Wall paintings seem to have taken over the OOH space as part of the election campaign in West Bengal this year, as regional political parties cut down on the number of conventional large formats such as hoardings and banners. The move comes from the recommendation of the Election Commission of India on reducing the usage of PVC for election promotions. According to market reports, the election campaigning scale has been reduced by 5%-10% especially on the large format. Besides, hoardings and banners are being reserved for campaign phases closer to the polling date.

As shared by a reliable source, there are totally close to 400 temporary flex banners installed by the ruling party TMC, spread across two constituencies.

However, it hasn’t reportedly made any significant impact on the business of the state and their media owners. As an industry source explained, these political campaigns neither yield any profits ventures nor convert into better business prospects for the Bengal-based media owners or agencies as they are done for free. In fact, the cut down in the campaign size is welcome by them as they can now devote their resources to revenue generating campaigns.