Lok Sabha Election

Congress, BJP prime their digital push

Notebook with Tools and Notes About Digital Campaign  

The Congress has finalised Silver Push, a Gurugram-based start-up that specialises in matching digital advertisements to television in real time for its digital outreach, though the party is yet to finalise a creative firm for its election campaign.

The other contenders in this category included the New York-based Gutenberg.

Silver Push was founded by IIT Delhi alumnus Hitesh Chawla in 2013. Mr. Chawla, 36, graduated in 2004 with a degree in chemical engineering and had no prior advertising experience before starting this firm.

The Congress’s assignment is the company’s first political campaign for the firm that has, however, handled accounts of several multinational corporates, including Unilever, Nestle and Spotify.

“We are a technology-cum-advertising firm. We use artificial intelligence to target and reach out to the right people to send across the message,” Mr. Chawla told The Hindu.

In 2015, Silver Push was caught in the privacy debate in the U.S. for helping advertisers embed ultrasonic tracking beacons in TV signals which would be caught by the mobile phones to transmit real time information on specific advertisements being watched in the vicinity of the device. The firm has since abandoned the tracking beacon technology.

The BJP, meanwhile, has already kick-started its campaign with the tagline Namumkin Ab Mummkin Hai (the impossible is now possible). The party is sticking with its 2014 team — Piyush Pandey of Ogilvy, Prasoon Joshi of McCann World Group and Sam Balsara of Madison Communication.

“We are on course and our campaign will be launched soon,” Congress leader Anand Sharma, swho is heading the Publicity committee for the Congress said.

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Printable version | Jan 21, 2022 5:52:44 AM | https://www.thehindu.com/elections/lok-sabha-2019/congress-bjp-prime-their-digital-push/article26502516.ece

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