By Manav, NAK,
Jammu : Electioneering in the J&K is in a new look this time as parties and candidates trying their luck in the polls acknowledging the role of local TV channels in molding the public opinion have taken the recourse of “likable lyrics and video footage” in the form of election advertisements to woo the voters.
In the winter capital of the state the experiment not only has succeeded in its aim to draw the public attention to a wider extent but also is proving as a boon for the TV channels, advertisement agencies and lyrists to en-cash the situation.
One after another candidates from parties including BJP, Congress, PDP, NC, Panthers etc are coming out with their election advertisements in the shape of audio/video clips with appealing music, songs containing the message in a slot of 3 to 5 minutes of duration.
Interestingly, the independents’ who are all set to affect the poll results this time are also not behind and in some cases their election advertisements have become so popular among the general public as people of different age group can be seen reciting songs.
The rhyme-scheme, meters are being designed in such a way by the lyrists/script writers that one fails to keep mum while listening to the tunes.
The election ads of NC rebel, Surinder Singh Shingari with the song, ”Ab ki bari sirf shingari, apna jis ko maan liya hai, dil jiska pehchan liya hai, Ab ki bari sirf……..’ and that of contesting candidate of BJP from Suchetgarh constituency Sham Choudhary are among the popular ads which are enthralling the common audience in their favour.
From the veterans like Mangat Ram Sharma, Chaman Lal Gupta to the numerous freshers in the politics, one will find everybody on the TV screens with robust personality in the backdrop of enchanting songs and music narrating their vision and with a peal to vote in their favour.
While the advertisement agencies are taking Rs. 40,000 to Rs 1 lakh for the production of an ad depending upon the spending potential of the candidate, the two main local TV Channels are charging Rs. 25 to 30 thousand for airing of the ads for 15 to 20 times a day per candidate on each channel being run by them.
“Money is no matter for the candidates provided they got a fascinating advertisement having power to draw the attention of public with appealing footage, song and strong musical background” told an employee of Adiyta Advertisement agency, Gandhi Nagar, while talking to the NAK.
“Ours agency has produced number of election ads for different candidates including the advertisement slot for the independent candidate from Jammu West constituency, Surinder Singh Shingari with the song, ‘Ab ki bari sirf shingari’, which is very popular now a days” he said adding that they have seen an unprecedented hike in their business in the last one month.
One Vikram of another ad agency told NAK that though few days have been left for the polling in the Jammu region parties are still approaching them for the election ads. He further added that the work is being done by them only after getting advance and the deals are being done on cash payment and not on credit policy as being done in case of regular customers.
The impact and the role of local TV channels in shaping the amaranth land agitation in Jammu is known to all and taking a cue from that all the parties and candidates are desperate to go to the people direct to their homes through the medium to local TV channels told one fellow from one of the TV channels operating in Jammu to NAK.
He further said that the rate of airing/displaying the election ads is going down with every passing day but on the same accepted that the frequency of slots has been increased on each of the channel and till the last day of campaigning they will earn a hefty amount above all expectations.
It is pertinent to mention here that polling in Jammu will be held on December 24 and as state witnessed tremendous response from the people in the first four phases of polling politicians are eyeing on the maximum votes by minimum efforts and election ads on TV channels is proving a sound option for them.