MUMBAI; The Bharatiya Janata Party is once again relying on the Sam Balsara headed Madison Media to handle its media buying during the upcoming state elections in Uttar Pradesh, Goa and Punjab. The agency had bagged the BJP’s media duties in 2014 for the parliamentary elections too following a multiagency pitch, which included GroupM, Lodestar UM, Prachar Communications, among others. Additionally, it had handled the media duties for the BJP during the assembly elections in Assam and Tamil Nadu.

Estimates place the spends that the BJP is going to splurge during the upcoming polls at anywhere between Rs 120 crore to Rs 200 crore. And Madison Media has been mandated to plan the TV and print media buying for the states.

Prime minister Narendra Modi’s BJP party is going to be tested during the assembly elections as the public sentiment appears to have turned marginally against him following the demonetization exercise and cash shortage thereafter. This has apparently troubled the common Indian who has had to wait for hours and days to take his money out of his own bank account, though the crunch seems to have eased over the past week or so.

The dates of the assembly elections are being decided by the Election Commission.

The Economic Times has stated that the BJP is working with O&M and Crayons as its creative agencies for Uttar Pradesh. And the party is leaving no stone unturned as it is keen to win the assembly elections from the Samajwadi Janta Party and a 2000 billboard strong campaign criticizing the SJP’s performance has commenced. Additionally, 400 video vans have been deployed to communicate the BJP’s message.