It’s campaign time of the political kind. Close on the heels of Congress party unveiling its ‘Jai Ho’ campaign and roping in the ‘Slumdog Millionaire’ kids, BJP has roped in Frank Simoes-Tag and Utopia to carry forward its ‘Majboot Neta Nirnayak Sarkar’ poll campaign.
BJP will be launching its campaign on March 16 and will use diverse platform like television, FM radio and print media to woo voters in the forthcoming general elections.
Frank Simoes-Tag and Utopia have won the contract for the media campaign from among 12 leading advertising companies. The final approval came from the Media Campaign Committee headed by BJP general secretary Arun Jaitley.
BJP spokesperson Siddhartha Nath Singh told exchange4media that the party would begin with television advertisements and hoardings, to be followed by a blitzkrieg in the print media and on radio.
On chosen the slogan ‘Majboot Neta Nirnayak Sarkar’, Singh said the slogan was finalised on the basis of a survey conducted across 57 cities and towns and “not on the basis of the opinion of any single leader”.
He further said, “The BJP will also send SMSes to around 35 crore mobile users across the country. The party has already tied up with Yahoo! India for its online campaign. Besides, the conventional advertisement campaign, the BJP is planning to launch a radio campaign through 280 FM stations across the country. We have found the radio to be a very effective medium.”
According to some internal sources, BJP had submitted a budget of Rs 42-44 crore for the campaign with the Election Commission of India. If the slowdown is taken into consideration, the budget for this year may be little lower. However, Singh said, “We cannot estimate the expenditure as of now. It will be known once the elections are over.”
Frank Simoes-Tag will take care of the television and print campaigns, besides outdoor media, while Utopia will be in charge of the radio campaign. “These two agencies have prepared the campaign advertisements for BJP,” Singh said.
The party has roped in popular playback singers Shaan and Roop Kumar Rathod to sing the jingles, which will run on television and radio.
Meanwhile, reacting to reports in a section of the media that Prasoon Joshi, Executive Chairman and the Regional Creative Director Asia Pacific, McCann Erickson, was reportedly one of the stakeholders in the campaigns, Joshi shared with exchange4media, “As reported by other media, the news is completely bizarre that I am learnt to have a major share in Frank Simoes-Tag.” He further clarified, “I have not sung any BJP lyrics. I had just met the BJP people for discussions, but we decided that McCann Erickson will not take part in the pitch.”