The NDA might have splurged on its ‘‘India Shining’’ campaign, but it was the Congress that worked doubly hard to wipe off the shine. In fact, according to AdEx India (Tam Media Research), in terms of advertising time, it was the Congress that came first followed by the Telugu Desam Party, and occupying third place was the BJP. The Congress, with 60,000 seconds, topped the list, followed by the Telugu Desam Party with 40,000 seconds and the BJP with 29,000 seconds. However, in terms of money spent, the Congress, according to a report in the Asian Wall Street Journal, spent around $6.5 million to stage a comeback. On the other hand, the NDA spent nearly $100 million. On the election campaign, the money spent by the BJP is close to Rs 100 crore. ‘‘The low-budget message eventually won out,’’ the report added.The report said that Grey Global group’s Indian division, which worked for the BJP, highlighted what it called a ‘‘feelgood factor’’ through a campaign called ‘‘India Shining’’, highlighting the government’s role in the country’s economic upswing. The campaign — estimated to cost as much as $100 million — was so dominant on television that the phrase has worked its way into daily life, headlines and even other ads, the report said.‘‘In the other camp, Leo Burnett, via a wholly-owned local subsidiary called Orchard, worked for the Congress.In its ads, the Congress pulled a different emotional lever, reaching out to poor rural voters who have not shared India’s recent boom.‘‘What did the common man get?’’ asked ads featuring ordinary Indians.
