With Lok Sabha elections around the corner, the Congress is looking for an advertising agency which could bring it to the masses.
NEW DELHI:: With Lok Sabha elections around the corner, the Congress is looking for an advertising agency which could bring it to the masses.
In an era where marketing is the name of the game, the grand old party of India wants to get its message across to a billion-strong audience which has the world’s largest youth population.
Top Congress sources said that they have already received concept papers from several agencies eager to bag the lucrative contract. “We will select the agency anytime after August 15,” a senior party leader said. He said a decision would be taken by the Congress Working Committee after going through presentations of all the agencies.
“The broad theme of the elections has been explained to the agencies,” the source said, without divulging the budget and focus of the campaign. He only said, “the contemporary political scenario in India would be reflected in the campaign”.
Party leaders said the entire campaign methodology would be chosen much in advance so that there is sufficient time for the messages to make an impression to the voters. It is learnt that the campaign would be both in the print and the electronic media apart from other forms of visual publicity like outdoor campaigning. “Only one agency would be selected and it would be an integrated media strategy,” the source added.
The agency is also expected to coin new slogans on behalf of the party which would be used during campaigning and in the election material.
The ad campaign in 1984 by Rediffusion had worked wonders for the party in the polls held in the backdrop of the assassination of Indira Gandhi.
The party then secured an unprecedented landslide as it projected the threat to the unity and integrity of the country and urged the people to vote for it when terrorism was raising its head.
For the coming elections, it is learnt that the nuclear agreement and its benefits, loan waiver to the farmers and a focus on “Gareeb Aadmi” (poor people) would be the highlights of the Congress campaign strategy.
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