Lok Sabha polls 2014: Brands trying to grab advantage

CHENNAI: Brands are using election-themed advertising like never before. These either market products directly or play on corporate social responsibility trying to increase voting awareness.

Election-themed ads aren't new. Last year Australian ads were awash with Ruddy-puns when Kevin Rudd took on Julia Gillard. In 2012 US brands 'newsjacked' poll-themed marketing and campaigns as Obama fought Romney. In India too, some brands have built an identity around social awareness campaigns, but experts say many are just spinning wheels. "They won't do well because marketers are trying to push their agenda. Many forced connections to voting, and ended up as confused messages," says branding consultant Harish Bijoor.

Ad man, social commentator Santosh Desai echoes this. "Election-themed ads won't work unless they're smart, say something unique. If the ad is only referencing what's topical it can get lost. It must be sharp, add something — even a joke — to the overall theme. But if the poll theme amplifies an existing part of who the client/brand is or the ad has something arresting, it can work," he says. Marketers say consistency in the marketing voice helps connect.

"Brands like Idea, Tata Tea and Amul have social awareness in their DNA. For them it's a natural progression to election-themed campaigns," a top ad maker says.

Tata Global Beverages, which has run its Jaago Re campaign since 2007, is now running its Jaago Re Power of 49 campaigns, attempting to create awareness among women on the significance of their vote. The campaign brings together poll awareness and marketing their product.

"Women are the largest section of our customers, and through Power of 49, we build awareness, and reinforce the brand to women," says Vikram Grover, VP-India and South Asia, Tata Global Beverages. This year, Hindustan Unilever expanded its annual "Lessons in Marketing Excellence" competition to the elections, encouraging citizens to vote. Some ads don't directly talk elections but subtly bring in elements. Idea Cellular's 'ullu' ads talk of increased awareness on corruption. ITC Sunfeast's Yippee Noodles ad shows children form a party to fight homework. Election themed ads debuted in 2004 but this time is it's easier to measure their efficacy. "We measure success by the buzz on social media. That word-of-mouth element is now easier to track," says Basabdatta Chowdhury, CEO, Platinum Media, a Madison group company.