfortunate demise of serving Goa Chief Minister Manohar Parrikar.

As per industry sources, the national party has plans to create a strong visibility in each constituency by engaging media owners accordingly. However, this will be known only when the BJP communicates with the concerned media owners on the rollout.

Campaigning ahead of the General Elections was expected to boost OOH revenues this year, but with a delayed start by a major party, it remains to be seen to what extent the political campaigns will contribute to the OOH revenue growth in the current year.

In addition to the traditional outdoor publicity, it is learnt that the BJP is also exploring the options of using digital vans/cantilevers, although this too is to be confirmed.