During this election season, Indian political parties are turning to over-the-top (OTT) platforms to reach voters. The Indian National Congress (INC) has launched ads on Disney+ Hotstar featuring the slogan "Haath Badlega Haalaat" alongside their campaign 'Bharat Jodo Nyay Yatra - Paanch Nyay'.
Diverse Platform Use
Not just Hotstar, but the Bharatiya Janata Party (BJP) is also placing ads. They've chosen MX Player, where their promotions appear prominently in the MX Gold section of the app. This strategy highlights the parties' efforts to tap into the digital viewership that frequents these platforms.
source: INC ad on Disney+ Hotstar
Controversial Airings
Interestingly, some ads have stirred up controversy. For example, a BJP ad was shown during an IPL match on JioCinema, and a Congress ad was initially aired on Star Sports but was quickly pulled off air for violating contractual agreements with the Board of Control for Cricket in India (BCCI), which led to an apology from Star Sports.
source: BJP ad on MX Player
Regulations and Repercussions
According to the Media Rights Agreement with the BCCI, political ads are generally not allowed during broadcasts like the IPL. The fallout from these incidents could lead to further discussions or changes in how political ads are handled during significant sporting events.
