Delhi-based Brand Curry has been awarded the creative and media duties of Shiromani Akali Dal’s Punjab Assembly Elections campaign. The campaign has commenced from January 6, 2012 and will continue till January 30.
It may be recalled that Brand Curry had handled the Shiromani Akali Dal campaign in the 2007 assembly elections as well. As per market reports, the campaign was instrumental in the Akali Dal-BJP combine winning the elections and returning to power after a gap of five years in the state.
In the interim, Brand Curry was also the agency for the Lok Sabha campaign of the party, in which the Akali Dal-BJP combine won more seats than what the political pundits had predicted.
On winning the business, Subrata Chakraborty, Managing Director, Brand Curry, said, “It’s an honour that we have been chosen to handle the challenge again. We have worked around positive expressions of governance and sweeping development stories. We are happy to be part of the positive political campaign.”
The principal plank of Brand Curry’s current campaign for Akali Dal is the development credentials of the ruling coalition of Akali Dal and BJP. Development has of late been the critical factor in elections in India, and Brand Curry’s campaign is attempting to highlight the all round development in the state for the last five years.
When asked what went in favour of Brand Curry, Chakraborty replied, “Political campaigns have typical communication nuances, hence these need to be approached differently when compared with commercial brand building approach. We believe, our work showcasing this learning and our past experience of developing a ‘winning campaign’ in 2007 made the difference.”
Brand Curry’s campaign is print-led, supported by outdoor and radio.
It may be noted here that Punjab Government has Draftfcb Ulka, Crayons and Brand Curry as the empanelled agencies as well. The Assembly elections campaign for Akali Dal is being handled individually by Brand Curry.