Indian National Congress (INC) is gearing up from every front for the upcoming Assembly Elections in the states of Uttar Pradesh and Uttarakhand. Already in an aggressive mode in these states, the party has now awarded its entire creative and media mandates to Percept/H to create a captive strategy that can make it victorious in a state which it has not been ruling for the last 22 years.
The win comes on the back of a multi-agency pitch that had JWT Delhi and Crayons in the fray, apart from Percept/H.
The size of the business could not be ascertained at the time of filing this report, but it is estimated to be substantial as the stakes are high in UP. An estimated Rs 200 crore was spent by the Congress on its election campaign in 2009.
Confirming the news to exchange4media, Amitava Mitra, Chief Operating Officer, Percept/H, said, “Yes, Congress has chosen us to work on the campaigns for both these states. UP is one of the most important states for Congress; it’s not been here for the last 22 years, thus we have a very huge and challenging task ahead of us. We would develop the complete integrated campaign for the party.”
Mitra further said that the decision to work with Percept/H was unanimous at the party level since the agency understood the objective well and had a tone and language that was impressive.
Elated with the win, Rajiv Agrawal, Executive Creative Director, Percept/H, who has earlier worked on the National Election Campaign for Congress in 2009, said, “This is truly a satisfying win. It called for a different kind of understanding and sensibilities. While on the one hand, you had to understand the vision and the thinking process of the person leading the charge - Rahul Gandhi in this case, on the other hand, you had to address different audiences and, therefore, different problems/ issues at the same time, yet have a singleminded thought which cuts across. We had an interesting thought – sensible, yet warm, honest, yet clutter breaking.”
It is learnt that Rahul Gandhi himself closely monitored the selection of the creative team who would design his party’s campaign in the upcoming elections. It may be recalled that the launch campaign that kicked off in early November in UP was also created by Percept/H.