Anyone who keeps a radio turned on in India’s National Capital Region knows that election fever has settled on Delhi ahead of the Dec. 4 state polls. The ruling Congress party, main opposition Bharatiya Janata Party (BJP) and newcomer Aam Aadmi Party (AAP) are betting big on radio campaigning — a medium that reaches millions of people across economic classes and backgrounds.
Overall, about 250 million to 500 million rupees ($4 million to $8 million) have been spent on radio advertising in this year’s assembly election in Delhi – at least 200 percent more than during the 2008 state elections, Sunil Kumar of radio consulting firm Big River Radio estimated.
The AAP, or “common man party,” led by Arvind Kejriwal, has allocated 20 million to 30 million rupees ($320,000 to $480,000) for advertising, with 60 to 70 percent for radio and phone calls, said Dilip K. Pandey, an AAP secretary responsible for their communication strategy.
“The best thing about FM campaign is that it reaches out to everyone … there is an imbalance in society — there are rich people, there are poor people — but it reaches out to everybody,” Pandey said.