With India's general elections looming just two months away and Prime Minister Narendra Modi vying for a third term, the media and advertising sector is rife with speculations regarding the allocation of the coveted media and creative accounts of the ruling Bharatiya Janata Party (BJP).

While the exact scale of these accounts remains unclear, industry experts expect the BJP's media expenditures to surpass Rs 1,800 crore, positioning it as the second-largest advertiser in India, trailing only behindHindustan Unilever Limited, which annually allocates over Rs 4,000 crore to advertising and promotions.

Key figures from leadingmediaand creative agencies have been engaging with BJP officials extensively to understand their vision and campaign requirements, aimed at targeting nearly 97 crore voters.

"Meetings with BJP officials have been ongoing for weeks, but the pitch is undergoing revisions. Clarity will emerge once they finalize their strategy," shared Indian executives from top globalad agencies.

Agencies who have handled accounts of opposition parties in the past are also trying their luck.

Many Indian agencies have also responded to BJP's pitch call, widening the competitive landscape.

“Different pitches for digital, TV, Print, audio-visual and Out-of-Home are also being evaluated. Besides, the BJP has its own IT cell as well headed by Amit Malviya, which has been handling social media promotions for over 15 years or so. An extensive discussion is on at the party level before they come out with a roadmap that can help the party to get a hat-trick," said an executive.

In the 2019 elections, the BJP's propaganda expenditure surged by 77 per cent to approximately Rs 1,076 crore compared to Rs 714 crore in the 2014 polls, as disclosed in their election expenditure statement submitted to the Election Commission of India.

Based on past trends and other considerations, industry veterans anticipate the BJP's propaganda spending to reach around Rs 2,000 crore in the impending contest, underscored by its critical significance for PM Narendra Modi and the BJP.

Election campaigns transcend traditional media avenues and encompass a myriad of advertising platforms, including rallies, posters, banners, handbills, badges and phone communications, underscoring the multifaceted nature of political outreach efforts.

With the polls expected in April-May, the commencement of campaign activities, including slogans and jingles, is anticipated well in advance of official announcements by the EC.

Separate pitches for states for targeted approach 

The BJP has reportedly called for separate pitches for national level and states. State-level mandates are expected to offer a more authentic and region-specific touch to the campaigns, which may turn out to be more effective and efficient.

“This will not only help them to have a targeted approach in a country like India, which is characterized by huge cultural and language diversities, but also help the party to devise more aggressive strategies in the opposition-ruled states,” experts said.

The party may hire different agencies to handle the LS poll propaganda in states. It is not yet clear whether some states will also go for polls.

Bhupender Yadav, BJP’s head of election management, was not available for comments. Anil Baluni, BJP’s Media-in-Charge, redirected us to Mahendra Pandey, office secretary at BJP HQ in Delhi. Pandey could not be reached.

Party insiders suggest that decisions regarding media and creative mandates will soon be finalized by the central election committee, comprising top leaders such as PM Modi, JP Nadda, Amit Shah and Rajnath Singh.

Will Piyush Pandey be roped in again for creatives? 

Amidst a flurry of creative agencies vying for BJP's account, industry experts anticipate that the creative mandate is likely to be awarded to either McCain or Ogilvy for two primary reasons. Firstly, both agencies possess the competence to effectively handle the creative responsibilities. Secondly, Piyush Pandey of Ogilvy has spearheaded BJP's poll campaigns since 2014, while Prasoon Joshi is reportedly closely associated with the PM.

Pandey's memorable slogans like "Abki Baar Modi Sarkar" and "Fir Ek Baar Modi Sarkar" resonated deeply with Indian voters during the 2014 and 2019 polls, respectively.

However, neither Pandey nor Joshi responded to queries from e4m at the time of writing.