The much-awaited and prestigious Congress party account for the forthcoming elections has been won by Crayons Advertising. The account is estimated to be worth a hefty Rs 150 crore. Two agencies – JWT and Crayons – competed in the final lap. Both the agencies made presentations to the Congress party’s senior poll managers.
Rediffusion DYR, Percept H, Mudra, JWT, Contract, Crayons and Madison had competed in this mega pitch. In the first two rounds of presentation, agencies were asked to prepare a concept note on what would be the key issues in the forthcoming General Elections. Thereafter, a presentation was made on the four specific issues of the Congress party.
Said an elated Kunal Lalani, Managing Director, Crayons Advertising, “We are really happy to win this business. The reason we won is that we have a diversified exposure in political advertising. We did the Bharatiya Janata Party campaign in 2004 and the Samajwadi Party campaign in 2007. Having dealt with the mindsets of different parties, we could come out with the right strategy based on our political understanding for a major campaign of this kind.”
Ranjan Bargotra, President, Crayons Advertising, said, “The reason we won this business is that we spoke the language of the common man and highlighted his concerns. We understand the expectations of a political campaign of this kind. We will be handling the ATL and BTL activities for the Congress party which is a complete 360-degree account.”