By Archana Raj

With the general elections commencing today, the consumer electronics brand Blue Star will be prominently featured on news channels, from the exit polls to the final announcement of the election results, said B Thiagarajan, Managing Director of Blue Star.

In an exclusive interaction with BestMediaInfo.com, he mentioned that while the brand has historically maintained a consistent presence on news channels, it is currently negotiating deals with news channels for the LS Polls.

For the record, voting for the first phase of Lok Sabha elections has begun in 102 seats spread across 21 states and Union Territories.

Blue Star has nearly doubled its advertising expenditure this summer. Thiagarajan mentioned that while the brand allocated Rs 35 crore for air conditioner ads last year, this year the spending has increased to Rs 60 crore, of which, digital will take 40% share.

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