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NCP ready to unleash tech-savvy campaign plan
Prepared by spending crores, party messages will reach electorate through diverse platforms
Updated : Sep 29, 2014, 07:37 AM IST
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A creative team of professionals, including jingle-king Ashok Patki, singer-composer Avadhoot Gupte and composer Shashank Powar, would reach out to 8.25 crore voters in the next 15 days. This time, they would sing the Nationalist Congress Party (NCP) tune.
The NCP has planned to convey party messages on diverse platforms, including social media, channels, radio channels and one thousand multiplexes in the state. By deploying management professionals to lead the core team, NCP has gone for SWOT (Strength Weaknesses Opportunities and Threats) analysis before deciding on the content and platforms for conveying the messages. The experts have advised the party leadership to avoid criticising Prime Minister Narendra Modi since it can prove counter-productive.
Taking into account that it's a war with huge stakes, NCP has deployed three national-level agencies — Media Age (of Group M), Pumpkin Media and Nirmiti — to create content which would be bombarded on the electorate in the state. The leader of the 32-member core team of professionals told dna that all the platforms of consumption including television channels and social media, mobiles, newspapers and radio channels are being harnessed to reach out to the electorate.
The entire content is created in Marathi, Hindi and Urdu languages. The party would give thrust on work done by NCP while in power for the last fifteen years and would also talk of promises for the future. While criticising opponents, the party has been advised to restrict the criticism to the ideologies rather than being personal. In management professional style, they have identified touch points for the target audience and have also identified the media consumption patterns.
Party insiders say that the campaign alone would go into crores of rupees. But when core team leaders were asked, they were unwilling to disclose the expenditure involved.The party has already completed the skits for campaigning in colleges to woo youths. Supriya Sule, the Baramati MP and daughter of party president Sharad Pawar, has taken keen interest in the college audience.
