Sanjeev Gupta is the managing director and chief executive officer of Global Advertisers. His commitment to innovation, service and strategic media planning has helped clients foster lasting communications between consumers and brands. In an industry first, Sanjeev created dedicated cells comprising media planners, marketers and operations personnel that cater to specific market segments like finance, entertainment and films, corporate, IPOs and retailing. For more visit: - www.globaladvertisers.in

1. Sanjeev Gupta
How does outdoor score over other media when it
comes to election campaigns?
People who step out regularly either to
commute, shop, visit friends or places of
worship are more likely to step out to vote on
the big day too. It therefore makes more
sense to invest in outdoor advertising than
any other medium because the target
demographic (voters) and the medium
(billboards and other outdoor media) and the
desired outcome (influencing voter behavior
in favour of a particular candidate/party on
the day of voting) are 1) in the same
geographical area, 2) are likely to be the
same people (people who are outdoors on
other days are also likely to vote on election
day), and 3) the campaign, message, brand
positioning can be tailored to address the
specific demographic in that particular area. Traditional election
campaigns focused on communicating achievements. This has
changed as this time the efforts were on convincing voters and not
merely communicating. The entire outdoor media fraternity - vendors,
creative minds, agencies, mounters - have taken up this new
challenge and have gone ahead to do an excellent job of it.
“According to Sanjeev Gupta, MD, Global Advertisers”
www.globaladvertisers.in