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According to industry sources, BSP has hired Pickle Lintas, an advertising agency belonging to one of the top- rung advertising companies Lintas India, which, in turn, is part of the world’s second largest marketing communications network, the US-based Interpublic Group.
Besides an all-embracing pitch, there are two other core issues — corruption and youth — that the party has advised Pickle to focus on. On a clean-up drive, party supremo Mayawati has sacked several ministers ever since the announcement of the poll schedule.
When contacted, Yashraj Rege, the Delhi branch head of Lintas Pickle, refused to comment on the subject.
While hiring advertising agencies for mass media campaigns is not uncommon among political parties, the BSP’s move has come as a surprise because the party has always maintained that it doesn’t believe in riding the media to reach out to its voters.
In fact, for the UP elections, all the major contenders have either already roped in or are in the process of hiring creative partners. The Samajwadi Party, for instance, has mandated the Mumbai branch of a not-so-well-known outfit Goldmine Advertising. The Congress has an old partner, Mumbai-based PerceptH, working on its UP polls communication. While the BJP is yet to zero in on an agency, the party is learnt to have approached McCann Erickson, the agency that worked with it during the last Lok Sabha polls.
It is not known how much BSP will pay Pickle Lintas for the campaign, but the advertising industry is expecting an expense of around Rs 120 crore to Rs 160 crore by big parties alone on mass media advertising in the coming weeks in the state.
“The big players in the fray are likely to spend anywhere between Rs 30 crore and Rs 40 crore on their mass media advertising during these Assembly polls,” said the CEO of an agency. “The media solutions will range from TV and print ads, hoardings banners, audio-visual clippings in road shows,” he said.
The Assembly elections in UP will be held in seven phases, from February 4 to February 28.
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After raising hopes of people and riding to power on basis of sarvajan hitaya sarvajan sukhaya BSP played cruel joke on people with misgovernance and corruption.Its high time this behenji who just swallowed money is taught a lesson.By the way pools seem to be giving shivers to BSP hence this desperation for image makeover
The same mayawati who was trying to unite all casts in the last elections forgotten every promise done during campaigning. Don't trust on her. The party born for 'dalits' has not really done anything solid for upliftment of the poor. Mayawati is ahead in everything except good governance. People should teach her a lesson for not doing anything for UP and costing state, billions of ruppes by promoting her own image at the expense of public money.
What is the idea of superficial image make over when all players are are still the same ? Skunks by any other name will still stink the same!
Will these expenses be covered under electroral expenses of party worker. If not then this expenses should be devided equally to all party candidates equally.
Mayawati is synonymus to corruption and evil. However hard she would try to change her image, the reality will never change. She will always do it for power and then will sing tunes of reservation etc. etc. UP people must throw her out and end her political ambitions based on reserved class population in this country. A corrupt can never change its character however hard she would try.