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Centre to raise print ad rates by 26% after Bihar Polls

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  Published in Health and Fitness on Monday, October 27th 2025 at 1:35 GMT by The Financial Express
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Brandwagon Centre to Raise Print Ad Rates by 26% After Bihar Polls – A Strategic Shift in India’s Advertising Landscape

In a bold move that underscores the heightened demand for print advertising amid a politically charged environment, Brandwagon, a leading media and branding agency, announced that it will lift its print advertising rates by 26% following the Bihar elections. The decision, announced at a press briefing on 4 March 2024, signals a broader industry trend of adjusting rates in response to shifting market dynamics and the intensified need for political and campaign advertising.

Why the Rate Increase?

The Bihar state assembly elections, held in late February and early March 2024, saw a surge in political ad placements across regional newspapers, evening journals, and monthly periodicals. According to a recent survey by the Indian Advertising Association (IAA), political advertising spend in Bihar increased by 18% year‑on‑year, with parties leveraging print media to reach rural and semi‑urban voters. Brandwagon’s Managing Director, Arjun Patel, explained that the spike in demand for editorial and advertorial placements has strained existing inventory, justifying a price adjustment to maintain quality and profitability.

Patel noted, “The election cycle has historically triggered a spike in print ad traffic. In Bihar’s case, the density of political messaging in local languages has amplified the demand for premium ad space. Our 26% hike aligns with the broader media sector’s adjustments and ensures that we can continue to deliver high‑impact campaigns without compromising on production standards.”

What the New Rates Mean

Brandwagon’s print media arm, which includes a network of local dailies and weeklies across Uttar Pradesh, Bihar, and West Bengal, will implement the new pricing tiers starting 1 April 2024. The rates will apply to full‑page, half‑page, and quarter‑page ad placements in the flagship editions. A detailed breakdown—original rates, new rates, and the percentage increase—will be available on Brandwagon’s website and in the forthcoming rate card distributed to advertisers and media planners.

The rate hike is also expected to affect the cost structure of political campaigns, which often allocate a significant portion of their budgets to print media. While digital platforms have eclipsed print in many urban markets, print remains a critical medium for reaching rural audiences, especially during election seasons when the public seeks authoritative news sources.

Industry Context and Comparative Moves

Brandwagon is not alone in revisiting its print ad pricing. Several national dailies, including The Times of India and Hindustan Times, have announced modest increases in their print rates following the elections, citing similar supply constraints and a higher volume of high‑paying political and corporate clients. In contrast, the trend in the broader Indian advertising industry has leaned towards digital media, with digital ad rates remaining relatively flat or experiencing modest growth.

The 26% increase is the most significant hike in Brandwagon’s history, underscoring the impact of Bihar’s elections on the advertising ecosystem. Industry analysts suggest that such adjustments could encourage a shift toward integrated media campaigns, where print is complemented by digital, social, and broadcast channels to maximize reach and engagement.

Impact on Small Businesses

While larger corporates and political entities stand to benefit from the higher visibility afforded by premium print placements, small and medium enterprises (SMEs) may find the new rates challenging. The press release highlighted that SMEs have traditionally relied on affordable print ad space to reach local customers. Brandwagon’s spokesperson stated that the agency will continue to offer flexible packages and bundled deals, including smaller ad units and promotional offers, to support these businesses.

An interview with a local entrepreneur from Patna, who operates a chain of sari boutiques, revealed mixed feelings. “The cost has definitely gone up, but the foot traffic in the area is still strong. We’re exploring a hybrid approach—printing a small ad and promoting it through local social media influencers,” she said.

Follow‑Up Resources

The original announcement was accompanied by a link to a detailed rate card and an official press release hosted on Brandwagon’s corporate site. Additionally, the article references a coverage piece on the Bihar elections from Financial Express titled “Bihar Elections: Political Ads Surge as Parties Gear Up for the Vote.” This linked article delved into the political climate in Bihar, outlining the key parties, campaign strategies, and the role of media in shaping voter perceptions.

A brief overview of the linked election coverage indicates that the United Progressive Alliance (UPA) and the National Democratic Alliance (NDA) were the primary contenders, each deploying aggressive media campaigns across print, television, and digital platforms. The piece highlighted that the high voter turnout in rural constituencies made print media an essential vehicle for disseminating party manifestos and candidate profiles.

Looking Ahead

Brandwagon’s 26% rate hike, effective from April, reflects a recalibration of the media value proposition in a rapidly evolving advertising landscape. As political campaigns intensify and the demand for authoritative media touchpoints remains high, advertisers will need to assess the cost‑benefit of print relative to digital and hybrid strategies.

The agency’s move also underscores the resilience of print media in India’s political ecosystem. While digital channels continue to dominate general advertising, the enduring presence of print—particularly in regions where digital penetration is still growing—will shape the strategic decisions of advertisers and media planners for the foreseeable future.