Former chief minister Prithviraj Chavan, who was often accused of sitting on files by the NCP, apparently exhibited indecisiveness over the Congress’s advertisement campaign in the run-up to the October 15 elections. And, this cost the party advertisement guru and consultant Bharat Dabholkar, who was involved in BJP leader Narendra Modi’s campaign during the Lok Sabha polls.
Was Dabholkar contacted by Chavan?
Yes. Dabholkar, the man behind the success of Amul’s hoardings campaign, was invited by Chavan to work as consultant for his own promotion. Dabholkar is believed to have put his head over brainstorming for nearly three months and had suggested more than hundred slogans to Chavan.
Why did the ad guru walked off?
Insiders said that Chavan rejected many of the slogans suggested by Dabholkar on the pretext of various of reasons. For instance, Chavan said some slogans were having Marathi words that were very difficult to pronounce. Also, the former CM didn’t take a call on the ad gur’s suggestions. Apparently frustrated, Dabholkar, who had spent three months on the job, said the sources.
Which party had the best ads?
Dabholkar, while rating the media blitz by all political parties, termed the campaign by the Shiv Sena as the best, and the campaign by the NCP as the worst. He said that all the parties forgot that slogan was the last word in ad world. The parties concentrated on slogans that were not in line with the addresses and behaviour by their leaders. This went against them, he said.
Why did Sena got it right?
Sanjay Sure, the man behind Sena’s campaign, said he worked in tandem with party chief Uddhav Thackeray. He said Uddhav, who has seen the advertisement industry from close quarters, was receptive to new ideas and took quick decisions. He said BJP’s campaign of “Kuthe Neun Thevla Majha Maharashtra…” disappeared after it became a subject of ridicule on social media. Sure said Sena’s slogan “Majha Naav Shiv Sena'' coupled with “Chala Maharashtra Ghadavu Ya” evoked expected response and is evident in the exit poll predictions.
How others saw Chavan’s campaign
Chavan’s campaign was “Congress mulech Maharashtra pahila” (Maharashtra is No.1 because of Congress). Sure criticized the idea, saying, “Chavan was regularly projected as someone working at a snail’s pace. The ad was not in sync with his government’s perception. So it failed to evoke response.”
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