Bharatiya Janata Party (BJP) sure seems to have learnt lessons from the Congress party, which already rolled out the initial phase of its Rs 500-crore election campaign in January this year. It’s another matter that the campaign, executed by Dentsu, seems to have drawn flak from viewers and potential voters alike, as well as industry leaders, who have made their views clear via social media.
Hence, the BJP is not taking any chances and is treading cautiously while selecting the people to work on its campaign. It is learnt that the party has lined up a bevy of agencies at the pitch stage.
After much speculation on BJP’s selection of agencies, industry insiders indicate that Ogilvy’s Soho Square has bagged a part of the creative duties for the Rs 400-crore election campaign, which will be overseen by Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather.
Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India is also said to have bagged one part of the much coveted creative duties. “Our business is developing communication, and one of our subsidiaries is in talks with the BJP. However, nothing has been finalised,” said Joshi, when contacted by exchange4media.
What is interesting to note is that the BJP has gotten together the stalwarts of advertising to make up for lost time in its election campaign. This seems like the best time to not only learn from the mistakes of the leading party, but also capitalise on them. Both Pandey and Joshi are rooted in the essence of talking to the common Indian, taking a look at their iconic campaigns – whether it is Ogilvy’s Pidilite film for Fevicol on the bus, the Gujarat Tourism Campaign, or the much celebrated Marlboro Man work for Cancer Patients Aid Association, which was one of the first pieces from India to win globally.
Joshi is rooted in communication that connects both with masses and classes – from the international and national award winning Happy Dent commercial to the recent campaign with Aamir Khan on Atithi Devo Bhava. He has also made Coca Cola synonymous with ‘Thanda matlab Coke’.
It will be very interesting to see the much-needed magic that the Piyush – Prasoon duo is able to create for the BJP.