Housing scheme central to BJP OOH campaign ahead of Delhi polls

The campaign has been targeted at potential beneficiaries of the Pradhan Mantri Awas Yojna (Urban)

The Bharatiya Janata Party (BJP) has launched a massive OOH campaign in Delhi ahead of the Assembly polls, covering in particular the ‘jhuggi jhopri’ (JJ) clusters across the city. The campaign focuses upon the Union government’s housing scheme for slum-dwellers.
 
The election campaign is being deployed on 350 hoardings and unipoles and 5,000 wall wraps in the proximity of areas like Chandra Shekhar Azad Colony (Wazirpur), Sanjay Basti (Tughlaqabad), Karpuri Thakur Camp (Kalkaji), Bela Road Basti (Jungpura), and Sant Ravidas Camp (RK Puram).

The campaign has been executed by leading OOH firm US Advertising.

The election campaign, launched by the Delhi BJP's JJ Cluster Cell, features Prime Minister Narendra Modi with the message "Jahan Jhuggi Wahin Makan", inviting the target beneficiaries to register for the Pradhan Mantri Awas Yojna (Urban) in order to own two-bedroom houses with water, electricity and sewer connections.

Delhi BJP JJ Cluster Cell president Umesh Verma has been quoted by the media as saying, “We have a target to put up large hoardings of the PMAY in 700 JJ clusters in the city, where around 20 lakh people live”. The campaign is expected to cover some 61 of the 70 Assembly constituencies in Delhi.