MUMBAI: Prime Minister Narendra Modi is using radio as a powerful tool to connect with the masses through 'Mann ki Baat', said Minister of State with Independent Charge for Power, Coal and Renewable Energy, Piyush Goyal at a recent event in Mumbai. 

Addressing the topic of ‘Role of advertising for a Political Party' during a panel discussion, Goyal explained the way BJP used professional assistance during their 2014 election campaigns. He stated that communication has to be done not only during the elections, but otherwise as well, in response to a point raised by others present on the panel. Madison chairman Sam Balsara moderated the panel, which included Dainik Bhaskar Group Girish Aggarwal; Colors CEO Raj Nayak; Star India COO Sanjay Gupta and Times Group president Arunabh Das Sharma.

Goyal started off his conversation praising Balsara for his brilliant media-buying skills that helped the party to create an impact. Goyal also revealed that BJP paid Madison a higher fee than what its competitors had quoted because of quality services.

Goyal also stated that for a political party or a leader it is very important to communicate in real time. He added that not everything is about advertising, and that a lot of communication is through interviews, press conferences, etc and that it needs to be a “judicial mix”.

During his conversation, he also stated that he wanted to make use of the HUL’s ‘Kan Khajura’ built in Bihar for BJP during the elections, but “due to time constrain that was not possible”.

Goyal also stated that he is open to ideas that will involve engagement of the government with its masses.   

DAVP’s (Directorate of Advertising & Visual Publicity) way of functioning was also raised by panellists, to which Goyal said that he could open it (DAVP) up for more transparency. He added that selected experts from the advertising industry could document DAVP’s process. Goyal also stated that a team of experts should go beyond TAM ratings and come up with a plan. According to Goyal this would help them understand more about the advertising industry.

Goyal headed the BJP’s Information Communication Campaign Committee and oversaw the publicity and advertising campaign of the party including the social media outreach for the Indian General Elections 2014.