Understanding the dynamics of brand advertising during the election season

Amidst the electrifying buzz of political campaigns and fervent debates, another battleground emerges – the arena of advertising. As the 2024 elections loom closer, brands are gearing up to navigate this dynamic landscape with strategic prowess and innovative tactics. From leveraging values to participating in conversations, advertisers are poised to make their mark in the midst of this charged atmosphere.

As the battle for attention intensifies, brands are turning to digital platforms and localized sponsorships to carve out their niche in the crowded media landscape. With the stakes higher than ever, advertisers are embracing a multi-faceted approach to ensure their voices are heard amidst the election cacophony.In this era of heightened political awareness, the intersection of advertising and elections presents both challenges and opportunities for brands to make a lasting impact on the electorate.

The best ways for brands to navigate their ad strategy in the 2024 elections

According to Parul Mittal, Director, Greenlam Industries, said, “Focusing on promoting values that the brand stands for is one such strategy. This approach can help to ensure that the brand's messaging is aligned with its core values and resonates with its target audience. Authenticity is also key in building brand trust, so it is important to ensure that advertising messages are authentic and genuine. Furthermore, diversifying advertising efforts across multiple platforms can also help brands reach a broader audience and ensure their message is being heard by as many people as possible. Ultimately, the best approach to efficiently navigate ad strategy. It will depend on the brand’s vision and goals.”

A spokesperson from Easemytrip added here, “Navigating advertising strategies during election seasons requires thoughtful planning and strategic agility, given the intense competition for media space with political campaigns. Brands must prioritize early and efficient media buying to secure valuable advertising slots before they become prohibitively expensive or scarce. Early planning enables brands to circumvent the steep surge in ad rates as elections approach, ensuring visibility without excessive expenditure. Moreover, embracing brevity in messaging can further optimize advertising costs and impact. Short, compelling advertisements that convey key messages swiftly are not only cost-effective but are also more likely to capture and retain audience attention amidst the clutter of lengthy ads that generally saturate TV space.”

Additionally, diversifying media channels can significantly enhance brand visibility during such crowded periods. Investing in local TV sponsorships and billboards can provide alternative platforms for brand exposure, especially when mainstream media slots are dominated by election coverage. Digital spaces offer even greater flexibility and audience targeting capabilities, allowing brands to engage with consumers effectively and measure the impact of their campaigns in real-time. By leveraging these strategies, brands can maintain a robust presence during election seasons, aligning their advertising efforts with dynamic media consumption trends without directly participating in the political fray.

Brand participation in conversations during the election season

Parul Mittal pointed out that this is a crucial time for us to continue engagement with our audience and hence one effective way to sustain conversations during this season is to drive brand visibility and awareness among the target audience. She added, “As part of this effort our recent campaign, "Kuch Mera, Kuch Tumhara" aims to create a connection with the audience by understanding their needs. The campaign is centered around showcasing how our products can add value to customers' lives. By focusing on providing value to customers and staying true to the brand's messaging, advertisers can effectively participate in conversations during the election season while also building trust and loyalty among their audience.”

“As an advertiser, participating in conversations during the election season requires a strategic approach to remaining relevant without overstepping into politically sensitive territory,” the Easemytrip spokesperson said, adding, “One effective way is to align advertising content with themes that resonate with the civic spirit of the elections, such as campaigns that encourage voter participation or emphasize the importance of informed decision-making. This approach keeps the brand engaged with the topical discourse but maintains a neutral stance on political matters.”

Additionally, leveraging digital platforms to engage in real-time conversations can be highly beneficial. By using social media, brands can respond quickly to election-related events with relevant, non-partisan content that encourages dialogue and interaction. This strategy not only increases visibility but also enhances consumer engagement by providing valuable information or light-hearted content that relieves the often intense atmosphere of an election season. By focusing on uplifting and uniting messages, brands can successfully participate in election season conversations while fostering a positive connection with their audience.

Media mix strategy for maximum traction and ROI

Parul Mittal shared, “Our media mix strategy is focused solely on the News genre, leveraging exclusive network deals on election properties to maximize visibility and impact. With its broad reach and diverse audience, the News genre offers the greatest ROI for our brand during this critical period. By providing a front-row seat to the election process, we can keep our audience informed and engaged while increasing exposure for our brand.”

Easemytrip’s spokesperson added here, “Our media mix strategy, especially during the election season, aligns closely with our vision for marketing and advertising, which emphasizes brand visibility and a diversified media marketing mix. In this dynamic period, we aim to engage new audiences and establish meaningful connections through a combination of traditional and digital media platforms. This approach not only ensures a broad reach across demographics but also allows us to tailor our message to resonate with the electorate's current sentiments and interests.”

He further said, “During election seasons, we typically see digital media offering maximum traction and ROI. Platforms like social media, online news outlets, and streaming services become particularly effective due to increased user engagement with election-related content. Our in-house tech team plays a crucial role in this phase. They adeptly analyze trends and engagement patterns, allowing us to adapt our strategy in real time and capitalize on the shifting interests during different periods of the election cycle. This flexibility enhances our ability to stay relevant and impactful, ensuring that EaseMyTrip remains at the forefront of consumers' minds as they navigate the complexities of the election season.”

News genre and brand advertising during election season

Parul Mittal considered News genre a valuable medium for their brand during the election season as it offers high visibility and exposure to a large and diverse audience. “This helps in driving overall brand awareness and establishes our brand as a reliable source of information. Additionally, it provides a credible platform for brands to communicate with their audience, increasing their credibility and establishing a strong connection with the target audience,” she added.

Easemytrip’s spokesperson pointed out, “During the election season, news channel advertising becomes an essential medium for us as a brand, capturing better ROI’s. This period of increased viewership is crucial for understanding, making it a prime opportunity for targeted brand visibility. For EaseMyTrip, placing our advertisements within news broadcasts allows us to engage actively with an audience that is keenly interested in the nation's affairs, thereby increasing our brand's relevance and connection to significant societal moments.”